How a Google Ads account is organised
An account has layers. At the top are the global settings: currency, time zone, billing profile and the list of users. Below sit campaigns, and this is where budget, location, ad type (Search, Display, Video, Performance Max) and goal are defined. Inside each campaign you have ad groups, keywords and the ads themselves.
This matters in practice. A clinic with branches in Tashkent and Samarkand, or an online shop delivering across the regions, should give each direction its own campaign. If everything is mixed into one, you cannot tell which city or service brings enquiries, and budget drifts towards whatever is cheapest to click rather than most likely to buy.
Decisions you cannot undo when creating the account
An account is created with a Google login. Use an address that belongs to the company, not an employee's personal Gmail. When that person leaves, access leaves with them. A dedicated business mailbox, with credentials held by a manager, is safer.
During sign-up Google pushes a simplified mode built around smart campaigns. If you want control over keywords, negative keywords and placements, choose Expert Mode from the start. Rebuilding a live account later is harder than picking correctly on day one.
Two settings are locked once the account exists: currency and time zone. A mistake means opening a new account and losing the history. Decide in advance which currency makes payment and reporting easiest for you.
Access and ownership: whose account is it?
The rule is simple: your company owns the account. A contractor is invited by email with an appropriate access level, and nobody shares passwords. Another option is linking your account to an agency's manager account, a link you can remove whenever you like.
A common story: a freelancer opens the account under their own name, pays with a personal card, and when the relationship ends the whole campaign history stays with them. A quick check prevents it.
- The administrator is a company representative.
- The billing profile is registered to your business, not the contractor.
- The contractor has standard access, not admin rights.
- The user list is reviewed from time to time.
- You keep copies of reports and campaign structure.
What to connect before the first campaign
An empty account measures nothing. Start with conversion tracking: the actions you are actually paying for. Without it, automated bidding has nothing to learn from and you cannot tell a real enquiry from a wasted click.
In Uzbekistan many customers skip the web form. They call, open a Telegram bot or write in Instagram Direct. If you only count form submissions, your report may show zero leads while the phone keeps ringing.
- Conversions: enquiry, phone call, Telegram click-through, order or payment.
- Google Analytics 4 linked to the ads account.
- UTM tags on links so the source reaches your CRM or spreadsheet.
- Google Business Profile for local businesses.
- Merchant Center if you sell products through shopping campaigns.
Billing and payment profile
Available payment methods depend on the country of the billing profile and the account currency, and Google's list changes over time. Check the current options in the account's billing section and ask your bank whether your card handles international payments before you plan around it.
Register the billing profile under the company with correct details, since your accountant will need them. When planning the budget, allow for the exchange rate between the sum and the account currency and for bank fees, otherwise real spending will drift from the plan.
Mistakes that quietly waste budget
Most wasted spend comes from careless settings at the start, not from Google itself.
- Launching without conversions or a clear definition of success.
- Broad keywords with no negative keywords, so ads show for irrelevant searches.
- Targeting the whole country when customers are only in Tashkent and its region.
- Sending traffic to the homepage instead of a page that matches the offer.
- The owner has no access because the account lives on a contractor's mailbox.
When to bring in a specialist
You can create an account in an evening, but the first setup decides how much you pay to train the algorithm and how honest your reporting will be. If you do not have time for campaign structure and analytics, it is reasonable to hand the work over while keeping ownership of the account.
At markdev we set up Google Ads so that the account stays with the client and reports are built on enquiries rather than clicks. If you would like to talk through your case, send us your niche and city and we will suggest where to begin.
FAQ
Is it free to create a Google Ads account?
Creating the account costs nothing. Spending starts once you launch campaigns and top up the balance or attach a payment method.
Can I change the account currency later?
No. Currency and time zone cannot be edited after creation. If you chose wrongly, you open a new account and the old history stays separate.
What if the account was created under my contractor's name?
Ask them to grant admin rights to your company email, or open a new account and save the data from past reports. Next time, put account ownership in the contract.
Do I need a separate account for each branch?
Usually one account with separate campaigns per city or service is enough. Separate accounts make sense only when branches are different legal entities with their own billing profiles.
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