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How to use TikTok Search Ads to maximize visibility, drive conversions, and make your brand stand out
Dec 27, 2025
TikTok Ads
When you think of TikTok, you might picture viral dance videos, trending challenges, or catchy sound bites — but there’s a powerful new advertising tool that’s changing how brands connect with shoppers: TikTok Search Ads.
As TikTok evolves into a full-fledged discovery and shopping platform, Search Ads are giving marketers a way to reach people who are intentionally looking for products - not just scrolling for entertainment. And as the 2026 holiday season approaches, that intent-driven behavior is a game changer for brands who want to boost sales during one of the busiest shopping periods of the year.
In this blog, we’ll explore how TikTok Search Ads work, why they matter this holiday season, and how you can use them to maximize visibility, drive conversions, and make your brand stand out when consumer intent is at its peak.
What is TikTok Search Ads?
TikTok’s Search Ads Campaign is designed to help brands reach people who are actively searching for content, products, or services on TikTok. Unlike traditional feed ads that appear based on algorithmic recommendations, Search Ads appear directly in search results when users type queries related to your offerings - for example, “Christmas gift ideas for mom” or “best winter skincare sets.”
That means your ad appears at the exact moment someone is showing purchase intent. It’s not about interrupting users; it’s about being discoverable when they’re already in a shopping mindset.
The power of search intent on TikTok
Search behavior on TikTok has exploded over the past two years. According to data from TikTok for Business, over 40% of Gen Z users now use TikTok as a search engine - often before Google.
Users search for everything from product reviews (“is this worth it?”), tutorials, styling ideas, recipes, to holiday gift inspiration.
So imagine this: someone types “holiday gift for boyfriend” — your ad for a men’s fashion brand or personalized gift box can appear right at the top of that search feed. That’s what TikTok Search Ads enable.
It’s a shift from passive awareness to active discovery — and that’s where real conversions happen.
Why Search Ads are especially valuable in the 2026 holiday season
The holiday shopping season has always been competitive. In 2026, it’s becoming more digital and more social than ever before.
Consumers are shopping earlier, relying heavily on social media to find authentic recommendations and gift ideas. TikTok’s “shop-tainment” model - where entertainment meets e-commerce - has made it one of the most influential platforms in shaping what people buy.
Here’s why Search Ads are a perfect fit for this year’s holiday rush:
High intent meets high engagement
People searching on TikTok are already in the mood to buy — they’re not just browsing; they’re hunting for the right deal, product, or inspiration.
Seasonal demand is exploding
TikTok’s internal data shows millions of seasonal searches for queries like:
“Christmas 2026 gifts”
“Black Friday deals”
“holiday outfits”
“new year party dresses”
“winter skincare tips”
This surge in seasonal intent gives brands a massive opportunity to appear when users are most ready to act.
New ad features coming
TikTok announced upcoming campaign objectives and features for Search Ads, including:
Lead Generation and App Promotion objectives
Advanced Creative Tools
Relevance Diagnosis and Catalog Support
These updates will make it easier for advertisers to customize creatives, analyze performance, and scale results faster during high-traffic periods.
How TikTok Search Ads work: a simple breakdown
Let’s make it simple - here’s how a typical TikTok Search Ads campaign is structured:
Choose your objective: Currently, you can optimize for Web Conversions or Traffic.
Add your keywords: TikTok allows keyword targeting - so you can decide exactly which search terms should trigger your ad. For example: “Christmas gift ideas,” “holiday outfit 2026,” or “best skincare gifts.”
Exclude irrelevant keywords: Use Negative Keywords to avoid showing up in unrelated searches and keep your spend efficient.
Use automated tools: TikTok’s Automated Keywords and Keyword Suggestion Tool can help you discover high-volume, trending search terms for your products - especially seasonal ones like Black Friday electronics or winter car accessories.
Monitor and optimize: Use Search Term Reporting to see which keywords perform best, then adjust your bids and creatives accordingly.
This gives you control and transparency - two things marketers often wish they had more of.
Strategies to maximize your holiday Search Ads performance
To make the most of TikTok Search Ads this holiday season, here are a few proven strategies:
Focus on seasonal keywords
Use keywords that match what people are searching for during November and December.
Examples:
“holiday gifts for her”
“last-minute Christmas gifts”
“New Year outfit ideas”
TikTok even provides Holiday Keyword Lists by Vertical for industries like Beauty, Commerce, Travel, and Auto. These can inspire your targeting strategy.
Combine manual and automated keywords
Manual keywords give you precision, while automated keywords (generated by TikTok’s AI) help scale reach and discover new queries you might not think of. Early testing shows that campaigns using Automated Keywords achieved +12% higher learning phase pass rates and +10% incremental conversions, proving their efficiency for seasonal campaigns.
Optimize the creative for search intent
When your ad shows up in search results, the creative should immediately answer the user’s question.
For example:
If the query is “holiday hair styling tips” → your video should show the product in action and a quick tutorial.
If the query is “Christmas gift for boyfriend” → highlight gift packaging, deals, or emotional storytelling.
Your hook must be clear, relevant, and visually engaging — users make decisions within seconds.
Use relevancy and reporting tools
TikTok’s Relevancy Diagnosis Tool (coming in 2026) will help advertisers understand whether their ads truly match user intent. Combine that with Search Term Reporting to refine your keyword list and remove underperformers.
Test early, scale fast
Holiday campaigns perform best when you start testing in October or early November. Run A/B tests with different keyword sets, creatives, and bidding strategies. Once you find what works, scale it before ad competition peaks in December.
Example use case: a beauty brand on TikTok Search Ads
Let’s imagine you run a skincare brand preparing for the holiday season.
Step 1 – Keyword strategy
You research keywords like:
“winter skincare routine”
“holiday beauty gift sets”
“skincare for dry weather”
You include these in your campaign using both manual and automated keywords.
Step 2 – Creative execution
Your video ad features a creator showing her “5-minute winter glow routine” using your products, with captions like “Perfect gift for her this Christmas!”
Step 3 – Optimization
You use Search Term Reports to find new trending phrases (example “skincare under $50”) and add them to your keyword list. Within weeks, your ads begin ranking for top seasonal searches - boosting both visibility and conversions.
As the 2026 holiday season approaches, TikTok Search Ads stand out as one of the most powerful tools for brands aiming to boost visibility, drive conversions, and capture high-intent shoppers. By targeting users who are actively searching for products, these ads bridge the gap between awareness and purchase — turning curiosity into immediate sales.
Whether you're a small business looking to scale or a global brand preparing for mega campaigns, leveraging TikTok Search Ads allows you to appear right where and when your audience is ready to buy.
If you want to make the most of this opportunity, partner with Ecomdy - a certified TikTok Ads Agency. Our team can help you optimize your strategy, manage your campaigns, and maximize your ROI throughout the holiday rush.
It’s time to get discovered. Start your TikTok Search Ads campaign today with Ecomdy.
