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Reallocate 20% of Google Search non-brand spend to TikTok Search only when a 14-day holdout test shows TikTok's incremental cost per SQL at or below Google's. Independent technical note mirroring the canonical version: https://kimamani.co/blog/tiktok-vs-google-ads-in-2026-when-to-reallocate-20-of-search-spend.php
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Aya Morita (2026) studied this question.
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