Can foreign companies legally run paid advertising in China?

In many cases, yes, but the setup depends on your legal structure, industry, and platform. Some sectors face tighter restrictions or require additional review. Platforms require documentation to verify your business and, in some cases, specific certifications. We assess what is possible for your company, identify compliant routes, and support the account creation and approval process.

What platforms are commonly used for advertising in China?

The most commonly used advertising platforms in China are Baidu, WeChat and Tencent, Douyin through Ocean Engine, Xiaohongshu, Weibo, Bilibili, and Kuaishou. Baidu is strongest for search intent. WeChat is useful for ecosystem-based placements connecting to Official Accounts and Mini Programs. Douyin excels for reach and performance. Xiaohongshu supports consideration and social proof.

What compliance issues should brands consider before advertising in China?

Compliance review should happen before launch. Chinese advertising law prohibits false or misleading content, and advertisers are responsible for the accuracy of all claims. Categories requiring particular attention include health-related statements, financial claims, superlatives, comparative advertising, and endorsement disclosures. Non-compliant ads are rejected or penalized, delaying campaigns and wasting budget.

What is the best advertising strategy for foreign companies entering China?

The best advertising strategy starts with market readiness, not media buying. Before spending on ads, the brand needs a clear Chinese value proposition, compliant messaging, localized landing pages, and a realistic conversion path. We recommend building campaigns around the full buyer journey: Baidu for search intent, WeChat for engagement and conversion flows, Douyin for reach and brand awareness, and Xiaohongshu for consideration and social proof.

How much does it cost to advertise on Douyin, WeChat, and Baidu?

Advertising costs vary by platform, industry, and campaign objective. Baidu PPC typically runs on a cost-per-click model with minimum daily budgets starting around $10 to $15. WeChat Moments ads have minimum campaign budgets of around $1,500 to $3,000. Douyin advertising through Ocean Engine requires a minimum budget of approximately $500 per campaign. These are entry-level figures — competitive industries and broader targeting significantly increase costs.

How long does it take to get a China advertising account approved?

Account approval timelines vary by platform and business structure. Baidu account setup for foreign businesses typically takes two to four weeks once all documentation is submitted. WeChat advertising accounts can take three to six weeks. Douyin and Xiaohongshu accounts vary based on industry and verification requirements. Regulated industries such as healthcare, finance, and education require additional review time.

What documents do foreign brands need to run ads in China?

Requirements vary by platform, but most China advertising accounts for foreign businesses require a business license or company registration certificate, a valid business bank account, contact information for a local representative or agency, and platform-specific certifications depending on the industry. Regulated categories such as medical, education, and financial services require additional licensing documentation.

Advertising Agency in China

Advertise in China’s fast-evolving digital landscape.
We help global brands activate paid media and advertising campaigns across Baidu, WeChat, Douyin, and Tencent Ads through localized content, full-funnel setup, and performance tracking.

Paid Media Channels Covered by
Our China Advertising Services

Paid advertising in China is built around specific channels like social media, search engines, OTA platforms, and programmatic networks. Each environment follows its own targeting rules and ad formats.

Social Media Advertising

Popular social media platforms like WeChat, Weibo, Douyin, and Xiaohongshu allow brands to reach a highly engaged Chinese audience through feed ads, video placements, and influencer-led promotions. These campaigns boost visibility, trust, and product discovery.

Search Engine Advertisements

Search ads on apps like Baidu, Shenma, and Sogou allow businesses to appear at the top of search results when users look for products or services. With precise keyword targeting, brands can reach intent-driven audiences and strengthen digital visibility.

OTAs Advertising

Online travel agencies (OTAs) such as Ctrip, Fliggy, and Qunar help travel and hospitality brands reach users actively planning their next trip. Through strategic OTA ad listings, brands can increase visibility across top booking apps and influence travelers at the moment of intent.

Programmatic Advertising

Programmatic platforms like Tencent DSP use real-time bidding to place ads across apps, news portals, and video platforms. This method gives businesses a data-driven reach across China’s fragmented digital landscape.

Our China
Advertising Services

As a China digital advertising agency working closely with foreign brands, we structure every campaign around strategy, performance, and compliance with local advertising laws. Here’s how we leverage our expertise to support your growth across Chinese digital platforms.

Ad Account Setup & Management

We set up and manage official advertising accounts across China’s key platforms (e.g., WeChat, Weibo, Baidu, and Douyin) with proper documentation and regulatory approvals. Our team ensures every account aligns with local requirements to protect brand safety and support long-term business growth.

Ad Campaign Planning & Creation

Our team crafts personalized ad strategies and creative campaigns tailored to Chinese audiences. We adapt messaging and visuals using local insights, platform trends, and cultural nuances to ensure your campaigns resonate with consumers and drive meaningful conversions.

Cross-Platform Media Buying

We manage cross-platform media buying across Tencent, Douyin, WeChat, Xiaohongshu, and OTA platforms to maximize reach and ROI. Our team handles ad placement, audience targeting, and budget allocation with real-time performance tracking to ensure every campaign delivers measurable visibility and sales growth.

A/B Testing and Optimization

We continuously test campaign elements, such as messaging, audience segments, and landing pages, to identify what drives the greatest success. Data-driven optimization helps foreign brands refine their approach and boost results throughout the campaign lifecycle.

Performance Tracking & Analytics

We monitor campaign metrics, provide transparent reporting, and deliver actionable insights so your brand knows exactly what drives success. With tools and reports tailored for the Chinese market, we support your brand’s long‑term strategy and visibility.

Discover Our Successful Advertising Campaigns in China

See how we help international brands connect with Chinese consumers through localized, performance-driven campaigns.

We executed a targeted Ctrip advertising campaign to increase the hotel’s visibility among Chinese travelers and drive direct bookings through optimized OTA lead generation.

Our team launched multi-platform ads on Mafengwo, WeChat, and Weibo to boost the Region of Valencia’s brand visibility among Chinese travelers.

Through targeted WeChat Moments ads, we generated high-quality leads and improved Marriott Vacation Club’s digital reach and sales performance in China.

Frequently Asked Questions

Can foreign companies run paid ads in China without a local entity?

Yes. platforms like Tencent allow foreign campaigns to run ads as long as they undergo the proper verification process and submit the correct documentation. Some platforms, especially in regulated sectors, require working with a verified Chinese partner for account setup and billing.

Ad approval includes checks for brand legitimacy, product category restrictions, and compliance with Chinese advertising regulations. Working with local agencies experienced in these processes ensures faster setup, smoother approvals, and stronger performance across major paid media channels in China.

Which Chinese ad platforms deliver the best ROI in 2025?

The best-performing ad platforms in China in 2025 are Douyin, Xiaohongshu, WeChat, and Baidu. Many brands achieve a balanced ROI from advertising campaigns by combining these channels rather than pouring all their budgets into a single ad network.

Douyin offers the highest ROI for brand discovery and short-video commerce, while Xiaohongshu drives conversion for lifestyle and beauty products.

Ads on WeChat excel at nurturing customer relationships and driving repeat business. Meanwhile, Baidu remains an important channel for intent-based searches and visibility.

How strict are China’s ad compliance rules for foreign brands?

China’s advertising compliance rules for foreign brands are extremely strict. All campaigns must comply with the Advertising Law of the PRC, the Personal Information Protection Law (PIPL), and relevant industry regulations.

Ads cannot use superlatives or absolute terms such as “best” or “No. 1,” and content in sensitive sectors like healthcare, finance, and education faces additional approval layers. Violations can result in account suspensions, takedown notices, or fines totaling millions of RMB, making an expert local compliance review essential.

Do I need an ICP license to advertise online?

Yes. You need a commercial ICP (Internet Content Provider) license if your ad campaigns allow consumers to make online purchases or submit personal data. This local requirement also applies if the paid media redirects targeted users to your website or e-commerce stores.

Chinese digital advertising law classifies online sales, lead forms, and customer data collection as commercial activity, so domains without a valid ICP license risk loading failures or ad rejection on platforms like Baidu, WeChat, Douyin, and Tencent Ads.

What’s the difference between Baidu PPC and Tencent Ads?

Baidu PPC focuses on search intent, generating leads, and targeting high-intent queries. It uses keywords, feed ads, call extensions, and native forms that capture prospects quickly.

Meanwhile, Tencent Ads delivers broader discovery across social, video, and gaming ecosystems such as WeChat, QQ, and Tencent Video. They are effective for engagement, brand building, and reaching younger demographics.

Many advertisers use Baidu for conversion-focused campaigns and Tencent to scale reach across China’s largest social platforms.

SDG Expertise in Focus

Explore Sekkei Digital Group’s recommended strategies for foreign brands executing advertising campaigns in China.

CHINA ADVERTISING CAMPAIGNS FOR FOREIGN BRANDS

Our China advertising strategies are built around Baidu, Tencent, Alibaba, and ByteDance ecosystems, each with distinct user behavior, data systems, and ad infrastructures. This allows foreign brands to activate campaigns across search, social, and programmatic environments while staying compliant and competitive within China’s regulated digital landscape.

Advertising Agency in China