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

Introduction: Advertising in China’s Unique Digital Landscape

Advertising in China is unlike anywhere else in the world. While global brands often rely on platforms like Google and Microsoft Ads for reach, China’s digital ecosystem is walled off, dominated by local giants like Baidu, Alibaba, and Tencent.

But what about Microsoft Ads (formerly Bing Ads)? Can they be used to reach Chinese users? What are the challenges and alternatives if not?

In this article, we break down the feasibility of using Microsoft Ads in China, explore better-performing alternatives, and offer tips for businesses targeting Chinese audiences.

Can You Actually Use Microsoft Ads in China?

1. The Great Firewall Blocks Bing (Mostly)

While Bing.com is technically accessible in China, access is intermittent and heavily restricted, making Microsoft Ads unreliable as a sole advertising channel for the Chinese market.

2. Limited Audience Reach

Bing has a tiny market share in China—less than 2% of the total search engine traffic. Most users rely on Baidu, Sogou, and 360 Search, all of which are tailored to local language, culture, and compliance.

3. Regulatory Restrictions

Advertising on any international platform that’s not officially licensed in China can lead to poor ad delivery, wasted ad spend, and compliance risks. Microsoft Ads is not optimized for Chinese government regulations, making it a poor fit for long-term growth in the market.

Better Alternatives to Microsoft Ads in China

If you’re serious about digital advertising in China, these platforms are where you’ll get results:

Baidu Ads (百度广告)

The #1 search engine in China, Baidu offers robust targeting tools, native ad formats, and massive reach.

• Ideal for search and display advertising

• Works best with ICP-licensed websites and Chinese content

• Requires local business registration or an authorized agency

Tencent Ads (WeChat & QQ)

If you're focusing on social media or mobile-first audiences, Tencent Ads lets you advertise on WeChat, China's dominant app.

• Excellent for retargeting and eCommerce

• Integrated with mini-programs and payment systems

Alibaba's Alimama (for Tmall & Taobao Sellers)

Perfect for eCommerce-focused brands, especially those targeting Gen Z and younger consumers.

• Offers detailed behavioral targeting

• Best for product ads, especially during shopping festivals

Can Foreign Businesses Still Use Microsoft Ads in China for Expats or Travelers?

If your goal is to target Chinese users outside of mainland China, or reach international audiences interested in China-related products, Microsoft Ads can still play a role.

Example:

• Advertising China-focused online courses in Singapore or Hong Kong

• Running campaigns for Chinese tourists visiting Western countries

In these cases, Microsoft Ads can complement your global marketing mix, but should not be your core strategy inside China.

Strategic Tips for Entering the Chinese Market Without Microsoft Ads

1. Localize Everything

From language to landing pages, ensure your messaging resonates with Chinese users. Mandarin content and cultural context matter.

2. Work with Local Experts or Agencies

Navigating ICP licenses, platform approvals, and localization is much easier with a China-based digital marketing agency or a specialized Baidu Ads agency.

3. Use Data from Outside China

If you’re testing the waters, you can use Microsoft Ads in Taiwan, Hong Kong, or overseas Chinese markets to validate interest before scaling in China proper.

Conclusion: Should You Use Microsoft Ads in China in 2025?

While Microsoft Ads is a powerful tool globally, its impact in China is minimal due to regulatory and technical limitations. If your target market is mainland China, you’re better off investing in platforms like Baidu Ads, Tencent Ads, or Alibaba’s Alimama.

For best results, localize your approach, partner with a trusted agency, and understand the unique behaviors of Chinese consumers.

Need Help Advertising in China Without Microsoft Ads?

At DDS Media Services, we specialize in alternative paid search strategies tailored for the Chinese market. From Baidu Ads account setup to localized keyword strategy, we help international brands cut through the noise and connect with the right audience.

➡️ Let’s talk about your China market entry.

Are you ready to expand into China ?