(Source: https://pltfrm.com.cn)
Introduction
When it comes to lead generation in China, SEM remains one of the most powerful digital tools for overseas brands. But to drive conversions, campaigns must be localized for Baidu, Sogou, and Shenma—and optimized not just for clicks, but for meaningful form submissions, demo requests, or quote inquiries. In this article, we break down how to structure a lead generation search campaign that attracts, qualifies, and converts high-value prospects in China.
1. Intent-Based Keyword Strategy for Lead Capture
1.1 Prioritize Action-Oriented Search Terms
Focus on keywords that signal decision-stage interest, such as “获取报价” (get pricing), “供应商选择” (supplier selection), or “演示预约” (demo appointment). These terms indicate urgency and intent.
1.2 Use Regional Modifiers for Geo-Targeted Leads
Incorporate city-specific terms like “北京企业财务软件” or “广州进口服务报价,” which help capture leads with immediate geographic relevance—ideal for local sales teams.
2. Copywriting That Drives Clicks and Conversions
2.1 Solution-Focused Headlines
SEM ads should lead with the pain point solved—e.g., “降低库存成本的供应链平台” (Supply chain platform that reduces inventory cost). Relevance increases click-through and quality score.
2.2 Mandarin CTA Structure and Language
CTAs must be culturally aligned and mobile-friendly. Phrases like “点击获取方案” (Click to Get Plan) or “扫码咨询” (Scan to Consult) help bridge intent with action.
3. Landing Page Infrastructure for Lead Success
3.1 WeChat-Enabled Form Submissions
Offer dual options: traditional contact forms and one-click WeChat login. This shortens the journey and captures verified mobile data for CRM use.
3.2 Visual Trust Signals
Logos of partners, certifications, testimonial quotes, and case study downloads build trust—especially critical for higher-ticket B2B or cross-border services.
4. CRM Sync and Automated Lead Handling
4.1 Lead Routing by Channel and Region
Use SEM platform UTM parameters to auto-tag leads by keyword group, geography, or campaign. Then route to the relevant sales team or local distributor.
4.2 Triggered Follow-Up via WeCom or Email
After form submission, leads should receive an automated follow-up via their preferred channel (WeCom for B2B, email for cross-border deals), including next-step scheduling options.
Case Study: Singapore Fintech Firm Generates Inbound Pipeline on Baidu
A Singapore-based fintech SaaS brand entered China with a lead-focused SEM strategy. The team ran Baidu ads targeting SME finance keywords and used geo-targeting for Tier 1 cities. Landing pages featured WeChat login, localized testimonials, and embedded demo scheduling tools. Over a two-month campaign, they captured 610 verified leads with an average CPL 38% lower than display or event-based campaigns.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
