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 (资金未到账)
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
- You have not yet made the initial payment (first top-up + service fee).
- You made the payment, but Baidu has not yet confirmed receipt of funds. Bank transfers, especially international wire transfers, can take 1-3 business days to arrive and be matched to your account.
- Your verification documents were submitted but payment has not been received yet, so the review cannot proceed.
What to do
If you have not yet paid: complete the payment as soon as possible. Baidu will not begin identity verification until payment is received. The initial top-up amount plus the one-time service fee must both be paid.
If you have already paid: wait patiently. Payment confirmation typically takes 1-3 business days. Make sure you included the correct reference number with your transfer so Baidu can match the payment to your account.
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 (余额为零)
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
- Your campaign spent the remaining budget and the account balance reached zero.
- You paused your top-up and did not notice the balance running out.
- Your automatic top-up failed (expired card, insufficient funds in the linked account).
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 (审核中)
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
- You just completed your first payment and Baidu initiated the identity verification process.
- You submitted new ad copy or landing pages that triggered a compliance review.
- You changed your business information or added a new domain to your account.
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 (激活)
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
- You passed the initial review and your account is now live.
- You fixed a previous "Rejected" status and your account was re-activated.
- You topped up after a "Zero balance" status and the account re-activated.
What to do
Check the status at every level of your account. "Activate" at the account level is necessary but not sufficient for your ads to serve. You also need:
- Campaign level: Campaign must be enabled and not paused.
- Ad group level: Ad group must be enabled.
- Keyword level: Keywords must have sufficient quality score and bid to trigger ads.
- Creative level: Ad copy must be approved and not under review.
"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 (被拒)
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
- Your business license is expired or does not match the information you submitted.
- Your website landing page contains content that violates Baidu advertising policies (prohibited products, misleading claims, unverified health claims).
- You are in a restricted industry and did not obtain the required pre-approval or special license.
- Your identity documents (ID card, passport) are unclear, expired, or do not match the business registration.
What to do
Read the rejection reason carefully. Baidu provides specific feedback in the account dashboard explaining which part of your application failed compliance. Common rejection reasons include:
- Business license copy is unclear or expired
- Landing page URL is inaccessible or contains prohibited content
- Ad copy uses superlative claims ("best", "number one") without proof
- Website does not have an ICP (Internet Content Provider)备案 number displayed
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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