Overseas companies or China entities: license translation, industry qualifications, trademark documents, prepaid RMB top-up.
Baidu PPC for the Mainland market, Google & LinkedIn campaigns for Chinese speakers worldwide
China Paid Search Agency Baidu SEM That Turns Clicks into Inquiries
Jademond is a PPC agency China-based since 2012. Native SEM specialists in Guangzhou and Tianjin open your Baidu PPC account, select Chinese keywords, write ad copy, build landing pages and adjust pay per click bids daily. Monthly English reports track spend per qualified inquiry, not clicks.
Baidu SEM is not Google Ads in Chinese
Baidu PPC follows its own rules. Accounts are prepaid in RMB, verified by Baidu before activation. Every ad passes review under China's Advertising Law. Searchers mix Chinese characters, pinyin and model numbers, so translated English terms miss most demand. Baidu search now answers many questions directly with ERNIE-generated AI summaries: casual visitors click less, remaining clicks carry stronger purchase intent. Baidu SEM still delivers B2B inquiries, but only with tight keyword lists, long negative lists and landing pages loading fast inside Mainland China. Think of Baidu SEM as China's AdWords equivalent, with stricter gates.
What our China paid search agency handles
- Baidu verification & qualification review
- Chinese keyword research, never translation
- Ad copy compliant with China's Advertising Law
- Landing page optimization for fast load times
- Daily bid optimization, negatives & click fraud filters
- Inquiry-driven reporting: cost per qualified inquiry & ROI
Eight services, one process
Baidu SEM services, from account opening to sales handoff
Every PPC campaign starts from your sales process and target buyers, not Baidu's default settings. Services are tailored to your industry, budget, Chinese market goals and wider digital marketing plan.
Baidu Keyword Planner volumes, competitor ads, sales vocabulary: product names, model numbers, ๅๅฎถ (manufacturer) and ไปทๆ ผ (price) variants.
Native copywriters write headlines, sitelinks, image extensions; variants tested, banned absolute claims removed.
Pages on Baidu's Jimuyu builder or servers in Hong Kong or China; forms, Baidu Shangqiao chat, click-to-call.
Bids by match type, province, device, hour; Baidu QingGe AI bidding tested against manual control; thousands of negatives.
Baidu Shangdun filters, IP exclusions, anomaly checks. Competitor clicks remain a known risk in B2B niches.
Form, chat and call tracking via Baidu Tongji; every inquiry tagged by keyword, routed to sales or your CRM.
Monthly English reports: spend, CPC, conversion rate, cost per qualified inquiry, ROI per campaign.
Chinese search engines & beyond
Where Chinese speakers search, and which campaigns fit
Baidu holds 59% of tracked search in China, 73% on mobile (StatCounter, August 2026). Yet buyers also use smaller Chinese search engines, in-app tools, or sit in the Hong Kong, Taiwan or Singapore market. Our targeting follows lead quality and ROI, not platform size.
China's core engine: text ads via Fengchao on the Baidu Marketing platform, Brand Zone for branded queries, feed ads in the Baidu app.
Cheaper clicks, smaller reach. 360 Search holds 13% of desktop traffic; Sogou belongs to Tencent since 2021.
Fast-growing in-app queries. Douyin placements via Ocean Engine, WeChat placements via Tencent, coordinated with our social media team.
Chinese speakers in Hong Kong, Taiwan, Singapore, Malaysia and overseas communities; Traditional or Simplified script. Blocked in Mainland China.
Traditional Chinese Bing campaigns for Hong Kong and Taiwan. Bing leads desktop search in China at 39%, yet Microsoft lists no Simplified Chinese ad language.
Chinese-speaking managers in Hong Kong, Singapore, Taiwan and at multinational firms. LinkedIn closed its last China service in 2023.
Setting up a Baidu PPC account as a foreign company
No Chinese entity needed. Overseas companies open a Baidu account through authorized overseas agents; we provide document templates, then handle Baidu's review: business license, web domain ownership, industry qualifications. Regulated sectors such as medical devices, education, finance or supplements need extra permits; some require a local entity. Accounts are prepaid: expect a first top-up of roughly RMB 6,000 to 10,000, depending on route, plus a yearly verification fee near RMB 600. An ICP license is not needed for Baidu SEM itself, only for landing pages on Mainland servers. Account setup usually takes two to four weeks.
Requirements for your Baidu account
- Business license, translated, sometimes notarized
- Proof of web domain ownership
- Trademark registration or authorization letter
- Industry permits for regulated products
- Signed application letter
- Prepaid RMB deposit via an authorized agent
Why keyword lists decide Baidu SEM results
Chinese keywords are built, not translated
Chinese buyers search differently. Engineers seeking a centrifuge type ็ฆปๅฟๆบ plus speed, brand or ๅๅฎถ (manufacturer). Purchasers add ไปทๆ ผ (price) or ๅคๅฐ้ฑ (how much). Others use pinyin initials or English model numbers. We combine Baidu Keyword Planner volumes, query reports, competitor ad copy and interviews with your China sales staff. Queries get grouped by intent, assigned exact, phrase or smart match; irrelevant traffic gets blocked: job seekers, students, DIY buyers, used equipment. Typical B2B Baidu PPC accounts end up with more negatives than active keywords.
Launch plan
Your first 90 days of Baidu SEM
A four-phase process; each phase ends with live PPC campaigns or measured results.
Qualification review, documents, deposit, Baidu Tongji, call and chat tracking, CRM lead routing.
Tailored campaign structure, headlines, landing pages, negative lists, conversion tracking tests.
Campaigns live within 48 hours of ad review; daily bid changes, query cleanup, click fraud checks.
Budget shifted to keywords with the lowest cost per qualified inquiry; tests on 360 Search, Sogou, Google.
Compare before you sign
PPC agency China checklist: who should run your Baidu SEM?
Foreign companies entering the market usually choose between Baidu resellers, global digital marketing agencies and specialists. Ask each who writes Chinese ad copy, which number they optimize.
| Jademond | Baidu reseller | Global agency, no China office | In-house hire | |
|---|---|---|---|---|
| Native Chinese SEM specialists | โ | โ | โ | โ |
| Optimization for cost per qualified inquiry | โ | โ | โ | โ |
| Baidu accounts for overseas companies | โ | โ | โ | โ |
| Click fraud monitoring | โ | โ | โ | โ |
| English reporting | โ | โ | โ | โ |
| Paid search linked with Baidu SEO & GEO | โ | โ | โ | โ |
| Google, Bing & LinkedIn targeting of Chinese speakers | โ | โ | โ | โ |
โ66%
Cost per qualified inquiry after 4 months
Anonymized client result
From reseller-run clicks to a profitable Baidu PPC account
A Swiss maker of precision dosing pumps, 250 employees, selling to pharma and chemical plants in China through a Suzhou distributor. Starting point: reseller-run Baidu account, translated keywords on broad match, Europe-hosted landing page needing nine seconds to load, RMB 2,300 per qualified inquiry. Client name available under NDA.
- ๐
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1,240 queries
Rebuilt around target buyers' vocabulary; 3,100 negatives added.
- ๐ฅ๏ธ
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Jimuyu landing pages
Load time down from 9 to 1.4 seconds on Mainland mobile networks.
- ๐ก๏ธ
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18% of clicks filtered
Shangdun plus IP exclusions blocked suspicious competitor clicks.
- ๐
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Chat & call tracking
Every inquiry tagged by query, passed to the Suzhou distributor.
- ๐
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Four-month outcome
Qualified inquiries up from 9 to 31 monthly, at RMB 790 each.
Baidu PPC, SEO and GEO under one roof
Baidu PPC data shows within weeks which queries convert. Our Baidu SEO services then target those queries organically, lowering inquiry costs over time. Chinese AI assistants such as DeepSeek, Doubao and Baidu's ERNIE now answer many product questions; GEO work gets your brand cited there. One tailored, data-driven strategy, one digital marketing plan, three search channels.
How paid search, SEO and GEO connect
- Paid ads: fast demand tests, leads
- Organic rankings: falling inquiry costs
- GEO: brand citations in Chinese AI answers
- Shared query & conversion data
- One monthly English report
People behind your Baidu SEM
Who runs your campaigns at our China paid search agency
Jademond, a Chinese digital marketing agency, was founded in Guangzhou in 2012 by Kun Tang; a Tianjin office followed in 2023. Qing He, Head of Search, with Jademond since 2014, leads paid search, Baidu SEO and GEO. A native Chinese speaker, he has managed campaigns on Baidu search and other search engines for international clients for over a decade, through every Baidu algorithm and ad platform change.
On Baidu, the query list is the strategy. Translated terms buy clicks; tested terms buy inquiries.
All SEM specialists and copywriters are native Chinese, in-house in China. Nothing gets outsourced.
- 2012
- Founded in Guangzhou
- 2014
- Qing He at Jademond
- 2
- Offices in China
- 100%
- Native in-house SEM specialists
FAQ
Baidu PPC and China paid search: frequently asked questions
Costs, account opening, timelines, platforms.
What is Baidu PPC and how does it work?
Baidu's pay per click search advertising. Advertisers bid on Chinese keywords; ads appear above and below Baidu search results, charged per click. Ad rank depends on bid, ad quality, landing page experience.
How is Baidu SEM different from Google Ads?
Google Ads, formerly AdWords, accepts credit cards and runs within minutes. Baidu SEM requires a verified, prepaid RMB account, ad review, localized copy and Baidu Tongji tracking, since Google Analytics loads unreliably in China. Click fraud needs closer monitoring.
What budget do I need for Baidu SEM?
Industry benchmarks put B2B technology and industrial CPC around RMB 20 to 60. We recommend at least RMB 15,000 monthly media spend for a meaningful B2B market test, plus prepaid deposit and management fee.
Do I need a Chinese business license or an ICP license?
Licensing requirements: most industries need no Chinese entity; your home business license works via an authorized agent. ICP licensing matters only for landing pages hosted inside China.
How quickly will I see traffic?
Setting up: two to four weeks. Traffic: within 48 hours of ad approval. Stable inquiry costs: usually six to ten weeks of testing.
Which language does Baidu ad copy need?
Simplified Chinese. Brand names and model numbers may stay English. Google or Bing ads for Hong Kong and Taiwan use Traditional characters.
Baidu SEM or Douyin ads: which one?
Baidu captures active demand from people searching for products. Douyin creates demand among people scrolling feeds. Most B2B companies start on Baidu; Douyin suits consumer brands, ecommerce, education.
Can Google reach customers in China?
Not on the Mainland, where Google's search engine is blocked. Google campaigns reach Chinese speakers in Hong Kong, Taiwan, Singapore, Malaysia and overseas communities, often key for ecommerce exporters.
Do you use Baidu AI tools such as QingGe?
Yes, where they help. AI-generated headlines and bidding get tested against manual control; whichever delivers lower inquiry costs stays.
What does a PPC agency China-based offer that a Baidu reseller does not?
Resellers mainly sell Baidu media. We provide keyword selection, ad copy, landing pages, click fraud checks, English reporting and links to SEO and GEO, to maximize qualified inquiries. As a China paid search agency, our fees cover strategy, setup and daily management.
Many international brands reach us after a year of reseller-run Baidu ads: translated keywords, broad match, no tracking, no inquiries. Tell us what you sell and who buys it in the Chinese market. We will show which queries carry demand, realistic qualified inquiry costs, and a tailored structure to maximize results from your first Baidu SEM campaigns.
โ Kun