Microsoft Advertising vs TikTok Ads:Which is searched more?
In September 2026, TikTok Ads had more branded searches than Microsoft Advertising among advertising platforms worldwide. TikTok Ads was estimated to have 301K branded searches compared to Microsoft Advertising’s 60.5K, and held a 4.8% Share of Search versus Microsoft Advertising’s 0.96%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Microsoft Advertising or TikTok Ads?
Compare the advertising platforms teams use. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for TikTok Ads, Microsoft Advertising. The figures are in the table below the chart.
View monthly share of search table
| Month | Google Ads | Meta Ads | TikTok Ads | Microsoft Advertising | LinkedIn Ads |
|---|---|---|---|---|---|
| Oct 2025 | 79.8% | 10.7% | 7.1% | 1.2% | 1.2% |
| Nov 2025 | 82.7% | 9% | 6% | 1.2% | 0.99% |
| Dec 2025 | 83% | 9.1% | 6.1% | 1% | 0.82% |
| Jan 2026 | 81.1% | 10.8% | 5.9% | 1.2% | 0.97% |
| Feb 2026 | 81.1% | 10.8% | 5.9% | 1.2% | 0.97% |
| Mar 2026 | 78.8% | 12.9% | 5.8% | 1.4% | 1.2% |
| Apr 2026 | 79.2% | 12.9% | 5.8% | 1.2% | 0.95% |
| May 2026 | 79.2% | 12.9% | 5.8% | 1.2% | 0.95% |
| Jun 2026 | 79.2% | 12.9% | 5.8% | 1.2% | 0.95% |
| Jul 2026 | 79.2% | 12.9% | 5.8% | 1.2% | 0.95% |
| Aug 2026 | 77.1% | 15.4% | 5.6% | 1.1% | 0.76% |
| Sep 2026 | 80.3% | 13.1% | 4.8% | 0.96% | 0.79% |
How has the Microsoft Advertising and TikTok Ads comparison changed over the last 12 months?
3 findings
- TikTok Ads was ahead of Microsoft Advertising in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Microsoft Advertising’s estimated Share of Search among advertising platforms worldwide moved from 1.2% to 0.96%, and its estimated monthly branded searches held steady at 60.5K.
- Across the 12 months ending September 2026, TikTok Ads’ estimated Share of Search among advertising platforms worldwide moved from 7.1% to 4.8%, and its estimated monthly branded searches moved from 368K to 301K.
How did search popularity change for advertising platforms worldwide in September 2026?
1 change
In September 2026, TikTok Ads lost estimated Share of Search among advertising platforms worldwide, from 5.6% to 4.8%.
Other head-to-heads among advertising platforms
How each brand is measured
Brandwave collects information about searches that people make online using Microsoft Advertising’s and TikTok Ads’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Microsoft Advertising
1 branded search term
- microsoft advertising
TikTok Ads
1 branded search term
- tiktok ads
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.