Google Ads and Yandex Direct management

Most people who come to us about ads repeat the same mistake: the campaign is running, money is being spent, and nobody knows how many leads came in. The reason is simple. In Uzbekistan a customer often doesn't fill in a form; they tap the Telegram button and send a message. If that tap isn't tracked as a conversion, Google and Yandex can't tell which search brought the lead, and they spend your budget blind.

So we start every project not in the ad account but in analytics: forms, calls and Telegram clicks all have to be goals in GA4 and Yandex Metrica.

Google or Yandex. Searches in Uzbek happen almost entirely on Google. Yandex brings in the Russian-speaking audience, which is still sizeable in Tashkent. We often launch both, then after a month look at where leads come cheaper.

The landing page is half the ad. Even the best ad won't help if it sends people to a home page where nothing is clear. We've built pages designed specifically for paid traffic. For the Mezon Ta'lim training centre, that was an intake landing page for the fourth cohort: one offer, copy in Uzbek Latin, Uzbek Cyrillic and Russian, applications sent to Telegram. For IBN Express, a US car-shipping company, the first screen calculates a price from two ZIP codes on the spot, and the lead goes to the sales team's Telegram channel. A page like that answers the search directly, so the money spent on clicks isn't wasted.

Negative keywords save money. Every niche has junk searches. Ads for “website development”, for example, pick up searches containing “free”, “DIY”, “tutorial” or “job”. In the first weeks we go through the search terms report every day and clean those out.

Why the first two weeks matter most. Right after launch, the platforms show ads for a broad range of searches, and part of the budget inevitably goes on irrelevant clicks. That's when we're in the account most often: pausing phrases, adjusting bids, rewriting ads nobody clicks. Leave the ads unattended during this period and the first month usually turns out to be the most expensive.

About budget. You pay the ad budget directly to Google and Yandex from your own account; we only charge for our work. In our experience, less than $300 a month per product line gives too little data to draw conclusions. That's not a rule, though. It depends on competition: a click for a law firm or real estate costs far more than one for a café or a course.

Pricing. Google Ads or Yandex Direct setup and management starts at $250 a month. Both platforms together start at $400 a month. Launch takes 5–7 business days. If you don't have a landing page yet, we'll build one from $800.

If you'd like us to look at your current campaign, message @Azamat_yamin on Telegram.