TikTok comes for Google’s ad business as it starts letting advertisers target its search results page

TikTok is launching a new "Search Ads Campaign" feature, allowing advertisers to target search results on the platform. This move challenges Google's search ads business, as more young users turn to social media for searches. TikTok reports that 57% of its users utilize search functionality, with 23% searching within 30 seconds of opening the app. Testing shows that combining Search Ads with In-Feed Ads increases conversions by 20% on average. The feature is now available in the United States and being tested in other markets.