Which Western Ad Platforms Work in China? A 2025 Guide for Global Marketers

Quick Answer (2025 Update):
Most Western ad platforms — including Google Ads, Meta (Facebook, Instagram), and YouTube — remain blocked in Mainland China.

Microsoft Ads (Bing) and LinkedIn Ads are partially accessible, though limited.
For real reach inside China, marketers rely on Baidu, Tencent, Alibaba, and Bytedance Ads.

Introduction

China’s online advertising ecosystem in 2025 remains unique, dominated by domestic tech giants like Baidu, Tencent, and Alibaba. For Western marketers, one question persists:
Can you still use Western ad platforms to reach Chinese consumers?

This guide breaks down which Western advertising platforms are accessible in China and which ones aren’t with practical tips on what to use instead.

1. Why Most Western Ad Platforms Struggle in China

The Great Firewall of China filters and blocks many Western digital services. Three major factors explain why Western ad platforms rarely operate freely:

• Internet censorship: Platforms like Google, Meta, and YouTube are blocked.

• Data sovereignty: China’s cybersecurity laws require local data storage and compliance.

• Business licensing: Running ads in China often needs an ICP license or a local partner.

This means that even if a Western platform is technically reachable, its ad delivery, targeting, and tracking can be unreliable.

2. Google Ads Blocked in Mainland China

Google Ads, operated by Google LLC, is fully blocked in Mainland China. The search engine and its ad network are inaccessible without VPNs.

• Status (2025): Still blocked.

• Possible reach: Only users in Hong Kong, Macau, and Taiwan.

• Use case: Advertisers target Chinese audiences abroad, such as expats or international B2B buyers.

• Alternative: Baidu Ads or 360 Search Ads.

👉 Learn more: Can You Use Google Ads in China? A Guide for Global Marketers

3. Microsoft Ads (Bing) -> Still Partially Accessible

Microsoft Ads, part of Microsoft’s global advertising network, remains one of the few Western platforms still working (partially) in China.
The Bing search engine is accessible, though content is filtered by local authorities.

• Status: Partially available.

• Use case: Great for targeting English-speaking professionals or international B2B audiences in China.

• Limitation: Reduced targeting options within the mainland.

• Alternative: Pair with Baidu Ads for full local coverage.

  👉 Read: Microsoft Ads in China: A Guide for Global Marketers

4. Meta (Facebook & Instagram) — Blocked in China

Meta’s platforms, including Facebook and Instagram, remain blocked across Mainland China.
However, they can still reach Chinese audiences abroad or traveling users.

• Status: Blocked in Mainland China.

• Workarounds:

  • Target Chinese travelers, students, or expatriates.

  • Use lookalike audiences for outbound Chinese consumers.

• Alternative: WeChat Ads (Tencent) or Douyin Ads (Bytedance).

👉 See: Can You Use Facebook Ads in China? A Guide for Global Marketers

5. LinkedIn Ads -> Accessible but Limited

LinkedIn, owned by Microsoft Corporation, remains accessible through its global version.
However, LinkedIn China (InCareer) the localized job network has shut down in 2023.

• Status: Partially available.

• Audience: Global professionals, business decision-makers, and bilingual users in China.

• Use case: Ideal for B2B marketing and thought leadership.

• Alternative: Zhihu Ads or WeChat Work for local B2B campaigns.

6. YouTube, X (Twitter), and Other Platforms -> Blocked

Platforms such as YouTube, Twitter (X), Instagram, and WhatsApp are all blocked in Mainland China.
Yet, advertisers can still engage similar audiences by localizing to Chinese equivalents:

8. Recommended Strategy for Global Marketers

For international companies running campaigns from outside China:

• ✅ Use Western ad platforms to reach Chinese-speaking users abroad.

• ✅ Use local Chinese platforms for users inside Mainland China.

• ✅ Partner with a China-focused digital agency to manage ICP, compliance, and ad setup.

Conclusion

In 2025, most Western ad platforms remain restricted in China, but marketers still have powerful options.
By combining cross-border targeting on Western networks with localized campaigns on Chinese platforms, brands can effectively reach audiences both inside and outside the firewall.

Are you ready to expand your reach ?