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.
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 behaviour. 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. While a writer can be tremendously successful in another industry, they have typically had to learn how to work that industry over months if not years effectively. If they don’t know your industry, they will need months to work out what is effective in your industry. Consequently, they will learn using your funds- you will be paying for their education, and you will personally pay for all of their mistakes. Eventually, they may get a good handle on your industry, but unless you have deep pockets and can wait 6 months before you break even, it is a risky choice.
Be wary of writers who claim to be experts in every field – specialisation often yields better results.
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 utilise different match types strategically. They should discuss tools they use beyond Google’s Keyword Planner and demonstrate an understanding of search intent variations. Their explanation should cover how they balance broad, phrase, and exact match types to optimise campaign performance.
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.
How do you measure success and optimise 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). A good writer will explain how they use these metrics to continuously optimise campaigns and make data-driven decisions about budget allocation and bid adjustments.
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. They should be willing to explain technical concepts in plain language and be responsive to your questions and concerns. You should get a report at least monthly. They should be assessing each ad weekly, and should respond to any feedback from you regarding the effectiveness of the lead generation.
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 participate in ongoing education and can explain recent significant changes in the Google Ads ecosystem.
What’s your approach to budget management?
A skilled Google Ads writer should explain their strategy for maximising your budget efficiency. They should discuss how they set and adjust bids, manage daily spending, and allocate budget across different campaigns and ad groups. Ask about their experience with various bidding strategies and how they prevent budget waste. You should establish a daily limit, but a good Google Ads writer should also be across what times of the day you want your Ad showing and when it is less effective. For example, night searches (7 pm-10 pm) work well for many industries but not others.
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.
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 approach to preventing errors and ensuring campaign accuracy.
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 anonymised case studies or references from previous clients. Look for evidence of consistent success across different campaigns and industries.
Remember, the right Google Ads writer should demonstrate not just technical expertise, but also a clear understanding of your business goals and target audience. Their answers to these questions should reflect a strategic approach to campaign management and a commitment to delivering measurable results.
