Until this week, managing Baidu search ads and feed ads meant using two separate platforms. Different logins. Different dashboards. Different reporting. If you wanted to run search ads for intent capture and feed ads for brand awareness, you split your time, your data, and your attention across two tools.
That changed on June 9, 2026. Baidu's AI-powered ad platform, Qing Ge, now supports search and feed advertising in a single account. The feature has moved to full rollout.
What Qing Ge Is
Qing Ge is Baidu's next-generation ad platform. Launched in September 2023, it replaces the old keyword-based campaign builder with an AI-native experience. You describe your goals in natural language, and the platform generates ad creatives, selects audiences, and optimizes delivery. Think of it as Baidu's answer to Performance Max — but purpose-built for the Chinese search and content ecosystem.
What Changed
The upgrade delivers three specific improvements:
- Unified campaign creation. When you build a new campaign, you choose your channel — search or feed — from a single interface. No switching platforms. The system remembers your previous choice and applies it intelligently for repeat campaigns.
- Centralized campaign management. The campaign list now shows a channel label for each plan. You can filter by channel type and manage everything from one dashboard.
- Consolidated reporting. The analytics center now supports channel-level data views. You can analyze search and feed performance side by side, in the same tool.
Shared assets across channels. Creative assets uploaded for search can be reused for feed campaigns. One library, two channels.
Why This Matters for International Advertisers
For local Chinese agencies running large-scale operations, this is a workflow improvement. For international brands managing Baidu campaigns remotely, this is a structural advantage:
- Less platform overhead. You do not need to train team members on two separate tools. One platform means one learning curve, not two.
- Unified data. Search and feed performance data sits in the same report. You can see how upper-funnel awareness campaigns feed into lower-funnel search conversions without stitching data manually.
- AI-native from day one. Qing Ge is built around generative AI. The more campaigns you run through it, the better the platform understands your audience patterns. Unified campaigns mean unified AI optimization.
The Barrier for International Brands
Qing Ge is powerful, but it operates entirely in Chinese. The natural language interface — the platform's main selling point — requires Chinese input to generate ad copy, select keywords, and optimize delivery.
For an international brand, this creates a practical problem: you cannot simply hand the platform to an English-speaking marketing team and expect results. The AI needs Chinese prompts. The platform needs Chinese ad copy. The reporting needs Chinese interpretation.
This is where BPP steps in. We manage Qing Ge campaigns for international advertisers, handling the Chinese-language interface, creative generation, and performance optimization — while reporting results in English.
What 2026 "Full Rollout" Means
The June 9 update is not a beta or a partial launch. It is full traffic. Every advertiser on Baidu can now run search and feed campaigns from a single Qing Ge account. The old separate-platform workflow is being phased out.
For international brands, the timing matters. Early adopters of the unified platform will have an advantage: more AI training data, more campaign history, more refined audience models. Delaying means competing with accounts that have months of unified optimization built in.
Ready to unify your Baidu campaigns?
Talk to the BPP team. We will set up your Qing Ge account, configure search and feed campaigns, and manage the Chinese-language AI interface — so your team gets English reports and clear performance insights, without touching the platform.