TikTok has proven to be a newer but strong key player in the search world – and they’re making more moves to cement their position. In 2023, TikTok introduced the Search Ads Toggle, which showed ads among the organic video search results for relevant queries – but advertising options were limited, and ads on TikTok’s search page were more generic. That’s all changing now!

TikTok is stepping up its game and competing with Google in even bolder ways. They recently announced in September 2024 the launch of Search Ads Campaign, a new campaign type that enables advertisers to connect with high-intent audiences in the moments that matter most. Search ads are now available for both traffic and web conversion objectives. They include a new element during setup that enables advertisers to select relevant keywords for their campaigns – similar to traditional pay-per-click (PPC) ads. 

The biggest difference from its existing Search Ads is that the format now gives advertisers more control over placement – which has the potential to be a game changer for many businesses. 

Read on to learn more about why this matters, as well as how you can leverage these new expanded features for your home service business.

Why This Matters

It’s no secret that TikTok is becoming the go-to search engine for younger generations. In fact, 57% of users use the app’s search feature, according to TikTok’s internal data. By rolling out search-specific ads with expanded targeting options, TikTok allows businesses to tap into moments of intent when users are searching for something specific in their customer journey.

This shift could pose a real threat to Google’s dominance, especially as more and more users – particularly younger ones – turn to social media platforms like TikTok instead of traditional search engines to find information and make key purchasing decisions.

Do Only Younger Generations Use TikTok?

TikTok is a short-form video platform where users share content that can go viral worldwide. Its algorithm is built to tailor content based on interactions — what you like, comment on, share or watch repeatedly impacts what you see moving forward. It’s tailored to user interests, making it easy for people to find niche content through hashtags and trending audio clips.

With 2 billion downloads globally (and 130 million in the U.S. alone), TikTok is hands down one of the most popular apps in 2024 – and not just for younger generations. While TikTok has been a go-to for brands who want to reach the younger demographic, it’s important to note that the average age of users is climbing, according to YouGov.

“In 2022, the share of TikTok users aged 18 to 24 was 35%, falling to 25% in 2024. A less dramatic drop was observed in the 25 to 34 age range, which fell from 32% in 2022 to 30% in 2024. Gains were made in the 35 to 44 demographic, the 45 to 54 demographic and the 55 and older demographic."

“What brands don’t yet realize is that the TikTok audience has matured significantly. We’re seeing that now. A large share of TikTok users are over 35. There was a perception from brands in the past that TikTok was a Gen Z platform, even a teen platform … We see that TikTok users are a very affluent group as well,” said Reuben Staines, head of marketing, Americas, at YouGov. Source

How Does This Apply to Lawn & Pest Businesses?

You might wonder, “Where does my lawn or pest control business fit into all this?” The answer is: right in the middle of it. While TikTok has undoubtedly been a game changer for the beauty and wellness industry, its impact on the home services industry feels minimal by comparison. However, with 1.5 billion views on the #landscape hashtag, 19.6 million views for #landscapers, and 66.3 million pest control videos, the data shows there is already a massive audience on TikTok potentially hungry for lawn and pest content. 

And with TikTok’s new search ad features, it creates an opportunity for lawn and pest companies to reach prospective customers in new, interesting ways – and ways that make sense for your business.

How TikTok Search Ads Work

With the new Search Ads Campaigns, businesses can align their ads with TikTok’s unique search behavior. Unlike traditional search engines, where users’ queries are often intent-driven, TikTok marries intent with spontaneous discovery. That means your ads can appear at critical moments when users are actively searching – or simply just exploring.

So, how do these ads work? The typical search journey begins when a user clicks the search button on the For You page. They enter a query, generating a list of results. Ads labeled as "sponsored" appear among these results - and they can be short-form videos or even just images, as you can see below with TruGreen.

Depending on the ad's setup — especially if the objective is to drive traffic — the ad can either remain within the in-feed experience or it can direct users off TikTok to the business's website.

The fact that this doesn't require businesses to only use short-form videos that keep users on TikTok – but instead allow them to function like more traditional image display ads that drive traffic to their websites – is a game changer for the lawn and pest industry where casual, short-form videos may not make as much sense as other industries.

Optimizing for the New Era of Search

In today’s world, SEO has evolved into “search everywhere optimization.” Search is no longer dominated by just Google; people are using platforms like TikTok to find what they’re looking for. That means as marketers, we need to optimize for more than just one singular search engine.

TikTok’s search capabilities are rapidly evolving, making it a real contender in the search advertising space. From viral product names to catchy captions, TikTok is reshaping the way people search — and giving brands a new opportunity to reach users actively seeking specific content.

In short, if your lawn or pest business isn’t thinking about TikTok search ads yet, it might be time to start — especially if you have a large digital budget and are looking to expand or diversify your advertising methods in 2025. Coalmarch by WorkWave can help advise you on the best strategies, set up campaigns, and monitor performance!