Search ads for online stores: turning product queries into orders.
Someone searching "buy [product] Almaty" or "[brand] price" is already choosing a store. We run Google Ads with product campaigns and Shopping, show a card with the price right in search and measure revenue, not clicks.
Search advertising for a store in Kazakhstan is primarily Google Ads: Google holds the main share of search, and this is where the buyer looks for a specific product with a price. Google Shopping shows a product card with a photo, price and store name right in search results — above text ads and organic results. The buyer sees your product before competitors'.
Performance Max is Google's new-generation campaign type: one campaign covers Shopping, search, YouTube, Gmail and Display at once, and the algorithm allocates the budget where an order is most likely. For a store with 50+ products this is the main growth tool.
We add Yandex Direct second: in Almaty and Astana it brings additional traffic on Russian-language queries at a lower cost per click than Google. All orders from ads go into the CRM with a campaign tag, and the report shows revenue for each query group.
What store search ad management includes.
Google Merchant Center setup, a feed with current prices and stock from 1C, optimizing titles and images for Shopping — the product card appears in results above organic.
Campaigns covering Shopping, search, YouTube and Display at once; Google's algorithm optimizes for orders and ROAS using your store's data.
Separate campaigns for priority categories and brands: exact queries with purchase intent, negative keywords like "free", "jobs", "DIY".
Headlines with a "from" price, Kaspi installments, warranty and delivery; extensions with address, phone, prices and links to categories.
Bringing back site visitors who viewed a product or added it to the cart: banners and search remarketing with the specific product and price.
Copies of priority campaigns for Russian-language queries: additional traffic at a lower cost per click for Almaty, Astana and northern Kazakhstan.
Dynamic numbers by campaign, order tracking via GA4 and CRM: revenue and ROAS for each campaign and query group.
Reallocating budget between categories by ROAS, cleaning negative keywords, testing ads, adjusting bids by device and time of day.
Campaigns and queries.
- Google Shopping: all catalog products with current prices
- Performance Max: Shopping + search + Display for priority categories
- Search "Category + buy": buy [category], price, Almaty, Kazakhstan
- Search "Brand": [brand] official, buy [brand]
- Search "Local": [product] + city, with delivery
- Remarketing: product view and abandoned cart
- Yandex Direct: copies of priority campaigns
- Brand: protecting your own brand in search
When to use Shopping and when search campaigns.
Google Shopping works across the entire catalog: the algorithm matches the query to a product from the feed. The buyer sees the photo, price and store before clicking — conversion is higher than with text ads. It's a must for any store with a catalog.
Search campaigns are needed where Shopping falls short: queries with intent to buy a specific brand, category queries without a specific product, protecting the brand from competitors. They also work for stores with a small catalog or services (assembly, installation, repair).
Performance Max combines both approaches and adds remarketing and YouTube — we launch it as the main campaign once conversion data has accumulated over the first 2–4 weeks.
What a buyer from search ads costs.
Benchmarks for Kazakhstan: a click in Google Shopping costs ₸30–₸150 depending on the category, a click on "buy" search queries costs ₸100–₸400. The cost per order is ₸1,000–₸5,000 for everyday goods and ₸3,000–₸12,000 for electronics and expensive categories. The target ROAS for most categories is 4–8x: every ₸100,000 of budget brings ₸200,000–₸800,000 in revenue. The main point of loss is order processing speed: if a response takes more than an hour, some buyers cancel the order.
What affects the price of ad management.
Google Ads management for one store — ₸150,000–₸250,000 per month; Google and Yandex together, a broad catalog or two languages — ₸250,000–₸400,000. The ad budget is paid separately, at least ₸200,000 per month; for Shopping with Performance Max — from ₸250,000. Setup and launch are included in the first month; a one-time setup without management costs ₸150,000.
Setting up Google Merchant Center and the product feed is part of management. General terms are on the contextual advertising page.
The short version.
How much do search ads for an online store cost?
Management from ₸150,000 per month plus a budget from ₸200,000. For Shopping with Performance Max the budget starts at ₸250,000 — the algorithm needs enough conversion data to optimize.
Google or Yandex for a store in Kazakhstan?
We start with Google Ads — the main share of search and Google Shopping. We add Yandex Direct second for Russian-language queries in Almaty, Astana and the north: traffic is cheaper and the volume smaller, but overall it extends reach by 20–30 %.
Do we need a product feed and how is it made?
Yes, Google Shopping works only with a feed. For a store on 1C we set up an automatic feed export with current prices and stock. For other platforms — via a plugin or a manual feed in Google Sheets.
How do you measure results?
Orders and revenue by campaign via GA4 and CRM, ROAS by category, cost per order by query group. The report shows revenue figures, not only clicks and CTR.
Can we advertise without a website, only to Kaspi Marketplace?
Google Ads doesn't allow running campaigns directly to Kaspi Marketplace. You need a landing page or an online store — which also raises conversion and lets you measure ROAS accurately.
Same service for other industries
Want orders from product queries? Send your catalog and budget — we'll forecast ROAS.
Tell us your product categories, current website, whether you have a feed from 1C, and your ad budget. We'll reply with a cost-per-order forecast and a campaign plan within 1–2 business days.