Google Ads Client Onboarding Questionnaire

As a Google Ads expert with years of experience in driving results, I know how critical the onboarding process is to crafting successful campaigns. A detailed client onboarding questionnaire lays the foundation for understanding your business, audience, and goals, ensuring that your advertising dollars are spent wisely. This blog introduces my google ads client onboarding questionnaire designed to align campaign strategies with your unique business needs.

By asking the right questions, we uncover the insights necessary to create high-performing campaigns tailored to your business goals. Whether you’re looking to generate leads, increase online sales, or boost brand awareness, this questionnaire helps streamline the process and ensures we’re on the same page from day one.

1. Business Overview

• What is your company name and website URL?
• Can you provide a brief overview of your business and its core offerings?
• What sets your business apart from competitors (Unique Selling Proposition)?
• Who are your primary competitors?
• Do you have a mission statement or tagline that you’d like to emphasize?
• Are there any seasonal trends or specific times of the year your business performs best?

2. Campaign Goals

• Are you looking for short-term results, long-term growth, or both?
• What are the primary objectives of this Google Ads campaign? (e.g., lead generation, eCommerce sales, brand awareness, app installs, foot traffic)
• Do you have specific KPIs or metrics to measure success?
• What is your monthly or total budget for Google Ads?

3. Target Audience

• Who is your target audience?
• Demographics: Age, gender, income level, language
• Geographics: Locations to target (specific cities, regions, or countries)
• Psychographics: Interests, behaviors, or buying habits
• Do you want to exclude any specific audiences?

4. Product or Service Details

• What products or services will be promoted in this campaign?
• Are there specific offers, discounts, or promotions you’d like to highlight?
• Do you have a product feed e.g., Google Merchant Center (for e-commerce campaigns)?
• Are there upsell or cross-sell opportunities to incorporate into the campaigns?
• Are there any new or seasonal products/services to emphasize?

5. Current Marketing Efforts

• Are you currently running any Google Ads campaigns?
• If yes, what’s working well, and what challenges have you faced?
• What other marketing channels are you using? (e.g., social media, email marketing, SEO)
• Do you have integrate Google Analytics, Google Ads, Google Merchant Center, Google Search Console, Klaviyo on your website?
• What is your highest-performing channel, and why do you think it works well?

6. Keywords and Search Terms

• Do you have a list of keywords you’d like to target?
• Are there any keywords or search terms you want to exclude (negative keywords)?
• Do you want to focus on branded keywords (searches with your brand name)?
• Are there high-priority keywords or phrases specific to your industry or location?
• Do you have insights into the search queries your audience uses?

7. Landing Pages and Assets

• What landing pages will be used for the campaign?
• Are these pages optimized for conversions (e.g., fast loading, mobile-friendly, clear CTAs)?
• Do you need help creating or improving landing pages?
• Do you have additional assets like videos, high-quality images, or copy that we can use?
• Are there branding guidelines (e.g., fonts, colors, messaging tone) we must follow?

8. Tracking and Reporting

• Do you have conversion tracking set up in Google Ads?
• What actions do you want to track as conversions? (e.g., form submissions, purchases, phone calls)
• Are there any other tools you use to track performance? (e.g., CRM systems, third-party analytics)
• How frequently would you like performance reports (e.g., weekly, bi-weekly, monthly)?

9. Competitor Insights

• Are there any competitors whose ads you admire?
• Are there competitors you’d like to outbid or rank above in search results?

10. Campaign Logistics

• What type of campaigns are you interested in running? (e.g., Search, Display, Shopping, Video, Performance Max, Remarketing)
• Are there specific times or days you want ads to run (ad scheduling)?
• Are there specific devices you want to prioritize (e.g., mobile, desktop)?
• Would you like to experiment with A/B testing for creatives and headlines?
• Are there specific ad formats you’d like to use (e.g., responsive, carousel, video ads)?

11. Compliance and Approvals

• Are there any legal or compliance considerations to account for?
• Who will be responsible for reviewing and approving ads?
• Do you have policies related to refunds, guarantees, or disclaimers?

12. Additional Notes

• Is there any feedback from previous campaigns or marketing teams that might help us?
• Do you have a point of contact for campaign updates or questions?
• Are there areas of your business where you’d like to see more growth?
• Are there any other specific details or preferences we should consider?

Account Setup & Access Checklist

• Google Analytics
• Google Tag Manager
• Google Search Console
• Google Ads
• YouTube Channel
• Google Business Profile (If available)
• Website Admin Access
• Google Merchant Center (If eCommerce)

Google Ads Assets Sizes

Image Creative: PNG – Need at least 5 creative images in all mentioned sizes.

• 1080 x 1080 pixels (Square)
• 1080 x 1920 pixels (Vertical)
• 1200 x 1500 pixels (Vertical)
• 1200 x 628 pixels (Horizontal)

Video: Which is Uploaded on YouTube Channel

• 1920 x 1080 pixels (Horizontal)
• 1080 x 1920 pixels (Vertical)
• 1080 x 1080 pixels (Square)

Transparent Logo: PNG

• 1000 × 249
• 1080 × 1080

Building Campaigns for Long-Term Success

This Google Ads Client Onboarding Questionnaire isn’t just a list of questions; it’s the foundation for creating campaigns that deliver real, measurable results. By providing detailed answers, we’ll work together to develop a customized strategy that aligns perfectly with your business goals, connects with your target audience, and makes the most of your ad budget.

If you’re ready to take your Google Ads campaigns to the next level, I’m here to help. Let’s get started today and create a clear roadmap for success, ensuring your business thrives in the digital advertising world.

I’m excited to work with you. Reach out now, and let’s build your personalized Google Ads campaign.