Before your Baidu PPC account goes live, and throughout your campaign lifecycle, you will see different status labels inside the account dashboard. Each status tells you whether your ads can serve, what is blocking them, and what action you need to take.
We have managed hundreds of Baidu accounts for overseas brands. The pattern is consistent: most campaign launch delays come from not understanding what a specific status actually requires you to do. This guide breaks down all five Baidu PPC account statuses, what triggers each one, how long each typically lasts, and the exact steps to move to the next stage.
📋 Quick Reference: All 5 Account Statuses
| Status | Can Ads Serve? | Action Required |
|---|---|---|
| The funds have not arrived | ❌ No | Complete payment and wait for confirmation |
| Zero balance | ❌ No | Top up the account immediately |
| Under review | ❌ No | Wait for Baidu to complete verification |
| Activate | ✅ Yes (if campaigns are also active) | Check campaign and ad group levels |
| Rejected | ❌ No | Fix compliance issues and resubmit |
💰 1. The Funds Have Not Arrived
What this status means
Your account has not been successfully topped up, and identity verification has not been completed. Baidu requires both payment and verification before activating your account.
Why this happens
What to do
How long does this status last?
Typically 1-3 business days after Baidu receives your payment. Once payment is confirmed, the system automatically begins identity verification and moves the account to "Under review".
⚠️ 2. Zero Balance
What this status means
Your account has no remaining balance for promotion. In this state, keywords and ad copies will not be displayed, regardless of your campaign settings.
Why this happens
What to do
Top up the account as soon as possible. Baidu recommends maintaining a buffer balance so that your campaigns do not stop mid-day. For ongoing campaigns, we suggest keeping at least 20-30% of your monthly budget as a buffer in the account.
How long does this status last?
Until you top up. Ads resume serving within hours after your new payment is confirmed and the account has sufficient balance.
🔍 3. Under Review
What this status means
The system (and sometimes a human reviewer) is verifying your account information, business license, identity documents, and the initial set of ads and keywords you submitted.
Why this happens
What to do
Wait for the verification result. Baidu will notify you through the account dashboard and, in most cases, by email. The review result will tell you whether your account is approved or if there are specific issues to fix.
Do not submit duplicate review requests. This can actually slow down the process. One submission is sufficient. If it has been more than 5 business days with no response, contact Baidu support or your account manager.
How long does this status last?
Typically 1-3 business days for standard reviews. Regulated industries may take 5-7 business days. You will receive a system notification once the review is complete.
✅ 4. Activate
What this status means
Your account is approved and available for promotion. However, whether your ads actually serve depends on the status of your campaigns, ad groups, keywords, and creatives. Account-level "Activate" does not guarantee that all your ads are running.
Why this happens
What to do
Check the status at every level. "Activate" at account level is necessary but not sufficient. You also need:
"Activate" at the account level means Baidu trusts your business identity. It does not mean your ads are currently serving. Always check campaign, ad group, keyword, and creative statuses separately.
How long does this status last?
Indefinitely, as long as you maintain a positive balance, comply with Baidu policies, and do not let your campaigns pause due to budget exhaustion.
❌ 5. Rejected
What this status means
Your account information does not comply with Baidu's advertising regulations. You are not authorized to promote. This is the only status that requires you to take corrective action before Baidu will review again.
Why this happens
What to do
Read the rejection reason in your dashboard. Baidu provides specific feedback. Common issues:
After you fix the issues, resubmit the account information. Baidu will re-authenticate the account. If the second review passes, your account status changes to "Activate".
How long does this status last?
Until you fix the compliance issues and resubmit. The re-review typically takes 1-3 business days after you submit corrected information.
🔄 Status Flow: How Accounts Move Between States
🛠️ Common Troubleshooting Scenarios
Here are the most frequent questions we hear from advertisers about account status, and how to resolve them.
My account has been "Under review" for 5+ days. What should I do?
First, check the account dashboard for any specific feedback or pending action items. If there is nothing obvious, contact Baidu support through the help desk inside the account. Have your account ID and the date you submitted your documents ready. For overseas advertisers, the review can take longer because additional checks are required for international business licenses.
I topped up, but my status is still "Zero balance". Why?
This usually means the payment has not been matched to your account yet. Check whether you included the correct reference number. If the payment was made more than 3 business days ago and the status has not updated, contact Baidu support with your payment receipt.
My account status is "Activate" but my ads are not showing. What is wrong?
Account-level status is only one piece. Check each level: campaign (enabled?), ad group (enabled?), keywords (sufficient bid and quality score?), and creatives (approved?). One paused campaign or one disapproved ad copy can prevent your entire account from serving ads.
Can I run ads while "Under review"?
No. Your ads will not serve until the review is complete and your account status changes to "Activate". This is why starting the application process early is critical if you have a fixed launch date.
✅ Key Takeaways
- Five statuses exist: Funds Not Arrived, Zero Balance, Under Review, Activate, and Rejected.
- "Activate" at account level does not guarantee ads are serving — check campaign, ad group, keyword, and creative levels.
- Most delays come from incomplete documentation or missing payment reference numbers.
- "Rejected" status requires you to fix specific compliance issues before resubmitting.
- Maintain a buffer balance to avoid "Zero Balance" disrupting your campaigns.
Stuck on Account Verification?
We have helped hundreds of overseas brands navigate Baidu's account setup and compliance requirements. From initial application to first campaign launch, we handle the process so you don't have to.
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