The synthesis of Ag-TiO2 coating using AgNO3 precursor is expected to give the properties as pure as Ag nanoparticles. Commonly, high concentration of Ag attributed to agglomeration of silver species and reduction to Ag0 particles on TiO2 surface. In contrast, at lower concentration, Ag species exist as AgO, Ag2O and Ag0. Hence, the exact amount of Ag, which can effectively control the particle growth and agglomeration, surface area, thermal stability and band gap of the TiO2 coating, are still vague and stated differently. In the present study, the effect of Ag content on the phase transformation and surface morphology of Ag-TiO2 coating were reported. TiO2 sol were prepared by incorporating Ag at 2.5, 5 and 7.5 mol % and deposited on unglazed ceramic tiles thru five times dip coating. The deposited Ag-TiO2 coatings were heat treated at 500 °C for 1 hour soaking time. XRD analyses revealed that the deposited Ag-TiO2 coating consists of anatase, rutile, Ag2O and metallic Ag. Almost all the coating surfaces illustrated cracks. Increased Ag content lead to presence of tiny particles on the surfaces and EDX spectrum revealed the presence of Ti, O and metallic Ag particles. However, at the addition of 5 mol % Ag, there was no metallic Ag presence and a dense coating with the lowest thickness of ±11.4µm is observed.