Start with the goal and the numbers
Before you open the account, answer two questions: what counts as a result for your business, and how much you can afford to pay for one customer. For a clinic it is a booked appointment, for an online shop an order, for a renovation company a call asking for an estimate. Without this, every setting is a guess.
Work out roughly how much profit an average customer brings and what share of leads reach payment. That gives you an acceptable cost per lead, and a realistic budget follows from it. If your sales cycle is long, as with real estate or equipment, agree in advance how you will match ad leads to real deals.
Steps to create a Google Ads campaign
The workflow in Google Ads is similar for most businesses. Mistakes made early are expensive to fix later, so do not rush the launch.
- Create an account and check the basics: currency, time zone and payment method are set once and are awkward to change afterwards.
- Define the campaign goal: phone calls, website leads, Telegram messages or online sales.
- Build a list of search queries your customers use and add negative keywords from day one, so you do not pay for random clicks.
- Choose the location, whether Tashkent, a region or the whole country, and the language. People in Uzbekistan search in both Russian and Uzbek, so plan for both.
- Write ads for each group of queries and prepare a landing page where the next step is obvious.
- Set up conversion tracking before launch, not after.
- Start with a limited budget and spend the first weeks cleaning search terms and adjusting bids.
Which campaign type to choose
For most local services, search campaigns are the right place to begin. A person who types a query like "dentist Tashkent" is already choosing. It is the most direct route to a lead and the easiest type to control.
Performance Max, Display and YouTube make sense once you have good creative, enough conversion data and a clear task, such as reminding people who already visited your site. Launching everything at once on a small budget usually spreads the money thin and leaves you with no clear picture.
Tracking: how to know the ads work
Impressions and clicks say little about profit. You need conversions: a submitted form, a call from the site, a tap on a Telegram button, a completed order, or a successful payment page after Click or Payme.
If customers mostly message you on Telegram or call the number in the ad, track those events too. Otherwise the account may show zero leads while the ads are working. Connect Google Analytics and compare the account's numbers with your CRM or at least a simple sheet of inquiries.
What shapes the cost
Google Ads charges per click through an auction, so the price depends on competition in your niche, location, ad quality and landing page. The more relevant your ad is to the query, the better your position tends to be.
The specialist's work is a separate line: market analysis, setup, ongoing management and reporting. The ad budget and the management fee are different costs, and an honest proposal lists them separately.
Common beginner mistakes
The most frequent mistake is sending all traffic to the homepage, where visitors get lost. Next is skipping negative keywords and paying for queries like "free" or "do it yourself". Third is judging results after two days, when a campaign needs time to gather data.
Another trap is accepting Google's automatic recommendations without review. They often suggest widening reach and raising the budget, which does not always match your goal.
When to bring in a specialist
You can create your first campaign yourself if you have time to learn the interface and review search terms every week. If you do not, or your niche is competitive, setup errors usually cost more than professional help.
The markdev team sets up Google Ads for businesses in Uzbekistan, from goals and campaign structure to lead tracking and clear reporting. If you would like to talk through your task and decide which campaign to launch first, get in touch and we will look at your situation with no obligation.
FAQ
Can I create a Google Ads campaign myself?
Yes, the platform is open to everyone. But without a grasp of search terms, negative keywords and conversion tracking, budget is easily wasted. Doing it yourself works if you can review the statistics regularly.
Which campaign type should I start with?
For local services and products with clear demand, a search campaign is the usual starting point. Other formats can be added once you have conversion data.
How do I know the ads bring customers?
Set up conversions for forms, calls, Telegram clicks and payments. Then compare the leads in the account with real sales in your CRM or spreadsheet.
How soon will I see results?
First data appears quickly, but conclusions need time for statistics to build and for optimization. The exact timing depends on your niche, budget and website quality.
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