Sol-gel spin coating method was employed for depositing TiO2 and Ag-doped TiO2 films. The effects of Ag doping and the annealing temperatures (300–600 °C) were studied with respect to their structural, morphological, vibrational, and optical properties. Field Emission Scanning Electron microscopy (FESEM) investigation exhibited the grained, compact structures of TiO2-based films. Ag incorporation resulted in a rougher film surface. X-ray diffraction (XRD) results confirmed the formation of Ag nanoparticles and AgO phase, along with anatase and rutile TiO2, strongly depending on Ag concentration and technological conditions. AgO fraction diminished after high temperature annealing above 500 °C. The vibrational properties were characterized by Fourier Transform Infrared (FTIR) spectroscopy. It was found that silver presence induced changes in IR bands of TiO2 films. UV–VIS spectroscopy revealed that the embedment of Ag NPs in titania matrix resulted in higher absorbance across the visible spectral range due to local surface plasmon resonance (LSPR). Ag doping reduced the optical band gap of sol-gel TiO2 films. The optical and plasmonic modifications of TiO2:Ag thin films by the number of layers and different technological conditions (thermal and UV treatment) are discussed.