Baidu Ads Service: Your Gateway to Effective Advertising in China

What Is Baidu Ad Service?

Baidu Ad service is China’s largest pay-per-click (PPC) advertising platform, comparable to Google Ads but optimized for China’s unique digital environment. Through Baidu Ads, businesses can display paid listings on search results, Baidu Union partner sites, and the Baidu Display Network, reaching over 600 million active users monthly.

For global marketers, Baidu advertising is more than just search, it connects to a full ecosystem, including Baidu Baike (Wikipedia equivalent), Baidu Maps, Zhidao (Q&A), and Tieba (forums), offering advertisers multiple touchpoints within China’s closed digital landscape.

If your brand is exploring digital expansion in Asia, advertising in China through Baidu is the first essential step.

Why Baidu Ads Are Crucial for Advertising in China

Since Google Ads and Meta Ads are restricted in mainland China, Baidu Ads services are the most direct and compliant way for international companies to reach Chinese customers.

Key benefits include:

• Massive search reach: Baidu controls roughly 60% of China’s search market share.

• Local user trust: Chinese users rely on Baidu for daily searches, from B2B research to online shopping.

• AI-powered ad targeting: Baidu’s machine learning analyzes user intent and delivers hyper-personalized results.

For a deeper overview of how to advertise in China beyond Google, see our guide:
How to Generate Leads in China Without Using Google or Meta Ads.

How Baidu Ads Work

Like Google Ads, Baidu Ads operate on a cost-per-click (CPC) model. Advertisers bid on simplified Chinese keywords, and ads appear at the top of search results or within Baidu’s partner network.

Main Campaign Types

1. Search Ads: Text-based ads triggered by user queries — ideal for lead generation.

2. Display Ads: Visual ads placed across Baidu’s Union Network for brand awareness and retargeting.

Advertisers can monitor performance metrics such as impressions, CTR, and conversions through the Baidu Advertising Console, which also supports AI-driven Smart Bidding for optimization.

If you’re planning your first campaign, check out our detailed post on Baidu Ads Requirements in 2025 for documentation and approval processes.

Key Features of Baidu Ad Services

1. Localized Keyword Targeting: Use Chinese search terms aligned with native phrasing and intent.

2. Smart AI Bidding: Baidu’s algorithm dynamically adjusts bids to optimize conversions.

3. Ad Extensions: Enhance visibility with call buttons, product highlights, and credibility icons.

4. Mobile-first Optimization: With over 95% of users on mobile, Baidu ensures seamless ad rendering across devices.

For even higher ROI, pair your Baidu Ads with a Chinese-language landing page optimized for fast local loading speeds. For a reference, read Guide to High-Converting Landing Pages in China.

How to Get Started with Baidu Ad Service

Foreign advertisers can run Baidu campaigns without a local Chinese business license — by working with a verified agency partner.

Setup steps include:

1. Company verification and submission of credentials

2. Account setup and ad account funding

3. Keyword research using Baidu Keyword Planner

4. Campaign creation, tracking setup, and optimization

Our in-depth post on Keyword Research for Baidu Ads covers how to identify profitable search terms for your niche.

Common Challenges for Foreign Advertisers

Launching Baidu Ads from overseas can be challenging due to:

• The Chinese-only interface and customer support

• Ad content needing Chinese-language compliance

• Domain restrictions for sites without ICP licenses

Working with an authorized Baidu Ads agency helps overcome these challenges, ensuring your campaigns stay compliant while improving conversion rates.

Integrating Baidu Ads into Your Global Strategy

Baidu Ads shouldn’t exist in isolation. Combine it with:

• WeChat Ads for CRM retargeting

• Microsoft Advertising for visibility in APAC markets outside China

• Localized SEO for organic credibility within Baidu’s algorithm

For a broader regional strategy, read our article on Microsoft Ads in China: A Guide for Global Marketers.

Conclusion

Baidu Ad service is the foundation of any serious digital marketing strategy in China. With its massive search volume, localized tools, and AI-driven targeting, it offers a level of reach and precision unmatched by Western platforms.

For international brands expanding into China, leveraging Baidu advertising is not just an option, it’s a competitive necessity. By integrating Baidu with your global ad strategy, optimizing your campaigns for both AI SEO and human users, and using local insights, your business can thrive in one of the world’s most advanced digital ecosystems.

Are you ready to expand your reach ?