Gallery: Baidu Ads

What Did We Do?

The client did not provide any existing visual materials or creative assets for the campaign; our team developed everything from concept direction and copywriting to final design.

(This allowed the client to focus on their business while we handled the full creative process locally for the Chinese market.)

For this project, we provided full Baidu Ads creative design services for EconomyBookings across multiple ad formats:

• Large image ads
• Showcase-style ads
• Large image ads with sitelinks
• Ad copywriting and messaging

For this ad, we used a high-saturation yellow sports car to help it stand out, while the tilted “无忧租车” headline reinforces the sense of speed and movement.

Instead of long-form copy, the ad uses short parallel phrases to communicate key selling points:

• “国际租车” (“International Car Rental”)
• “异地还车 自由出行” (“One-Way Rentals, Flexible Travel”)
• “线上预订 高效快捷” (“Online Booking, Fast & Efficient”)
• “价格透明 旅途省心” (“Transparent Pricing, Worry-Free Travel”)
• “全球覆盖 尽享便捷” (“Global Coverage, Convenient Experience”)

This structure allows users to quickly understand the service, key benefits, and why they should click—reducing decision-making friction within just a few seconds.

What Can We Learn From These Ads?

Baidu Ads Are a High-Intent Environment

Unlike social media platforms, Baidu Ads operate in a high-intent search environment. Users are already actively searching for services, and decisions occur almost instantly once they feel they’ve found what they’re looking for. 

On Baidu search pages, the user journey is usually:

Stop → Evaluate → Click

Because of this, the role of creative design is very direct: Capture attention quickly, establish trust immediately, and guide users toward action.

Strong Visual Impact

On Baidu search pages, image ads are relatively small, so strong visuals are essential for capturing attention early on.

Clear Value Proposition

Capturing attention is only the first step. Once users notice an ad, they need to understand its value immediately.

For search ads, a clear value proposition often matters more than clever copywriting. Users want to know what the service is, why it is relevant to them, and what benefits they will receive. 

What Did We Do?

We managed IPRoyal’s Baidu advertising from end to end, including

• keyword portfolio building,
• localized ad copy creation and updates,
• ​Baidu ad banner design, and
• performance monitoring and ongoing campaign adjustments.

We focused on traffic expansion and keyword matching optimization to attract more high-intent prospects and improve conversion rates.

What Can We Learn From These Ads?

Lower-Priced Packages Can Help Attract New Customers for Products With High Repeat Purchase Rates

For products with high repeat purchase rates, offering a lower-priced entry-level package can be an effective way to attract new customers. It reduces the barrier to trying the product and makes it easier for new users to make their first purchase.

IPRoyal’s lowest-priced product starts at just $1 (USD), making it easy for new users to try the service with minimal commitment. Since 2024, revenue from repeat purchases by existing customers has been 3.7 times that generated by new customers.

Competitors With Similar Brand Names Aren’t Always a Bad Thing

In China, we found other businesses using names that are identical to or similar to IPRoyal. While this creates competition, it can also increase overall awareness and search activity around the name.

However, if a competitor using the same name has registered the trademark in China, you may not be able to use your brand name in your ads.

Strong Baidu Ad Performance Requires Experience and Targeted Optimization

Baidu advertising requires ongoing optimization, but the specific adjustments should depend on the business goal.

When we first started working with IPRoyal, its average conversion rate (CR) was around 18%. This year, increasing CR became a key focus, so we adjusted bids and carried out more detailed manual optimization, including adding negative keywords, tightening keyword matching, pausing underperforming keywords, and testing new ones.

Since making conversion rate a priority, IPRoyal’s average CR has increased from around 18% to 31%.