We want to test search ads — what are they, how much do they cost, and where do we start?

The single most critical thing in B2B packaging is conversion tracking. If you don't configure form submissions and phone call clicks as conversion goals before launching, you'll have no clue where your money is going. Set up your tracking first—flipping the switch on ads is the easy part.

We started with 70,000 Rubles a month last year for our repair service business. In month one, because our negative keyword list was sloppy, roughly a third of the budget went to totally irrelevant queries. In month two, after expanding negatives to 400 words, CPC settled around 45 Rubles and we pulled in around 30 solid RFQs a month.

Correction: I misremembered the figure, it was a bit lower.

tbh if your website sucks, pouring 200,000 Rubles into search ads won't save you. If pages load slow on mobile, or wholesale tiers and contact forms aren't front and center above the fold, people will bounce in seconds. Test your site from a buyer's perspective before sinking money into ads.

The most common rookie mistake is targeting the whole country. Only select the areas you actually deliver to and your actual operating hours. If you don't have staff answering phones on weekends, only run your ads during business hours so incoming calls don't go to waste.

i have a question on my mind too: do we set the cost per click for a keyword ourselves, or does the system just deduct whatever it wants from the budget?

The cost per click is determined by auction competition and your quality score. Quality score looks at how relevant your ad copy is to your landing page and your expected CTR. The system doesn't just charge whatever it feels like; you can set a maximum CPC bid limit—for instance, tell it 'don't spend more than 60 Ruble per click,' and it won't exceed that cap.

don't worry at all, 100.000 Ruble is a totally reasonable test budget for B2B in Moscow. i've just seen way too many business owners say "I can do this myself without an agency," set it up on their own and blow the entire budget in a single day on broad keywords then take small steps and stick to daily limits.

To keep things safe, do this during your first week: 1) Cap your daily spend at 2.500 Ruble. 2) Stick strictly to phrase or exact match keywords. 3) Check the search terms report in the dashboard every evening and immediately add any irrelevant terms to your negative keyword list.

Let me clarify the technical side. Any comment made without a control group is just a guess.

If you have questions, write them; I'll answer as best I can.

let me share what happened to me; it might be useful and processes without records never improve because you don't know what to fix.

good luck with that.

quick summary for newcomers: Any unwritten clause becomes a point of disagreement later as both sides remember it differently.

if you post the result here it will help others too.

Saved.

Great work.

Im in the same situation, thats why Im asking. Start with a small trial; dont commit to everything at once.

The biggest time-waster for us was not knowing who had the final say. Correct me if I'm wrong.

I agree.

Could you elaborate on that? If it's your first time, start small; scaling comes later.

This is my opinion, I'm not claiming it's absolute truth.

Three different views emerged, they all complement each other. Taking notes for two weeks yields better results than a six-month estimate.

Everyone rushing into search ads gets stuck at the same point.

We experienced almost the exact same thing last year. like don't trust anyone who gives guarantees; there are no guarantees in this business.

Processes without records never improve, because you dont know what to fix. Good luck with that.