WeChat Ecosystem Advertising Service
Native placement · Precise targeting · Brand and performance in one buy. From account setup and creative to campaign build and optimisation, one team runs the whole chain — and every yuan of budget is traceable to a measurable outcome.
1.3B+ monthly active WeChat users
Nearly every online consumer in China is already here — the only traffic pool that needs no user education.
750M+ daily Moments users
Opened again and again throughout the day — the ad lives inside a habit that already exists.
200+ combinable targeting tags
From city districts to interest and purchase behaviour, the combinations run into hundreds of millions of audience slices.
Why WeChat Moments Ads Not an interruption — content living inside a trusted social graph
People pay attention because "this is relevant to me". It is not money poured into a public traffic pool; it is the brand appearing as content, between people who already know each other.
Where the ad appears determines whether it is seen
A Moments ad always occupies the fifth slot in the feed, framed by friends' posts above and below. Same size, same layout — users read the content first, then notice the "Ad" label.
Five targeting dimensions Serve the ad to the right people
From "the whole city" down to "a certain kind of person on a certain street" — five dimensions narrow the audience layer by layer.
Simplest, and often the strongest
Find people by life stage
180+ interest tags
Existing customers & lookalikes
Be there when demand spikes
Stacked effect: location × profile × interests × your own customer list × timing. After five layers, the budget only reaches the person who will actually respond.
After five layers stack how narrow does the audience get
From all WeChat users nationwide down to a five-dimension target group — this is the real scale of "serving the ad to the right people".
Judging only by CPM — the cheaper the better. Lots of impressions, very few leads, and the money goes to people who will never buy.
A narrow audience does cost more per thousand impressions — but each impression is far more likely to produce a real customer. What matters is cost per lead, not how cheap the CPM looks. Work backwards from lead cost and store-visit cost to set an affordable bid, then decide how narrow the audience should be.
From account setup to scale delivered in four steps
Creative, targeting, bidding and optimisation are all handled by us — you only confirm the objective and the budget.
Prepare business licence and industry permits
Open the ad account and complete the first top-up
Agree billing method and contact person
1–2 business days
Set the lead product and one-line selling point
Produce three or more image / video assets
Confirm scripts and shooting list
3–5 business days
Set bid strategy and budget caps
Configure landing page / WeCom / form hand-off
Set conversion tracking and lead de-duplication
2–3 business days
Refresh creative on a three-day cycle
Weekly report on spend, leads and cost
Weekly sync plus stage closing report
Ongoing
Across the whole process you make just three confirmations: objective and budget, final creative, and billing reconciliation — everything else is driven by us.
These businesses perform best in Moments
A clearly defined audience, a clearly defined action and a clear way to receive the lead — that is where cost advantages show up fastest.
Key metrics: cost per store visit, redemption rate
Key metrics: cost per lead, qualified rate
Key metrics: cost per follower, first-contact rate
How the money is spent explained upfront
The billing model decides how you are charged; the budget curve decides whether you get usable data early enough.
| Stage | Suggested budget | What this stage is for |
|---|---|---|
| Testing | CNY 3,000–5,000 | 3–7 days, three creative sets × two audience packages, to establish a cost baseline. |
| Scaling | CNY 10,000–30,000 / month | Cut underperforming ad sets and concentrate budget on the two or three that work. |
| Steady state | Derived from the lead target | Weekly creative refresh, audience expansion, and continuous spend at an affordable cost per lead. |
The ranges above are common industry references. Actual figures depend on auction dynamics, competition and creative quality, and exclude shooting, influencer and monthly management fees.
30 / 60 / 90 days one job per stage
The first 30 days find the answer, the next 30 scale it, the last 30 turn it into a process.
· Three to five creatives bidding side by side, judged on three-second view-through and CTR
· Two or three audience packages compared, lock in the lowest-cost one
· Daily spend capped at 20% of total budget, leaving room to adjust
Output: cost baseline report
· Pause anything costing more than 1.5× target — no sentiment
· Increase budget on winners gradually, no single step above 20%
· Build lookalikes from converted customers to open up new segments
Output: scaling plan
· Two or three new creatives a week to prevent audience fatigue
· Optimise the hand-off: landing page speed, first WeCom message
· Monthly review with budget and audience recommendations
Output: monthly review report
Four layers of metrics every layer can be costed
Advertising you cannot measure is a bet. From impression to sale, each layer maps to one cost that can be cut.
| Layer | What it tells you | Formula | Industry reference (not a commitment) |
|---|---|---|---|
| 01 Impression | How many people actually saw it | CPM = spend ÷ impressions × 1000 | Varies with category competition — no universal range |
| 02 Click | Whether the creative persuades | CTR = clicks ÷ impressions | CTR 1%–3% (varies widely by creative) |
| 03 Lead / follower | Whether the hand-off works | CPL = spend ÷ leads | Form completion 8%–20%; lead qualification 40%–70% |
| 04 Visit / sale | Whether the business closes | CPA = spend ÷ conversions | Lead-to-sale cycle 7–45 days |
Ranges move with industry, average order value and hand-off capability; after signing we recalibrate against your own historical data.
A word of caution: if the hand-off chain cannot absorb more leads yet, do not rush to raise the budget. Leads that nobody follows up are money poured away.
Creative sets the ceiling targeting sets the floor
In the same account, a different creative can triple or third the cost per lead. That is why half of our effort goes into creative.
Compliance first so roles stay clear
When an ad cannot run, it is rarely the budget — it is qualifications or creative crossing a red line.
Account setup and top-up · audience and bidding strategy · creative production and iteration · campaign build · daily optimisation · weekly reports and closing report.
Business licence and industry permits · product, pricing and store materials · raw creative footage · one follow-up contact · confirmed budget and objective.
Lead quality is 70% determined by follow-up speed. After signing we define a first-contact script and response window with you — that is more effective than adding budget.