Client onboarding

Google Ads Strategic Onboarding Questionnaire

This questionnaire is the first step in building a tailored and effective Google Ads strategy for your business. Your detailed answers help us understand your goals, audience, and market position.

Your name

Section 1

Business & Marketing Overview

2. Please describe your business in 1-2 sentences.

3. Have you used Google Ads previously? If so, what were the key takeaways?

What worked well, what didn't.

4. What other marketing channels have you used, and what were the results?

e.g. Facebook Ads, SEO, Email Marketing

Section 2

Strategic Goals & Success Metrics

The most important section — what we're aiming for and how we'll measure success.

5. What is the primary business objective for this campaign?

Generate leads (form fills, phone calls)

Drive online sales (e-commerce)

Increase brand awareness and reach

Drive in-store visits

6. What is the most valuable action a customer can take on your website (primary conversion)?

e.g. purchase, Request a Quote form, booking a consultation

7. Are there any other valuable, secondary actions (secondary conversions)?

e.g. newsletter signup, downloading a guide

8. How will you define the success of this campaign in 3-6 months?

e.g. "20 qualified leads per month" or "4x ROAS"

9. What is your planned monthly budget for ad spend?

Section 3

Target Audience

10. Describe your ideal customer in detail.

Demographics, interests, and pain points you solve.

11. What geographic locations do you want to target?

Countries, states, cities, zip codes.

12. Any customer types or audience attributes you wish to exclude?

e.g. bargain hunters, DIYers

Section 4

Products, Services & Competitive Landscape

13. Which products, services, or categories should be the main focus of these ads?

14. Are there any products or services you want to avoid advertising?

15. Who are your top 2-4 competitors?

Names and websites if possible.

16. What is your Unique Value Proposition (UVP)?

Free shipping, 24/7 support, guarantees, experience, pricing...

Section 5

Ad Copy & Messaging

17. Any ongoing promotions, discounts, or special offers we can mention?

18. Any specific words, phrases, or branding messages that must be included?

19. Any claims, words, or offers we should avoid?

e.g. "cheap", guarantees that can't be met

20. Anything else critical for us to know about your business, customers, or goals?