The Complete Guide to Baidu PPC Marketing for International Businesses
Thinking of using your Google Ads strategy for Baidu? China's search giant plays by a different set of rules. Discover the nuances that could make or break your ROI.
Baidu PPC Marketing
Your Chinese sales team need qualified leads. Baidu is where they start.
Baidu carries the overwhelming majority of search in China, and for technical B2B buyers, it's the first stop when looking for suppliers.
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Why Baidu PPC Marketing?
The search engine your hottest Chinese buyers actually use.
The highest-intent B2B search in China runs through Baidu. Get in front of buyers at the moment they're looking, and hand your sales team MQLs that are already researching a solution — not cold names from a list.
70%+
market share
Baidu is the default search engine for the vast majority of mainland Chinese users — reach your buyers can't get to any other way
600M+
Monthly active users
Hundreds of millions of users search, browse and transact inside the Baidu ecosystem every month — desktop, mobile app and Baijiahao content combined
21x
More MQLs qualified
Leads worked within 5 minutes are 21× more likely to qualify — but a Baidu lead captured in Europe sits overnight before your China team wakes. SILK's in-market team qualifies while intent is still live
Why SILK
A partner who knows Baidu, and your buyer.
Running marketing from outside China is hard. SILK has spent a decade helping global B2B brands establish, grow and measure their presence on the platforms Chinese audiences actually use.
Talk to a strategistLocal expertise, global standards
Bilingual strategists, copywriters and designers working to the brand and compliance standards your headquarters expects.
Data, not guesswork
Our proprietary analytics framework turns Baidu's search signals into a clear view of which messages, ads and audiences move pipeline.
One team, end to end
Account setup, creative production, media buying, landing page and CRM integration, reporting. All under one roof, one retainer, one set of KPIs.
"For businesses serious about entering or expanding within China, SILK provides both the strategic insight and practical execution needed to deliver results."
James Caseley
Chief Commercial Officer, Parkacre LtdGet Started
Get a custom plan for your Baidu campaign in China.
Tell us where you are today — a new account, an underperforming one, or a market entry — and a SILK strategist will respond with a tailored next step.
- No-obligation 30-minute strategy call
- Benchmark of your current Baidu presence
- A clear, costed plan — in line with your growth objective
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