5 Essential Questions to Ask Before Hiring a Google Ads Expert

Choosing a Google Ads expert is like selecting a knight to champion your kingdom's cause. The right choice can lead to glorious victories and immense growth. The wrong one can lead to a drained treasury and a weakened position. To ensure you entrust your campaign to a true warrior, you must ask the right questions.

Here at The Knight Ads, we believe an informed client is a powerful ally. Here are the five essential questions you should ask any potential Google Ads expert before they take up your banner.

1. What is Your Process for Understanding My Business and Goals?

A skilled knight first studies the battlefield. A true Google Ads expert won't just talk about keywords and clicks; they will start by asking about your business. They should be interested in your profit margins, customer lifetime value, and what a successful conversion means to you.

• Why it matters: A one-size-fits-all strategy is a recipe for failure. The expert's answer should demonstrate a commitment to building a customized strategy that aligns with your specific business objectives, not just generic advertising goals.

2. How Do You Approach Keyword Research and Campaign Structure?

This question tests their tactical knowledge. A powerful campaign is built on a foundation of smart keyword selection and a logical structure. They should talk about targeting high-intent, long-tail keywords and creating tightly-themed ad groups.

• Why it matters: A messy campaign structure leads to wasted ad spend and a low Quality Score. Their answer will reveal their technical proficiency and whether they follow best practices that are crucial for long-term success.

3. How Do You Approach Landing Page Optimization?

A brilliant ad campaign is only half the battle. The most targeted traffic in the world is useless if the destination—your landing page—can't convert visitors. An expert should have a clear strategy for testing and improving landing pages to maximize conversions.

• Why it matters: This question separates traffic drivers from results drivers. A true expert knows that post-click performance is just as important as the ad itself. They should talk about A/B testing headlines, calls-to-action, and page layouts to improve your ROI.

4. How Will You Measure Success and What Does Your Reporting Look Like?

Victory is meaningless if it can't be measured. A reliable expert will be transparent about their methods. They should focus on key performance indicators (KPIs) that matter to your bottom line—like leads, sales, and ROI—not just vanity metrics like clicks or impressions.

• Why it matters: Clear, consistent, and understandable reporting is a sign of a trustworthy partner. You should know exactly how your investment is performing. Ask for a sample report to see if it's easy to understand.

5. What Is Your Fee Structure and What Does It Include?

Before any knight takes the field, the terms of their service must be clear. You need to understand how the expert charges for their services. Is it a flat fee, a percentage of ad spend, or a performance-based model? What services are included in that fee?

• Why it matters: Transparency in pricing is crucial. A clear fee structure ensures there are no surprises and that you understand the full cost of the engagement. This helps you accurately calculate your overall return on investment.