Can you use Google Ads in China ? A guide for global marketeers

Introduction

If you’ve ever tried to reach Chinese customers through Google Ads, you might have hit a wall literally, the Great Firewall. Since Google’s exit from mainland China in 2010, its search engine and advertising network have been largely inaccessible to Chinese users.

But the story doesn’t end there. While Google Ads cannot directly serve ads inside mainland China, international brands still have options to reach Chinese audiences through other search engines and cross-border targeting strategies.

This guide breaks down what’s possible, what isn’t, and what global marketers can do instead in 2025.

Can You Use Google Ads Inside Mainland China?

The short answer: no, not directly.

Google’s main services including Google Search, YouTube, Gmail, and Display Network inventory are blocked by China’s Great Firewall. As a result, users in China typically access alternative search engines like Baidu, 360 Search and Sogou.

Even if you try to target China as a location in your Google Ads campaign, the ad delivery won’t reach users behind the firewall unless they’re connected via VPNs, which represent only a small portion of the population.

Who Can See Google Ads in China?

There are a few exceptions:

• Expats and travelers using VPNs can still access Google properties.

• Chinese professionals abroad may encounter your ads when searching in Chinese.

• Cross-border Chinese audiences (e.g., Hong Kong, Taiwan, Singapore) can be reached with Google Ads normally.

This makes Google Ads suitable only for Chinese-speaking users outside mainland China, not for users within it.

Why Google Ads Doesn’t Work in China

The reasons are mainly policy and infrastructure related:

1. Government restrictions: Google refused to comply with Chinese content censorship rules in 2010, leading to a full block.

2. No local data servers: Without mainland servers, Google Ads cannot deliver or measure ad performance reliably within China.

3. Firewall filtering: Even if ads load, tracking, cookies, and analytics data often fail, breaking campaign measurement.

For these reasons, even if you could technically serve ads, your performance data would be inaccurate and unstable.

Best Alternatives to Google Ads in China

Since Google Ads doesn’t work in China, global marketers should look at local advertising platforms that dominate China’s digital ecosystem.

1. Baidu Ads

Baidu is China’s largest search engine, controlling over 60% market share. Its ad platform Baidu Tuiguang functions similarly to Google Ads, offering search, display, and retargeting campaigns.

• Ideal for B2B lead generation and eCommerce.

• Supports keyword targeting, extensions, and mobile formats.

• Requires a Chinese landing page and business documentation.

👉 Read: How to Set Up Search Ads on Baidu

2. 360 Search Ads

A key alternative for tech-savvy users, often preferred by those in IT, finance, and professional sectors.

• Offers cost-effective CPCs compared to Baidu.

• Supports English interface for advertisers through agency partners.

3. Sogou & Shenma Ads

These platforms are smaller but still relevant for niche segments like mobile-first audiences and app search ads.

How Global Brands Can Still Use Google Ads for China-Related Campaigns

While direct targeting inside China isn’t possible, there are strategic ways to leverage Google Ads for China-related goals:

1. Target Overseas Chinese Audiences

Use Google Ads to reach Chinese-speaking communities in Singapore, Malaysia, the U.S., or Europe.
Use Chinese-language ad copy and geo-target these regions to connect with audiences who still influence business decisions in China.

2. Promote to Chinese Buyers Abroad

Many Chinese consumers purchase goods or services abroad especially in education, real estate, and travel.
Run international campaigns in Google Ads targeting this cross-border segment.

3. Complement with Baidu or Naver

Combine Google Ads for global traffic and Baidu/Naver for East Asian markets to cover the full regional search ecosystem.

Legal and Compliance Considerations

If your goal is to advertise within mainland China, you’ll need to consider:

• ICP license (for hosting Chinese websites)

• Chinese business registration or local partner

• Chinese-language landing pages

However, foreign advertisers can still run Baidu Ads without a China entity through authorized agencies like DDS Media.

Conclusion: Think Beyond Google Ads

While Google Ads remains a global powerhouse, China is a separate digital ecosystem. The key to success isn’t forcing Google into China it’s adapting to local search behaviors and advertising platforms.

For global marketers, the winning strategy in 2025 is a hybrid approach:

• Use Google Ads for international reach and overseas Chinese audiences.

• Use Baidu Ads and 360 Search for authentic visibility inside China.

Are you ready to expand your reach ?