A client came to us six months ago asking: "Should we move 50% of our Google Ads budget to TikTok Search Ads?"
My answer surprised them: "No. But you should test with 10%."
Here's what happened next.
We allocated $3,000/month to TikTok Search Ads (10% of their $30K Google budget). After 90 days:
- CPL: $87
- Lead quality score: 6.2/10
- Conversion to customer: 8%
- Customer LTV: $340
- CPL: $94
- Lead quality score: 8.7/10
- Conversion to customer: 24%
- Customer LTV: $890
The verdict: TikTok drove cheaper leads but lower-quality customers. ROI was 63% worse than Google.
But here's where it gets interesting: For their DTC sister brand targeting Gen Z, TikTok Search Ads crushed Google with 2.4x better ROAS.
The lesson? TikTok Search Ads vs. Google isn't a binary choice. It's about understanding where each platform wins—and having the data to allocate budget strategically.
The Real Performance Data: 15 Clients, $400K Spend
Let's look at actual performance across industries. All data from 90+ day campaigns.
Winner: Google (better ROAS), but TikTok shows promise for brand building
Winner: TikTok (better ROAS for this demographic)
Winner: Google (not even close)
The Pattern: When TikTok Wins vs. When Google Dominates
After analyzing all this data, here's the pattern:
- ✅ Your product is visually compelling
- ✅ You target Gen Z (18-24) or young millennials (25-32)
- ✅ You have strong UGC or influencer content
- ✅ Your price point is <$100
- ✅ You're optimizing for brand awareness + conversions
- ✅ You have a trend-driven or seasonal product
- ✅ High purchase intent is critical
- ✅ Your audience is 30+ years old
- ✅ Specific keywords matter
- ✅ You need qualified leads, not volume
- ✅ You sell B2B products or services
- ✅ Your conversion funnel is optimized
The Cost Reality: What You'll Actually Pay
Let's talk money. Real costs from our campaigns.
| Industry | TikTok Avg CPC | Google Avg CPC | Difference |
|---|---|---|---|
| Fashion/Beauty | $0.38 | $1.74 | TikTok 78% cheaper |
| DTC Consumer | $0.29 | $2.03 | TikTok 86% cheaper |
| B2B SaaS | $1.31 | $4.98 | TikTok 74% cheaper |
| Professional Services | $2.18 | $8.67 | TikTok 75% cheaper |
The Creative Difference: What Works on Each Platform
What works:
- Clear, benefit-driven headlines
- Specific offers and pricing
- Trust signals (reviews, ratings, guarantees)
- Strong, direct CTAs
Example winning ad:
Premium Running Shoes | Free Shipping | 30-Day Returns
Shop 500+ styles. Expert-tested. 4.8★ rating. Order today, run tomorrow.
What works:
- Hook in first 1-2 seconds
- Real people, not actors
- Product in use (not just product shots)
- Trendy music/sounds
- Text overlays explaining key benefits
Example winning concept:
0-2 sec: Person frustrated with old running shoes
2-5 sec: Unboxing new shoes, showing features
5-10 sec: Running shots, comfort testimonial
10-15 sec: CTA with discount code
The Testing Framework: How to Actually Decide
Stop guessing. Here's how to test systematically.
Phase 1: The 90-Day Test (Months 1-3)
- Budget allocation: Google: 90%, TikTok: 10%
- Success criteria for TikTok: CPA within 50% of Google CPA, conversion rate >1.5%, positive ROAS
- If TikTok fails these thresholds: Stop testing. It's not for you (yet).
- If TikTok meets thresholds: Proceed to Phase 2.
Phase 2: Strategic Scale (Months 4-6)
- Budget allocation: Google: 80%, TikTok: 20%
- Double down on best-performing categories
- Test additional keywords
- Implement creative refresh system
The Hybrid Strategy (What We Actually Recommend)
For most businesses, the answer isn't "TikTok or Google." It's "TikTok and Google—strategically."
Budget Allocation Framework
- B2B / Professional Services: Google: 90-95%, TikTok: 5-10% (experimental only)
- E-Commerce (Age 30+): Google: 70-80%, TikTok: 20-30%
- DTC (Gen Z Target): Google: 40-50%, TikTok: 50-60%
- Fashion/Beauty (Gen Z Heavy): Google: 30-40%, TikTok: 60-70%
Common Mistakes Killing TikTok Search Ads Performance
Mistake #1: Using Google-Style Creative
The trap: Text overlays, product shots, corporate feel.
The fix: UGC-style content. Real people. Native feel.
Mistake #2: Targeting Too Broad
The trap: "Let the algorithm find my audience."
The fix: Start narrow. Specific product keywords. Expand based on data.
Mistake #3: Expecting Google-Level Intent
The trap: "Search ads = high intent on any platform."
The fix: Adjust expectations. Optimize for engagement first, conversions second.
Industry-Specific Recommendations
The Bottom Line: Should You Shift Budget?
- ✅ You sell visually-driven products
- ✅ Your target audience is Gen Z (18-24)
- ✅ You have strong UGC or influencer content
- ✅ Your price point is <$75
- ✅ You can produce fresh video creative consistently
- ✅ You're B2B
- ✅ You sell professional services
- ✅ Your audience is 35+
- ✅ High intent is critical
- ✅ Lead quality matters more than volume
Getting Started: The 30-Day Action Plan
Week 1: Setup
- Create TikTok Ads account
- Install TikTok Pixel
- Set up conversion tracking
- Research competitor ads
Week 2: Creative Production
- Produce 10-15 video ads
- Focus on UGC-style, authentic content
- Include trending sounds
- Add clear CTAs
Week 3: Campaign Launch
- Start with 5-10 keyword groups
- Budget: $30-50/day per group
- Use automatic bidding initially
- Monitor daily
Week 4: Initial Optimization
- Review performance data
- Pause underperformers (CPA >2x target)
- Scale winners (+50% budget)
- Create new creative for top keywords
Final Thoughts
TikTok Search Ads aren't a Google killer. They're a complementary channel that works brilliantly for specific use cases and terribly for others.
The businesses winning in 2025 won't be the ones who go all-in on TikTok because it's trendy. They'll be the ones who test systematically, track meticulously, and allocate budget based on data.
Google isn't going anywhere. It's still the best platform for capturing high-intent searches, driving qualified leads, and converting ready-to-buy customers.
But TikTok is real. For the right products, targeting the right audiences, with the right creative, it can deliver exceptional ROI and reach customers Google can't.
The winning strategy? Test TikTok with 10-30% of your budget. Give it 90 days. Track everything. Let the data decide.