Early work and breakthrough (2016–2018) Khan made his acting debut with a minor role in the 2016 soap opera
Khushaal Susral, and subsequently received praise for his role as a second lead opposite
Sonia Mishal in the social drama
Dumpukht - Aatish-e-Ishq in the same year. He then played a supporting role in the
Hum TV's religious drama
Saya-e-Dewar Bhi Nahi, alongside an ensemble cast of
Naveen Waqar,
Ahsan Khan and
Emmad Irfani. Directed by
Shahzad Kashmiri, he played a spoiled brat who hated his parents for neglecting and abandoning him. Khan received wide recognition for playing a man betrayed by his elder brother (played by
Sami Khan) by marrying his love interest (played by
Armeena Khan) in the romantic drama
Rasm E Duniya, that aired on
ARY Digital in 2017. His next role was that of a murdered victim in the courtroom drama
Saanp Seerhi. The series was based on the novel of the same name, written by
Umera Ahmed, and also starred
Samina Peerzada and
Madiha Imam, who played his mother and love interest respectively. His breakout role came with the romantic comedy drama
O Rangreza (2017), in which he starred as an introvert, raised by his strict uncle (
Noman Ijaz), who falls in love with his daughter (
Sajal Aly). Mahwash Ajaz of
Samaa wrote that Khan portrayed his character without "being repetitive" and that he is the "master of [his] craft". The series topped the rating upon its airing and earned him further recognition, as well as the
Hum Award for Best Supporting Actor nomination. Further popularity came with the role of a family-oriented guy married to a selfish wife (played by
Ushna Shah) in the thriller
Balaa (2018), which earned him the
ARY Media Awards for Best Actor and a
Lux Style Award for Best Television Actor nomination.
Daily Times called him the "master performer of this age", and
ARY News said that "Bilal continues to go from strength to strength" and labeled him as an "amazing actor".
Critical recognition (2019–2023) The 2019 crime drama
Cheekh, was one of the most successful and acclaimed dramas of 2019. His role of an antagonist opposite
Saba Qamar, was well-received by the critics as well as by the public, establishing Khan as a leading actor in
Urdu television.
Daily Times stated that Khan is "scary as the coldblooded murderer", while
Mangobaaz labelled him as "a modern day masterpiece". At the annual
Lux Style Awards, he received another Best Television Actor nomination. He next starred as a
Naval officer in the patriotic military-based telefilm
Laal, which was aired on television on the occasion of
Pakistan Day. Khan began 2020 with the role of a dumb but mathematics genius in the comedy drama
Pyar Ke Sadqay, opposite
Yumna Zaidi. The series as well as his performance was widely praised by the public and the critics. The web-series, written by Umera Ahmed, was streamed on the Indian video on demand service, called
Zee5. Critical opinion on his acting prowess was overwhelming; critic Maliha Rehman of
Dawn wrote, "Bilal has been proving his acting brilliance for some time now, completely personifying every character that he plays. In
Aik Jhooti Love Story, he transforms completely into Sohail, bringing an earthy, very real sweetness to his role. For his performance he received his first Best TV Actor (Critics' Choice) at the
20th Lux Style Awards. Khan concluded the year with the
#MeToo movement-based thriller series
Dunk, where he played the hot-headed love interest of
Sana Javed's character, alongside her, Noman Ijaz, and
Yasra Rizvi. Khan described his character as "a very realistic one. Haider is an honest guy who stands with the truth and fights for what is right." Based on a real-life story of a family in
Sargodha,
Dunk generated controversy when its producer,
Fahad Mustafa, stated against the sexual harassment cases, citing that many of the men are falsely accused. Muna Moini of
Something Haute found the series to be "a multi-layered drama full of powerful performances." Khan received another Best TV Actor (Popular) and (Critics) nomination at the
21st Lux Style Awards. In 2021, he played the lead in his second film, the historical drama
Khel Khel Mein, opposite Sajal Aly and directed by
Nabeel Qureshi. It received mixed reviews and was a commercial failure. The same year, he starred as Maahir, a carefree and jobless bachelor in
Hum TV's romance
Dobaara opposite
Hadiqa Kiani. Afreen Seher of the
DAWN Images criticised the series for prioritizing wealth over its intended romantic storyline, reducing the protagonist's worth to her possessions, but appreciates its initial attempt at a refreshing narrative featuring a middle-aged woman remarrying a younger man by choice. His performance earned him the
22nd Lux Style Awards for Best TV Actor (Critics' choice). After a year gap, in 2023, he was seen playing a realtor Salman in the light-hearted comedy drama
Kuch Ankahi, where he reunited with Sajal Aly. Comparing it with the most viewed Pakistani serials of 2023,
Aurora praised its writing, themes and acting performances. Khan continued his streek and received
23rd Lux Style Awards for Best TV Actor (Viewers' Choice) nomination for the consecutive fifth time. In the year-ender list by
Dawn Images, the reviewer praised the performances of the actors and the subtle messaging in the series.
Ishq Murshid and beyond expansion (2024–present) Later in 2024, Khan appeared as Shahmeer Sikandar in Hum TV's romantic drama
Ishq Murshid, opposite
Durefishan Saleem. The series received mixed reviews from the critics, but Khan was widely praised by the audiences and the critics in Pakistan and
India.
The Reviewer praised Khan's transition between two characters and called it as "effortless" .
Ishq Murshid went on to become of the most watched Pakistani serials of 2024, achieving a TRP rating of 22.3, the highest for the network. At the
10th Hum Awards he received the
Best Actor Popular and
Best Onscreen Couple with Durefishan Saleem. Khan then appeared in India’s
Zee Zindagi series
Abdullahpur Ka Devdas opposite
Sarah Khan. His final appearance of the year was in the miniseries
Mann Jogi, which dealt with the exploitation of the Islamic practice of
Nikah Halala by individuals for personal gain. Gaitee Ara Siddiqi of
The News International called Khan "brilliant" in the series." His last release of 2025, came with
ARY Digital's romance drama
Meri Zindagi Hai Tu which is currently on-air where he starred as Kamyar Sohail, a charming yet impulsive man scarred by betrayal and unable to form lasting bonds opposite
Hania Aamir for the first time. He will next star as Shuja Khan in Green Entertainment's
Sitara Aur Siyara. == Public image ==