Key Takeaways

• Three TikTok Search Ads campaigns worth copying come from StriVectin, Opendoor, and Steve Madden, each using different keyword structures and creative formats to capture active search intent.
• StriVectin paired branded and category skincare keywords with full-funnel targeting and reported a 78% ROAS lift and a 188% rise in new customers.
• Opendoor used broad-match keywords, automated expansion, and carousels to reach home sellers, cutting cost per result by 66% against non-search campaigns.
• Steve Madden segmented keywords by product category with cost-cap bidding and creator creative, reaching a 54% lower cost per acquisition.
• At GetHookd, we analyze over 65 million ads to show which competitor creatives are actively scaling, so you can build your next search campaign from proven angles.

How TikTok Search Ads Reach Buyers at the Point of Intent

TikTok Search Ads are keyword-targeted video or carousel ads that appear inside TikTok’s search results when a user’s query matches an advertiser’s keyword list. Unlike In-Feed placements that interrupt a passive scroll, search ads reach people who have already typed what they want.

The three campaigns below are each built around that intent signal, but the structure of their keywords and creative is different based on their category. The shared pattern is straightforward: keyword targeting sets up the impression, and the creative decides whether the click and conversion follow.

That creative side requires research, and that’s the gap we fill. GetHookd shows competitor ads actively scaling across over 65 million placements, so your search ads build on angles already converting rather than guesswork.

3 TikTok Search Ads Examples to Try in 2026

1. StriVectin: 78% ROAS Lift From Branded Plus Category Keywords

StriVectin, a clinical skincare brand, worked with agency January Digital to run TikTok Search Ads against high-intent skincare queries. The campaign targeted branded terms and broader category keywords tied to the brand’s main products, so ads appeared when users searched for skincare solutions.

Over a two-month test, the brand reported a 78% increase in ROAS, a 188% increase in new customers, a 46% reduction in CPA, and an incremental ROAS of $1.69, outperforming other platforms by 6% based on Fospha tracking. 

Search Ads also ran alongside other formats but served a specific role: capturing lower-funnel demand. By appearing inside TikTok’s native search results, the brand reached active shoppers at the moment of intent, which shortened the path to purchase and drove stronger overall campaign performance than broader placements alone. 

2. Opendoor: Broad Match & Carousels Cut Cost Per Result 66%

Opendoor, a home-selling service, used TikTok Search Campaigns to reach high-intent home sellers. The team ran broad-match keywords with automated keyword expansion and served both carousel and video creative.

Against non-search traffic campaigns, Opendoor reported a 539% higher click-through rate, a 50% lower cost per click, and a 66% lower cost per result. Broad match with keyword expansion suits categories with many search variations, and carousels present several selling points in one placement.

3. Steve Madden: Category-Segmented Ad Groups, 54% Lower CPA

Steve Madden, a fashion footwear brand, ran an always-on TikTok Search strategy with January Digital. The team split ad groups by product category: sandals, heels, and sneakers, and used branded and non-branded keywords with cost-cap bidding. Creator-aligned creative kept ads native to search results.

Within one month, branded search delivered a $4.08 incremental ROAS, a 54% lower cost per acquisition against non-search campaigns, and an average cost per session of $0.63. Category-level ad groups let creative match specific queries, and the evergreen structure captured demand without repeated relaunches.

How to Apply These Examples to Your Own Campaigns

The three campaigns share a repeatable structure. The steps below outline it.

1. Build two keyword sets. List branded terms first, then add non-branded category keywords that describe the problem you solve or the product type you sell.
2. Choose match types by intent. Use exact and phrase match for tight control on core terms, and add broad match with keyword expansion for categories with many search variations, as Opendoor did.
3. Segment ad groups by category. Split product lines the way Steve Madden split sandals, heels, and sneakers, so creative can match each search.
4. Match creative to the query. Answer the search in the first two seconds, use native video or carousels, and add a clear on-screen call to action. 
5. Fill out each ad group. TikTok recommends at least 20 thematically bundled keywords per ad group and a budget-to-bid ratio of about 20 to 1.
6. Run search alongside In-Feed. TikTok reports better combined results than either format alone.
7. Review the Search Terms report. Add negative keywords for irrelevant queries and shift budget toward the keywords that convert. 

TikTok Search Ads Examples Compared

Brand	Industry	Keyword approach	Creative	Reported result
StriVectin	Skincare	Branded + category, full-funnel	Benefit-led video	+78% ROAS, +188% new customers
Opendoor	Real estate	Broad match + auto expansion	Carousel + video	66% lower cost per result
Steve Madden	Fashion footwear	Category-segmented, branded + non-branded, cost-cap	Creator	54% lower CPA, $0.63 per session

Where GetHookd Fits Alongside Your TikTok Search Tests

Keyword targeting gets your ad in front of someone who already wants what you sell. But the creative decides whether they click or keep scrolling. StriVectin, Opendoor, and Steve Madden each leaned on formats and angles that had already earned attention, then matched them to search intent.

That kind of creative rarely comes from a blank page. At GetHookd, we track which competitor ads are actively scaling across over 65 million placements, so media buyers and e-commerce teams can spot the hooks, formats, and landing pages driving results before committing their own budget. Run your competitor research through GetHookd and start building TikTok search ads on angles that already convert. 

Frequently Asked Questions (FAQs)

How often should I update my TikTok Search Ads keywords?

Review keywords every week or two, especially early on. Check the Search Terms report to see the real queries triggering your ads, add negative keywords for anything irrelevant, and move budget toward the terms that convert. Add fresh keywords as new products or trends appear so your ads keep matching what people search for.

Do TikTok Search Ads work for small businesses?

Yes, with realistic expectations. Small brands with niche products and clear search demand tend to see solid results, though you need enough daily budget to meet TikTok’s minimums and give the system room to optimize. Start with tight, high-intent keywords, keep creative native, and scale only once a keyword set proves it can convert.

What is the difference between TikTok Search Ads and In-Feed Ads?

In-Feed Ads appear while someone scrolls the For You page, reaching people during passive browsing. Search Ads appear after a user types a query, reaching people at a moment of active intent. The two serve different stages of the journey, and TikTok reports that running them together tends to beat using either format on its own.

Do I need technical skills to run TikTok Search Ads?

No. You set up TikTok Search Ads inside Ads Manager using a guided flow, choosing a Traffic or Web Conversion objective, then selecting the search campaign type. A keyword suggestion tool helps with research, and TikTok picks the best creative per query automatically. Basic familiarity with Ads Manager is enough to launch.

How does GetHookd help me find winning ads?

Our GetHookd platform analyzes more than 65 million ads across the Meta and Facebook Ad Library. Brand Spy shows which competitor ads and landing pages are scaling, and AI-powered creative analysis breaks down the hooks and formats behind them. Media buyers, agencies, and e-commerce teams use it to find proven angles faster and turn them into new tests. 

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