Everything You Need to Know About Baidu Ads Requirements in 2025

Introduction: Why Baidu Ads Are Essential for Advertising in China

If you're looking to enter the Chinese market, advertising on Baidu should be at the top of your list. As China's most dominant search engine—with over 70% market share—Baidu Ads gives you direct access to a vast audience of local consumers and businesses.

But launching a Baidu Ads campaign isn’t as simple as creating a Google Ads account. There are several unique Baidu advertising requirements you’ll need to meet. This guide walks you through everything you need to know to start running ads on Baidu in 2025, whether you’re a local or foreign brand.

1. Who Can Advertise on Baidu?

Baidu Ads is open to both Chinese and international businesses. However, foreign companies must go through additional verification steps, and the process can take longer. To qualify, your business must:

• Operate a legitimate business outside of restricted industries

• Have a Chinese-translated website hosted in Mainland China or approved servers (Tip: AI can help quickly translate website)

• Be able to submit valid documents for Baidu’s review

2. Key Requirements for Setting Up Baidu Ads

A. Business License

You must provide a valid business registration certificate from your home country. This confirms you are a legally registered entity.

B. Chinese Website

A Chinese-language landing page is mandatory. Baidu gives preference to localized content, so the site should be fully translated and tailored to local users.

C. ICP License (Optional but Recommended)

An ICP (Internet Content Provider) license is required to host your website on Mainland China servers. While not always mandatory if you use Baidu’s hosted pages, it improves site speed and trust. Generally for smaller businesses it is fine to not have the ICP.

D. Baidu Ads Account Approval

You’ll need to go through a verification and approval process that includes:

• Submitting your business documents

• Domain verification

• Content review to ensure compliance with Chinese laws and advertising guidelines

Note: This process can take anywhere from 2 to 4 weeks, especially for international businesses.

3. Baidu Ads Account Setup Process

Step 1: Work With a Baidu Ads Agency or Reseller

Because Baidu Ads doesn’t support full English-language onboarding, it's best to work with a certified Baidu Ads agency. They can guide you through documentation, setup, billing, and account management, we can help you through the entire process with native speakers.

Step 2: Submit Documents

Required documentation includes:

• Business license

• Website domain proof

• Authorization letter (if using an agency)

• Translation of documents into Chinese

Step 3: Fund Your Account

Once approved, you’ll need to preload your Baidu Ads account with a minimum balance, often starting from $1,500 USD, depending on your ad strategy.

4. Advertising Restrictions to Be Aware Of on Baidu

Baidu has strict guidelines for certain industries. You may face extra scrutiny or be blocked from advertising if your business is in:

• Healthcare

• Finance

• Education

• Gambling or adult services

Make sure your ad content and landing pages comply with China’s advertising laws, including content censorship regulations.

5. Benefits of Meeting Baidu Ads Requirements

✅ Access to China’s largest search engine
✅ Precise local targeting based on behavior and demographics
✅ Low competition compared to Google in certain industries
✅ Enhanced performance via integration with Baidu’s ecosystem (e.g., Baidu Maps, Baidu Tieba)

6. Partner With a Baidu Ads Agency

Working with a professional Baidu Ads agency simplifies the entire process. Agencies not only help you meet compliance requirements, but also offer:

• Campaign strategy and localization

• Ongoing account optimization

• Transparent reporting in English

• A direct communication line with Baidu support

Conclusion: Unlocking Growth in China Starts with Baidu Ads

Advertising in China isn’t as straightforward as in other regions, but the rewards are worth it. By understanding the Baidu Ads service requirements and partnering with the right experts, your business can gain powerful visibility in one of the world’s largest digital economies.

Need help navigating Baidu Ads setup or campaign management? Our agency specializes in helping international brands break into the Chinese market with tailored paid media strategies.

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