Google Ads Client Onboarding Questionnaire

Please fill in as much detail as you can — this helps us plan, launch and optimise your Google Ads campaigns effectively. Once complete, hit submit and it will come straight through to the PDC Creative team.

1. Business Information

Business nameWebsite URLPrimary contact nameEmailPhoneBusiness location(s)Areas/countries you serveHow long have you been operating?What are your main products or services?

2. Goals & Objectives

What is your primary goal with Google Ads? (e.g. generate leads, phone calls, online sales, store visits, website traffic, brand awareness, promote a specific product/service, other)What would make Google Ads a success for your business?What are your top 3 priorities? (list them)Do you have specific targets? (target leads/sales per month, target cost per lead/acquisition, target ROAS, target revenue, other KPI)

3. Products & Services

What products/services would you like us to advertise?Which products/services are the highest priority?Which products/services are the most profitable?What is the average transaction/order value?For lead-generation businesses, what is the approximate value of a new customer?Are there any products/services you do not want advertised?Are there seasonal products, services, promotions, or busy periods we should know about?

4. Target Audience

Describe your ideal customer.Who typically makes the buying decision?Why do customers choose you instead of a competitor?Are there specific customer types you want to target?Are there customer types you do not want to target?What geographic areas should we target? Are there any locations we should exclude?

5. Competitive Landscape

Who are your main competitors? (list up to 5)What are your strongest selling points? (e.g. price, quality, experience, fast turnaround, customer service, guarantees, free consultation/quote, local expertise, range/selection, other)

6. Offers & Messaging

What are the main reasons someone should choose your business?Do you currently have any offers or promotions? (e.g. free quote, free consultation, free shipping, discount, introductory offer, price match, guarantee, financing/payment plans, other)Are there claims, wording, prices, or promotions that require approval before being advertised?Are there words, claims, or topics we should avoid in ads?What is your preferred brand tone? (e.g. professional, friendly, premium, straightforward, technical, casual, other)

7. Budget

What is your planned monthly Google Ads media budget?What is your preferred daily/monthly maximum?Is the budget fixed, flexible based on performance, or open to recommendation?If campaigns are profitable, are you willing to increase the budget? (yes / no / potentially)Are there particular products/services that should receive more budget than others?

8. Previous Advertising

Have you run Google Ads before? (yes/no)If yes — Google Ads account IDApproximate previous monthly spendHow long have campaigns been running?Who currently/previously managed the account?What has worked well?What hasn't worked?Have you previously run: Search Ads, Performance Max, Shopping Ads, Display Ads, YouTube Ads, Demand Gen, Remarketing, Local campaigns, or not sure? (list all that apply)Have you advertised on other platforms? (e.g. Meta/Facebook/Instagram, LinkedIn, TikTok, Microsoft Ads, other)Any useful historical performance reports or campaign information you can share? (describe, or note you'll email these separately)

9. Website & Landing Pages

Which pages should Google Ads traffic be sent to?Do you have dedicated landing pages? (yes/no/not sure)Who manages your website?What platform/CMS does your website use? (e.g. WordPress, Shopify, Webflow, Squarespace, Wix, Custom, other)

10. Conversion Tracking

What actions should count as conversions? (e.g. form submissions, phone calls, online purchases, bookings, quote requests, email enquiries, appointments, downloads, sign-ups, other)Which conversion is the most valuable?Do different lead types have different values?How are leads/sales currently tracked? (e.g. CRM, ecommerce platform, spreadsheet, email, phone system, other)Which CRM do you use, if applicable?Can sales or qualified-lead outcomes be connected back to Google Ads? (yes/no/not sure)

11. Account & Tracking Access

Please confirm which of the following already exist: Google Ads account, Google Analytics 4, Google Tag Manager, Google Search Console, Google Merchant Center, Google Business Profile, YouTube channel, CRM, call tracking platform

We'll follow up separately to request access via each platform's user/partner access functionality — please don't send passwords.

12. Lead Quality & Sales Process

For lead-generation campaigns — what happens after someone submits an enquiry?How quickly does your team normally respond?Who handles incoming leads?What makes a lead "qualified"?What are the most common reasons leads don't become customers?Approximately what percentage of qualified leads become customers?Are there specific enquiry types that tend to be low quality?

13. Campaign Logistics

When would you like campaigns to launch?Are there particular days or hours when you want ads running?Are there times when your business cannot handle enquiries?Are there upcoming promotions, launches, holidays, closures, or seasonal changes we should plan around?Who will approve ad copy, creative/assets, landing pages, budget changes, and major campaign changes?How quickly can approvals usually be provided?

14. Creative & Brand Assets

Please list what you can provide or give us access to: brand guidelines, logos, product images, service images, videos, customer testimonials, case studies, promotional material, existing ad creativeAre there any brand requirements or restrictions we need to follow?

15. Final Questions

Is there anything about your business, customers, industry, or previous advertising experience that we should know before managing your Google Ads?What are your biggest concerns about Google Ads?What would you like us to improve compared with your current or previous advertising?Six months from now, what result would make you say this engagement has been a success?

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