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Temu slashes ad spend as US-China trade tensions escalate

Article by Zak Stambor  |  Apr 15, 2025
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Temu slashes ad spend as US-China trade tensions escalate
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Topics
Search Ad Spending
Search
Retail Ecommerce Sales
United States
China

The news: Temu abruptly pulled its Google Shopping ads in the US on April 9, the same day President Donald Trump ramped up tariffs on China to 145% and announced plans to tighten regulations on de minimis imports from China and Hong Kong, per Search Engine Land.

  • Temu’s App Store ranking subsequently plunged from its usual position of third or fourth down to 58th within three days.
  • Its impression share—indicating how frequently its ads appear—also dropped sharply, completely disappearing from advertiser auction data by April 12.

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