Google Ads

Google Ads is an auction. Every time someone searches, Google runs an auction among the ads that are eligible for that search Google Ads Help, Oct 2026. If you understand how the auction works, you know which levers lower your costs. The bid is one lever. The quality of your ad and of the page behind it are the others.

The auction and Ad Rank

Your position on the page depends on your Ad Rank. Google calculates it again for every search. Google lists these factors Google Ads Help, Oct 2026:

• Your bid — the most you are willing to pay for one click.
• Ad and landing page quality — how relevant and useful your ad and the page after the click are. The landing page is the page a person reaches after clicking your ad.
• Ad Rank thresholds — the minimum quality an ad needs to show at all, or to show above the search results.
• Competitiveness of the auction — how close the other advertisers' Ad Ranks are to yours.
• Search context — the person's location, device, search words, time of day and other signals.
• Expected impact of assets — extra parts of the ad, such as a phone number or extra links (section 05 covers them).

A simple picture that works for planning: Ad Rank ≈ bid × quality, adjusted for context. A lower bid with a much better ad can rank above a bigger bid.

What you actually pay

Google says you only pay what's minimally required to clear the Ad Rank thresholds and beat the Ad Rank of the competitor immediately below you Google Ads Help, Oct 2026. If nobody is below you, you pay the reserve price, which is Google's minimum. Your actual CPC can be higher than your maximum bid only in special cases, for example when bid adjustments are set. Clicks on ads above the search results usually cost more than clicks on ads below them.

Quality Score: a diagnostic tool

Quality Score is a 1–10 score for each keyword. It compares the quality of your ads with other advertisers over the last 90 days. It has three parts, and each is rated Above average, Average or Below average Google Ads Help, Oct 2026.

Impression share

Impression share (IS in the column names) tells you how often your ad showed compared with how often it could have shown. Find these columns under Campaigns › Columns › Competitive metrics Google Ads Help, Oct 2026.

Where Google ads can appear

A few account choices are hard to change later, such as currency and time zone. Billing in Türkiye also adds a fee and VAT on top of the click costs. If you forget them, the real cost of every lead and customer will be about 25% higher than the number you calculate.

Expert mode or Smart mode

How an account is organised

An account holds campaigns. A campaign holds the budget and the main settings: bidding, networks, locations, schedule and goals. Inside a campaign, an ad group holds one service theme with its keywords and ads. Assets are extra parts of an ad, such as your phone number, address and extra links; you usually set them at campaign or account level (section 05).

Create the account

1. Use a company Google account

   Go to ads.google.com and sign in with an account the business owns, for example an ads@ address on your own domain. Avoid an employee's personal Gmail; the account must stay with the business.

2. Enter the business name and website

   You can also link your YouTube channel and Google Business Profile (GBP, Google İşletme Profili) here. Newly created accounts no longer accept a URL in the account name Google Ads Help, Oct 2026.

3. Switch to Expert mode

   When the wizard offers a guided campaign, choose Expert Mode. You can usually finish the account without building a campaign. (This wording was not confirmed on a help page.)

4. Fill in the billing setup

   Billing country Türkiye, time zone (GMT+03:00) Istanbul, currency Turkish Lira (TRY), account type Organization for company invoices. Enter a promo code if you have one, then add a payment method Google Ads Help, Oct 2026. In practice, treat currency and time zone as permanent: changing them means opening a new account. (General practice; not re-checked on a help page.)

5. Check who invoices you

   Open Billing › Settings and Billing › Documents to see whether Google Türkiye or Google Ireland invoices you. Send your vergi numarası (tax number) and the invoice details to your mali müşavir (accountant).

The exact list of payment methods for TRY accounts was not confirmed on a Google page. Google says options depend on billing country and currency Google Ads Help, Oct 2026. PayPal is not an option for a Turkish business: PayPal stopped sending and receiving money for customers in Türkiye on 6 June 2016, after the banking regulator BDDK refused its licence Webrazzi, May 2016, and a July 2025 report says it had still not returned for individual users CNBC-e, Jul 2025.

Advertiser verification and the Ads Transparency Center

Advertiser verification is Google's check that you are the business you say you are. Google says all advertisers will eventually be required to complete advertiser verification. When your account is selected, Google tells you by an in-account notice or an email. You answer basic questions about your business and identity, and you may have to send an official document. Until you finish, some of your ads may be restricted, and in some cases Google pauses the account. The status can take up to 5 business days to update Google Ads policy, Oct 2026.

For ads in Türkiye, the result is public. The Ads Transparency Center (Google's public library of ads) shows a verified advertiser's legal name or trademark name and location, as given in verification. For an advertiser that is not verified, it shows the payments profile name and location. The payer's name can show too if someone else pays for the ads Google Ads policy, Oct 2026.

Link your Business Profile, GA4 and Search Console

Billing, fees and taxes in Türkiye

Your Google Ads invoice in Türkiye has three layers:

• Media spend — the clicks you buy. This is the budget you set in the account.
• Turkey Regulatory Operating Cost — a surcharge of 4.5% on ads served in Türkiye from 1 January 2026. Google's help page says it has been reduced from 7% to 4.5%. It is a separate line on the invoice, and VAT is charged on top of it Google Ads Help, Oct 2026. The fee started at 5% in November 2020 Search Engine Land, 2020 and was 7% from July 2024.
• KDV (Turkish VAT) — 20%. Google's Turkish tax page says a Turkish account is served by Google Ireland Ltd., unless you received a notice about "Affected Products" (Etkilenen Ürünler). Google Ads is on that list. After such a notice, the contracting company is Google Türkiye (Google Reklamcılık ve Pazarlama Ltd. Şti.), and every Google Ads account served by Google Türkiye pays Turkish standard-rate VAT Google Ads Help TR, Oct 2026. The table below assumes Google Türkiye invoices you. Check this in your account (step 5 above).

New-advertiser promotional credit

Google's Turkish page offers credit in the form "spend X in the first 60 days, get Y in ad credit". The TL amounts load by script and could not be read during research, and the amounts quoted on agency websites could not be verified. Check the offer shown in your own account. The official terms say Google, Oct 2026:

• Only for advertisers new to Google Ads with a billing address in Türkiye; one code per advertiser.
• Apply the code within 14 days after your first ad impression, and reach the spend within 60 days. Taxes and fees do not count toward the spend.
• The credit usually arrives within 35 days, expires 60 days after it is applied, and pays only for future costs.

The campaign type decides where your ads show and how much control you keep. Beginners often lose money by starting with a fully automated type before conversion tracking works.

The campaign types in 2026

What older tutorials get wrong

Google Ads changes every year. Many videos and blog posts still describe tools that are gone. Status as of October 2026:

Keywords decide which searches can trigger your ad. Turkish adds a special problem: one word can take many suffixes (ilan, ilanı, ilanları), so blocking unwanted searches takes more work than in English.

Match types

The match type tells Google how close a search must be to your keyword. You choose it with symbols when you add the keyword Google Ads Help, Oct 2026:

• Broad match — no symbols: fren tamiri. Can match related searches, even ones without your words. Google also uses signals such as your other keywords and your landing page. Google recommends broad match together with Smart Bidding (automatic bidding for conversions, section 08).
• Phrase match — quotes: "fren balata değişimi". Matches searches that include the meaning of the keyword. More reach than exact, less than broad.
• Exact match — brackets: [fren balata değişimi]. Matches searches with the same meaning or the same intent. It is still not letter-for-letter exact; close variants and synonyms can match.

Negative keywords

A negative keyword stops your ad from showing for searches that contain it. Negatives follow their own rules. They do not match close variants, plurals or misspellings, so you must list every form yourself Google Ads Help, Oct 2026.

Find keywords with Keyword Planner

1. Open the tool

   Tools › Planning › Keyword Planner › Discover new keywords Google Ads Help, Oct 2026.

2. Enter seed terms

   periyodik bakım (scheduled maintenance), fren balata değişimi, triger değişimi (timing belt change), kış lastiği, klima gazı dolumu (A/C gas refill), arıza tespit (diagnostics), kaporta boya (body and paint), oto servis. Add your website address as a second seed.

3. Set location and language

   Your city and districts, for example İstanbul › Ümraniye, Ataşehir, Kadıköy. Language: Turkish.

4. Read the estimates

   Average monthly searches, competition, and Top of page bid (low range) and (high range). The high range is roughly what top positions may cost; use it in the budget calculator in section 08. Forecasts refresh daily from the last 7–10 days and are adjusted for seasonality. They are estimates Google Ads Help, Oct 2026.

5. Group the list

   Download it and sort keywords into one ad group per service, as in the plan below.

The search terms report

Keywords are what you bid on. Search terms are what people really typed. The report lives at Campaigns › Insights and reports › Search terms. Low-volume terms are hidden for privacy. You can add a search term as a keyword or as a negative straight from the report Google Ads Help, Oct 2026. Checking it every week is the biggest money saver in a new account (section 11).

Group keywords by search intent

Search intent is what the person wants to do when they search. Two searches about brakes can be worth very different amounts. Someone who types fren balata değişimi ümraniye wants the job done. Someone who types fren sesi neden gelir (why do brakes squeak) wants an explanation. Sort keywords by intent before you pay for them.

Keyword plan for Örnek Oto Servis

• Put "near me" style words (en yakın, yakınımdaki) in the general group, and let the location radius do the work (section 07).
• Searches with fiyat, fiyatı, ücreti (price) are usually good repair leads. Do not add "fiyat" as a negative.
• kasko anlaşmalı servis (insurer-approved service) and sigortalı hasar onarımı bring valuable body-shop jobs. Use them only if you really have those insurer agreements; otherwise the ad is misleading.
• Seasons: kış lastiği demand rises in autumn and klima gazı in late spring and summer. Check the trend for your area in Keyword Planner and raise those ad groups' budgets in season.

Starter Turkish negative keyword list

Save it as a shared list named NEG_Genel_TR under Tools › Shared library › Negative keyword lists and attach it to the campaign before launch. Multi-word items are in quotes (negative phrase); single words are negative broad. The last lines repeat common words typed without Turkish letters. Remove any line that is a real service for you.

"iş ilanı"
"iş ilanları"
ilanı
ilanları
eleman
"eleman arayan"
"eleman aranıyor"
"usta aranıyor"
kalfa
çırak
"iş başvurusu"
kariyer
maaş
maaşı
maaşları
kadro
kurs
kursu
kursları
eğitim
eğitimi
sertifika
sertifikası
"meslek lisesi"
ders
ödev
sınav
soruları
"nasıl yapılır"
"nasıl değiştirilir"
"nasıl yapılıyor"
"kendin yap"
kendim
evde
video
videosu
youtube
pdf
şema
şeması
nedir
"ne demek"
"ne işe yarar"
forum
ekşi
donanımhaber
"ikinci el"
"2. el"
sıfır
satılık
sahibinden
arabam
kiralık
kiralama
toptan
trendyol
hepsiburada
n11
amazon
cihazı
cihazları
aleti
makinesi
makinası
"test cihazı"
obd2
motosiklet
kamyon
tır
traktör
"iş makinesi"
tekne
bisiklet
bedava
hurda
oyun
oyuncak
resim
png
logo
şarkı
hikaye
yönetmelik
"is ilani"
"is ilanlari"
maas
cirak
egitim
"nasil yapilir"
"nasil degistirilir"
satilik
kiralik

The ad is the only part of your campaign people see. A relevant ad raises two Quality Score parts from section 01, expected CTR and ad relevance, which helps your Ad Rank and your price per click.

Anatomy of a responsive search ad

A responsive search ad (RSA) is the standard text ad on Search. You write up to 15 headlines and up to 4 descriptions. Google combines some of them into each ad it shows and tests which combinations work Google Ads Help, Oct 2026.

Pinning and Ad Strength

Pinning fixes a headline or description to one position, for example the first headline slot. It lowers Google's freedom to test and usually lowers Ad Strength, so pin only text that must always show Google Ads Help, Oct 2026.

Ad Strength rates how varied and relevant your headlines and descriptions are: Poor, Average, Good, Excellent. Google recommends at least two RSAs per ad group with "Good" or "Excellent" Ad Strength. Its own averages:

These are Google's averages across advertisers, not guarantees for one shop.

Assets

Assets add rows and buttons to your ad. Older tutorials call them "extensions" Google Ads Help, Oct 2026.

Turkish ad copy for the "Fren" ad group

More headline ideas for other ad groups: Periyodik Bakım Randevusu (25) · Triger Seti Değişimi (20) · Klima Gazı Dolumu (17) · Kış Lastiği Değişimi (20) · Kış Lastiğine Geçiş Zamanı (26) · Lastik Oteli Hizmeti (20) · Rot Balans ve Montaj (20) · Arıza Lambası mı Yandı? (23) · Motor Arıza Tespiti (19) · Kaporta ve Boya Onarımı (23).

Try it: ad builder

Type your own headlines and descriptions. The counters count each Turkish letter as one character, the same way the examples above were counted. The preview is a simplified sketch; Google's real layout varies by device.

Policies: car brands and "yetkili servis"

• Wording independent shops use: [Marka] Özel Servis (independent service for a brand) or [Marka] Bakım ve Onarım (maintenance and repair), plus a clear line on the landing page: Yetkili servis değildir; bağımsız/özel servistir. (Not an authorised service; this is an independent service.)
• No car brand logos unless you have a licence. Ask a lawyer if a brand is central to your business. This is not legal advice.
• Editorial habits: no exclamation mark in headlines, no ALL-CAPS words, no phone number inside the ad text (use the call asset), and no claims you cannot prove, such as İstanbul'un en iyi servisi (İstanbul's best service).
• Be careful with review-score claims such as Google'da 4,9 puan. Since 1 August 2026, an amendment to Türkiye's Ticari Reklam ve Haksız Ticari Uygulamalar Yönetmeliği (commercial advertising regulation) says reviews that are not verified may not be published or used in ads (Resmî Gazete no. 33297, 1 July 2026) Resmî Gazete, Jul 2026. The SEO & Local Search guide covers reviews.
• The same amendment sets the "before" price in a discount ad. For goods it is the lowest price of the previous 10 days; for services it is the price just before the discount Alo Maliye, Jul 2026. So a promotion asset such as Periyodik bakımda %20 indirim (20% off scheduled maintenance) must start from the price you really charged just before the offer.

The landing page is the page a person reaches after clicking your ad. You pay for the click either way. Whether the click turns into a call, a WhatsApp chat or a form depends mostly on this page. The page also affects your price: landing page experience is one of the three parts of Quality Score from section 01, so a relevant page helps you rank with a lower bid Google Ads Help, Oct 2026.

Message match

Message match means the page continues what the search and the ad started. Google's own advice: Give people what they're looking for and Keep messaging consistent from ad to landing page. Ensure the page follows through on the ad's offer or call to action. Google Ads Help, Oct 2026. Someone who searched for brake pads and clicked an ad about brake pads should land on a page about brake pads, not on the home page.

What a good service page has

Use this as a one-page checklist for each service page. The ticks are saved in your browser.

• The headline repeats the service and the area, for example Ümraniye'de Fren Balata ve Disk Değişimi.
• A call button (a tel: link) and a WhatsApp button (a wa.me link) are visible at the top and stay on screen while scrolling on a phone.
• A price range or "from" price (… TL'den başlayan fiyatlarla) and what it includes, the same prices as in any price asset.
• Every claim in the ad (aynı gün teslim, garantili işçilik, yazılı fiyat teklifi) is also stated on the page.
• Trust signals: real photos of the workshop and team, the warranty terms, the steps of the job ("we call you with the price before we start").
• Reviews only from real, verified customers, for example a link to your Business Profile reviews.
• Address, a map, opening hours (Pzt–Cmt 08:00–19:00) and a "Yol tarifi al" (get directions) link.
• A short form (name, phone, car, service) that leads to a thank-you page, which section 09 uses to count conversions.
• Fast on mobile data: no huge images and no pop-up that covers the call button.
• For brand pages: a clear line Yetkili servis değildir; bağımsız/özel servistir. (section 05).

Speed and mobile

Google advises: Make your website mobile friendly and Improve loading speed. The speed at which your page loads can be the difference between someone bouncing or buying. Google Ads Help, Oct 2026. Mobile was 81.86% of web traffic in Türkiye in September 2026 StatCounter, Sep 2026, so build and test the page on a phone first.

1. Run a speed test

   Enter the page address in Google's free PageSpeed Insights and read the mobile result.

2. Check the main number

   Largest Contentful Paint (LCP) is the time until the biggest image or text block on the screen appears. Google's web.dev guide says to aim for 2.5 seconds or less web.dev, Oct 2026. Large photos are the usual cause of a slow LCP; resize them before upload.

3. Test the buttons yourself

   On your own phone, open the page from a test search, tap the call button and the WhatsApp button, and send the form. Each should work in one tap and be counted (section 09).

Google's default settings aim for reach. A repair shop needs people who can bring a car in. Wrong settings spend money on people in other cities or on partner websites that rarely bring customers.

Location: "Presence" or "Presence or interest"

Google offers two location options Google Ads Help, Oct 2026:

• Presence or interest (the default): people in, regularly in, or who've shown interest in your targeted locations.
• Presence: people in or regularly in your targeted locations.

Google reports that "Presence or interest" brought about 5% more conversions on Search for travel, real estate and education advertisers Google Ads Help, Oct 2026. Those businesses serve visitors from far away. For a local repair shop, practitioners advise "Presence". This is practitioner advice, not a Google rule.

You can target a radius around an address (minimum 1 km) or a list of districts Google Ads Help, Oct 2026. In a big city, 8–15 km is a common starting range.

Other campaign settings

The bid strategy tells Google what to aim for: clicks, conversions or value. The budget caps your spend. Both must fit how much conversion data you have and what a new customer is worth to you.

Bid strategies in plain words

The learning period

When you switch to or change a Smart Bidding strategy, Google says it can take a few conversion cycles (1-2 typically) for the bid strategy to calibrate. A conversion cycle is the usual time between a click and a conversion. Manual CPC has no learning period Google Ads Help, Oct 2026. Avoid big changes for 1–2 weeks after a switch. A common practitioner rule is to change budgets or bids by no more than about 20–30% at once; it is a rule of thumb, not a Google rule.

How daily budgets work

You set an average daily budget. Google may spend more on busy days and less on quiet days, within two limits Google Ads Help, Oct 2026:

Since 15 January 2026 you can also set a campaign total budget for a fixed period of 3–90 days on Search, Performance Max and Shopping campaigns. It was an open beta when announced Google, Jan 2026 SERoundtable, Jan 2026. It fits short seasonal pushes, such as a winter-tyre campaign.

Benchmarks: what is "normal"?

The only dated, sourced benchmarks found for car repair search ads are from the United States. Use them for direction only.

Work back from a goal

Do not start from a round number such as "5,000 TL a month". Start from how many new customers you want, and work back to the budget. You need three estimates: the close rate (leads that become paying customers), the conversion rate (clicks that become leads) and the CPC from Keyword Planner.

Then check the result against profit. In the example each new customer costs 22,572 ÷ 18 ≈ 1,254 TL, below the 3,200 TL break-even, so the plan can pay for itself. If the goal-based budget is more than you can spend, lower the goal or start with fewer services; do not lower the CPC in the formula just to make the numbers fit. The calculator below runs the same numbers forward.

Budget calculator

Enter your own numbers. The defaults are the Örnek Oto Servis example: 18,000 TL a month on Google, an example CPC of 40 TL, a 10% conversion rate, and 4 in 10 leads becoming paying customers. Break-even cost per customer = average job value × gross margin (Crash Course module 03).

The calculator counts only the first job. Overheads (rent, salaries) are not included. Clicks = budget ÷ CPC; leads = clicks × conversion rate; customers = leads × close rate; ROAS = (customers × job value) ÷ cost.

Without conversion tracking you cannot tell which keywords bring customers, and Smart Bidding has nothing to learn from. Running ads without it is the most common beginner mistake. Set it up before the first campaign goes live.

What to count

Count real leads only as primary conversions. Primary actions appear in the "Conversions" column and are used for bidding. Secondary actions appear only in "All conversions" and are for observation Google Ads Help, Oct 2026.

Native Google Ads tag or GA4 import?

Phone calls in Türkiye

Google's call reporting relies on Google forwarding numbers: Google shows a temporary number in your ad, forwards the call to you and records it. They exist in 30 countries, and Türkiye is not on the list Google Ads Help, Oct 2026. Google says tracking call conversions from ads and from a website and importing call conversions require Google forwarding numbers Google Ads Help, Oct 2026.

Enhanced conversions and offline imports

• Enhanced conversions send hashed (SHA-256 scrambled) email or phone data from your form to Google to improve matching Google Ads Help, Oct 2026. Since April 2026, enhanced conversions for web and for leads are one combined on/off setting Google Ads Help, Oct 2026.
• Enhanced conversions for leads link a website lead to a later sale that you upload. For new adopters, Google recommends starting with this instead of classic offline import, and reports a median 10% increase in conversions. The fastest setup is through Data Manager Google Ads Help, Oct 2026.
• Offline conversion import (gclid method): save the gclid in a hidden form field, create an import conversion such as "Job completed (offline)", and upload weekly: Google Click ID, conversion name, conversion time with time zone (for example 2026-10-01 14:30:00+03:00), value and currency TRY.
• From 15 June 2026, offline uploads through the Google Ads API move to the Data Manager API. This affects software integrations, not manual uploads in the interface Google Ads Help, Oct 2026.

Attribution

Attribution decides which ad click gets the credit when a person clicked several ads before converting. Google Ads uses data-driven attribution by default; last click is still available. First click, linear, time decay and position-based models were removed in 2023 Search Engine Journal, 2023.

Consent mode and KVKK

• Consent mode passes the visitor's cookie choice to Google tags. "Basic" blocks the tags until the visitor agrees. "Advanced" sends cookieless pings and allows Google to model missing conversions Google Ads Help, Oct 2026.
• Google's EU user consent policy covers the EEA, the UK and Switzerland, so Google does not require consent mode for Türkiye by its own terms Google, Oct 2026.

Test before launch

1. Make test actions

   Send a test form and tap the phone link on your phone, ideally after a test ad click.

2. Watch the tags fire

   Use GTM Preview or Tag Assistant (Google's free tool that shows which tags fired) to check that each tag fires exactly once.

3. Check the status

   After 24–48 hours, each conversion action should show a status such as Recording conversions (label not confirmed live).

This section puts sections 01–09 together in the order you click through Google Ads. Menu names are as of October 2026. Names marked † were not confirmed on a Google help page during research; Google renames things often.

Step by step

1. Start a new campaign

   Campaigns › + New campaign†. Objective Leads, or Create a campaign without guidance†. Campaign type Search.

2. Keep only lead goals

   Under conversion goals, keep the form and phone-tap goals. Remove page-view goals.

3. Ways to reach your goal

   Tick Website visits† and enter your address. Tick Phone calls† only if it is offered; you add the call asset later anyway.

4. Name it clearly

   For example SRCH_Umraniye_Servis_TR_2026-10: type, area, theme, language, start month.

5. Bidding

   Maximize clicks with a Maximum CPC bid limit (for example the Keyword Planner high-range bid), or Manual CPC. Plan to switch to Maximize conversions after about 15–30 conversions in 30 days with clean tracking. These thresholds are practitioner guidance; Google gives no fixed number for Search.

6. Networks

   Untick Include Google search partners Google Ads Help, Oct 2026 and Include Google Display Network.

7. Locations

   Enter another location† › radius around the shop (10 km in the example) or a list of districts. Under Location options choose Presence: People in or regularly in your targeted locations Google Ads Help, Oct 2026.

8. Language and audiences

   Language Turkish (the setting may be missing; see section 07). Add "Auto & Vehicles" audience segments in Observation.

9. Leave AI Max and broad match off

   Use phrase and exact match for the first campaign. Test AI Max later as an experiment.

10. Schedule

    More settings › Ad schedule†: Monday–Saturday 08:00–19:00 in the example. Start today, no end date.

11. Ad groups

    Five to eight service ad groups from section 04. In each: 5–15 phrase and exact keywords, two RSAs aiming for "Good" or "Excellent", and the matching service page as final URL.

12. Assets

    Campaign level: 4–8 sitelinks, 4–6 callouts, one structured snippet, a call asset (+90 number, scheduled to opening hours), the location asset from your Business Profile, business name and logo, 4 or more images, and a price asset only if your page shows the same prices.

13. Negative keywords

    Attach the shared list NEG_Genel_TR from Tools › Shared library › Negative keyword lists†.

14. Budget

    Enter the daily budget: 18,000 TL ÷ 30.4 ≈ 592 TL in the example (section 08).

15. Publish

    Review › Publish campaign†. Ads go through a policy review, usually within one business day (general experience, not confirmed on a help page).

16. Switch off auto-apply

    On the Recommendations page, open the auto-apply settings and switch off at least Add broad match keywords, Add keywords, Remove redundant keywords and the bidding and target recommendations Google Ads Help, Oct 2026.

17. Add a brand campaign

    A tiny separate Search campaign for your shop name in exact match, with a small budget. It protects your name when competitors bid on it, and it is usually very cheap.

Before you press Publish

• Conversion actions tested: a test form and a phone tap show up; only real leads are Primary.
• Auto-tagging is on; GA4, Business Profile and Search Console are linked.
• Search partners and Display Network are both unticked.
• Location option is "Presence", with a radius or district list around the shop.
• Bidding is Maximize clicks with a max CPC limit, or Manual CPC.
• Every ad group has one service, phrase/exact keywords, two RSAs and its own landing page.
• No "yetkili" claims, no brand logos, no phone number or exclamation mark in the ad text.
• Call asset uses a verifiable +90 number and is scheduled to opening hours.
• Location asset and at least 4 sitelinks and 4 callouts are added.
• Shared negative keyword list is attached.
• Ad schedule matches the hours someone answers the phone and WhatsApp.
• Daily budget = monthly budget ÷ 30.4, and the cash cost with fee and KDV is planned.
• Front desk knows to ask "Bizi nereden duydunuz?" and log the answer.
• Auto-apply recommendations are switched off.
• Each service page passes the landing-page checklist in section 06, including the call and WhatsApp buttons on a phone.
• If Google asked for advertiser verification, it is started or done (section 02).

The first weeks show which searches really trigger your ads. Most of the money you save comes from the search terms report. Small, regular checks work better than big, rare changes.

The first 14 days

• Days 1–3: ads show as Eligible, not Disapproved or Limited; impressions and clicks appear; conversions record; the call and location assets show.
• Days 3–14: add irrelevant search terms as negatives; compare daily spend with plan (remember the 2× day and 30.4× month limits); change budgets or bids by no more than about 20–30% at once (rule of thumb).

Weekly checklist (from week 3)

• Search terms: add bad terms as negatives; add good converting terms as new phrase or exact keywords.
• Keywords: pause those that spent 2–3× your target cost per lead with zero leads (rule of thumb).
• Ads: check asset performance, replace weak headlines, keep 2–3 RSAs per ad group.
• Quality Score columns: fix the weakest of expected CTR, ad relevance and landing page experience.
• Impression share: lost to budget with a good cost per lead → more budget; lost to rank → better ads and pages, or higher bids.
• Compare phone-tap conversions with the front desk's "Google'dan" log.
• Location, device and schedule reports: cut areas or hours that never convert.

Monthly: upload booked jobs (offline import or enhanced conversions for leads), compare cost per lead with job profit, decide the budget, and test one new thing: a new ad angle, a landing page change, an AI Max experiment or Performance Max with store goals. Run tests with Campaigns › Experiments† so you can compare before switching.

No impressions at all? Check in this order

If a new campaign shows zero impressions, the cause is usually a status problem, not the market. Google says most ads are reviewed within 24-48 hours, but for new accounts it can take up to 5 business days Google Ads Help, Oct 2026. After that, go through this list:

• Account: suspended, under a security review, or a billing problem such as a declined card Google.
• Advertiser verification: if the account was selected and the deadline passed, ads may be restricted or the account paused (section 02).
• Ads: still under review, or "Disapproved" for a policy reason. Open the policy details and fix the text or the page.
• Campaign and ad groups: start date not reached, end date passed, or ad groups, keywords or ads paused.
• Keywords: status "Low search volume", which Google uses for a keyword associated with very little search traffic Google. Add more common forms of the service.
• Negatives: a negative keyword or shared list that blocks your own keywords, for example bakım added by mistake.
• Targeting: a very small radius, a short ad schedule, or audience segments set to Targeting instead of Observation.
• Bid and budget: a max CPC limit far below the Keyword Planner range, or a tiny budget; with low bids Google says your ads may not have any impressions Google.

Diagnosis: symptom, likely cause, fix

Recommendations and optimization score

Google calls the optimization score an estimate of how well your Google Ads account is set to perform. Dismissing a recommendation also raises the score Google Ads Help, Oct 2026. So a 100% score does not mean a profitable account. Read each recommendation and apply only what fits your goals; you can decline suggestions from Google representatives too.

Auto-applied recommendations can add broad match keywords and change your bidding without asking Google Ads Help, Oct 2026. Keep these off: add broad match keywords, add keywords, remove redundant keywords, and the bidding and target recommendations. A third-party source also reports auto-applied "automated promotions" that read your landing pages; this was not confirmed on a Google page, so look for it in your auto-apply list.

Both platforms work much like Google Ads: keywords, text ads, a cost-per-click auction and negative keywords. The question is whether enough of your customers use them.

A small Yandex test

1. Claim the free listing first

   Create or claim your Yandex Business listing (Yandex Maps and Search). Yandex says it has 4.5 million Maps users in Türkiye Yandex Business, Oct 2026. The SEO & Local Search guide covers this.

2. Install Yandex Metrica

   Set goals for form sends and phone and WhatsApp taps, like your Google conversions.

3. Launch search ads for 2–3 services

   Your best Google ad groups, a small daily budget, your Google negative list, and a radius around the shop.

4. Compare after 4–6 weeks

   Compare real cost per lead and booked jobs with Google, using the front-desk log.

What documented examples exist

As of October 2026 we found no named, sourced Google Ads case study for a car repair shop in Türkiye, and no Google Türkiye success story for automotive or local services. This guide does not invent one. A few US case studies exist, published by the agencies and vendors that ran the campaigns. They are marketing material, not independent audits: read them for what was done, not for the exact numbers.

Google's own averages and US benchmark data:

See your competitors' ads

1. Open the Ads Transparency Center

   Go to adstransparency.google.com and set the region to Türkiye.

2. Search by advertiser or website

   Enter a competitor's name or domain (chains and local shops you know). It appears to search by advertiser, not by keyword; this was not verified.

3. Note their angles

   Which services they push, which offers and claims they use ("garantili", prices, "yetkili").

4. Search live on a phone

   Search "fren balata değişimi" plus your district at different times. Do not click competitors' ads again and again; it wastes their money and is bad practice.

Mistakes that waste money

Ad Rank

The value that decides your ad's position for each search: bid, ad and landing page quality, thresholds, competition, context and assets.

Actual CPC

What you really pay per click: just enough to beat the ad below you or clear the threshold.

Ad group

A group of keywords and ads for one service, with one landing page.

Advertiser verification

Google's check of who the advertiser is. In Türkiye the verified name and location show in the Ads Transparency Center.

Ad Strength

Google's rating of how varied and relevant your RSA text is: Poor, Average, Good, Excellent.

AI Max for Search

A Search campaign setting that adds broad and keywordless matching, text customization and final URL expansion.

Asset

An extra part of an ad: sitelinks, callouts, call, location, images, price and more. Formerly "extension".

Auto-tagging / gclid

Google adds a click ID (gclid) to your page address so each click can be linked to later actions.

Broad / phrase / exact match

How close a search must be to your keyword: related searches / searches including its meaning / same meaning or intent.

Consent mode

Passes a visitor's cookie choice to Google tags. Basic blocks tags until consent; Advanced sends cookieless pings.

Conversion action

A valuable action Google Ads counts, such as a sent form or a phone tap. Primary actions drive bidding; secondary ones are only observed.

CPC / TBM

Cost per click (tıklama başına maliyet).

CPL / CPA

Cost per lead / cost per acquisition. Ad cost ÷ leads, or ÷ customers.

CTR

Click-through rate: clicks ÷ impressions.

Data-driven attribution

Google's default way of sharing credit for a conversion among the ad clicks before it.

Demand Gen

Visual ads on YouTube, Discover, Gmail and Display. Replaced Discovery campaigns.

Enhanced conversions

Sending hashed email or phone data with a conversion so Google can match it better.

Expert mode / Smart mode

The full Google Ads interface / a simplified one that allows only Smart campaigns.

Google forwarding number

A Google number that forwards calls and records them. Not available in Türkiye.

Impression share

Impressions you got ÷ impressions you could have got. "Lost IS" shows why you missed the rest: budget or rank.

KDV

Turkish VAT, 20%, charged on Google Türkiye invoices on top of media spend and the 4.5% fee.

Keyword Planner

Google's free tool for keyword ideas, search volumes and bid ranges.

Landing page

The page a person reaches after clicking your ad. Its relevance and usefulness form one part of Quality Score.

LCP (Largest Contentful Paint)

The time until the biggest image or text block on the screen appears. Aim for 2.5 seconds or less.

Learning period

The time Smart Bidding needs to recalibrate after a change, typically 1–2 conversion cycles.

Message match

Using the searcher's words and the ad's offer again on the landing page, so visitors see at once that they are in the right place.

Negative keyword

A word that stops your ad from showing. It does not cover plurals or other suffix forms.

Offline conversion import

Uploading booked or completed jobs back to Google Ads, linked by gclid or customer data.

Optimization score

Google's estimate of how well the account is set up against its own recommendations. Not a profit measure.

Performance Max

One automated campaign across Search, Maps, YouTube, Display, Gmail and Discover.

Pinning

Fixing a headline or description to one position in an RSA.

Presence

Location option that reaches people in or regularly in your area. The default, "Presence or interest", also reaches people interested in it.

Quality Score

A 1–10 diagnostic per keyword with three parts: expected CTR, ad relevance, landing page experience. Not an auction input.

ROAS

Return on ad spend: revenue ÷ ad cost. Uses revenue, not profit.

RSA

Responsive search ad: up to 15 headlines (30 characters) and 4 descriptions (90 characters) that Google combines.

Search intent

What a person wants to do with a search: book a service, compare prices, learn something, or find a job. Bid on service intent; block the rest.

Search terms report

The real searches that triggered your ads.

Smart Bidding

Automatic bid strategies that use conversion data: Maximize conversions, Target CPA, Maximize conversion value, Target ROAS.

Turkey Regulatory Operating Cost

Google's 4.5% surcharge (2026) on ads served in Türkiye; 7% until the end of 2025.

What this guide left out or marks as unverified

• Türkiye CPCs for car repair keywords: no reliable published data; all CPCs here are example numbers.
• The TL amounts of Google's new-advertiser credit in Türkiye, and agency claims about them.
• A named car-repair Google Ads case study in Türkiye. The US case studies in section 13 are agency- or vendor-reported. A further US body-shop case study (Lasso Up, Gross & Son Paint & Body) was left out because its source page did not load for checking.
• The exact list of documents Google accepts for advertiser verification in Türkiye.
• Lead form asset availability in Türkiye; the exact payment methods for TRY accounts; the invoice timing.
• Whether Google lowers the 4.5% fee when DST drops to 2.5% in 2027.
• Stopaj and KDV-2 treatment (from an accounting firm, not the tax office) and whether KDV is deductible for you.
• Third-party reports of 2026 changes: removal of language targeting on Search, ads in AI Mode for exact and phrase match, "exploration" on by default, auto-applied promotions.
• Microsoft Advertising sign-up for Türkiye (inferred from documentation) and its Google Import page; Yandex Direct billing and minimums.
• Some menu names (marked † in section 10).

Free ways to keep learning

• Google Skillshop — free Google Ads courses; Türkçe is in its language list.
• Microsoft Advertising Learning Lab — free search ads courses (no Turkish version listed).
• Google Ads Help Center pages linked throughout this guide; check them before you act, because menus change often.