Gallery: Baidu Advertising Examples

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%.

What Did We Do?

Before launching paid advertising, we helped Lizenzero establish a stronger foundation in the Chinese market, including creating its Chinese brand name and developing localized content explaining German packaging compliance requirements.

Once the foundation was in place, we launched and managed Lizenzero’s Baidu advertising campaigns from end to end.

This included the following:

• Keyword research
• Chinese ad copywriting and banner design
• Ongoing keyword optimization
• Bid adjustments
• Advertising performance monitoring

The ads directed users to Lizenzero’s Chinese website, where potential customers could learn more about its packaging compliance solutions.

We also reviewed the existing Chinese website and provided recommendations on translation quality and content presentation to make the website clearer and more natural for Chinese users.

What Can We Learn From These Ads?

Differentiation Matters in Competitive Service Markets

Many compliance service providers offer similar solutions, so companies need to communicate why customers should choose them over the competition clearly.

Lizenzero’s advertising highlighted two key advantages: competitive pricing and Chinese-language customer support.

Highlighting these advantages gave potential customers clear reasons to choose Lizenzero over competing providers.

Advertising Budgets Should Follow Demand Patterns

Customer demand for compliance services changes throughout the year.

Instead of keeping the same advertising budget every month, companies should adjust investment based on seasonal demand.

For Lizenzero, demand is typically stronger in Q1 and Q4, and lower from Q2 to Q3. During peak periods, we increase advertising investment to capture more potential customers. 

This helps concentrate advertising spend during periods when customers are more likely to need the service, rather than maintaining the same level of investment throughout the year.

What Did We Do?

In addition to ongoing campaign optimization, updating Baidu advertising based on clients’ changing business needs is also an important part of our work.

As SmarAct wanted to promote new products, we updated the advertising strategy and created new ad materials based on the product’s key advantages.

What Can We Learn From These Ads?

Additional Channels Can Complement Baidu Campaigns

Increasing budget on an existing platform can be effective in many situations. However, when a Baidu campaign is already performing well, additional channels can provide another way to expand reach.

For SmarAct, we added 360 Search advertising as a complementary channel alongside Baidu to increase exposure and reach more potential customers.

Although 360 has a smaller user base than Baidu, it does offer additional advertising advantages. 

For example, Baidu generally limits one advertiser to a maximum of two ad positions, while 360 can display three to five. In addition, Baidu restricts the use of continuous numbers in advertisements, while 360 allows this format—which means contact information can be included—making it easier for users to reach out.   

We also connected Baidu’s AI consultation tool, Qiaocang (巧舱), to 360 advertising campaigns, helping users quickly get answers and continue the inquiry process.

Banner Ads Need to Balance Value and Simplicity

For technical products, banner ads need to help users quickly understand the product value while also highlighting how it differs from competitors.

One caveat is that banner space is limited, so effective ads require selecting the most important information and communicating it clearly.  

For SmarAct’s new advertising campaign, the creatives focused on introducing a specific product. The amount of text was carefully controlled—even the banner with the most information contained only 11 Chinese characters.

What Did We Do?

We manage and optimize Rail Ninja’s Baidu advertising campaigns, including keyword planning, ad copywriting, banner design, campaign setup, and performance monitoring.

For the banner creatives, we use travel imagery provided by the client while highlighting key selling points such as extensive route coverage, Chinese-language support, competitive pricing, and clear ticket change and refund policies.

What Can We Learn From These Ads?

Niche Markets Require Clear Differentiation and Highly Targeted Traffic

International train ticket booking is a relatively niche market with limited search volume. Simply expanding the keyword pool can easily bring in more low-intent traffic without necessarily generating more bookings.

For niche markets like this, clear differentiation and traffic quality are often more important than simply increasing traffic volume.

For Rail Ninja, we focused on several key competitive advantages:

• Booking and customer support in Chinese: Rail Ninja provides both Chinese-language booking and after-sales support, making the experience more convenient for Chinese-speaking travelers.
• Book tickets further in advance: While train tickets are often only available three to six months ahead, Rail Ninja offers bookings for some international train routes up to two years in advance.
• Clear and detailed ticket information: When purchasing tickets, travelers can view carriage photos and real images of different seat classes. For international travelers unfamiliar with local trains, this additional information helps them book with greater confidence.

At the same time, we continuously improve traffic quality by refining keyword match types, adding negative keywords, and expanding long-tail keywords that have already proven effective.

Advertising Strategy Should Follow Seasonal Demand

Demand for international train tickets is closely tied to actual travel plans, so advertising performance naturally fluctuates around public holidays, school breaks, and other peak travel periods.

During peak travel seasons, we increase bids and budgets for popular destinations such as Japan and Europe. For keywords that have already demonstrated strong performance, such as those related to the Japanese Shinkansen, we continue expanding into relevant long-tail search terms.

During off-peak periods, we reduce overall spending and focus on maintaining highly targeted traffic at a lower cost.

By adapting the campaign to seasonal demand rather than maintaining the same strategy throughout the year, we allocate the advertising budget more efficiently while continuing to capture travelers with strong booking intent.