The development and breakthrough of electronic information technology have led to a profound focus on exploring new millimeter-wave absorbing materials. Herein, La–Zr ions co-substituted barium ferrite BaxLa1−xZrxFe12−xO19 (BLZFO) was prepared using a sol–gel method. BaFe12O19 possesses a dual loss mechanism (electrical/magnetic) and exhibits a natural resonance frequency of ∼ 45 GHz, making it effective for millimeter-wave absorption. The presence of La–Zr ions enhances the electromagnetic parameters of the material, improving its attenuation ability and optimizing impedance matching. Consequently, a wide, effective absorption frequency band and a minimal matching thickness are achieved. Specifically, within the 26.5–40 GHz range (Ka-band), BLZFO (x = 0.4) demonstrates an effective absorption bandwidth of 12.15 GHz, an optimal reflection loss of − 21.17 dB, and a corresponding matching thickness of 0.6 mm. This material not only exhibits strong reflection loss but also meets the requirements of an effective absorption frequency bandwidth and a small matching thickness, underscoring its profound importance for millimeter-wave absorption material research.