Google Ads interview questions

I would create separate ad groups for each service, or separate campaigns if they need different budgets or locations. Each ad group gets a tight set of keywords, ads that repeat the service in the headline, and a landing page for that service. This keeps relevance high and makes it clear which service is profitable.

I use exact match for proven, high-value terms where I want control, and phrase match as a balanced starting point. Broad match can find new searches, but I only use it with conversion tracking, a conversion-based bidding strategy and regular search term reviews, because it can spend on loosely related queries.

First I would confirm conversion tracking is firing correctly. Then I would check the search terms for irrelevant traffic, whether the ad promises something the landing page does not deliver, and whether the landing page is slow or confusing on mobile. A high CTR with low conversions often means the ad attracts the wrong people or the page lets them down.

CPA is cost divided by conversions, so 3,000 spent for 60 leads is a CPA of 50. ROAS is conversion value divided by cost, so 3,000 spent for 12,000 in sales is a ROAS of 4, or 400%. CPA suits lead generation where each conversion is worth about the same, and ROAS suits e-commerce where order values vary.

I look at which of the three components is below average. For low expected CTR I test stronger headlines that use the searcher's words; for low ad relevance I split broad ad groups into tighter themes; for poor landing page experience I make sure the page matches the ad, loads quickly and has a clear next step.

I write a variety of headlines within the 30-character limit: some with the keyword, some with benefits, some with a call to action, and descriptions within 90 characters that add proof or detail. I avoid near-duplicates so the system has real options to test, and I pin only when a message legally or practically must appear.