Why TikTok Search Campaigns are the New Google for Gen Z
When Gen-Z want answers, they’re not typing into Google. They’re scrolling through TikTok. Why? Because TikTok delivers what traditional search engines can’t: authentic, bite-sized, and visually engaging content that feels personal rather than transactional.
How is TikTok search different than Google?
Rather than reading a long, bloated blog post about “best skincare products,” a Gen-Z user can watch a 30-second video from a creator they trust, see the product in action, and get real-time feedback in the comments. TikTok’s algorithm amplifies this experience by surfacing highly relevant, community-driven content that resonates with user interests. It’s not just search, it’s discovery, entertainment, and social proof all rolled into one platform.
For brands, this evolution represents a massive opportunity. TikTok Search Campaigns allow advertisers to tap into intent-driven behaviour on a platform where Gen-Z spends hours daily. Unlike traditional search ads, TikTok campaigns blend seamlessly into the content feed, making them feel less like ads and more like recommendations. This authenticity is why TikTok is quickly becoming the “new Google” for a generation of digital natives who value trust and relatability over polished marketing.
What does that mean for pay-per-click (PPC) advertisers?
For PPC advertisers, TikTok’s rise as a search platform means rethinking traditional strategies. You can’t simply copy-paste what works on Google Ads or Microsoft Ads. TikTok requires a blend of intent-driven targeting and creative storytelling. Advertisers must adapt their keyword and bidding strategies to TikTok’s unique search behaviours while ensuring their video content aligns with the platform’s culture of authenticity. Just as important, matching the right creative with the right ad format is critical: whether it’s a high-impact TopView for brand awareness or a Brand Auction for engagement, success depends on pairing campaign goals with TikTok’s diverse ad types.
TikTok Ad Formats Explained
TikTok’s ad formats are designed to meet a wide range of campaign goals and types of creative, but all of them are grounded in TikTok’s signature short-form video content.
TopView
TikTok’s most prominent ad placement appears as the very first ad users see when they open the app. It’s designed for maximum reach and brand impact, delivered through a managed service model. Campaigns using TopView follow a reach and frequency delivery model, and pricing is based on cost per impression with an added surcharge for targeting capabilities. This format is ideal for high visibility launches and brand awareness pushes.
Top Feed
This ad type places your ad in the first in-feed slot of the For You page, giving it prime visibility without the full-screen takeover of TopView. It’s available via TikTok Ads Manager through an allowlist, and like TopView, it uses a reach and frequency delivery model. Pricing is based on cost per impression, making it a strong option for brands looking to maximize exposure while maintaining control through self-service tools.
Pulse ads
These place your ad next to trending and brand-suitable content, helping advertisers align with culturally relevant moments. This format supports a reach objective and can be accessed either through managed service or TikTok Ads Manager (with allowlist access). Pulse also uses a reach and frequency delivery model, with pricing based on cost per impression. It’s especially effective for brands aiming to stay top-of-mind during viral trends or cultural conversations.
Standard Feed
Your ads appear throughout the remaining inventory of the For You feed and are ideal for broad reach campaigns. These ads are self-service via TikTok Ads Manager and follow a reach and frequency delivery model. Like other reach-focused formats, pricing is based on cost per impression. This format offers flexibility and scale for advertisers looking to maintain a consistent presence across TikTok’s user base.
Brand Auction
This is a versatile in-feed ad format that supports multiple objectives, including reach, focused views, and community interaction. It’s fully self-service via TikTok Ads Manager and operates on an auction-based delivery model. Pricing varies depending on the campaign goal: cost per impression for reach, cost per view for focused engagement, and either cost per impression (for follower growth) or cost per click (for profile visits) for community interaction. This format is ideal for performance-driven campaigns with specific engagement targets.
Branded Mission
This is a unique ad type that combines creator collaboration with paid media by allowing brands to crowdsource content from TikTok creators and amplify the top-performing videos as ads. These are standard in-feed ads delivered through a managed service model, using reach and frequency as the delivery method. Pricing includes cost per impression plus additional fees for creative sourcing and amplification. Branded Mission is perfect for brands looking to tap into TikTok’s creator ecosystem and build authentic, community-driven campaigns.
Final thoughts
TikTok is redefining how Gen-Z, and users of all ages, search for information. For brands and advertisers, this shift is a signal to evolve. TikTok Search Campaigns offer a unique blend of intent-driven discovery and authentic engagement, making them a powerful complement, or even alternative, to traditional search ads. Success on this platform demands creativity, cultural relevance, and strategic alignment between your content and campaign goals. Those who adapt now will capture attention and build trust with the next generation of consumers.
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