Google Ads vs TikTok Ads in Singapore

If you’re choosing between Google Ads and TikTok Ads for Singapore, you’re really deciding between capturing existing intent and creating new demand. Both channels can work brilliantly just for different jobs in your funnel. 

Google Ads vs TikTok Ads

This article breaks down how each platform performs in Singapore’s compact, competitive market, the ad formats that actually convert, what to expect on costs and bidding, and simple budget playbooks you can launch this month. Clear CTAs included so you can move today not someday.

For Busy Marketers

• Run Google Ads first if your category has clear search demand and you need reliable, trackable conversions fast (Search, Shopping, Performance Max).

• Run TikTok Ads first if you have a steady UGC/creator pipeline and your product wins with storytelling and trends use TikTok to generate awareness and warm traffic, then capture on Google.

• Best results for most brands come from running both with distinct KPIs: TikTok for attention and add-to-carts, Google for CPA/ROAS.

Why This Decision Matters in Singapore

Singapore’s auction markets are small, sophisticated, and spiky around retail peaks (11.11, 12.12, CNY). CPCs and CPMs can swing quickly. In practice:

• Google Ads helps you harvest demand when people are actively searching (“best pet treats sg,” “aircon servicing near me”).

• TikTok Ads helps you manufacture demand with thumb-stopping creative that makes someone think, “I didn’t know I wanted this until now.”

Your product type, AOV, and creative resources should dictate your starting line.

Platform Overview (Strengths & Watch-outs)

Google Ads (Search, Shopping, Performance Max, YouTube)

Strengths

• Captures high intent; people are literally telling you what they want.

• Shopping + PMax collapse the path to purchase for ecommerce.

• Mature attribution and a rich ecosystem of extensions, feeds, and scripts.

Watch-outs

• CPCs climb in competitive niches; weak landing pages will sink ROAS.

• Feeds matter: poor titles, images, or GTINs throttle Shopping delivery.

TikTok Ads

Strengths

• A discovery engine with creator momentum; native content can explode reach.

• Spark Ads leverage authentic posts and social proof (comments, shares).

• Superb for category education and product narratives that need motion.

Watch-outs

• Short creative half-life expect to refresh hooks weekly.

• Earlier-stage intent; you’ll often close sales via retargeting or search capture.

Audience & Intent Mapping 

• Impulse & giftable (F&B, beauty minis, accessories, gadgets): Start TikTok to spark curiosity and social proof; use Google (Search/Shopping) to harvest surging branded and category queries.

• Considered purchase / lead gen (healthcare, home services, B2B): Start Google to capture high-intent queries and validate messaging; layer TikTok to scale reach and soften objections with short videos.

• Retention / repeat: Use Google Shopping/PMax + remarketing to re-engage buyers; use TikTok for launches, bundles, and seasonal angles that refresh demand.

Ad Formats That Actually Drive Results

Google

• Search (exact/phrase/broad with signals): capture obvious and adjacent intent.

• Shopping (Standard) + Performance Max: the ecommerce workhorses feed quality is everything.

• YouTube (In-Stream/Shorts): demand gen and education; amplifies search volumes when paired with remarketing.

Simple pairing: Search + Shopping for harvest → PMax for scale → YouTube for top/mid-funnel education → remarket back into Search/PMax.

TikTok

• In-Feed: your main scale lever test 3–5 concepts per week.

• Spark Ads: boost the best creator/customer posts; inherit comments and social proof.

• Shopping/Catalog (where available): shorten click-to-buy paths.

• Lead Gen: faster capture for services; sync with CRM to score quality.

Simple pairing: In-Feed (brand-made) + Spark (creator-made) → Catalog/Lead for conversion with retargeting pools.

Targeting & Delivery Basics

• Google: Build campaigns around intent themes (core queries, brand, competitors, “problem” terms). For Shopping/PMax, prioritize feed cleanup (titles with attributes, high-quality images, correct GTINs, availability). Add audiences for signals, but let automation learn.

• TikTok: Keep structures simple to protect learning. Pair broad interest/behavioral with strong creative signals. Use Spark to ride real comments and engagement; it often lifts watch time and CTR organically.

Cost & Bidding 

• Google: You pay per click (mostly). Start with Maximize Conversions/ROAS, move to tROAS/tCPA once you have enough conversion data. Smart bidding thrives on clean events and meaningful budgets.

• TikTok: You pay per impression (CPM). Start with lowest cost to learn quickly; once you’ve benchmarked CPA/ATC, test cost cap. Don’t chase the “cheapest CPM” optimize to payback and blended ROAS.

Reality check: Under-funded learning phases waste more money than they save. It’s better to test fewer concepts with proper budgets than to sprinkle pennies everywhere.

Creative Strategy The Real Decider

Google (Search/Shopping/YouTube)

• Search: Mirror the query in your headline; lead with benefit and proof; use sitelinks, callouts, structured snippets, and price extensions.

• Shopping/PMax: Image quality wins (clean background, product fills frame), titles include key attributes (size, color, material), reviews and promotions visible.

• YouTube: Hook in 3 seconds; show product in use; one job per video; end with a clear CTA (visit, claim, book).

TikTok

• Native and lo-fi beats polished. Prioritize POV, first-try reaction, problem → solution arcs.

• Use on-screen captions, jump cuts, and sound-on moments but keep it readable on mute.

• Treat each concept like a scientific test: hook, claim, proof, CTA. Iterate the hook weekly.

Three TikTok angles to test now

1. “I tried it so you don’t have to” (fast demo + honest reaction)

2. “Why I switched” (one killer proof point + quick compare)

3. “Things I wish I knew earlier” (problem → product as fix)

Measurement & Attribution

• GA4 + UTMs as your base. Standardize conversion events: lead_submitted, purchase, add_to_cart, booked_appointment.

• Platform pixels must match GA4 events; check deduplication and consent.

• Use 7-/28-day windows and accept that TikTok/YouTube often assist rather than last-click convert.

• Add a 1-question post-purchase survey (“What influenced you most?”) to capture assists from short-form video and creators.

• Analyze creative cohorts (by angle/hook) rather than only by asset ID scale ideas, not just files.

• Track MER/blended ROAS alongside channel CPA/ROAS to keep budgets honest.

Compliance & Brand Safety in Singapore

• PDPA: make consent clear for lead forms and remarketing.

• Disclosures: use #ad/paid partnership where creators are involved.

• Brand safety: apply inventory filters on YouTube, and TikTok’s brand safety controls and blocklists where relevant.

Budget Playbooks

Ecommerce (AOV ≤ S$80)

• 60% Google (Shopping/PMax + Search capture), 40% TikTok (In-Feed + Spark).

• Weekly cadence: refresh 2–3 TikTok hooks; rotate Shopping images/titles for seasonal promos; keep remarketing pools warm.

Considered Purchase / Lead Gen

• 65% Google (Search for high-intent; YouTube for education), 35% TikTok (Spark + Lead Gen).

• Gate lead quality (required fields), route to CRM instantly, and run objection-based nurtures within 24 hours.

Product Launch / Seasonal Drop

• Phase 1 (Hype): TikTok creators + Spark; YouTube Shorts teasers.

• Phase 2 (Harvest): Google Search/Shopping/PMax to convert surging intent.

• Phase 3 (Loyalty): TikTok UGC + YouTube testimonials to drive repeat and bundles.

Decision Tree (Choose Your Starting Point)

• Clear keywords and strong search volume? Start Google, then layer TikTok to expand reach and lower blended CAC.

• Strong UGC/creators and a visually “demo-able” product? Start TikTok, then backfill with Google to capture brand/category searches.

• Need pipeline this month? Run both but set different KPIs: TikTok for attention/ATC and Google for CPA/ROAS.

Mini Case Snapshot (Hypothetical SG Brand)

Objective: Launch a new snack flavour and convert quickly.Stack: TikTok In-Feed (3 concepts) + Spark from two creators; Google Shopping/PMax + branded/non-brand Search.Landing: PDP with social proof and bundles; free shipping threshold near AOV.Iteration: Cut any TikTok concept that exceeds 1.7× target CPA by Day 4; scale winners 20–30%. In Google, mine search terms for breakout queries and add them as exact themes; refresh Shopping titles with seasonal hooks.Outcome to aim for: TikTok spikes discovery and ATC; Google harvests purchase intent; blended ROAS improves week over week.

FAQs

Is TikTok cheaper than Google in SG?Often cheaper on reach, but cheap CPM ≠ profitable growth. Track CPA/ROAS and payback.

Which drives better ROAS for ecommerce?Google typically anchors ROAS via Shopping/PMax; TikTok improves blended ROAS by feeding high-intent visitors into your funnel.

How much should I spend to test each?Enough to exit learning in ~7–10 days. It’s better to test fewer concepts well than spread thin and learn nothing.

Will TikTok Ads increase my Google Search volume?Commonly yes effective TikTok creative increases branded search and category queries you can capture with Google.

Does YouTube overlap with TikTok?They can complement each other: YouTube educates; TikTok sparks; Search/Shopping closes. Use remarketing to connect touchpoints.

Final Recommendation 

Start where your strength is strongest: search intent or creator-led storytelling. Then add the other channel to compound results. Align on shared events, meet weekly to review queries + creatives, and scale ideas that prove themselves across both platforms.

If you’d like a Singapore-specific launch plan budgets, creative angles, KPI targets, and a blended reporting template we’ll map it with you.

👉 Book a free 20-minute audit at papercutsg.com and get a two-channel plan you can launch in days, not months.