Baidu Search Ads Now Support 1:1 Images on Desktop: A Small Change That Saves Real Budget
When you run search ads across both mobile and desktop, one of the quiet costs nobody talks about is creative production. Preparing different image sizes for different devices — 1:1 for mobile, 3:2 and 16:9 for desktop — means more designer hours, more asset management, and more things that can go wrong.
Baidu just removed one piece of that friction.
What Changed
As of April 15, 2025, Baidu Search Ads now support 1:1 ratio creative images on desktop (computer) devices.
Previously, the image size rules were rigid:
| Image Ratio | Allowed Devices (Before) | Allowed Devices (Now) | |---|---|---| | 1:1 (square) | Mobile only | Mobile + Desktop | | 3:2 | Desktop only | Desktop only | | 16:9 | Desktop only | Desktop only | | 3:1 | Mobile only | Mobile only |
The 1:1 square format — the most common and easiest to produce — can now run everywhere.
Why This Matters
Less creative overhead. If you already have strong-performing 1:1 images for mobile, they will automatically serve on desktop too. No new assets required. Lower production cost. Square images are the default output of most design tools and product feeds. You no longer need to produce separate desktop-only versions. Automatic backfill. Any 1:1 images you uploaded in the past under campaigns set to "unlimited" or "computer" device targeting will start showing on desktop automatically. No manual action needed.The Reporting Angle
Baidu's reporting tracks 1:1 image performance across both devices:
- Creative image reports now include combined mobile + desktop consumption for each 1:1 image
- You can filter by device (mobile / computer / all) to analyze performance by platform
- Example: if a 1:1 image spent ¥200 on mobile and ¥100 on desktop in a period, filtering "All devices" shows ¥300, "Computer" shows ¥100, "Mobile" shows ¥200
What This Means for Overseas Advertisers
For international brands running Baidu search campaigns, this update has two practical implications:
1. Creative production just got simpler. If your team creates ad creatives in-house, you can standardize on 1:1 for both devices and reduce your design queue by roughly 30%.
2. Historical assets gain new life. Your existing 1:1 images that were mobile-only are now working harder — without you lifting a finger.
The Real Barrier
Here is what Baidu's announcement does not mention: none of this matters if you cannot open a Baidu account.
The image format change is useful. But the actual barrier for overseas brands is not creative specs — it is the Chinese business license, the Chinese bank account, and the Chinese phone number required to get started.
That is where BPP comes in.
How BPP Helps
We handle the account setup so you can focus on optimization — including things like making the most of this 1:1 desktop update:
- ✅ We open and manage your Baidu PPC account (no Chinese entity required)
source_url: "https://yingxiao.baidu.com/product/active/detail?detailId=3046"
- ✅ We handle creative uploads, sizing, and device targeting
- ✅ We track platform updates like this one and apply them to your campaigns
- ✅ We provide transparent reporting so you see exactly where your budget goes