25 Google Ads Interview Questions and Answers

What Are Google Ads Interview Questions?

Google Ads interview questions are designed to evaluate a candidate's understanding of Google's advertising platform, formerly known as Google AdWords. These questions test a professional's ability to create, optimize, and manage advertising campaigns on Google Search, Display Network, YouTube, and more.

Whether the role is for a digital marketing executive or a performance marketer, Google Ads interview questions typically cover the candidate’s ability to use campaign tools, manage budgets, perform A/B testing, and analyse data for ROI improvements.

Employers ask these questions to assess both theoretical knowledge and real-world experience. They aim to find out if the applicant can strategise ad campaigns, improve click-through rates, reduce cost-per-click, and maximise conversions efficiently.

Google Ads Interview Questions with Answers

Here are 25 descriptive and practical Google Ads interview questions and answers, designed to help hiring managers and candidates alike.

1. How does Google Ads operate and what is it?

Google Ads is an online advertising platform developed by Google where advertisers bid to display brief ads, service offerings, product listings, or videos. It operates on a pay-per-click (PPC) model. Advertisers create campaigns targeting specific keywords, audiences, and geographies. Ads appear on Google's search engine or partner websites. The ad position is determined by a combination of bid amount and quality score.

2. What is the Quality Score in Google Ads?

Quality Score is a metric (scored out of 10) that Google uses to determine the relevance and quality of your ads, keywords, and landing pages. A higher Quality Score could lead to better ad placements and lower costs. It's influenced by expected click-through rate (CTR), ad relevance, and the landing page experience.

3. What kinds of Google Ads campaigns are there?

• Search Campaigns: Text advertisements on the Google search page
• Display Campaigns: Image or banner ads on websites
• Video Campaigns: Ads on YouTube
• Shopping Campaigns: Product-based ads in Google Shopping
• App Campaigns: Spreading the word about mobile apps via Google networks

Each campaign type serves different marketing goals and target audiences.

4. What is Ad Rank and how is it calculated?

Ad Rank determines your ad position in search results. It's calculated based on:

• Bid amount
• Quality Score
• Impact of ad extensions and other ad formats anticipated
• Higher Ad Rank results in better placement.

5. Explain the structure of a Google Ads account.

Google Ads accounts have three levels:

• Account: Associated with email and billing
• Campaign: Settings like budget, location, networks
• Ad Group: Keywords, ads, and landing pages

This hierarchy ensures easy management and tracking.

6. What are negative keywords?

Your advertising won't appear for irrelevant searches if you use negative keywords. For instance, you might use 'cheap' as a negative term to steer clear of low-intent traffic if you offer high-end shoes.

7. How can you improve a low CTR in a Google Ads campaign?

• Optimise ad copy with clear CTAs
• Use relevant keywords
• Add sitelink and callout extensions
• Conduct A/B testing on headlines and descriptions
• Improve targeting settings

8. What is conversion tracking in Google Ads?

Conversion tracking measures actions users take after clicking your ads, such as purchases or form submissions. It aids in ROI comprehension and optimization for more worthwhile activities.

9. How does remarketing work in Google Ads?

Remarketing shows ads to people who previously interacted with your site or app. It increases conversion chances by re-engaging interested users across the web.

10. What are the key differences between Google Ads and SEO?

• Google Ads: Paid, instant results, stops when budget ends
• SEO: Organic, long-term traffic, takes time to rank

Both can be used together for a stronger digital presence.

11. How do you reduce CPC in Google Ads?

• Improve Quality Score
• Use more specific long-tail keywords
• Optimise landing page relevance
• Implement bid adjustments
• Pause underperforming keywords

12. What are Google Ad Extensions and why are they important?

Ad extensions provide your advertisement more details, like:

• Sitelinks
• Callouts
• Structured snippets
• Location

They increase ad size and CTR.

13. What is A/B testing in Google Ads?

In A/B testing, also known as split testing, two ad variations are performed to determine which one works better. This helps refine copy, design, and targeting strategies for optimal performance.

14. What is the difference between CPM, CPC, and CPA bidding?

• CPC (Cost-Per-Click): Pay per click
• CPM (Cost-Per-Thousand Impressions): Pay per 1,000 views
• CPA (Cost-Per-Acquisition): Pay when a specific action occurs

Each method aligns with different campaign goals.

15. How is Google Ads' demographic targeting used?

Google Ads allows targeting based on:

• Age
• Gender
• Parental status
• Household income

This ensures ads reach the most relevant audience.

16. What is a responsive search ad?

You can add more than one headline and description to responsive search advertisements. Google automatically tests combinations and shows the best-performing ones.

17. How do you optimize a Google Ads campaign for mobile users?

• Use mobile-preferred ad formats
• Add call extensions
• Create mobile-friendly landing pages
• Schedule ads during peak mobile usage times

18. What tools do you use to manage Google Ads campaigns?

• Google Ads Editor
• Google Analytics
• SEMrush
• Optmyzr
• Google Tag Manager

19. How do you measure Google Ads campaign success?

Key metrics include:

• Click-Through Rate (CTR)
• Conversion Rate
• Cost-Per-Click (CPC)
• Return on Ad Spend (ROAS)
• Quality Score

20. How do you stay updated with changes in Google Ads?

• Follow Google Ads Help Center
• Subscribe to marketing blogs like Search Engine Journal
• Join forums and webinars

21. What are Smart Campaigns in Google Ads?

Smart Campaigns are automated campaigns for small businesses. Google manages targeting and bidding, making it beginner-friendly.

22. What is Dynamic Keyword Insertion (DKI)?

DKI automatically updates ad text with the search query, making it more relevant and improving CTR.

23. How do you avoid click fraud in Google Ads?

• Monitor click-through rates
• Use IP exclusions
• Set up conversion tracking
• Analyse sudden spikes in clicks with no conversions

24. What is the difference between Search Ads and Display Ads?

• Search Ads: Appear on Google SERPs
• Display Ads: Appear on Google's Display Network (GDN) across websites and apps

Each has distinct goals—Search Ads for intent, Display Ads for awareness.

25. How do you manage the budget in a Google Ads campaign?

• Set daily/monthly limits
• Allocate based on campaign performance
• Use shared budgets
• Regularly monitor cost vs ROI

Preparing for a role involving Google Ads demands both technical skills and hands-on experience with ad management tools. These Google Ads interview questions are curated to help recruiters hire performance marketers and digital strategists with real capabilities.

To streamline your hiring process, Qandle's recruitment management system and HR toolkit offer structured interview templates and automation support, ensuring efficient, skill-based hiring.