Buyer's Guide · Baidu Advertising

How to Choose a Baidu PPC Agency

How Baidu advertising works for foreign companies, the questions to ask, the red, yellow and green flags to watch for — and a neutral directory of providers.

Published: 2026-09-28
Updated: 2026-09-28

This guide is written for companies choosing a provider to run pay-per-click advertising on Baidu (Baidu Marketing, 百度营销), the leading search engine in mainland China. It applies to any provider, including those listed in the directory below. Disclosure: Jademond Digital publishes this guide and offers Baidu advertising services; it is listed in the directory alongside other providers.

The Short Answer

Your account, your data: your company should be the advertiser of record, with full access to the Baidu account and its data.
Transparent money flow: media spend, fees and any agency rebates should be shown separately, backed by Baidu statements and proper invoices.
Conversion tracking from day one: clicks and impressions are not results — enquiries and sales are.
Chinese landing pages that load fast in China: ads can only perform as well as the page they lead to.
Compliance built in: ad copy must follow China's Advertising Law, and regulated industries need the right qualifications.

How Baidu Advertising Works for Foreign Companies

Baidu advertising is managed in Baidu's own platform. It covers search ads (搜索推广), which appear above and beside organic results for chosen keywords, and feed ads (信息流), which appear in the content feed of the Baidu app and partner properties. Ads are sold in an auction, typically on a cost-per-click basis, and Baidu also offers conversion-based bidding.

Accounts are prepaid. Companies with a business license in mainland China can open an account directly or through an agent. Companies without a Chinese entity usually open an overseas account through one of Baidu's authorized agents. Requirements differ by route and change over time, so treat any provider's answer as something to confirm in writing.

What Opening a Baidu Ads Account Usually Involves

Company documents: A business license — Chinese for the domestic route, or the overseas company registration for an overseas account — plus contact and verification details
Website: A Chinese-language website that matches the advertiser. For websites hosted in mainland China, an ICP filing (备案) in the name of the same entity is required
Industry qualifications: Regulated industries such as healthcare, education, finance, food or real estate must provide additional permits (资质) before ads can run
Prepaid deposit and fees: A minimum prepaid deposit and, often, an opening or service fee. Amounts vary by route and agent — ask for them in writing
Review: Baidu reviews the documents, website and ad content before activation. Mismatched company names, missing permits or website content outside the licensed business scope are common reasons for rejection

What a Good Baidu PPC Engagement Includes

Account setup: Opening the account in your company's name through the appropriate route, including qualification documents
Chinese keyword research: Keywords researched in Chinese with Baidu's keyword planner and search data — not translated from Western campaigns — plus negative keywords (否定关键词) to avoid wasted spend
Ad copy: Native Chinese ad copy checked against China's Advertising Law and Baidu's policies
Landing pages: Chinese landing pages that load quickly in mainland China and match the ad's promise
Conversion tracking: Tracking of enquiries, calls and sales, for example with Baidu Tongji, so bidding can be optimized for results
Ongoing management: Bid, budget and keyword management, testing of ads and landing pages, and search and feed campaigns where they fit
Reporting: Regular reports in your language on cost, leads, cost per lead and sales — not only on clicks

Types of Baidu PPC Providers — and When Each Fits

Baidu authorized agents: Companies authorized by Baidu to open accounts and sell advertising (百度授权代理商). Baidu lists them on its official marketing website. Their service levels vary; many also manage campaigns.
China-based agencies: Native Chinese teams managing campaigns, often working with an authorized agent for account opening. Check whether reporting is available in your language.
Hong Kong-based agencies: Regional teams covering mainland China and wider Asia.
Western agencies with a China practice: Familiar contracts and time zones; check who manages the account day to day, in which language and from where.
International agency networks: Media agencies within global holding groups, often managing Baidu as part of wider media budgets.
In-house team: Your own Chinese-speaking marketer managing the account, sometimes supported by an agency for setup or audits.

Questions to Ask Every Provider

Ask these in writing and compare the answers side by side.

In whose name will the account be opened, and will we get full access?
Are you a Baidu authorized agent, or which agent do you work with? Authorization can be verified in the agent directory on Baidu's official marketing website or through Baidu's customer service.
Which fees do we pay, and how is media spend handled? Ask for opening fees, management fees, the prepaid deposit and whether the provider receives rebates from Baidu, and how that is reflected in your price.
Will we receive Baidu statements and official invoices for our spend?
Which qualifications does our industry need, and who prepares them?
How will you track conversions? Ask which tools and which conversion events.
Who writes the Chinese ad copy and checks it for Advertising Law compliance?
What will reporting look like, and in which language? Ask for a redacted sample report.
What is the minimum term, and what happens to the account and remaining budget if we leave?

Red, Yellow and Green Flags

Red flags point to practices that can waste budget, create compliance risks or lock you in. Yellow flags deserve a follow-up question. Green flags are signs of a provider that works transparently.

Red Flags

Guaranteed top positions: "First position on Baidu guaranteed." Ad positions are decided in a live auction and depend on bids, quality and competition.
Account not in your name: The account or its advertiser of record belongs to the agency, or you are denied access. Leaving the agency can mean losing the account history and data.
Mixed or hidden money flows: Media spend and fees in one lump sum, no Baidu statements, or undisclosed markups on spend.
No invoices, no contract: Baidu itself warns against providers that cannot issue official invoices or offer no formal service contract.
Suspiciously low prices: Unusually low deposits or fees that do not match Baidu's published requirements — another warning sign named by Baidu.
Claimed authorization that cannot be verified: A provider presenting itself as a Baidu authorized agent without appearing in Baidu's directory or showing a certificate.
Borrowed or fake qualifications: Offers to run ads in a regulated industry using another company's permits or documents that do not belong to you.
Non-compliant ad copy: Absolute claims such as "best" (最佳) or "No. 1" (第一), or unapproved medical and efficacy claims. These breach China's Advertising Law. Check ad copy for free

Yellow Flags

Clicks as the main result: Reports built on clicks, impressions and click-through rate without leads or sales.
No conversion tracking: Campaigns running without tracked conversion events.
Translated keyword lists: Keywords taken from Western campaigns and translated instead of researched in Chinese.
No negative keywords: No plan for excluding irrelevant searches, which drives up wasted spend.
Landing pages that do not fit China: English-only pages, or pages hosted abroad that load slowly or partly fail in mainland China.
Fees tied only to spend: A fee calculated purely as a percentage of spend can reward spending more rather than spending well. Ask how performance is reflected.
Long lock-in terms: Long minimum terms or high setup fees without milestones.
Reports only in Chinese: Reporting you cannot read without translation.

Green Flags

You own the account: Your company is the advertiser of record, with full access to the account and data.
Transparent costs: Media spend, fees and any rebates shown separately, with Baidu statements and official invoices.
Verifiable status: Authorized-agent status that can be checked with Baidu, or open disclosure of the agent the provider works with.
Conversion tracking first: Tracking set up before campaigns scale, and bidding optimized for enquiries or sales.
Native keywords and copy: Chinese keyword research, negative keyword management and native ad copy.
Compliance built in: Ad copy checked against the Advertising Law, and qualifications prepared for your industry.
Landing pages for China: Chinese landing pages that load quickly in mainland China.
Test budget and milestones: A start with a defined test budget and clear success criteria.
Reporting on outcomes: Regular reports in your language on cost per lead and sales.
SEO and PPC together: Keyword and conversion data shared between Baidu advertising and Baidu SEO.

Engagement and Pricing Models

Account setup: A one-off fee for opening the account, preparing qualifications and building the first campaigns
Monthly management fee: A fixed fee for ongoing management, independent of spend
Percentage of spend: A fee calculated as a share of media spend; common, but check how it rewards performance
Hybrid: A base fee plus a performance or spend-related component
Media spend: Paid into the prepaid Baidu account, separately from agency fees. Ask whether you pay Baidu directly or through the provider, and how any rebates are handled.

Provider Directory

The directory is an editorial selection of providers that state on their own website that they offer Baidu advertising or search engine marketing in China. It is not a complete list and not a ranking, and it does not indicate Baidu authorized-agent status. Providers are listed alphabetically within categories based on the location of their headquarters. Each entry states only facts published on the provider's own website at the time of review. Use the questions and flags above to evaluate any provider, including those listed here.

Disclosure: Jademond Digital publishes this guide and is listed under "China-based agencies". No provider paid to appear. Providers can request additions or corrections at hello@jademond.com. Last reviewed: 28 September 2026.

China-Based Agencies

Jademond Digital: Headquarters: Guangzhou · Other office: Tianjin · Founded: 2012 · Baidu advertising alongside Baidu SEO, Chinese GEO and paid social advertising · jademond.com
Nanjing Marketing Group: Headquarters: Nanjing · Baidu marketing and advertising alongside WeChat, Rednote and Bilibili marketing · Languages: Chinese, English · nanjingmarketinggroup.com
Sekkei Digital Group: Headquarters: Shanghai · Other offices: Paris, Manila · SEO and SEM in China, Chinese social media, influencer marketing, advertising · sekkeidigitalgroup.com
SEO Mandarin: Headquarters: Sanya, Hainan · Other office: Hong Kong · Founded: 2012 · Baidu PPC alongside Baidu SEO, GEO, web design and social media · Languages: English, Dutch, German, Portuguese · seomandarin.com

Hong Kong-Based Agencies

The Egg: Company: The Egg Company Limited · Headquarters: Hong Kong · Other offices: Shanghai, Guangzhou, Singapore, Tokyo, Seoul · SEM, SEO, social media, programmatic and media buying in China · theegg.com

Western Agencies with a China Practice

China Marketing Corp (CMC): Company: China Marketing Corp Ltd · Headquarters: Leeds, UK · PPC alongside Baidu SEO, Chinese social media, KOL marketing and e-commerce · chinamarketingcorp.com
Digital Crew: Company: Digital Crew Inc. · Headquarters: New York, USA · Other offices: Shanghai, Guangzhou, Sydney, Malta, Mumbai · Baidu PPC and SEO, Chinese social media, Tmall, websites and ICP licensing · digitalcrew.agency
eviom: Company: eviom GmbH · Headquarters: Munich, Germany · Other offices: Stäfa (Zurich), Hong Kong · Search engine marketing in China, WeChat, Weibo, B2B marketing, e-commerce · Languages: German, English, Chinese · eviom.com
HAMKAI: Company: HAMKAI GmbH · Headquarters: Hamburg, Germany · Baidu SEM and SEO, WeChat, e-commerce, influencer and livestream marketing, ICP licensing · hamkai.de
Hilborn Digital: Headquarters: Toronto, Canada · Baidu PPC and SEO, Chinese websites and translation, Weibo and WeChat · Languages: English, Chinese · hilborndigital.com

International Agency Networks

Merkle (dentsu): Data-driven marketing agency within the dentsu network · China entity: Merkle Business Information Consultancy (Shanghai) Co., Ltd · Named by Baidu as a key agency partner for international advertisers · merkle.com

Frequently Asked Questions

Can a foreign company advertise on Baidu without a Chinese entity?: Yes. Companies without a business license in mainland China usually open an overseas advertising account through one of Baidu's authorized agents. Requirements such as documents, website and deposit differ from the domestic route and change over time, so confirm them in writing with the provider.
What is a Baidu authorized agent?: A company authorized by Baidu to open advertising accounts and sell Baidu advertising (百度授权代理商). Authorization can be verified in the agent directory on Baidu's official marketing website, through Baidu's customer service, or by asking the agent for its authorization certificate.
Do I need an ICP filing to run Baidu ads?: A website hosted in mainland China requires an ICP filing, and for domestic accounts it must match the advertiser's business license. Requirements for overseas accounts differ; ask your provider which applies to your website and account route.
What does Baidu advertising cost?: Accounts are prepaid, and clicks are priced in a live auction, so costs depend on keywords, competition and quality. On top of media spend, providers may charge an opening fee, a management fee or a percentage of spend. Ask for all fees and the prepaid deposit in writing.
What are the biggest red flags when hiring a Baidu PPC agency?: Guaranteed top positions, an account not registered in your company's name, mixed or hidden money flows, no official invoices or contract, suspiciously low prices, unverifiable claims of authorized-agent status, borrowed industry qualifications and ad copy that breaches China's Advertising Law.
Which industries need special qualifications for Baidu ads?: Regulated industries such as healthcare, education, finance, food and real estate typically need additional permits before ads can run. A provider should tell you which documents your industry needs before you pay a deposit.
Should I combine Baidu PPC with Baidu SEO?: Often yes. Paid search delivers visibility quickly and produces keyword and conversion data that also helps SEO, while SEO builds lasting organic visibility. Sharing data between both avoids paying for traffic you could win organically.
Is the provider directory a ranking?: No. Providers are listed alphabetically within categories based on the location of their headquarters. The directory is an editorial selection, not a complete list, and does not indicate Baidu authorized-agent status. Jademond Digital publishes the guide and is one of the listed providers.