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

If you’re a global marketer looking to reach audiences in China, you’ve probably wondered: Can you use Facebook Ads in China?

The short answer is no ! Facebook and its ad platform are blocked in mainland China. But that doesn’t mean you can’t reach Chinese consumers online. In this guide, we’ll break down why Facebook is restricted, what that means for advertisers, and what alternatives you can use to successfully market in China.

Why Facebook Is Blocked in China

Since 2009, Facebook has been banned under China’s Great Firewall, the country’s internet censorship and regulation system. The same applies to other Western platforms such as Instagram, Twitter (X), and YouTube.

This restriction means that:

• Facebook’s website and app are inaccessible to users in mainland China without a VPN.

• Facebook Ads cannot be displayed to users physically located within China.

• Businesses in China cannot legally access Facebook’s ad manager or use it for domestic targeting.

However, users in Hong Kong, Macau, and Taiwan can access Facebook normally, as these regions operate under different internet governance systems.

Can You Run Facebook Ads Targeting People in China?

Technically, you can’t target users physically inside mainland China on Facebook, because the platform doesn’t have any reach there.

But there are still three legitimate ways to leverage Facebook Ads related to China:

1. Target Overseas Chinese Audiences
   Millions of Chinese people living abroad in markets like Singapore, the U.S., and Europe still use Facebook actively. If your brand targets Chinese-speaking users abroad, you can use Facebook Ads with Chinese-language creatives and cultural messaging.

2. Target Travelers from China
   You can create Facebook Ads that reach Chinese users when they travel overseas and temporarily regain access to the app. This is useful for sectors like retail, hospitality, and tourism.

3. Use Facebook for Global Brand Awareness
   Many global companies use Facebook Ads to build their international reputation before running campaigns on Chinese platforms like Baidu, WeChat, or Douyin (TikTok’s Chinese version).

Facebook Advertising Alternatives in China

To reach audiences inside mainland China, you’ll need to use local advertising platforms that dominate the Chinese digital landscape. Here are the top options:

1. Baidu Ads

Baidu is China’s version of Google the country’s largest search engine.

• Ideal for B2B lead generation and intent-based advertising.

• Offers search, display, and in-feed ad formats.

• Great for reaching professionals and decision-makers researching products or services.

2. WeChat Ads

WeChat (owned by Tencent) combines messaging, social media, and payments — with over 1.3 billion users.

• Perfect for brand engagement and retargeting.

• Supports banner ads, Moments (news feed) ads, and mini-program campaigns.

• Ideal for building relationships with Chinese consumers.

3. Douyin Ads

Douyin is the Chinese version of TikTok, known for short-form video marketing.

• Best for eCommerce, lifestyle, and entertainment brands.

• Highly engaging with younger demographics.

• Allows precise targeting and influencer collaborations.

4. Xiaohongshu (RED) Ads

A hybrid of Instagram and Pinterest, Xiaohongshu is popular among young, urban women in China.

• Great for beauty, fashion, and lifestyle brands.

• Strong user-generated content and influencer ecosystem.

How Global Marketers Can Advertise in China Legally

To advertise in China, you don’t need a physical office, but you’ll need to work through a local advertising agency or partner who can manage campaign compliance, translation, and payment setup.

Key steps include:

1. Choosing the right platform (Baidu, WeChat, Douyin, etc.)

2. Registering your business documentation for ad account verification

3. Localizing your creatives to suit Chinese culture and language

4. Partnering with an experienced China advertising agency

If you’re new to the market, working with a cross-border agency specializing in China digital advertising is the safest and fastest route.

Final Thoughts: Facebook Ads Are Out, but China Has Its Own Powerful Platforms

While Facebook Ads can’t reach users in mainland China, you’re far from out of options. China’s digital ecosystem is vibrant and advanced.

For global marketers, the key is adapting to local platforms like Baidu, WeChat, and Douyin, while leveraging Facebook Ads for international visibility and Chinese-speaking audiences abroad.

If you want to reach China’s 1.4 billion consumers, understanding the local advertising ecosystem is your first step and it starts with going beyond Facebook.