What a Google Ads account actually contains
An account is tied to a Google login and organised in layers: the account itself, then campaigns, ad groups, and finally the ads and keywords. Currency, time zone, billing and user access are set at the account level. Goal, budget, location and networks are set per campaign.
People often mix this up with a manager account (MCC). That is for agencies or multi-branch companies that run several accounts at once. A single business only needs a regular account, but the owner should be your own company login.
Setting up the account step by step
Sign in at ads.google.com with a company email, not the personal address of an employee who may leave in six months. Google offers a simplified mode that launches a campaign in a few clicks, but it hides settings that matter. Switching to Expert Mode from the start is usually the better path.
- Pick a company Google account that several trusted people can access.
- Enter your website and business type, then switch to Expert Mode.
- Choose currency and time zone carefully: neither can be changed once the account exists.
- Fill in the billing profile under the entity you need invoices or closing documents for.
- Link the account to Google Analytics 4 and Search Console.
- Set up conversion tracking before the first campaign goes live.
Currency, billing and budget: check these early
Currency is a one-time choice. If you get it wrong, you will have to open a new account and lose the history, so decide in advance which currency suits your accounting and reporting. Available payment methods depend on the country and billing profile settings, so open the billing section while you are still planning, not on launch day.
Budgets have a quirk too. The daily budget is an average: on some days spending can run higher, but over a month Google should not exceed the daily figure multiplied by the number of days. Think in monthly limits rather than a single daily number.
User access: whose account is it?
Google Ads has several access levels: admin, standard, read-only and email-only. A contractor normally needs standard access, and admin rights are best kept with you.
The worst scenario is an account created under a marketer's or freelancer's email. You pay for the ads but do not own the account. When the relationship ends, you lose campaign history, collected data and audiences. Do not ask for a login and password; ask for an invitation to your own account instead.
Conversion tracking: what counts as a lead in Uzbekistan
For many businesses in Tashkent and the regions, a lead is not a website form. It is a phone call, a Telegram or Instagram message, or an order paid through Click or Payme. If none of this is defined as a conversion, the account shows impressions and clicks but cannot answer the main question: what brought revenue.
List the actions that matter to you: a form submission, a tap on the phone number, a click to a Telegram bot, a completed payment. Calls and messenger chats need their own events. Sales that close offline should go into your CRM and be matched back to the source of the enquiry.
What to review in the account every week
You do not need to study every report. A handful of regular checks, with notes on what you changed, is enough.
- Search terms: which phrases triggered your ads and which ones are irrelevant.
- Negative keywords: add queries that bring the wrong audience.
- Cost per conversion by campaign, not only cost per click.
- Location and device: where leads are cheaper and where budget leaks.
- Day-of-week and hour patterns.
When to hand the account to a specialist
If you have no time to learn the settings and an early mistake costs real budget, it makes sense to give the launch to someone who has done it many times. What matters is that the account stays yours and reports are built on leads and sales, not clicks. At markdev we set up Google Ads this way: the client owns the account, conversions are defined before launch, and the numbers are shown openly.
If you want to discuss your own case, leave a request. We will review an existing account or prepare a launch plan from scratch.
FAQ
Is it free to open a Google Ads account?
Creating the account is free. You only pay for ads once campaigns run. To work properly, though, you still need to set up billing, conversions and user access.
Can I change the currency in an existing account?
No. Currency and time zone are fixed at creation. If you need a different one, you have to open a new account, so decide before you start.
Who should own the account: me or the contractor?
You. Create it under your company email and give the specialist access through an invitation. That way your campaign history stays with you if you change contractors.
What if someone else already created my account?
Check which email it was registered under and who has admin rights. If you are not the owner, ask for ownership to be transferred, or open a new account and rebuild the campaign structure there.
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