This guide covers common Google Ads interview themes. Platform interfaces and features change, so candidates should verify current terminology in official Google Ads documentation and Skillshop.
Core questions and answer cues #
- How is a Google Ads account structured? Explain account, campaign, ad group and ads/keywords or assets as applicable to the campaign type.
- What are keyword match types? Describe how matching controls query eligibility and why search-term review remains important.
- What are negative keywords? Explain how exclusions reduce irrelevant traffic, including the need to review close variants and campaign context.
- What is Ad Rank? Explain that auction eligibility and position reflect more than bid alone; use current official documentation for details.
- What is Quality Score? Describe it as a diagnostic indicator, not a direct auction input or a single measure of campaign success.
- How do you choose a bidding strategy? Start with the goal, conversion data quality, volume, constraints and business economics.
- How do you set up conversion tracking? Define meaningful actions, implement tags or supported imports, test them and check for duplicates and attribution settings.
- What is the difference between CTR, CPC, CPA and ROAS? Define each formula and denominator clearly.
- What would you do if spend rises but conversions fall? Check tracking, query mix, bids, competition, landing page, offer and conversion lag.
- How would you test ad copy? State a hypothesis, choose a primary outcome, ensure enough data and avoid changing too many variables at once.
Scenario exercise #
A campaign spends ₹20,000, receives 1,000 clicks and records 40 conversions worth ₹60,000. Calculate average CPC, CPA and ROAS. Then explain why profitability cannot be concluded without margin, other costs, conversion quality and attribution context.
Preparation resources #
Review the Knowledge Hub lessons on account structure, keyword targeting and conversion tracking. Consult Google Skillshop for official learning and certification paths.
