B2B Advertising in China Requires a Different Playbook
For European B2B companies operating in China, paid advertising is often a necessary part of the growth strategy. But the channels that work in the West don’t apply here.
- Google Ads are blocked.
- LinkedIn Ads reach very few Chinese professionals.
- Facebook and Twitter are unavailable.
Instead, China has its own unique advertising ecosystem—dominated by WeChat Ads, Baidu PPC, and industry-specific trade media platforms.
At NBH, we help european B2B brands navigate this landscape and ensure every euro invested delivers measurable results. This article outlines where to allocate your budget, which platforms matter most, and how to structure your paid media mix for maximum ROI.
Where B2B Companies Should Invest Their Ad Budget in China
1. Baidu PPC – High-Intent Lead Generation
Baidu is China’s equivalent of Google and the #1 search platform for B2B lead generation. Chinese buyers actively use Baidu to evaluate suppliers and search for solutions—making paid search a critical channel.
Why it matters
- Search results are dominated by paid ads.
- Buyers come with strong purchase intent.
- Branded keywords protect your company from competitors.
Best practices
- Focus on long-tail, industry-specific keywords.
- Invest in branded keyword campaigns.
- Optimize landing pages for Baidu SEO (fast-loading, Chinese-hosted).
Example
A European machinery manufacturer launched Baidu PPC campaigns targeting “factory automation solutions in China.” Within three months, inbound leads increased fivefold compared to LinkedIn Ads.
2. WeChat Ads – Awareness and Retargeting
WeChat is China’s all-in-one communication and business platform. For B2B marketers, it is the most effective channel for building awareness, engaging professionals, and running retargeting campaigns.
Why it matters
- Professionals engage daily with business content on WeChat.
- Ads can be targeted by industry, role, and company size.
- Campaigns integrate with WeChat Official Accounts and Mini Programs.
Best practices
- Run “Follow” campaigns to build subscribers.
- Use Moments Ads for targeted awareness campaigns.
- Apply retargeting to re-engage website visitors.
Example
A Nordic software provider used WeChat retargeting to reach prospects who hadn’t converted. Within two months, demo requests grew by 35%.
3. Trade Media & Industry Platforms – Trust-Building
In China, B2B buyers look to trade media and niche industry platforms for credible insights. Sponsored content here accelerates trust and drives highly targeted leads.
Why it matters
- Decision-makers rely on respected trade publications.
- Native ads and sponsored articles build authority.
- Hyper-targeted audiences deliver quality leads.
Best practices
- Sponsor expert-written content in leading trade media.
- Run native ads in relevant industry reports and newsletters.
- Build partnerships with sector-specific outlets.
Example
A Nordic company in the maritime industry placed a sponsored article in a leading maritime industry media. The piece was later shared across multiple WeChat Groups, generating high-quality inquiries.
Zhihu Ads – Thought Leadership and Long-Term SEO
Zhihu is China’s largest professional Q&A platform, combining the roles of Quora, LinkedIn Articles, and Google Search. For B2B brands, it is a platform for thought leadership and long-term visibility.
Why it matters
- Professionals ask in-depth, industry-specific questions.
- Zhihu content ranks well on Baidu.
- B2B decision-makers use it for research.
Best practices
- Sponsor authoritative answers in relevant discussions.
- Run in-feed native ads targeting industry conversations.
- Use Zhihu PPC to drive traffic to WeChat.
Example
A European heavy machinery solution provider sponsored expert answers in Zhihu discussions about industrial automation and equipment safety standards in China. The campaign generated high-value leads from manufacturers and engineering firms seeking reliable international partners.
Structuring Your B2B Ad Budget in China
A well-balanced ad mix is essential for generating leads while also building long-term brand visibility. The key is to match platforms with their strengths:
- Baidu PPC → Your primary driver for high-intent leads through search.
- WeChat Ads → Best for awareness, engagement, and retargeting campaigns.
- Trade Media & Industry Platforms → Build trust and credibility with decision-makers in your sector.
- Zhihu Ads → Strengthen thought leadership and support SEO through expert-driven content.
By combining these channels, B2B companies can ensure their advertising budget works across the entire buyer journey—from awareness to lead conversion.
Common Mistakes to Avoid
- Running Google Ads instead of Baidu PPC.
- Ignoring WeChat retargeting.
- Relying only on paid ads without organic content and PR.
- Underestimating the influence of trade media.
Key Takeaways for B2B Leaders
- Baidu PPC is the primary tool for generating leads.
- WeChat Ads are essential for visibility and conversion.
- Trade media accelerates trust and credibility.
- Zhihu boosts thought leadership and SEO value.
- A structured ad budget delivers measurable ROI.
Final Thought
China’s advertising ecosystem requires a strategy that goes beyond simply translating Western tactics. With the right mix of paid media, European B2B companies can build visibility, credibility, and a consistent pipeline of high-quality leads.
At NBH, we help european B2B brands design and optimize paid media strategies that work in China’s unique digital landscape.
Ready to maximize ROI on your China ad spend?
Contact us and let’s discuss how to make your budget deliver results.
