In the competitive landscape of digital advertising, choosing the right Google Ads writer can make the difference between burning through your budget and achieving an impressive return on investment (ROI). Here are the essential questions you should ask before hiring a Google Ads specialist to ensure they’re the right fit for your business.
1. What is your experience with my specific industry?
Industry expertise matters significantly in Google Ads writing. An experienced copywriter should understand your sector’s unique challenges, competitor landscape, and target audience behavior. They should be able to provide examples of successful campaigns they’ve run in your industry and demonstrate knowledge of industry-specific keywords and conversion patterns (Google Ads: Choosing the Right Keywords).
Be wary of writers who claim to be experts in every field – specialization often yields better results.
2. How do you approach keyword research and match types?
A competent Google Ads writer should explain their systematic approach to keyword research, including how they identify high-intent keywords, manage negative keywords, and utilize different match types strategically. They should discuss tools they use beyond Google’s Keyword Planner, such as SEMrush (SEMrush Keyword Research) and Ahrefs (Ahrefs Keyword Explorer).
3. What’s your process for writing and testing ad copy variations?
Professional Google Ads writers should have a structured approach to creating and testing multiple ad variations. They should explain how they craft compelling headlines, descriptions, and calls to action while adhering to Google’s character limits. Ask about their A/B testing methodology and how they use performance data to refine ad copy over time (Google Ads Help: Test Ads with Experiments).
4. How do you measure success and optimize campaigns?
Look for writers who go beyond basic metrics like click-through rates. They should discuss conversion tracking, quality scores, and return on ad spend (ROAS) (Google Ads Help: Set Up Conversion Tracking). A good writer will explain how they use these metrics to continuously optimize campaigns and make data-driven decisions about budget allocation and bid adjustments.
5. What’s your communication style and reporting frequency?
Understanding how often and in what format you’ll receive campaign updates is crucial. Ask about their reporting schedule, what metrics they include, and how they communicate strategy adjustments. Ideally, they should provide reports at least monthly and assess each ad weekly.
6. How do you stay current with Google Ads updates and industry trends?
Google Ads constantly evolves with new features, policies, and best practices. Your writer should detail how they stay informed about platform changes and industry developments. Look for professionals who follow the Google Ads Blog (Google Ads Blog) and other reliable marketing resources.
7. What’s your approach to budget management?
A skilled Google Ads writer should explain their strategy for maximizing your budget efficiency. They should discuss how they set and adjust bids, manage daily spending, and allocate budget across different campaigns and ad groups. Understanding bidding strategies is crucial (Google Ads Help: About Automated Bidding).
You should establish a daily limit, but an experienced writer should also know when your ads are most effective. For example, night searches (7 PM-10 PM) work well for some industries but not others.
8. How do you handle account security and privacy?
Security is paramount when giving someone access to your Google Ads account. Ask about their security protocols, how they handle sensitive information, and their process for account access management. They should be familiar with Google Ads’ security features and best practices for account protection (Google Ads Help: Secure Your Account).
9. What’s your quality assurance process?
Mistakes in Google Ads can be costly. Inquire about their process for checking ad copy, landing page links, tracking setup, and campaign settings before launch. They should have a systematic quality assurance process (WordStream: Google Ads Mistakes to Avoid).
10. Can you provide references and examples of successful campaigns?
Request specific examples of campaigns they’ve managed, including performance metrics and challenges they’ve overcome. While some information may be confidential, they should be able to share anonymized case studies or references from previous clients. You can also explore Google Ads success stories (Google Ads Success Stories).
