How Google Ads for your website works
Google Ads runs on an auction. You decide which searches or placements should trigger your ad, set a bid and a daily limit, and you usually pay when someone clicks through to your site. Position is not decided by the bid alone: Google also judges how well the ad and the landing page match the query. A slow site, or a page that does not answer the visitor's question, makes every click more expensive.
It helps to know where the channel stops. Search ads catch demand that already exists: someone types "buy air conditioner Tashkent" or "dentist near me". They are poor at creating interest in people who were not thinking about it, which is where Meta Ads targeting and Instagram content do better.
Which campaign type to choose
The format should follow the goal, not the trend. In practice it looks like this:
- Search: for people already looking for your service; the most controllable format for leads.
- Performance Max: an automated format that needs conversion data and good creative; without them you lose control of where ads appear.
- Display and YouTube: reach and remarketing, meaning bringing back people who already visited the site.
- Shopping: for an online store with a clean product feed.
What your site needs before you spend a sum
Ads bring people in, but the page is what collects the lead. Before paying for traffic, check the basics:
- A dedicated page for each query: someone searching for air-conditioner installation should land on that section, not the homepage.
- Fast loading on a phone, since many visitors arrive on smartphones and often on mobile data.
- A clear offer: what is included, what affects the price, how an order works.
- Easy ways to get in touch: a call, Telegram, a form; for a shop, payment through Click or Payme.
- Russian and Uzbek versions of the key pages.
- An address, contacts and reviews that show the business is real.
Language, location and local search habits
People in Uzbekistan search in both Russian and Uzbek, and Uzbek queries appear in Latin and Cyrillic script, sometimes mixed with Russian. Build your keyword list in both languages and check the search terms report regularly: it shows what people actually type. Ads and pages work better when they match the language of the query.
The same care applies to geography. If you serve Tashkent, do not show ads across the whole country, or the budget goes to people you cannot deliver to. If you ship to other regions, set them up separately and state delivery terms on the site. Add negative keywords such as "free", "DIY" or "jobs" to cut off searches with no intent to buy.
Tracking: what to set up before the first click
Without measurement, advertising turns into an expense you cannot explain. The minimum is Google Analytics 4, Google Tag Manager, a link to your Google Ads account, and conversion events: form submissions, phone taps, clicks to Telegram, completed orders. If part of your customers phone you, add call tracking or at least a separate number for ads.
Agree in advance on what counts as a lead. A "how much is it?" message and a signed contract are different events, and if the campaign optimises only for the first, the system will bring you curious visitors. Compare ad data with real sales in your CRM, or at least in the sales team's spreadsheet.
Common mistakes
Most wasted budgets come down to a few repeating causes:
- Sending all traffic to the homepage.
- Using very broad keywords and never cleaning up search terms.
- Switching on automated bidding before there are enough conversions.
- Changing settings daily so the campaign never finishes learning.
- Judging by clicks and impressions instead of leads and sales.
- Not checking who answers enquiries and how quickly.
What the budget consists of and where to start
Cost per click depends on competition for the query, the quality of ads and landing page, location and timing, so there is no honest figure that fits everyone. The budget is made up of ad spend, preparing the site, setting up tracking and a specialist's time. It makes sense to plan a testing period and judge results by cost per lead and payback.
markdev builds websites on a turnkey basis and sets up Google Ads together with end-to-end analytics, so the page and the campaign work as one system. Tell us your niche and city, and we can talk through where it makes sense for you to start.
FAQ
Can I run Google Ads if I do not have a website yet?
Technically you can send traffic to any page, but it is cheaper to build a landing page for your offer first. Otherwise you pay for clicks that do not turn into enquiries.
How is Google Ads different from Instagram targeting?
Google shows your ad to people who are searching for a service right now, while Meta Ads finds people by interests and behaviour. The first works best on existing demand, the second on building interest.
How soon will I see results?
Clicks start soon after the ads are approved, but meaningful conclusions need enough lead data. The first weeks usually go to testing queries and ad texts.
Should I run ads in Uzbek as well as Russian?
If part of your audience searches in Uzbek, yes. Check the search terms report to see which language and script your customers use, then build ads and pages to match.
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