Search ads (Google Ads, Yandex Direct) catch warm demand: the person is already searching for "ERP implementation" or "IT outsourcing company." If people are searching for your product, this is the fastest channel to a sale.
Social media ads create demand. Search ads catch existing demand. They are not rivals, they complement each other.
In short:
- Search is for existing demand.
- Social media is for creating demand.
- Test Google and Yandex in parallel.
- In the long run, SEO lowers the cost of search ads.
When do search ads work?
When people search for your product category. People search for ERP, CRM, accounting software, IT outsourcing, website development.
If the product is new and people don't know it yet (for example, a new niche), search volume will be low. Then you first create demand through social media and content.
Google or Yandex?
Both are used in Uzbekistan, and the audience differs by industry and language. That is why we test both in parallel and move the budget based on the numbers.
Collect keywords in Uzbek Latin, Uzbek Cyrillic and Russian: "ERP tizimi", "ERP тизими", "внедрение ERP". People search in different languages.
What should the landing page look like?
A person coming from search expects a precise answer. Take someone who searched "ERP implementation" to the ERP service page, not the home page: problem, solution, case study, price range and a lead form.
For one of our IT outsourcing clients, branding, SMM, SEO, SEM and YouTube marketing were done together — so the customer finds the company wherever they search.
Search ads and SEO
Search ads give results right away, but when you stop them, the traffic stops too. SEO is slow but long-term. The best combination: use ads to find out which keywords bring sales, then write SEO articles for those keywords. More: B2B SEO article.
Where do most people go wrong?
The mistake is broad keywords: "software", "marketing". The money goes, and the person was searching for something else.
The right way is keywords with clear intent and a list of negative keywords (for example, "free", "download", "vacancy").
Conclusion
In short, search ads mean catching ready demand.
- Check whether people search for your category.
- Collect keywords in three languages.
- Build a matching page for each keyword group.
- Test Google and Yandex in parallel.
- Write SEO articles for the keywords that worked.
We set up search ads together with you — book a consultation.
About the author. Safarmurod Abduroziqov is the founder and CEO of AURA Digital: 6 years in marketing, 50+ IT projects, ~$1M in managed ad budget. Telegram · LinkedIn
Frequently asked questions
Does Google Ads work in Uzbekistan?
Yes, if people search for your product category. There is warm demand in categories like ERP, CRM and IT services.
Google or Yandex — which is better?
It depends on the industry and audience. Test both in parallel and move the budget based on the numbers.
What language should keywords be in?
Uzbek Latin, Uzbek Cyrillic and Russian. People search for the same thing in different languages.
If I have SEO, do I still need search ads?
At the start, yes: ads give fast results and show which keywords sell. Then SEO brings free traffic on those keywords.