People searching for the difference between WeChat Ads and Tencent Ads usually land on two official Tencent sites that look like rival products. They are not. WeChat Ads (微信营销, ad.weixin.qq.com) presents advertising inside WeChat and the monetisation programme for WeChat creators. Tencent Ads (腾讯营销, e.qq.com) is the umbrella marketing platform that lists WeChat as one of its media, next to QQ, Tencent Video, Tencent News and others, and it is where the advertiser account is opened. Here is what each site says about itself, checked on 3 November 2026.
The short answer
| Item | WeChat Ads (微信营销) | Tencent Ads (腾讯营销) |
|---|---|---|
| Official address | ad.weixin.qq.com | e.qq.com |
| Scope | WeChat only: Moments (朋友圈), Channels (视频号), Official Accounts (公众号), Mini Programs (小程序), Mini Games (小游戏) | Tencent-wide: WeChat, QQ, Tencent Video, Tencent Music Entertainment, Tencent News, Tencent Games, QQ Browser and the Tencent Marketing Union (腾讯营销联盟) of partner apps |
| Who the site is for | Two doors: advertisers (我是客户) and creators or developers who earn from ads (我是创作者/开发者) | Two doors: advertisers (我是客户) and agencies or service providers (我是服务商) |
| Opening an ad account | No account-opening button on the home page; the footer links to 腾讯营销 | “立即开户体验” (open an account); the site says that once you open an account you can run ads yourself |
| Contact | wxad@tencent.com, working days 09:30–18:30 | Help centre, service provider search and enterprise WeChat support listed on the site |
What Tencent Ads covers
The Tencent Ads home page groups its media into a “全域营销资源矩阵” (all-channel resource matrix). WeChat sits in it as one entry, described as integrating Moments, Channels, Official Accounts, Mini Programs and WeChat Search (搜一搜). The same page cites more than 1.3 billion monthly active WeChat users and 100 million daily active users for WeChat Search, without a date for either figure.
Advertisers choose by goal rather than by app. The site lists seven marketing goals:
| Goal (Chinese) | English | What the site says it promotes |
|---|---|---|
| 品牌宣传 | Brand awareness | Exposure for products and campaigns |
| 商品销售 | Product sales | Goods and services, more customers and orders |
| 搜索营销 | Search marketing | Search across two media, with a WeChat link to the brand’s private domain |
| 线索留资 | Lead collection | Prospect contact details |
| 用户增长 | User growth | Apps and Mini Programs |
| 加粉互动 | Followers and engagement | Official Accounts and Channels |
| 达人营销 | Creator marketing | Creators’ content and influence |
The tools also live on the Tencent side: the ad delivery system (新投放 3.0), the Client Workbench (客户工作台) for managing several accounts, the Service Provider System (服务商系统) for agencies, the Tencent Marketing Assistant (腾讯营销助手) Mini Program, and the AI tools Miaosi (妙思, creative production), Miaowen (妙问, Q&A assistant) and Miaobo (妙播, digital-human livestreams).
What WeChat Ads covers
The WeChat Ads site explains WeChat as an ad medium. For advertisers it highlights reach across WeChat’s social ecosystem, social and interactive formats, linking public traffic to a brand’s own accounts (公域到私域), and performance solutions by industry. Its timeline marks the launch of advertising in Official Accounts, Mini Programs, Mini Games and Channels in turn.
The other half of the site is for supply. Official Account creators, Channels creators, Mini Program developers and Mini Game developers can sign up to show ads or take brand deals and earn from them. That half has no counterpart on Tencent Ads’ advertiser pages, which is one reason the two sites read so differently.
Which one to use
- You want to buy ads in WeChat: start from Tencent Ads (e.qq.com), open an advertiser account there, and pick WeChat placements or a goal such as followers or Mini Program growth. Tencent Ads also lists “微信营销媒体平台” among its related sites.
- You want to buy ads across Tencent: same platform; QQ, Tencent Video, Tencent News, QQ Browser and partner apps sit in the same matrix.
- You run an Official Account, Channels account, Mini Program or Mini Game and want ad income: that is the creator and developer side of WeChat Ads (ad.weixin.qq.com).
- You work through an agency: Tencent Ads has a service provider search (服务商查询) to check whether an agency is listed.
Before quoting these sites
- The user figures on e.qq.com carry no date or source. For a dated figure, use Tencent’s quarterly results; see our WeChat overview.
- Neither home page states account-opening requirements, minimum spend or whether companies registered outside mainland China can open an account. Check the Tencent Ads help centre or a listed service provider before planning a budget.
- Both home pages are in Chinese.
For the platform profile, official links and the third-party tools around it, see our Tencent Ads tool page.
