Who a local campaign is for
The format works when a customer has to physically show up: a furniture showroom, a dental clinic, a tyre shop, a gym, an electronics store. If you sell only through delivery or provide services online, a regular search campaign aimed at leads is usually the better fit.
Someone in the Chilanzar district typing “tyre shop near me” does not want to read an article. They want an address, opening hours and a Call button. A local campaign assembles those placements automatically: the system picks the surfaces and the combinations of text and images, while you provide the locations, budget and assets.
What to prepare before launch
The foundation is a Google Business Profile linked to your ads account. If the profile is unverified or the address is approximate, the campaign has nothing solid to stand on and the money is wasted.
Think about language separately. Many people in Tashkent search in Russian, while in the regions Uzbek is more common. Texts in both languages, and separate campaigns where it makes sense, help you avoid losing part of the audience.
- A verified profile with an exact address and a correct map pin
- Current opening hours and a phone number that someone actually answers
- Real photos of the entrance, interior and products, not stock images
- Several headlines and descriptions in Russian and Uzbek
- Conversions set up for calls, direction clicks and leads
Local campaigns and Performance Max
Google has been moving local campaigns into Performance Max with a store-related goal. In some accounts the old type has already been replaced, so the interface may not match older guides and screenshots. The logic is the same: you supply locations, goals and creative, and the algorithm looks for people nearby.
The practical takeaway is that there are fewer manual levers, so input quality matters more than fine-tuning bids. Address, photos, copy and correct conversion tracking affect results more than daily tweaks.
How to measure results
Store visit reporting is not available in every country and needs enough data to work, so do not build your plan around it. Check whether it exists in your account first. It is safer to rely on signals you can see yourself.
- Calls from the ad and from the Maps listing
- Clicks on “Directions”
- Taps into a Telegram bot or chat
- Leads submitted on your website
- A front-desk question, “How did you hear about us?”, logged in a spreadsheet or CRM
What shapes the budget
Cost per enquiry depends on local competition, the niche (clinics and car services are usually pricier than cafés), the reach radius, the season and the quality of your assets. Google charges for impressions and actions, and the specialist’s time for setup and management is a separate line.
Start with an amount you can afford to lose during testing, and judge by cost per enquiry rather than impressions. Compare spend with the number of calls and your average ticket, and you will see whether the ads pay back. It is also wise to sort out how you will fund the ads account before launch.
Common mistakes
Most failures come not from the algorithm but from the base it works on.
- The profile is unverified or the address is vague
- Nobody answers the phone during opening hours
- No conversion tracking, so results are judged by feel
- Edits every other day, although the system needs time to learn
- One budget for several branches with no split by city
Where to start
At markdev we set up Google Ads for businesses in Uzbekistan, including advertising for physical locations and call tracking. If you want to know whether a Google Ads local campaign fits your business and how to measure it, tell us about your task and we will walk through it using your own case.
FAQ
How is a local campaign different from a regular search campaign?
A search campaign appears for keywords and usually sends people to a website. A local campaign is built around a physical location: it shows the address, call and directions buttons, and runs across several surfaces at once.
Do I need a website for a local campaign?
Not necessarily, since the goal can be calls and directions. Still, a site or a simple page with a description, prices and contacts builds trust and gives people one more way to reach you.
Can store visits be tracked in Uzbekistan?
It depends on the country and on data volume, so check your own account. If the report is missing, count calls, direction clicks, Telegram taps and what customers tell you at the counter.
What if my account no longer shows local campaigns?
They have most likely been replaced by Performance Max with a store goal. The principle is the same, so prepare the profile, locations, photos and conversions instead of hunting for the old interface.
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