How does advertising differ between Baidu vs Google?

Advertising through Baidu means that you have unlocked the power to target Chinese-speaking regions - including Mainland China, Taiwan, etc. Essentially, you can reach out to all Chinese speakers over the world, so long as they’re using this popular search engine daily. While Google is far-reaching, it unfortunately restricts your advertising to regions other than China. Another key difference is that unlike activity on Google, Chinese consumers don’t mind online ads and believe that any company willing to pay to promote their products in this way must be reputable. They also know that there are strict advertising laws in China as the Chinese internet has a long history with false advertising. It is perhaps a different attitude to customers in the West, but with the reach of Baidu ads, the potential marketplace for new business is colossal.

What are the similarities between Baidu and Google?

Baidu is termed the “Google of China'' - so you know there must be quite a few similarities between the two. Essentially, both platforms are extremely popular search engines and rely heavily on their advertising offerings and cloud services. In my opinion, they will both continue growing tremendously over the next few years.

Why does Baidu perform better than Google in the Chinese Search Engine Market?

Amongst all Chinese search engines, Baidu is the biggest search engine and owns a significant market share. Even though Google China (which is a subsidiary of Google) has been around since 2006, it has struggled to gain a foothold in the Chinese market due to strict regulations in China. Even outside of China, Baidu still beats Google. While Google evaluates content equally, Baidu prioritises and gives a higher ranking to Chinese content. Naturally, Baidu will have a better performance in the Chinese search engine market.

Baidu vs Google: 5 Reasons To Start Using Baidu Ads in 2026

Q: What are the similarities between Baidu and Google?

Baidu is often called the 'Google of China', and there are quite a few similarities. Both platforms are search engine giants with robust advertising ecosystems. They rely heavily on keyword-based targeting and cloud services, making them essential tools in their respective markets.

Google does not work in China. If you want to reach Chinese consumers through search, Baidu is the platform to use. It holds over 51% of China's search market share and reaches 655 million monthly active users on the Baidu App. Additionally, Baidu boasts access to over 600,000 alliance websites, enhancing the visibility and impact of your advertising efforts.

Here are five reasons to start using Baidu Ads:

#1: Google doesn't work in China

#2: Baidu PPC Advertising is one of the best platforms in China

#3: Baidu has a Lower CPC (Cost per Click) Than Google Ads

#4: Baidu is growing rapidly

#5: It can be difficult to get started with advertising on Baidu

There are alternative platforms you can use to advertise online in China, but none of them come close to matching the reach of Baidu. When comparing Google and Baidu, the key differences come down to market access. Google is largely inaccessible in China due to government restrictions. Baidu dominates as the country's primary search engine, with cost-effective advertising solutions built for the Chinese market. If you are looking to advertise in China, Baidu is the starting point.

Not sold on Baidu ads yet?

Here are our top 5 reasons why you need to use Baidu ads:

Baidu vs Google comparison for advertising in China

#1: Google Doesn't Work in China

The most fundamental reason to prioritise Baidu over Google is simple: Google doesn't work in China. As of 2022, almost all Google services, including Search, Display, Gmail, Drive, Translate and YouTube, are blocked in China due to government restrictions.

Some services like Google GDN (Google Display Network) and Google Analytics (URL tracking) can function with VPNs to work in China. However, they cause loading problems for websites that need to route information through the Great Firewall, so marketers use Baidu Analytics instead.

The Chinese government has also tightened regulations on VPN usage, making Baidu's compliance with local laws a key advantage. Baidu offers a range of advertising options tailored to Chinese consumer behaviour, making it the go-to choice for businesses targeting this market.

Pro Tip: Focus on Baidu's keyword-based targeting to reach your audience effectively without the complications of Google's restricted services.

#2: Baidu PPC Advertising: A Top-Tier Platform in China

Baidu PPC advertising is one of the best advertising platforms in China, offering reliable targeting and conversion rates. Unlike other platforms that focus on impressions and broad targeting, Baidu excels in keyword-based advertising. This precision ensures higher accuracy in reaching your target audience.

In contrast, many Chinese platforms have struggled with inflated engagement numbers. Baidu's transparent metrics and robust keyword targeting set it apart, making it a trusted platform for businesses, especially in the B2B sector.

#3: Baidu Has a Lower CPC (Cost per Click) Than Google Ads

Baidu ads are significantly more cost-effective than Google Ads, particularly for high-volume keywords. On average, Baidu's CPC is 25-40% lower than Google's for similar search terms. This lower cost per click makes it an attractive option for businesses looking to maximise their advertising budget.

Baidu does have some strict payment terms, requiring an initial deposit in Baidu Ads of at least RMB 7,000 (USD 1,042) for foreign companies, along with an additional RMB 1,000 as a one-off service fee and RMB 600 annually for the Company Authentication fee. But the overall cost of your Baidu Advertising campaign should be comparatively lower.

#4: Baidu Is Growing Rapidly

China has over 1.125 billion internet users, and Baidu captures a significant share of this audience. Baidu is also investing heavily in AI, with AI-powered services now accounting for over half of its core business revenue. This includes AI-enhanced search and smarter ad targeting through AI-native marketing tools. For advertisers, this means a platform that is actively investing in better campaign performance and user engagement.

For businesses targeting Chinese audiences abroad, Baidu offers a unique opportunity. Many Chinese users living or travelling overseas rely on Baidu as their primary search engine, providing a consistent channel to reach this audience.

#5: Challenges Create Opportunities With Advertising on Baidu

Getting started with advertising on Baidu requires effort and compliance with Chinese regulations. Businesses must provide extensive documentation, including company registration and ad approvals. While this may seem like a barrier, it's an opportunity to stand out. Many competitors avoid the platform due to these challenges, giving you a competitive edge.

International companies can register through us (Oxygen) or the Baidu Hong Kong office for faster setup, typically taking a few weeks. For businesses without a local hosting solution, Baidu's landing pages offer an excellent alternative for lead generation.

Pro Tip: To give you the rundown on everything you need to get started, see our "Baidu Master Guide". Partner with a local agency to navigate Baidu's setup process and gain insights into regulatory compliance for a smoother entry.

Master Baidu Advertising - 2025 Baidu Master Guide

What is the Role of Baidu in Localised Chinese Marketing

As the leading Chinese search engine, Baidu plays a pivotal role in localised marketing strategies tailored to Chinese consumers. Here's how businesses can maximise their marketing efforts using Baidu:

1. Prioritise Chinese Consumer Behaviour

Baidu's search algorithms are designed to cater specifically to Chinese consumer habits. This includes prioritising Chinese-language content and ensuring integration with local platforms like WeChat and Weibo.

How to Do It: Ensure all content is written in simplified Chinese and incorporates culturally relevant examples. For instance, a skincare brand might highlight popular ingredients like ginseng or pearl powder in product descriptions to appeal to Chinese preferences.

2. Utilise Baidu's Ecosystem

Baidu isn't just a search engine; it's an entire ecosystem. From its integrated mapping services to knowledge platforms like Baijiahao, businesses can leverage multiple touchpoints to engage users at every stage of the customer journey.

How to Do It: Use Baidu Baijiahao to gain a good organic ranking on the Baidu SERP. Combine this with Baidu ads to increase the exposure of your brand.

3. Embrace Baidu Mini-Programs

Mini-programs allow businesses to create app-like experiences directly within the Baidu ecosystem. These are especially effective for e-commerce campaigns, as they reduce friction for users.

How to Do It: Develop a mini-program offering an interactive product catalogue. For example, a clothing retailer can let users swipe through collections, select sizes, and place orders directly within the program.

4. Use Baidu's Advanced AI Tools

Baidu's AI-powered advertising tools, such as dynamic ad copy optimisation, help businesses achieve better campaign performance. These tools analyse user behaviour and make real-time adjustments to improve ad relevance. Baidu is also rolling out AI agents that are changing how landing pages qualify leads.

How to Do It: Set up dynamic ad copy that adapts based on user demographics. For instance, display different product images or headlines depending on the user's age group or browsing history.

Getting Started with Baidu Ads

For B2B businesses looking to target the China market, Baidu advertising should be part of your PPC strategy. It offers a cost-effective and accurate method of advertising that makes Baidu stand out as the most effective search platform in China.

So now that you see the potential for advertising in China, where do you get started?

First, download our free eBook on everything you need to know about doing Baidu ads in China. Understanding how things work and the requirements for getting started are key to success.
Hire a Baidu ads specialist or a Baidu agency with the experience to help you get started. Baidu marketing can be challenging, and advertising in China requires a completely different strategy. If you would like to speak to one of our "Baidu qualified" specialists, please contact us.

For a broader look at why Baidu remains the most cost-efficient lead generation channel in China, see our guide to Baidu advertising in 2026.

Does your company need assistance with advertising in China? Speak with one of our China marketing experts to find out how we can help.

FAQs on Baidu Ads vs Google Ads

Baidu advertising allows you to target Chinese-speaking regions, including Mainland China and Taiwan, where Google is inaccessible. Baidu prioritises Chinese content, ensuring better performance for local campaigns. Another key difference is that Chinese consumers are generally more receptive to online ads and believe that companies willing to pay for promotion must be reputable. They also know that there are strict advertising laws in China. With the reach of Baidu ads, the potential marketplace for new business is significant.

Baidu is often called the "Google of China", and there are quite a few similarities. Both platforms are search engine giants with robust advertising ecosystems. They rely heavily on keyword-based targeting and cloud services, making them essential tools in their respective markets.

Among all Chinese search engines, Baidu is the largest and holds a dominant market share. While Google evaluates content equally across languages, Baidu prioritises and ranks Chinese content higher. Naturally, Baidu performs better in the Chinese search engine market. Even outside of China, Baidu still outperforms Google for Chinese-language queries.

The minimum deposit for a Baidu Ads account starts at RMB 6,600. Daily ad spend starts from RMB 50, and CPC is typically lower than Google Ads for comparable keywords. For a full cost breakdown, see our guide to Baidu advertising costs.

All ad copy must be in Mandarin. Baidu does not accept English-language ads. Your landing page must also be in simplified Chinese, or at a minimum include a Chinese-language "About Us" page for the account approval process. If you do not have in-house Mandarin capability, a localisation partner or Baidu agency can handle translation and ad copy.

Brand Zone is a premium ad format that gives your brand a larger, more visual presence at the top of Baidu search results. It comes in three tiers: Advanced (full-page customisation, including background and Baidu logo colour), Regular (large visual placement without full customisation), and General Keyword (slightly larger than standard CPC ads, triggered by non-branded keywords). Pricing is custom per business and quoted monthly. It is best suited for established brands that want to own their branded search results on Baidu.

Baidu vs Google: 5 Reasons To Start Using Baidu Ads in 2026