AdWords and Google Ads are the same thing
The platform was renamed from AdWords to Google Ads some years ago. The account, the search campaigns and the payment logic stayed the same. You choose the phrases you want to appear for, write the ad and pick the page a visitor lands on.
Payment is usually per click, and some formats charge for impressions instead.
What sets the cost of a click
Click prices come from an auction. Every advertiser who wants to appear for a similar query competes, so popular phrases cost more. A specific query such as “Samsung washing machine repair in Chilanzar” is usually cheaper than a broad “appliance repair”, though fewer people search for it.
Quality matters too: how closely the ad and the landing page match the query. If someone searches for one specific service and lands on a homepage with a dozen sections, the click costs more and fewer people get in touch.
What decides whether campaigns pay off
Three things matter most. First, query accuracy: you need phrases used by people ready to buy, not people who are merely curious about the topic. Second, the landing page: it should answer the query, show the price or terms and offer an easy way to reach you, such as a Telegram button or a phone number. Third, the real search volume in your city.
The last point is often underestimated. A perfectly built campaign will not produce many leads if hardly anyone in your region searches for your topic.
Search demand in Uzbekistan
For many products and services, search volume here is smaller than in larger markets. A large share of buyers choose through Instagram, Telegram channels, OLX and Uzum rather than long searches. A customer often checks a seller’s feed or asks in a chat first and only then turns to Google.
That is why search ads work best where the need already exists and people phrase the request themselves: urgent repairs, calling a specialist, legal and medical services, courses, freight, B2B supply, services for foreign clients. For a new product or an impulse purchase, people first have to learn you exist, and search ads do not do that.
Common mistakes in search campaigns
Most wasted budget comes from a handful of repeated errors:
- broad phrases without negative keywords, so money goes to people who are not your customers;
- sending traffic to the homepage instead of a page built for the query;
- no analytics: without tracking calls, forms and Telegram messages you cannot tell which phrase brings customers;
- launching and forgetting, when bids, negative keywords and ads need regular review;
- expecting sales on day one with no time to collect data and adjust.
Remarketing and combining channels
Search catches people who have already decided to buy. Yet many visit a website, look around and leave. Remarketing brings them back by showing ads to those who have already been on your site. The same principle works on social networks, where showing ads to people who have seen your brand usually gives a more predictable result than reaching a new audience.
In practice a combination often works best: Instagram and Facebook ads create interest, and search picks up those who later type the product name or category themselves. Which channel to start with depends on the product, specifically whether stable search demand exists or has to be created.
Where to start
Define the goal first: cost per lead, number of enquiries or sales. Then check that people actually search for your service in your city, and prepare the landing page and lead tracking. Only then does it make sense to commit a budget.
The markdev team sets up Meta Ads in Uzbekistan and helps work out where your business should begin: search, social networks or both. If you would like to talk it through, message us and we will look at your niche and demand together.
FAQ
Are AdWords and Google Ads different systems?
No. AdWords is the former name of the platform. It is now called Google Ads, and the way search advertising works is unchanged.
What determines the cost per click on Google?
The auction between advertisers and how well the query, ad and landing page match. Competitive phrases cost more; specific ones are cheaper but bring fewer people.
Why can search ads bring fewer leads in Uzbekistan?
For many topics search volume is low, and part of the audience chooses through Instagram and Telegram. Check first whether your service is actually searched for in your region.
Which is better, Google Ads or Instagram targeting?
If demand already exists and people look for a solution themselves, search fits. If the product is new or bought on impulse, targeting is usually stronger. Many businesses benefit from using both.
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