Is TikTok the New Search Engine? What It Means for Paid Search
When you think about “search,” your mind probably jumps to Google. For years, it’s been the go-to for everything, from “best sushi near me” to “how to change a tyre.” But there’s a shift happening, and it’s not just coming from Bing or AI-powered chatbots. It’s coming from TikTok.
Yes, TikTok is no longer just about dance trends and viral recipes; it’s quietly becoming a search engine in its own right. Gen Z (and increasingly Millennials) are heading straight to TikTok to find recommendations, reviews, and how-to guides.
So, what does this mean for businesses relying on paid Google Search? Let’s break it down.
TikTok as a Search Engine
Recent studies show that almost 40% of Gen Z prefer TikTok or Instagram over Google Maps or Search when looking for places to eat. The reason is simple: TikTok serves up content in a way that feels more authentic, visual, and personalised.
Instead of scrolling through blue links, users get real videos from real people, showing what that café, skincare product, or destination is actually like. Trust > traditional SEO.
How This Impacts Paid Google Search
Google Ads aren’t going anywhere, but they are facing a new layer of competition for attention. Here’s how TikTok search is reshaping the landscape:
Shift in Buyer Journey
Users may start discovery on TikTok and only go to Google later when they’re closer to purchase.
This changes how advertisers need to think about upper vs. lower funnel investment.
Paid Search Costs Rising
With first-click discovery moving elsewhere, brands may see higher CPCs on Google Ads as competition tightens for those bottom-of-funnel queries.
Businesses that don’t diversify risk paying more to capture fewer leads.
New Creative Expectations
TikTok-style content is bleeding into Google too (think YouTube Shorts, Performance Max creative).
People now expect short-form, authentic content everywhere, even when clicking through from a Google Ad.
What Brands Should Do
If you’re running paid search campaigns, here’s how to adapt:
Test TikTok Ads alongside Google Ads. Don’t think of them as competitors, think of them as different stages in the funnel.
Leverage TikTok content for Google campaigns. Use UGC-style creative in Display, Performance Max, and even YouTube.
Optimise for multi-touch attribution. A customer who discovers you on TikTok might only convert later via Google; don’t give all the credit to one channel.
Double down on authenticity. Google Ads will still win clicks, but your landing pages and creatives need to deliver the same trust-building experience TikTok users expect.
Optimise organic content for intent-based searches. Whether on TikTok, Google, or YouTube, align your content with the specific questions and motivations users have at each stage of the buyer journey. This ensures your brand shows up in the right moments, not just when you’re paying for it.
The Bottom Line
TikTok isn’t replacing Google, but it is replacing part of the way people search. For advertisers, that means the buyer journey is messier, and paid Google Search needs to work hand-in-hand with TikTok content.
Brands that embrace this shift, by creating snackable, authentic content and diversifying their ad spend, will capture both discovery and conversion. Those that don’t? They’ll keep paying more for less.
💡 At Meaningful Agency, we help brands navigate these shifts in digital behaviour, ensuring your Google Ads and TikTok strategies work together to capture attention and drive results.
