Placement of contextual advertising of the site. Yandex or Google?

Question

contextual advertising

The boss asked me to do contextual advertising for our corporate website. And I don’t understand much about this (far from an expert). We agreed that we would choose one search engine so as not to spread ourselves over two at once (especially since the budget is limited). The chief suggests Google, arguing that Google's market share is now higher.
But the fact is that the site is industrial (casting) and is intended for Russian clients. And I compared the indicators for our queries on Wordstat and on Google. Eds. The results in Yandex are an order of magnitude higher (and I'm not exaggerating). I also looked at how competitors are doing. And they mainly use Yandex. In addition, I doubt that when ordering (search for a performer) casting their products, people will use smartphones, and not a PC (since, in my opinion, a smartphone is used when a PC is not at hand, but this still has little to do with working time).
So what do you choose - Yandex, or Google?

Answer 1

I think it’s worth setting up the search in both Google and Yandex, and it doesn’t matter where in the first place. Start with Direct, then Adwords. It is likely that retargeting in YAN will be useful. It is difficult to predict where your conversion will be higher - after all, it is what you need, and not the amount of traffic.

Answer 2

Of course, it is better to try different channels and analyze the indicators. To do this, you should already have a good system for analyzing data on the site, data on applications and sales.
But in general, I would recommend contacting specialists. Now this is fully justified, it is quite difficult to fully understand contextual advertising without devoting time to it every day. The cost of services is not so high, with normal budgets it fully pays off, since the errors of inept launches and disappointment for this reason in contextual advertising in general are excluded.
As for the choice of systems, it cannot be said that Google's share is now unambiguously higher. This is the average for the hospital. Much depends on the device, region, subject, and even different services evaluate the shares of search engines in different ways. We can definitely say that the difference between them in general is not big.
And if you still dare to run ads on your own, then I can say that it’s usually more difficult to understand Google than Yandex.