At Digital Marketing Catalyst, we prepare our students to confidently crack PPC and Google Ads interviews by aligning our training with the latest industry trends and real-world scenarios.
Our expert-led sessions focus on current developments in paid advertising, AI automation, data privacy, Performance Max campaigns, and emerging platforms like TikTok Ads. Whether you’re a beginner or aiming for a senior role, our comprehensive interview training covers all the essential areas recruiters are looking for.
We equip our students with:
The most frequently asked PPC interview questions
Practical case studies and campaign walkthroughs
Hands-on guidance for Google Ads, Meta Ads, GA4, and more
Mock interviews, resume reviews, and placement support
Join Digital Marketing Catalyst and start your career in Google Ads and PPC with confidence.
Core PPC Knowledge & Strategy
Walk me through how you set up a new PPC campaign from scratch.
How do you determine the right budget and bidding strategy for a campaign?
What KPIs do you track to measure PPC success beyond just clicks and impressions?
How do you differentiate between Search, Display, and Performance Max campaigns?
When would you choose Manual CPC over Automated Bidding (e.g., Maximize Conversions)?
Walk me through how you set up a new PPC campaign from scratch.
Here’s a step-by-step breakdown of how I set up a new PPC campaign from scratch, particularly on Google Ads (the process is similar for Bing or Meta Ads with slight variations):
1. Understand the Business Goals
Before touching the ad account:
Who is the target audience?
What’s the product or offer?
What’s the main goal — leads, sales, app installs, or brand awareness?
What’s the monthly budget and target cost per lead (CPL) or ROI?
2. Keyword & Competitor Research
Use tools like Google Keyword Planner, SEMRush, or SpyFu to find:
High-intent, relevant keywords
Search volume and competition
Negative keywords to avoid wasting spend
Analyze competitors’ ad copy, landing pages, and keyword positioning.
3. Account Structure Planning
I build a clean, logical structure:
Campaigns based on goals or product categories
Ad groups based on tightly themed keyword clusters
Keep match types organized (Exact, Phrase, Broad — depending on strategy)
4. Set Up Conversion Tracking
Configure Google Tag Manager, GA4, or native Google Ads tags
Track actions like form fills, button clicks, calls, purchases
Test and verify conversions fire correctly (using Tag Assistant)
5. Create the Campaign in Google Ads
Choose the right campaign type (Search, Display, Performance Max, Video)
Set targeting: location, language, devices, audience segments
Choose bidding strategy: Start with Maximize Conversions or Manual CPC (if enough historical data exists, consider Target CPA/ROAS)
6. Write Ad Copy & Extensions
Craft compelling headlines and descriptions using target keywords
Include a strong CTA: “Get a Demo”, “Download Free Trial”, “Book a Call”
Add ad extensions: sitelinks, callouts, structured snippets, and call or location extensions if applicable
7. Set Up Landing Page (or Review)
Ensure the landing page matches ad intent and has:
Fast load speed (Core Web Vitals)
Clear value proposition
Lead form or conversion CTA
Trust signals (testimonials, logos, secure badge)
8. Launch & Monitor Closely
Let the campaign run with a learning phase (3–5 days)
Monitor:
CTR
CPC
Quality Score
Conversion Rate
9. Optimize
Pause underperforming keywords or ads
Add negative keywords to avoid irrelevant traffic
A/B test headlines and landing pages
Adjust bids or budgets based on results
How do you determine the right budget and bidding strategy for a campaign?
First, I like to step back and understand what the business really wants — is it leads, purchases, app installs, or just more visibility? Once I’m clear on the goal, I reverse-engineer the numbers.
Step 1: Understand the Why Behind the Campaign
I ask:
What’s your ideal cost per lead or sale?
How many conversions are you hoping for in a month?
What’s your total budget—or how flexible can we be?
If I know they want, say, 100 demo bookings and are okay paying ₹800 per lead, that gives me a working budget of ₹80,000/month.
Step 2: Do the Math with Real Keyword Data
I jump into Google Keyword Planner (or sometimes SEMrush) to:
Look up CPCs for key terms
Estimate how many clicks I can buy
Multiply those clicks by an expected conversion rate (usually 2–6% for cold traffic)
This gives me a rough idea of whether the budget can realistically meet the business goals—or if we need to adjust expectations.
Step 3: Choose the Right Bidding Strategy Based on Data
If it’s a brand new campaign with no conversion data, I usually start with:
Maximize Clicks to test the waters, or
Manual CPC if I want tighter control early on
Once we collect enough conversions, I shift to:
Maximize Conversions, or
Target CPA/ROAS for more efficient scaling
I don’t rush into smart bidding unless I have enough data—otherwise, the algorithm can go wild.
Step 4: Watch, Learn & Adjust
After launch, I monitor the cost per conversion closely. If it’s too high, I dig into:
Landing page experience
Keyword match types
Ad relevance and audience fit
Sometimes just tweaking a headline or adding a negative keyword makes a huge difference.
Real-Life Example:
For a SaaS client, we had a ₹30,000 budget to generate leads. CPCs were ₹60–₹70, and we knew the LP converted at 5%.
So I projected ~500 clicks and ~25 leads → ₹1,200 CPL
Client was aiming for ₹1,000 CPL, so I reworked the landing page CTA and narrowed the audience
Result: we hit ₹950 CPL within 3 weeks and increased budget the next month
TL;DR:
I treat the budget like fuel and the bidding strategy like a GPS. If I know the destination (goal), I pick the best route based on traffic, road conditions (aka keyword data), and experience.
What KPIs do you track to measure PPC success beyond just clicks and impressions?
1. Conversion Rate (CVR)
What percentage of clicks are actually turning into leads, signups, or sales?
Helps me understand if my landing page and ad targeting are aligned
If CVR is low, I look at page speed, CTA clarity, or mismatch in intent
2. Cost per Conversion (CPA / CPL)
How much are we paying to get a lead, form fill, purchase, or call?
I track CPA at ad group, campaign, and keyword level
It’s my go-to metric for daily optimization
3. Quality Score
A Google score based on ad relevance, expected CTR, and landing page experience
Affects how much you pay per click
If QS is low, I optimize ad copy or landing page relevance
4. Search Impression Share
Out of all possible impressions, how many did we actually win?
Low impression share = opportunity to increase budget or improve bid/ad quality
5. CTR (Click-Through Rate)
Are people engaging with my ads?
High CTR often means good message match
Low CTR = time to test headlines, extensions, or audience targeting
6. Conversion Value / ROAS (Return on Ad Spend)
For eCom or SaaS trials, I want to see the value coming back for each ₹1 spent
ROAS helps justify scaling a campaign or cutting budget where needed
For lead gen, I might track pipeline value per campaign instead
7. Bounce Rate / Time on Site (via GA4)
Are users sticking around or bouncing immediately?
Tells me if the post-click experience is working
I pair this with scroll depth and form interaction metrics
8. Lead Quality or Down-Funnel Metrics
Are these leads actually becoming customers?
If using HubSpot, Salesforce, or GA4 custom events, I track:
Demo attended
Qualified lead
Deal created
Because 100 leads mean nothing if only 2 are actually qualified
Real-Life Example:
At Digital Marketing Catalyst, we noticed a campaign with high CTR and low CPA — great, right?
But when we looked deeper, lead quality was poor. So we:
Refined keyword targeting
Narrowed geo targeting
Improved the CTA to set clearer expectations
Result? Slightly higher CPL but 50% better lead qualification rate.
How do you differentiate between Search, Display, and Performance Max campaigns?
1. Search Campaigns (Intent-driven)
These are text ads that show up on the Google Search results page when someone types a query.
Best for:
Capturing high-intent users actively looking for a product or service
Lead generation, eCommerce, or service-based businesses
Why I Use It:
Full control over keywords, ad copy, bidding
Best for targeting bottom-of-funnel intent
Example:
Someone searches: “Best CRM software for small teams” → your ad shows up directly on Google search
2. Display Campaigns (Awareness & Retargeting)
These are visual/banner ads that show up on websites, apps, and YouTube via the Google Display Network.
Best for:
Brand awareness
Retargeting visitors who didn’t convert
Broad top-of-funnel visibility
Why I Use It:
Great for low-cost impressions
Use eye-catching visuals to stay top of mind
Effective when paired with remarketing strategies
Example:
User visits your pricing page but doesn’t convert → you retarget them with a Display ad on news websites or blogs they visit
3. Performance Max Campaigns (AI-powered, All-in-One)
These are automated campaigns that use Google’s AI to show ads across all Google properties (Search, Display, YouTube, Gmail, Discover).
Best for:
Broad reach with minimal manual control
Businesses that have strong conversion tracking and want to scale
Why I Use It:
Lets Google optimize placement, bidding, and creative across platforms
Requires solid conversion history to work well
Great for eCommerce or when testing new markets
Example:
You provide assets (headlines, images, videos), and Google auto-creates ads that run everywhere — even for users who didn’t search but fit your target profile.
| Feature | Search | Display | Performance Max |
|---|---|---|---|
| Ad Type | Text ads | Visual/banner ads | Auto-generated (text + image + video) |
| Placement | Google Search only | GDN websites, YouTube, Gmail | Across all Google properties |
| Targeting | Keywords | Audience & topics | Audience + Intent (AI-driven) |
| Control | High | Moderate | Low (AI decides placements) |
| Use Case | Intent-driven leads | Awareness + Retargeting | Full-funnel automation |
How I Choose Between Them:
Want qualified leads fast? → Go with Search
Need brand visibility or retargeting? → Use Display
Want Google to handle everything with AI? → Try Performance Max, but track results closely
When would you choose Manual CPC over Automated Bidding (e.g., Maximize Conversions)?
When I Choose Manual CPC over Automated Bidding
I usually choose Manual CPC when I want control and precision, especially in early-stage campaigns or when I need to isolate variables.
1. New Campaign with No Conversion Data
If it’s a brand-new campaign (or a new account) with little or no historical data, Google’s automated strategies like Maximize Conversions can struggle.
Manual CPC lets me:
Control bids for each keyword or ad group
Avoid wasting budget while I test what works
Gradually learn what’s converting before handing over to automation
2. Niche Products or Low-Volume Keywords
For very specific or niche markets, automation may not have enough data to optimize well.
Manual CPC is better when:
There’s low search volume
I only want to bid on very targeted keywords
I don’t want AI to guess or expand too broadly
3. Budget is Tight, and I Need Granular Control
When a client or brand has a limited budget, every click counts. With Manual CPC, I can:
Bid higher on proven keywords
Reduce bids or pause less efficient ones
Ensure no spend goes to low-performing terms
4. Running Experiments or A/B Tests
When testing different:
Ad groups
Match types
Locations or devices
…I like Manual CPC because it keeps things consistent and avoids AI interference. It gives me cleaner testing conditions.
5. Diagnosing Performance Issues
If a campaign with Smart Bidding isn’t performing, I might switch to Manual CPC temporarily to:
Rebuild performance data
Test bidding manually
Regain control over how budget is being spent
Real Example:
A SaaS campaign was underperforming with Maximize Conversions. I switched to Manual CPC, optimized bids for top keywords, added negatives, and refined match types.
CPA dropped by 30% in 2 weeks
After stability, I moved it back to Target CPA for scalability
When to Shift Back to Automation?
Once I have:
Consistent conversions (30+ per month)
Good quality score and CTR
Defined audience and keyword patterns
…I switch to Target CPA or Maximize Conversions to let Google scale with smarter data.
TL;DR:
Manual CPC = More control, better for testing and low-data situations
Automated Bidding = Smarter scaling, but works best with solid conversion history.
Google Ads (Search, Display, Performance Max)
What’s your experience with Performance Max campaigns? How do you optimize them without access to keyword-level data?
How do you structure a high-performing Google Search campaign for lead generation?
What are Responsive Search Ads (RSAs) and how do you test them effectively?
What’s the difference between Broad Match and Phrase Match keywords in 2025?
How do you handle keyword cannibalization across multiple ad groups or campaigns?
What’s your experience with Performance Max campaigns? How do you optimize them without access to keyword-level data?
Performance Max (PMax) is a powerful but often misunderstood campaign type. Since it’s driven by automation and hides keyword-level data, optimizing it requires a different mindset compared to traditional Search campaigns.
Here’s how I handle it based on real-world experience:
My Experience with Performance Max
I’ve set up and managed Performance Max campaigns for:
Lead generation (SaaS, training institutes, local services)
E-commerce clients (with Merchant Center feeds)
Full-funnel awareness + retargeting campaigns
In most cases, PMax helped expand reach, uncover new converting audience segments, and boost conversion volume—but only after careful asset and signal management.
How I Optimize Performance Max Without Keyword-Level Data
Since PMax doesn’t show detailed keyword reports, I focus on what I can control:
1. Feed Google the Right Signals
Set up accurate conversion tracking in Google Ads or GA4
Use Enhanced Conversions or Offline Conversion Import (OCI) for lead quality feedback
Sync first-party data via Customer Match (emails, phone numbers)
The better the signals, the smarter Google’s algorithm becomes.
2. Segment by Intent or Product Category
Instead of lumping everything into one campaign, I break it out:
High-intent vs. mid-funnel goals
Product category A vs. B
Geo/location-based segmentation
This lets me compare performance at a campaign level, even if I can’t see keywords directly.
3. Control the Creatives with Asset Groups
I create multiple asset groups, each tailored to a specific:
Audience segment (e.g., freelancers vs. enterprise buyers)
Funnel stage (e.g., awareness vs. demo intent)
Messaging theme
I test different headlines, descriptions, images, and videos, and watch which combinations get more impressions and conversions.
4. Use Audience Signals (But Don’t Rely on Them Alone)
I upload:
Custom segments (based on competitor keywords, URLs)
In-market or affinity audiences
Customer lists
While Google may expand beyond these, they help steer the campaign in the right direction initially.
5. Monitor the Right Reports
Even without keyword data, I track:
Conversion Value / Cost (ROAS) or CPA
Top-performing asset combinations (in Ad Assets section)
Audience insights: Google gives clues on which audience types are driving conversions
Placement data (via reports or Google Ads scripts)
If I see poor performance on certain placements (like low-quality apps), I may exclude placements at account level using scripts or shared lists.
6. Test vs. Search Campaigns
Sometimes I run a parallel Search campaign with exact-match keywords to:
Capture bottom-funnel intent
Compare conversion efficiency
Maintain control while PMax handles discovery
Real Example:
For a digital course provider, we used PMax to promote both free demo signups and paid course enrollments. Initially, CPA was high.
After restructuring campaigns by course category and refining asset groups by audience type:
CPA dropped by 35%
Lead volume increased by 60%
The client discovered new converting audiences they weren’t targeting before
TL;DR:
Performance Max is like driving an AI-powered car — you’re not steering the wheel directly, but you can still set the route, fuel it right, and monitor the dashboard.
1. Understand the Business & Goals First
Before jumping into Ads Manager, I get clear on:
Who’s the ideal customer?
What does a conversion mean (form fill, demo request, call)?
What’s the target CPL and monthly budget?
Are we selling a simple service or a complex B2B offering?
This helps shape the entire campaign direction.
2. Build a Clean, Intent-Driven Campaign Structure
I organize by:
Campaign level: Goal-based (e.g., “CRM Demo Leads” or “Local SEO Leads”)
Ad groups: Grouped by tight keyword themes or intent clusters
Example: One ad group for “CRM software for small business” and another for “affordable CRM tools”
This keeps ad relevance and Quality Score high.
3. Keyword Strategy: Focus on Intent
I target:
High-intent, bottom-funnel keywords (e.g., “get a CRM demo,” “best CRM for startups”)
Use Phrase Match and Exact Match to avoid irrelevant traffic
Build out a strong negative keyword list to filter out poor-quality clicks (like job seekers, “free CRM comparison”)
4. Write Compelling, Value-Focused Ad Copy
Include keywords in headlines to match user queries
Highlight your unique value (e.g., “14-Day Free Trial”, “Rated #1 by SMBs”)
Add urgency or social proof if possible
Always include a strong CTA (e.g., “Schedule a Free Demo”)
Tip: I create at least 3 ad variations per ad group to test what resonates
5. Use Ad Extensions to Boost Engagement
Sitelinks (e.g., Pricing, Features, Testimonials)
Callout Extensions (e.g., 24/7 Support, No Setup Fee)
Structured Snippets (e.g., Features: Mobile App, Dashboard, Analytics)
Call Extensions or Lead Forms, depending on the CTA
6. Direct Traffic to a Conversion-Focused Landing Page
This is crucial.
The landing page should:
Match the search intent and ad copy
Be fast, mobile-friendly, and distraction-free
Highlight key benefits, trust signals (logos, reviews), and a clear CTA
Minimize friction — avoid long forms or generic CTAs
7. Set Up Accurate Conversion Tracking
Track form submissions, calls, or button clicks using GTM or native Google Ads conversion tags
Use GA4 to monitor user behavior and funnel drop-offs
Optionally set up offline conversion imports if sales happen later (e.g., via HubSpot, Salesforce)
8. Launch, Monitor, and Optimize Weekly
Monitor:
CTR
Conversion Rate
CPL
Search Terms Report
Optimize:
Pause underperforming keywords
Add negative keywords
Refine ad copy and landing page CTA
Bonus: Use A/B testing to improve page elements and Responsive Search Ads to test headlines dynamically
Real Example:
For a B2B SaaS client, I launched a lead-gen campaign targeting “no-code test automation tool” keywords.
Built separate ad groups for industry (QA, DevOps)
Used a high-converting demo page with testimonials + CTA
Average CPL dropped to ₹650 within 3 weeks, with consistent qualified leads
TL;DR:
To build a high-performing Search campaign for lead gen:
Start with clear goals and audience
Structure tightly by intent
Write ad copy that speaks directly to the problem
Send them to a friction-free landing page
Track everything — and let the data guide your next move
What are Responsive Search Ads (RSAs) and how do you test them effectively?
Responsive Search Ads (RSAs) are now the default ad type in Google Search campaigns, and understanding how to use and test them effectively is key to campaign success.
What Are Responsive Search Ads (RSAs)?
Responsive Search Ads allow you to enter:
Up to 15 headlines
Up to 4 descriptions
Google then automatically tests different combinations and learns which ones perform best for each user’s query, location, device, and browsing behavior.
Why Google Uses RSAs
They make your ad more relevant to each search
Help improve CTR and ad strength
Allow more dynamic testing without manual A/B setups
So, instead of writing one static ad, you give Google a bunch of building blocks — and it assembles them in real-time based on what’s most likely to convert.
How I Use & Test RSAs Effectively
1. Start with a Clear Theme
Group keywords tightly within each ad group, so your headlines stay relevant.
Example: If your ad group is about “CRM for small businesses,” all headlines should reflect that topic.
2. Write Headlines with Variety & Strategy
I make sure my 15 headlines include:
Core keyword variations (to trigger relevance)
Value props (e.g., “No Setup Fees”, “24/7 Support”)
CTAs (e.g., “Book a Free Demo”, “Try for 14 Days”)
Trust signals (e.g., “Used by 10,000+ Companies”)
I avoid repeating the same message across headlines — Google wants diversity to test.
3. Pin Carefully (if at all)
Google allows you to pin headlines to certain positions (like Headline 1 or 2).
I usually:
Pin brand or keyword-focused headlines to Headline 1
Pin CTAs to Headline 2 (optional)
But I try not to over-pin — it limits Google’s ability to test combinations.
4. Write Strong Descriptions
Use benefit-driven copy
Mention offers, pain points, or trust factors
Keep it clear and action-focused
5. Monitor Asset Performance
Inside Google Ads, check the Asset Performance column:
You’ll see how headlines/descriptions are labeled: “Best,” “Good,” or “Low”
Use this to replace underperforming assets and keep testing new ideas
6. Test at the Ad Group Level
Instead of testing RSA vs RSA, I test:
Different RSAs in different ad groups (each tightly themed)
Or I isolate changes (e.g., test new CTA-focused headlines while keeping the rest unchanged)
That way, I avoid overlapping results and learn what truly drives conversions.
Real Example:
In a campaign for a SaaS product, we tested two RSAs:
One focused on features
One focused on pain points
The pain-point-focused RSA had:
28% higher CTR
20% lower cost per conversion
So we doubled down on empathetic, problem-solving ad copy.
TL;DR:
Responsive Search Ads give Google flexibility to serve the best version of your ad for each searcher.
To make RSAs work:
Give them varied, strategic headlines
Use clear messaging and CTAs
Monitor performance regularly
Keep testing and learning
What’s the difference between Broad Match and Phrase Match keywords?
1. Broad Match (Widest Reach – AI-Assisted)
How it works:
Broad match tells Google: “Here’s the idea. You figure out the best way to match it.”
Your ad may show for synonyms, related meanings, intent-based searches, and even some long-tail variants.
✅ Example keyword:CRM software (broad match)
🧠 Google may match to searches like:
“best client management system”
“software for managing customer data”
“affordable CRMs for real estate agents”
Pros:
Great for discovery and reach
Google’s AI can find new, converting search terms
Ideal for Performance Max-style learning when paired with Smart Bidding
Cons:
Less control
Can match to irrelevant or low-intent queries
Requires strong negative keyword lists and constant monitoring
✏️ 2. Phrase Match (Controlled Intent – With Flexibility)
How it works:
Ads show for searches that include the meaning of your phrase, with words before or after, as long as the intent remains intact.
✅ Example keyword:"CRM software for small business" (phrase match)
🧠 May match to:
“best CRM software for small business”
“affordable CRM software for small business 2025”
🚫 Not likely to match:“enterprise CRM platforms”
“free project management software”
Pros:
Balances reach and relevance
Better control over intent than Broad Match
Strong fit for lead generation campaigns with tighter budgets
Cons:
Might miss out on some AI-discovered variations
Slightly more manual work than Broad Match with Smart Bidding
So What’s the Key DifferenceFeature Broad Match Phrase Match Intent Control Loose – Google’s interpretation Medium – Matches close intent Reach Very High Moderate Relevance Risk Higher without good neg. keywords Lower with proper keyword grouping Automation Fit Ideal for Smart Bidding & AI help Great for performance with some control Use Case Discovery, scaling, automation Lead gen, testing high-intent terms
When I Use Each
Broad Match
→ For scaling campaigns with Smart Bidding (Target CPA/ROAS)
→ When I want Google to help me discover new search terms
→ Paired with strong negative keyword filtersPhrase Match
→ For lead gen, B2B, or when I want more qualified traffic
→ When working with limited budgets
→ During initial testing before scaling
Broad Match is smarter than ever, but Phrase Match still wins for precision and control — especially in competitive or budget-sensitive industries. I usually test both, monitor search terms, and let the data guide how I scale.
1. Scenario: You have a monthly budget of $3,000, and two of your campaigns are underperforming. What’s your approach?
Answer:
First, I’ll audit performance by campaign level to identify which campaigns deliver conversions and which drain budget. Then I would:
Reallocate budget towards high-performing campaigns/ad groups.
For underperformers → check search terms, Quality Score, ad relevance, and landing page.
Pause non-converting keywords and test new variations.
Run A/B tests on ad copy & landing pages.
If conversions are still low, consider shifting budget to higher ROI channels (e.g., remarketing or branded campaigns).
👉 Example: At pCloudy, when two SaaS campaigns underperformed, I shifted 30% of budget into remarketing + competitor targeting, which improved conversion volume by 2.2x within a month.
2. Scenario: CTR is high, but conversions are low. What steps would you take?
Answer:
High CTR but low conversions usually indicates landing page or intent mismatch. I would:
Review search term reports to ensure ads are attracting the right audience.
Audit landing page experience → load speed, relevance, CTA clarity.
Implement audience targeting filters (e.g., exclude job seekers if campaign is for enterprise leads).
Test conversion-focused ad copy (“Start Free Trial”, “Request Demo”) vs. generic CTAs.
Set up smart bidding with Target CPA if enough conversions exist.
👉 In one case, I improved a SaaS landing page with clearer CTAs and trust signals, increasing conversion rate by 27%.
3. Scenario: A competitor suddenly starts outranking you, driving up CPC. What would you do?
Answer:
Conduct Auction Insights Report analysis to see overlap rate & impression share.
Test competitor-focused ad copy highlighting USPs (e.g., “Trusted by 500+ enterprises” vs. their offer).
Launch a Competitor Campaign (bidding on their brand keywords).
Improve Quality Score → better ad relevance, extensions, landing page optimization.
If CPC inflation continues, shift budget to remarketing and long-tail keywords where competition is lower.
4. Scenario: Your CPL (Cost per Lead) is too high. How would you optimize?
Answer:
Analyze keyword-level performance → pause high-CPL keywords.
Optimize bidding strategy (shift to Target CPA or Max Conversions).
Improve ad relevance & landing page Quality Score.
Use remarketing & lookalike audiences for cheaper conversions.
Test lead form extensions in Google Ads to capture leads directly.
👉 Example: I reduced CPL by 40% across 3 campaigns in Q4 by restructuring ad groups, removing irrelevant keywords, and optimizing landing pages.
5. Scenario: How would you handle a sudden 50% drop in impressions for a top campaign?
Answer:
Check if budget or bidding limits caused the drop.
Review seasonality or policy disapprovals.
Run an Auction Insights Report → competitor activity may have surged.
Audit ad schedule & geo-targeting → maybe changes were made.
If it’s platform-driven (Google algo/test), I’d scale other campaigns while troubleshooting.
👉 At pCloudy, I noticed impression drop due to geo-targeting mistakenly restricted. Fixing targeting restored traffic in 24 hours.
6. Scenario: If you had to scale lead volume by 2x with the same budget, how would you approach it?
Answer:
Expand keyword coverage with long-tail queries (lower CPC).
Improve Quality Score → reduce CPC and increase clicks with same budget.
Test higher-converting ad copy and CTAs.
Optimize landing page conversion rate (A/B test forms, shorter fields).
Shift spend from broad to high-intent campaigns (branded, remarketing, competitor).
👉 Example: I scaled leads 3x by segmenting campaigns by funnel stage and applying bid adjustments.1. Tell me about your experience in managing PPC campaigns.
Answer:
I have 5+ years of experience managing high-converting PPC campaigns across Google Ads and Bing. My focus has been on B2B and service-based sectors where the objective was generating quality leads at scale. At pCloudy, Bangalore, I managed monthly ad spends of ₹5L+ for SaaS products, where I optimized campaigns for CTR, reduced CPC, and improved ROI through account restructuring, A/B testing, and granular keyword targeting.2. What strategies do you use to reduce CPA (Cost Per Acquisition)?
Answer:
I focus on granular segmentation of campaigns and ad groups to improve ad relevance.
Consistently optimize Quality Score by improving ad copy and landing page alignment.
Use bid adjustments for high-performing demographics, devices, and geographies.
Regularly conduct negative keyword audits to eliminate wasted spend.
👉 Example: In Q4, I reduced CPL by 40% across 3 campaigns by restructuring ad groups, improving ad relevance, and optimizing landing pages.
3. How do you conduct keyword research for PPC campaigns?
Answer:
I start by identifying business goals (brand awareness, lead generation, or conversions). Then I use tools like Google Keyword Planner, SpyFu, and Moz to find:Transactional & commercial-intent keywords (“Buy”, “Software”, “Demo”)
Competitor keywords to identify gaps
Long-tail variations for lower CPC opportunities
Finally, I cluster keywords into tightly themed ad groups, which helps improve Quality Score and ad relevance.
4. How do you improve CTR in search campaigns?
Answer:
Write compelling ad copy with clear CTAs and USP highlights (e.g., Free Trial, Case Study).
Use ad extensions (sitelinks, callouts, structured snippets).
Continuously A/B test headlines and descriptions.
👉 Example: At pCloudy, I achieved an average CTR of 6.5% by testing ad variations and implementing responsive search ads with strong CTAs.
5. Can you explain account restructuring and why it’s important?
Answer:
Account restructuring helps improve campaign efficiency, Quality Score, and ROI. It involves reorganizing campaigns/ad groups so that:Each ad group targets a specific keyword theme.
Ad copy is tightly aligned with keywords.
Budgets are distributed according to performance.
👉 Example: I restructured underperforming accounts at pCloudy, which improved Quality Scores and reduced CPC by 30%.
6. How do you track PPC campaign performance?
Answer:
Use Google Analytics + Google Ads conversion tracking to measure form fills, demo requests, and purchases.
Build Looker Studio dashboards for reporting KPIs like CTR, CPC, CPL, and ROI.
Monitor search term reports for new keyword opportunities.
Set up custom alerts in Google Ads to track sudden changes in spend or CPA.
7. How do you approach A/B testing in PPC?
Answer:
I usually test one variable at a time — either ad copy, CTA, or landing page. I run experiments for at least 2–4 weeks to gather statistically significant data.
👉 Example: At pCloudy, A/B testing different landing page headlines improved conversion rate by 22%.8. What are some key KPIs you track in PPC campaigns?
Answer:
CTR (Click-Through Rate): For ad engagement.
CPC (Cost Per Click): For efficiency.
Quality Score: To optimize costs.
CPA (Cost Per Acquisition): For ROI.
Conversion Rate: To measure landing page effectiveness.
Impression Share: To assess market presence.
9. How do you decide between automated and manual bidding?
Answer:
I prefer manual CPC when accounts are new, budgets are small, or I need control over bids.
I use automated bidding strategies (like Target CPA, Target ROAS, or Maximize Conversions) when accounts have enough conversion history.
👉 Example: For one SaaS campaign, I switched from manual CPC to Target CPA after 30+ conversions per month, which helped scale leads 3x while maintaining ROI.
10. What’s your approach when a campaign is underperforming?
Answer:
Audit search term reports → remove irrelevant queries.
Review ad copy & extensions → improve CTR.
Check landing page experience → speed, clarity, CTA.
Reassess bidding strategy & budget allocation.
👉 Example: At pCloudy, I identified underperforming campaigns with low Quality Scores. After restructuring and testing new ad copy, we improved CTR and reduced CPC by 30%.
Targeting, Audience & Funnels
How do you build and segment remarketing audiences in 2025 with limited cookies?
How do you use customer match and first-party data in PPC campaigns?
What role does intent-based targeting play in your campaign planning?
How would you build a full-funnel PPC strategy using Google and Meta ads?
Explain how you’d target users differently for a B2B SaaS product vs. e-commerce.
AI, Automation & Trends
How are you using AI tools (e.g., ChatGPT, AdCreative.ai) to improve PPC workflows?
With more automation in Google Ads, what aspects of campaign management are still manual?
What’s your take on Smart Bidding? Do you trust it fully or monitor closely?
How do you prepare for a cookieless world and privacy-focused targeting (GA4, Consent Mode v2)?
What are your thoughts on the rise of zero-click conversions and how do you attribute value?
Analytics, Reporting & Optimization
Which metrics do you monitor daily, weekly, and monthly?
How do you set up conversion tracking in GA4 and Google Ads?
Tell me how you diagnosed and fixed a campaign with high impressions but no conversions.
What’s your approach to A/B testing ad creatives or landing pages?
How do you build a performance report for leadership or clients?
Cross-Platform & Paid Social
How do you integrate Meta Ads (Facebook/Instagram) with your Google Ads strategy?
Have you run LinkedIn Ads or TikTok Ads? What was your approach?
How do you handle cross-channel attribution and conversion lag in reporting?
What platforms/tools do you use for managing and reporting PPC (e.g., Google Ads Editor, Supermetrics, Looker Studio)?
How do you stay updated with PPC trends and ad policy changes?
Scenario-Based & Behavioral
A campaign’s CTR is strong, but conversions are low. What would you investigate first?
If a client insists on bidding for low-converting branded keywords, how do you handle it?
Tell me about a time you scaled a campaign profitably. What was your approach?
Describe your process for onboarding a new client or product for paid ads.
How do you handle disagreements with a designer or stakeholder over creative direction in an ad?
For Senior or Lead Roles:
How do you manage budgets across multiple channels with overlapping audiences?
What’s your team structure and how do you delegate optimization tasks?
Explain your process for auditing a poorly performing PPC account.
How do you align PPC with SEO and CRO for better results?