The Master Google Ads Interviews Questions, Real Life Examples & Cheat Sheet

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Whether you’re preparing for a high-stakes interview or refining your PPC roadmap, these practical scenarios and technical insights will help you think like a true performance marketer.

Section 1: Strategic & Scenario-Based Questions

1. The Budget Split (Search vs. Display vs. YouTube)

The Challenge: How do you allocate a limited budget across different networks?

  • The Strategy: Prioritize Search for high-intent "pull" marketing. Use Display and YouTube for "push" marketing (awareness and retargeting).

  • The Logic: For a new launch, start with a 70/20/10 split. 70% goes to Search to capture existing demand, 20% to Remarketing (Display) to close the loop, and 10% to YouTube for top-of-funnel reach.

  • Pro-Tip: Emphasize that budget is fluid. "I start with this baseline and reallocate weekly based on which channel hits the target ROAS first."

2. High CTR, Low Conversions

The Challenge: The ads are getting clicks, but no one is buying. What’s wrong?

  • The Strategy: Audit the Post-Click Experience.

  • The Fix: 1. Tracking: Is the conversion tag firing correctly?

    2. Relevance: Does the landing page headline match the ad copy?

    3. Friction: Is the page load speed slow, or is the checkout form too long?

  • Pro-Tip: Mention "Negative Keywords." You might be getting high CTR on irrelevant "junk" searches that don't intend to buy.

3. Scaling to New Markets

The Challenge: How do you move into a new geographic region?

  • The Strategy: Localize, don't just "copy-paste."

  • The Fix: Create separate campaigns for new regions to control budget and bid adjustments. Use Location Extensions and local vernacular in ad copy.

  • Example: A brand moving from New York to London should swap "Apparel" for "Clothing" and "Sneakers" for "Trainers."

Section 2: Technical Deep-Dive

4. Automated Bidding: tCPA vs. tROAS

  • Target CPA (Cost Per Acquisition): Best for lead gen. You tell Google, "I want a lead for $20," and it optimizes for volume within that cost.

  • Target ROAS (Return on Ad Spend): Best for eCommerce. You tell Google, "For every $1 I spend, I want $5 back."

  • The Nuance: Automated bidding requires data. Don't switch to tROAS until the campaign has at least 30-50 conversions in the last 30 days.

5. The Evolution of Attribution

  • The Shift: Google has moved away from "First Click" and "Linear." The gold standard is now Data-Driven Attribution (DDA).

  • Why it matters: DDA uses machine learning to value every touchpoint. If a user sees a YouTube ad, then a Display ad, then clicks a Search ad, DDA gives credit where it actually influenced the sale.

6. Quality Score Essentials

Quality Score isn't just a number; it's a discount on your CPC. It is driven by:

  1. Expected CTR: How likely is a click?

  2. Ad Relevance: Does the ad match the search query?

  3. Landing Page Experience: Is the page fast, mobile-friendly, and useful?

Section 3: Behavioral & Results-Oriented

7. Handling Underperformance

The Answer: "I lean on data, not gut feelings."

  • Process: Identify the "bleeding" ad groups, perform A/B split tests on headlines, and audit the Search Terms Report to find wasted spend.

8. Reporting to Stakeholders

The Answer: Focus on Business Outcomes, not "Vanity Metrics."

  • Bad Reporting: "Our CTR went up by 2%."

  • Expert Reporting: "We reduced the Cost-Per-Acquisition by 15%, allowing us to generate 20 more leads within the same monthly budget."

Google Ads Interview Cheat Sheet

CategoryKey Concepts to Mention
Match TypesBroad (Reach), Phrase (Balance), Exact (Control)
BiddingMaximize Conversions (Spending budget), tCPA/tROAS (Efficiency)
Ad ExtensionsSitelinks, Callouts, Structured Snippets (Essential for CTR)
OptimizationNegative Keyword Lists, Quality Score, Impression Share
AudiencesAffinity (Interests), In-Market (Buying soon), Remarketing (Past visitors)

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