Google Ads in China: A How-To Guide for International Companies

Why Google Ads in China Is Complicated

If you search “Google Ads in China,” you’ll quickly run into a wall: Google’s core services (Search, YouTube, Gmail, Maps) have been blocked in mainland China since 2010. This means you cannot run Google Ads targeting users physically inside China.

But there’s good news:

• You can run Google Ads to reach Chinese audiences abroad (expats, international students, or travelers).

• You must use local advertising platforms if you want to target users inside mainland China.

For international brands, this means rethinking your advertising toolkit.

Comparing Google Ads and Local Chinese Platforms

Google Ads (Outside China)

• Strengths: Global reach, precise targeting, familiar interface, strong for targeting Chinese diaspora.

• Limitations: No reach within mainland China, limited integration with local apps like WeChat or Alipay.

Baidu Ads (China’s Google)

• Market share: ~60% of China’s search market.

• Ad formats: Search ads, display ads, in-feed ads.

• Ideal for: B2B, ecommerce, lead generation within China.

360 Search (Qihoo 360)

• Market share: ~20%.

• Popular with cybersecurity and software users.

• Lower CPC compared to Baidu, good for niche targeting.

Sogou (Now merged into Tencent)

• Strong integration with WeChat search.

• Useful for advertisers wanting social + search synergy.

WeChat Ads

• China’s “super-app” with 1.3B+ monthly users.

• Formats: Moments ads (similar to Facebook), WeChat official account ads, mini-program integrations.

• Excellent for lifestyle, retail, luxury, and brand storytelling.

Step-by-Step: How to Reach Chinese Audiences

1. Define Your Target Market

• If your audience is outside China (students abroad, tourists, expats): use Google Ads.

• If your audience is inside China: choose Baidu, 360, or WeChat Ads.

2. Prepare Legal & Compliance Setup

• Local platforms often require a Chinese website or ICP filing.

• Work with local partners or agencies if you don’t have a Chinese entity.

3. Localize Your Website & Ad Copy

• Use Simplified Chinese (not English).

• Adapt messaging for cultural nuance (e.g., luxury branding, festival promotions).

4. Select the Right Platform

• B2B & lead generation: Baidu Ads.

• Consumer goods & lifestyle: WeChat Ads.

• Budget-sensitive campaigns: 360 Search.

5. Track & Optimize

• Use local analytics tools like Baidu Tongji (similar to Google Analytics).

• Monitor CTR, CPC, and ROI — metrics may differ from Google benchmarks.

Example Data Point

According to Statista (2025), Baidu captured 59.4% of China’s search engine market, while 360 Search held 18.6%, and Sogou (Tencent) around 16%. This makes Baidu the closest equivalent to Google Ads in China.

Key Takeaways

• Google Ads in China does not reach users inside mainland China.

• To target Chinese consumers, international brands must use Baidu, 360 Search, and WeChat Ads.

• Success depends on localization, compliance, and cultural adaptation.

FAQ

Q1: Can I run Google Ads in mainland China?
No. Google services are blocked, so your ads won’t reach Chinese users inside China.

Q2: Can I target Chinese consumers abroad with Google Ads?
Yes. Google Ads is effective for reaching the Chinese diaspora, travelers, and students outside China.

Q3: What is the best alternative to Google Ads in China?
Baidu Ads is the closest equivalent, with the largest search market share.

Q4: Do I need a Chinese business license to run ads?
Not always. Some platforms allow foreign advertisers through certified resellers or agencies.

Q5: What’s the most popular ad platform in China?
WeChat Ads leads in social/lifestyle, while Baidu Ads dominates search advertising.

Are you ready to expand your reach ?