You want to reach Chinese consumers through paid search. The first question you face: can a foreign company run Baidu ads? The short answer is yes, but the process is not the same as Google Ads. Baidu requires specific documentation, imposes sector restrictions, and demands a local intermediary in most cases. This guide walks you through every step, from the account types to the budget minimums, so you know exactly what to prepare before you start.
Three Types of Baidu Advertising
Baidu offers three main advertising products for brands.
Search Ads (????)
These are keyword-triggered ads that appear at the top and bottom of Baidu search results. The model is cost-per-click (CPC), and bidding is competitive by keyword and industry. For high-intent categories like B2B services, luxury goods, or software, search ads deliver qualified traffic at a measurable cost. Average CPC in competitive sectors ranges from 5 to 40 RMB per click depending on the keyword and quality score.
Display Network – Baidu Union (????)
Baidu Union places banner and native ads across a network of partner sites and apps. This is the brand awareness layer. You pay on a CPM or CPC basis. Baidu Union is useful for retargeting users who visited your site or for reaching audiences based on interests and demographics. The network covers over 600,000 partner sites in China.
Brand Zone (????)
When a user searches your brand name, the Brand Zone gives you full control over the top section of the results page: large banner, product links, official site link, and a mini-site preview. This is a fixed-cost reservation product, not an auction. It protects your branded search from competitors and creates a strong first impression. Brand Zone is typically used by established brands with confirmed Baidu registrations.
Can a Foreign Company Without a Chinese Entity Run Baidu Ads?
Yes, but only through a Baidu Authorized Agency. Baidu does not allow foreign companies to open accounts directly on the self-serve platform without a Chinese business license. A Baidu Authorized Agency acts as the legal intermediary: the account is opened under the agency’s credentials, and your brand runs campaigns through their account structure.
This has practical consequences. The agency manages billing (you pay them, they pay Baidu in RMB). Campaign access can be delegated back to your team through sub-account permissions. Reporting is shared. The agency relationship also matters for compliance: Baidu holds the agency accountable for the ads they run, so reputable agencies are selective about the brands they take on.
Documents Required to Open a Baidu Ad Account
Requirements vary based on your structure.
Foreign Company With a Chinese Entity (WFOE or JV)
- Business License (????)
- Organization Code Certificate or Unified Social Credit Code
- Bank account details for verification
- Company chop (official seal)
- Legal representative ID
Foreign Company Without a Chinese Entity
- Certificate of Incorporation from the home country (notarized)
- Brand trademark registration certificate (Chinese trademark preferred)
- Official brand website URL
- Signed agency authorization letter
- A landing page hosted in China (ICP license required for .cn domains)
The landing page requirement is worth stressing. Baidu requires that all ad destination URLs load fast in China. If your site is hosted internationally and loads in 8 seconds, your ads will be rejected or receive a low quality score. A CDN or a dedicated China landing page resolves this.
5-Step Account Opening Process
- Select a Baidu Authorized Agency. The agency handles the paperwork and guarantees campaign management meets Baidu’s editorial standards.
- Submit documentation. The agency submits your company and brand documents to Baidu for review. Review takes 3 to 10 business days.
- Sign the agency contract. You formalize the commercial relationship with the agency: service fees, account access terms, reporting cadence.
- Fund the account. Baidu requires a minimum deposit of 6,000 RMB to activate a new account. This is a prepaid system: your ads run until the balance is depleted.
- Launch campaigns. The agency sets up campaigns, ad groups, and keywords. You review and approve creatives before they go live.
Restricted and Prohibited Sectors
Baidu imposes strict restrictions in several industries. Foreign companies in these categories face additional review or outright rejection:
- Pharmaceuticals and medical devices: require approvals from China’s NMPA (National Medical Products Administration).
- Financial services: insurance and securities products require CBIRC or CSRC licenses. Offshore investment products are banned.
- Cryptocurrency: entirely prohibited.
- Education: certain tutoring categories are restricted following 2021 regulations.
- Healthcare claims: ads cannot promise specific health outcomes without approved clinical evidence.
If your industry is on this list, your agency can clarify what documentation Baidu requires before spending time on the account setup.
Budget Planning for Baidu Search Ads
The 6,000 RMB minimum deposit (roughly 830 USD) opens the account, but it is not a realistic monthly budget for most sectors. For a B2B software brand targeting decision-makers in China, expect to spend 30,000 to 80,000 RMB per month to generate meaningful lead volume. Consumer goods brands in competitive categories often spend more. The quality of your keyword list and landing page determines how far your budget goes.
Baidu Ads and Baidu SEO work together. A strong organic presence on Baidu reduces your cost-per-click because Baidu’s algorithm factors in domain authority when calculating quality scores. See our guide on Baidu SEO to understand how both channels complement each other. For step-by-step account setup details, visit our page on how to register a Baidu account outside China.
Work With GMA to Launch Your Baidu Campaigns
GMA is a Baidu Authorized Agency with over 15 years of experience managing paid search for international brands entering China. We handle documentation, account setup, keyword strategy, and ongoing optimization. Contact us to get a campaign audit and a realistic budget estimate for your sector.
FAQ
Do I need a Chinese company to advertise on Baidu?
No. You can advertise through a Baidu Authorized Agency using your foreign company documents. You will need a notarized incorporation certificate and ideally a Chinese trademark registration.
How long does it take to open a Baidu ad account?
Typically 2 to 4 weeks from document submission to first live campaign. The review phase at Baidu takes 3 to 10 business days. Agency contracting and creative approval add time.
What is the minimum budget to advertise on Baidu?
The minimum deposit to open an account is 6,000 RMB. Effective monthly budgets depend on your sector and keywords, but most international brands start at 20,000 to 50,000 RMB per month to generate measurable results.
Can I manage my Baidu campaigns directly, or does the agency control everything?
Through sub-account access, you can view campaign data and make edits. The agency retains the master account credentials for billing compliance. The exact access level is defined in your contract with the agency.
