Prescreening Questions to Ask Senior Google Ads Team Leader

How have you managed and scaled large Google Ads campaigns?

When you’re talking big numbers, it’s crucial to understand how someone has managed and scaled their campaigns. Ask them about the daily budget, the number of ad groups, and the overall strategy they used. Did they use manual methods or automated tools? Their answer will give you an idea of their hands-on experience and strategic planning abilities.

Can you describe your experience with A/B testing in Google Ads?

A/B testing is the bread and butter of any Google Ads campaign. If they can give you specific examples of how they’ve used A/B testing to optimize campaigns, congratulations—you’re on the right track. Listen out for mentions of click-through rates (CTR), conversion rates, and how they used insights gained from these tests to improve overall campaign performance.

What metrics do you prioritize when optimizing Google Ads performance?

You’ll want someone who isn’t just looking at vanity metrics like clicks. Key performance indicators (KPIs) such as cost per click (CPC), cost per acquisition (CPA), return on ad spend (ROAS), and conversion rate should be on their radar. Their focus metrics will tell you a lot about how they define "success".

Have you worked with any other PPC platforms aside from Google Ads?

While Google Ads might be the main dish, knowing how to handle other PPC platforms like Bing Ads, Facebook Ads, or LinkedIn Ads can be the cherry on top. Diverse experience often translates to a richer, more adaptable skill set.

What is your approach to keyword research and selection?

Keyword research can make or break your campaign. Ask about the tools they use (Ahrefs, SEMrush, Google Keyword Planner, etc.) and the methodology they follow. Are they focusing on short-tail or long-tail keywords? How do they balance search volume and competition? Their approach should show a deep understanding of both the art and science of keyword selection.

How do you handle budget allocation across multiple campaigns?

Managing a budget is like walking a tightrope. Look for a candidate who understands the intricate balance between testing new ideas and pouring more resources into already successful campaigns. Ask how they monitor and adjust budgets to align with short-term and long-term goals.

What strategies do you use for remarketing in Google Ads?

Remarketing is all about re-engaging users who have interacted with your brand but haven’t converted. They should be able to discuss segmenting audiences, setting up remarketing lists, and the types of ads and messaging they find most effective. A detailed answer here is a good sign they know what they’re doing.

Can you provide examples of successful Google Ads campaigns you've led?

The proof is in the pudding. If they can walk you through specific campaigns, complete with objectives, strategies, and the results achieved, you’re likely talking to someone who knows their stuff. Look out for numbers—ROI, conversion rates, etc., as tangible proof of their expertise.

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

The digital marketing world is ever-changing. A top-tier candidate will likely follow industry blogs, attend webinars, and maybe even participate in relevant communities. Their commitment to staying updated will ensure your campaigns are always compliant and optimized for the latest features.

What methods do you use to ensure quality score improvement?

Quality score directly affects your ad visibility and cost. They should be focusing on factors like ad relevance, expected click-through rate, and landing page experience. Ask about their strategies for improving these elements. The right answers will show they understand how to maximize the efficiency of your campaigns.

How do you incorporate machine learning and automation in your campaigns?

Automation tools like Google’s Smart Bidding can save time and optimize performance. Ask about their use of machine learning models and automated bidding strategies. This will give you a peek into how tech-savvy they are and how they use modern tools to get ahead.

Describe your experience in managing a team of Google Ads specialists.

If you’re hiring for a leadership position, it’s pivotal to know about their team management skills. Find out how they delegate tasks, handle conflicts, and keep everyone aligned with the campaign goals. Their leadership skills can significantly influence the effectiveness of your marketing team.

What tools or software do you rely on for managing and analyzing Google Ads?

A well-armed marketer knows their tools. From Google Analytics to specialized PPC management software like Kenshoo or WordStream, their toolkit can tell you a lot about their capability to manage and optimize campaigns. The more tools they are proficient in, the better.

How do you handle underperforming campaigns?

Everyone faces underperforming campaigns at some point. The key is how they troubleshoot and turn things around. Listen for a systematic approach: identifying issues, adjusting strategies, re-allocating budgets, and perhaps even knowing when to pull the plug.

Can you describe a time when you had to present campaign results to upper management?

Presenting to upper management requires clarity, precision, and a good grasp of the numbers. They should be able to explain how they communicated complex information through data visualizations, reports, and maybe even simplified language.

What is your process for conducting competitive analysis?

Understanding the competition is crucial. Ask about the tools and techniques they use for competitive analysis. Do they use tools like SpyFu or SimilarWeb? How do they incorporate these insights into their strategy? Their process will reveal their thoroughness and attention to detail.

How do you balance the need for immediate results with long-term strategy in Google Ads?

There's often a tension between short-term wins and long-term gains. A good Google Ads manager will have strategies in place for both. Find out how they allocate resources to nurture long-term campaigns while still hitting immediate targets. This balance is key to sustained success.

What are your best practices for ad copywriting?

Great ad copy can significantly impact your campaign’s success. They should have a knack for writing compelling, concise, and clear ad copies that drive action. Ask about how they test variations and the kind of messaging they’ve found most effective.

How do you integrate Google Ads with other marketing channels?

Integration is the name of the game. Whether it's aligning ad strategies with SEO efforts or harmonizing with social media campaigns, their ability to interweave various marketing channels will give you a more cohesive and effective overall strategy.

What experience do you have with analytics and tracking tools such as Google Analytics?

Google Analytics is a treasure trove of data. Look for someone who can analyze user behavior, conversion paths, and other key metrics. The ability to connect this data back to your Google Ads campaign is invaluable for making informed decisions.