What a Google Ads account actually contains
The account has several levels. At the top are the settings that are hard to change later: currency, time zone and billing. Below them sit campaigns, ad groups, and the ads themselves with their keywords or audiences. The cleaner this hierarchy, the easier it is to control bids and read reports.
There is also the manager account (MCC). It is useful when one login needs to cover several accounts, for example for an agency or an owner with a few business lines. A single company does not need one, but it lets you grant and revoke access without sharing a personal password.
How to open the account and keep control of it
Create the account under an email address that belongs to the company, not to a contractor or an employee who may leave. It is a common story in Tashkent: ads run fine, the owner has no access, and when the relationship with the freelancer ends, the campaign history goes with them.
Check three settings before anything else: account currency, time zone and the payment profile. Payment terms for advertisers in Uzbekistan depend on the profile type and can change, so confirm the top-up method in Google's help pages before launch rather than on the day you need ads live for a seasonal peak.
Give your contractor access through an invitation with the right permission level. You stay the owner.
What to connect before the first launch
An account without measurement is just an expense counter. Before spending, decide which action counts as a result for your business and set up tracking for it.
- Conversions: a website lead, a phone call, a tap on your Telegram button, a completed order.
- Google Analytics 4 and Google Tag Manager linked to the account.
- Meaningful events: a form submitted, not just a page opened.
- Call tracking, if customers phone more often than they write.
- Merchant Center, if you sell products through your website.
How to structure campaigns for a local business
Start with search campaigns. The person is already looking for your service and you answer existing demand. For Tashkent and the regions, set location targeting deliberately: show ads to people who are in the right district or city, not everyone who is merely interested in it.
Think about language. Some customers search in Russian, others in Uzbek, and the queries differ noticeably. Mix both audiences in one campaign and you will not see which language brings leads. Separate them at least at the ad group level.
Negative keywords are their own task. Queries like “free”, “download” or “DIY” quietly eat budget if you do not exclude them. Review the search terms report regularly, not once a quarter.
Automated formats such as Performance Max are better added later, once the account has collected conversions. The algorithm needs real leads to learn from.
Reading reports beyond clicks
Clicks and impressions are supporting numbers. Decisions depend on cost per lead, the share of leads that become sales, and revenue from advertising. The last one is only possible if you compare the account with your CRM, or at least a sheet where managers mark which lead closed.
If ads bring enquiries but no sales, the cause is often not the account but the website, response speed or price. A useful report shows where in the funnel people drop off, not just how much was spent.
When to hand the setup to specialists
You can launch on your own, but mistakes in structure and tracking usually make it expensive. When choosing a contractor, look at whether they agree on metrics before starting, leave account ownership with you, and report in numbers instead of impressions.
markdev sets up Google Ads for businesses in Uzbekistan, from opening the account and analytics to campaign structure and regular reporting. If you want to talk through your own task, get in touch and we will look at your niche and suggest where to begin.
FAQ
Does it cost anything to open a Google Ads account?
Creating the account is free. You pay for clicks and other ad actions, and for a specialist's work if you hire one for setup and management.
Can I manage the account myself?
Yes, if you are ready to learn conversion tracking, negative keywords and reporting. Without measurement it is easy to waste budget, so a consultation or audit at the start helps.
Who should own the account, me or the contractor?
You. Create it under a company email and invite the contractor with the right permissions, so the campaign history stays with the business.
What should I connect first?
Conversion tracking for leads, calls and Telegram taps. Then Google Analytics 4 and Tag Manager, so you can see the path from click to enquiry.
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