Google Ads management: search, YouTube and Performance Max campaigns

When is Google Ads the right channel?

Google Ads is the right choice when people already search for what you sell. Someone looking for a plumber, a dentist or a metal supplier has a need right now, and good Google Ads management puts your offer in front of them at exactly that moment. Google also dominates search in the markets I work in: StatCounter’s August 2026 figures put it at about 97% of search in Azerbaijan, 82% in Türkiye and 69% in Kazakhstan. Treat these as indicative, since StatCounter only measures sites that carry its tracker.

Google Ads works best for:

• local services that people look for when they need them;
• B2B suppliers and manufacturers whose buyers compare offers online;
• online stores with a clear product catalogue.

If your product is new and nobody searches for it yet, demand has to be created first, and Meta ads usually do that better.

Which Google Ads campaign types do I use?

I pick the campaign type to match the goal. Most service businesses start with Search and add other types once tracking shows what works.

Campaign type	Where ads appear	Best for
Search	Google Search results and search partner sites	Calls and leads from people searching for your service
Performance Max	All Google inventory in one campaign	Businesses with solid conversion data
Demand Gen	YouTube, Discover, Gmail, Maps and the Display Network	Reaching new audiences with visual ads
Video	YouTube: in-stream, 6-second bumpers, in-feed and Shorts	Awareness and remarketing with video
Shopping	Product listings on Google	Online stores with a product feed

Shopping ads need a Google Merchant Center feed, and Merchant Center’s list of supported countries includes Kazakhstan and Türkiye but not Azerbaijan. For an online store selling in Azerbaijan I usually build Search and Performance Max campaigns instead.

Two 2026 changes affect the setup. Standalone Display campaigns are moving into Demand Gen: Google announced the move in May 2026, and the migration that began in June is expected to finish by 2027. You can still run ads only on the Display Network inside Demand Gen. And from September 2026, Search campaigns that use automatically created assets or campaign-level broad match are automatically upgraded to AI Max, which widens search-term matching, can adapt ad text and can send clicks to other pages on your site. For Dynamic Search Ads, Google has moved the automatic upgrade to February 2027. I review those settings so automation doesn’t spend your budget on irrelevant searches.

For Demand Gen, Video and Performance Max you provide the images and videos; I write the headlines and descriptions and send the required sizes and lengths before launch.

How does the Google Ads auction decide what you pay?

Money alone does not buy the top spot, because Google ranks ads by Ad Rank. Ad Rank adds ad and landing-page quality, minimum thresholds, the competition in each auction, the search context and the expected impact of assets to your bid. That is why relevance matters as much as the bid: I write each ad group’s headlines and descriptions to match its searches and landing page, since a more relevant ad can win a position a higher bid alone would not.

Search ads are usually paid per click, and YouTube ads per view or per thousand impressions. You control spend with an average daily budget, which Google treats as a monthly average rather than a hard daily cap. I start new accounts on manual CPC or Maximize clicks and move to Smart Bidding (Maximize conversions, target CPA or target ROAS) once there is enough conversion data.

What is different in Azerbaijan, Kazakhstan and Türkiye?

Google Ads is available in all three countries, but a few local details decide whether a campaign runs smoothly:

• Language. Language targeting has no Azerbaijani or Kazakh, and ads or landing pages in those languages risk disapproval under the Unsupported language policy. Campaigns for Azerbaijan and Kazakhstan are therefore usually built with Russian or English ads and landing pages in the same language. Azerbaijani or Kazakh text is possible, but at the risk of disapproval. Turkish is on Google’s list.
• AI Overviews. Ads inside AI Overviews currently run only in English, in 12 countries, and none of them is Azerbaijan, Kazakhstan or Türkiye. Organic AI Overviews do work in Azerbaijani, Kazakh, Russian and Turkish, and getting cited there is a job for SEO.
• Taxes. Accounts billed by Google Turkey pay Turkish VAT, and ads served in Türkiye carry a regulatory operating-cost surcharge (4.5% since 1 January 2026). In Kazakhstan, VAT depends on your tax status: check the tax lines in your billing settings and ask your accountant whether you have to self-assess VAT.
• Russia. Google has not sold ads in Russia since March 2022, so audiences inside Russia can’t be reached with Google Ads.

Why does tracking come before the first click?

Smart Bidding can only optimise for what it can see. Before launch I set up conversion tracking with the Google tag or with GA4 key events imported into Google Ads, add call tracking for phone leads and turn on enhanced conversions where they fit. If you close deals offline, conversions can be imported from your CRM, so Google learns which clicks became paying customers rather than just form submissions.

How does Google Ads work with SEO and other channels?

Ads can bring traffic as soon as they are approved, while SEO builds visibility that doesn’t stop when the budget runs out. Keywords that convert well in Google Ads also show which pages deserve SEO work first. The guide to choosing an ad channel compares Google with Meta, TikTok and Telegram, and the digital marketing services page shows how the channels combine.

With codeyev you deal directly with me, Ibrahim Aliyev. One person handles the keywords, the ad texts, the tracking, the reports and, when needed, the landing page, so nothing gets lost between a developer and a marketer.