It is a much smaller market, because the users of browsers and search engines are much fewer.

When you include the truly big alternatives such as alibaba(including amap), wechat search, toutiao, meituan, dianping ect baidu is not big at all.

Search engines are not that big in china. Baidu don't nearly have the monoply as google has in the west

Bing is actually doing really well, if you do advertising, you would see that advertising on bing brings a lot of results. Google on the other hand is over saturated.

Also, advertising on bing actually have very good results.

baidu is famous for being absolutely useless, you can search for dingtalk on baidu, and the first link may be a virus.

Baidu's absolute uselessness is what allowed the APP market and wechat miniapps to bloom.