The work aims to study the problem of paper tape running deviation in the printing process of web press, so as to ensure the register accuracy of printings and the smoothness of the whole printing process. An approach of guiding control of printing paper tape was presented based on the ultrasonic sensor through the analysis on kinematics model of paper tape transport system. A guiding control device of printing paper tape was developed based on the proposed approach. The device adopted STC12C5A60S2 as a processor and ultrasonic sensor as a detector. Step motor and ball screw were used to realize the guiding control process, and the system software was developed combined with hardware design. The guiding control effect of different types of printing strips and different printing speeds was tested, the register error after guiding was less than 0.2 mm, and the effectiveness of the device was proved by experiments. The device is applicable to the detection of various kinds of printing materials and is not affected by the environment. It has fast response and high accuracy of guiding control, which is of great significance to improve the quality of printings.