What advertising on Google actually includes
When someone says they need to advertise their website on Google, they usually mean one of four things. The first is Google Ads search campaigns: a person types a query and your site appears above the regular results. The second is Performance Max and shopping campaigns, which suit online stores that have a product feed. The third is display and YouTube advertising, which builds awareness and brings back people who already visited your site. The fourth is SEO, where you pay not per click but for the work that earns a place in the results.
Your Google Maps business profile deserves separate attention. For a café, clinic, car service or beauty studio in Tashkent, it often brings calls and directions before the website does.
Google Ads or SEO: which one first
Paid search gives you traffic as soon as ads are approved, so it is a fast way to test demand: do people search for your service at all, and what does it cost to bring in one interested visitor? Pause the campaign and the traffic stops.
SEO is slower but cumulative. A page that reaches the top keeps bringing customers without paying for each click. For most small companies a combination makes sense: ads cover today’s enquiries and show which queries are worth building SEO pages around.
What to prepare before you launch
Advertising does not fix a website; it exposes it. Before starting, check the following:
- A clear goal: a lead form, a phone call, a move to Telegram, or a paid order.
- Conversion goals set up in Google Analytics and Google Ads, so you can see which query produced which enquiry.
- A page that matches the query: someone searching for air conditioner installation should not land on a homepage with a dozen sections.
- Fast loading on a phone, since a large share of visitors browse on smartphones, often on mobile data.
- Visible ways to reach you: phone, Telegram, a form, and for shops, payment through Click or Payme.
- Russian and Uzbek versions if your customers use both languages.
Building a campaign for the Uzbek market
People in Uzbekistan search in different ways: in Russian, in Uzbek written in Latin letters, sometimes in Cyrillic, and often mixing languages or typing Russian words in Latin script. One product can be searched three different ways, so your keyword list should reflect real behaviour, not just the spelling that looks correct.
Then the basics. Target the city or region you actually serve rather than the whole country, unless you deliver everywhere. Add negative keywords that filter out searches like “free”, “download” or “jobs”. Split ad groups by intent, keeping “price” and “order” apart from “what is” and “how to choose”. Give each group its own ad and its own landing page.
Also settle early how you will pay Google and in which currency the account is opened. It is better to resolve this before launch day than on it.
What your Google Ads budget is made of
The click price is set by an auction. It depends on competition for the query, the quality of the ad and landing page, the region and the time of day. That is why the same budget produces a different number of leads in different niches. On top of ad spend you pay for the specialist who sets up and manages the account, and sometimes for improving the website and analytics.
Track cost per lead and cost per customer, not cost per click. A cheap click that never becomes an enquiry is more expensive than a pricey click that converts well. To calculate this you need to know how many leads end in a sale and what your average order is worth in som.
Common mistakes
The same problems show up again and again:
- Launching without lead tracking, so you cannot tell what worked.
- Putting every keyword in one campaign and sending all traffic to the homepage.
- Using broad match without negative keywords.
- Judging results by clicks and impressions instead of leads and sales.
- Answering leads too late: the manager replies a day later and the customer has already gone to a competitor.
- Stopping the campaign after a few days, while the system is still collecting data.
Where to start
Start with three steps: write down the goal, make sure the website accepts enquiries and that they are measured, and pick one or two of your most commercial queries for a test. The first weeks will show where demand is and where the offer or page needs to change.
If you do not have a website ready for advertising, or the current one is not coping, markdev builds websites in Uzbekistan end to end and sets up ads and analytics so that leads are counted from click to sale. Tell us your niche and city, and we can discuss which Google channel makes the best starting point.
FAQ
How much does it cost to advertise a website on Google?
There is no single price. The cost per click depends on your niche, competition, region and the quality of your pages. It is best to start with a test budget large enough to collect meaningful clicks and leads, then calculate your cost per lead.
Is Google Ads better than SEO?
They solve different problems. Google Ads brings fast traffic and tests demand, while SEO builds free traffic over time. For many businesses, using both works better than choosing one.
Do I need a separate landing page for ads?
Often yes. A page that answers the query directly and has a clear call to action usually produces more enquiries than a homepage with many sections.
How soon will the first leads arrive?
Ads start showing after approval, and the first enquiries can come quickly. Setup and optimisation take time, though, so judge results by accumulated data rather than the first few days.
Let’s look at your task for free
Leave your contact — in a 15-minute call we’ll show where leads get lost and what to fix first.