Prescreening Questions to Ask Senior Google Ads Manager

Can you describe your experience with managing large-scale Google Ads campaigns?

First things first, you need to assess the depth of their experience. Ask about the scale of campaigns they have managed. Have they handled large budgets or high-volume campaigns before? Their experience in managing large-scale Google Ads campaigns can give you an idea of their capability to handle the complexities and nuances of extensive advertising projects.

What strategies do you use to optimize for conversions?

Conversion optimization is the name of the game. Find out their go-to strategies—be it A/B testing, landing page optimization, or tweaking ad copy. You want someone who doesn't just drive traffic but converts that traffic into paying customers.

How do you handle underperforming campaigns?

Not every campaign will be a home run. Ask them how they identify problems and what steps they take to turn things around. Do they dive into analytics, adjust keywords, or maybe shake up the ad copy?

Can you give an example of a time you improved ROI for a campaign?

Success stories are golden. Ask them to walk you through a specific instance where they significantly improved a campaign's ROI. Get the details—initial challenges, strategies implemented, and the resulting improvements. It’s a great way to understand their problem-solving skills and resourcefulness.

How do you approach keyword research and selection?

Keywords are the cornerstone of any Google Ads campaign. Find out their process for researching and selecting keywords. Do they use specific tools like Google Keyword Planner or SEMrush? How do they balance high-volume keywords with less competitive ones?

What tools do you use for competitive analysis?

Staying ahead of the competition is crucial. Ask about the tools they use for competitive analysis. Do they rely on software like Ahrefs, SpyFu, or similar tools to understand what competitors are doing?

How do you stay updated with Google Ads policy changes and updates?

Google Ads is a constantly evolving platform. Your candidate should be on top of policy changes and updates. Ask them how they stay informed. Do they follow specific blogs, attend webinars, or maybe have a network of industry contacts?

What experience do you have with A/B testing ad creatives?

A/B testing is essential for finding the most effective ad creatives. Ask them about their experience with A/B testing and how they use it to optimize ad performance. What metrics do they consider? How do they implement changes based on test results?

Can you explain your approach to budget management?

Managing budgets is crucial, especially given the high cost of Google Ads. Ask them how they approach budget management. Do they allocate budgets based on campaign performance? How do they ensure they don't overspend?

How do you integrate Google Ads with other marketing channels?

Google Ads shouldn’t work in a vacuum. Ask about their experience in integrating Google Ads with other marketing channels like social media, email marketing, or SEO. How do they create a cohesive strategy that drives results from all fronts?

What metrics do you track to evaluate the success of a campaign?

Success isn’t just about clicks. Find out what metrics they track to evaluate a campaign’s success. Are they looking at CTR, conversion rates, CPA, or maybe something else? The key is understanding their focus and what they consider important.

How do you ensure you're targeting the right audience?

Audience targeting can make or break a campaign. Ask about their methods for ensuring they target the right audience. Do they use demographic data, behavior patterns, or maybe remarketing techniques?

Can you provide an example of a campaign where you utilized advanced bidding strategies?

Advanced bidding strategies can significantly impact the ROI. Ask for examples of campaigns where these strategies were utilized. Did they use manual bid adjustments, automated bidding strategies, or perhaps a combination of both?

What methods do you use to improve Quality Score?

Quality Score can affect both cost and ad placement. Ask them about their methods for improving Quality Score. Do they focus on landing page experience, ad relevance, or expected click-through rates?

How do you handle ad copy creation and testing?

Ad copy is king. Find out their process for creating and testing ad copy. Do they write multiple versions and test them against each other? How do they measure which copy performs best?

Describe your experience with managing Shopping Ads and other Google Ads formats.

Google Ads is more than just text ads. Ask about their experience with different ad formats like Shopping Ads, Display Ads, Video Ads, etc. Do they have a diversified skill set to handle various formats based on campaign goals?

What is your approach to managing client expectations and reporting?

Clear communication is key to a successful client relationship. Ask about how they manage client expectations and report on campaign performance. Do they provide regular updates, detailed reports, or perhaps face-to-face meetings?

How do you prioritize tasks when managing multiple campaigns?

Multitasking is a vital skill. Find out how they prioritize tasks when juggling multiple campaigns. Do they use project management tools, set clear priorities, or delegate tasks effectively?

Have you ever faced a major issue with a Google Ads account and how did you resolve it?

Challenges are inevitable. Ask about a major issue they faced with a Google Ads account and how they resolved it. This can reveal their problem-solving skills and resilience.

Can you discuss a case where you successfully used remarketing strategies?

Remarketing can win back lost customers. Ask them to discuss a successful case where they utilized remarketing strategies. What tactics did they use and what were the results?