Google Ads Onboarding

Core Setup Details

Client Email Address (Required to route copies to them)

Business Goals

1. What are your primary business objectives over the next 6-12 months?

2. What would make this project a success from your perspective?

Products & Services

3. Which products or services are your highest priority to promote?

4. Are there any products or services you don't want us to advertise?

5. Are there any upcoming launches, promotions or seasonal priorities we should know about?

Customers

6. Who is your ideal customer?

7. Are there any customer types you specifically want to avoid?

8. What industries, job titles or company sizes are your best fit customers?

Geography

9. Which countries, regions or locations should we target?

10. Are there any locations we should exclude?

11. If your budget is limited, which locations should we prioritise first?

Sales Process

12. What happens after someone submits an enquiry?

13. How would you define a "good" lead?

14. Approximately how long does it typically take to convert a lead into a customer?

15. Are there any common reasons why enquiries don't become customers?

Marketing & Competition

16. Who are your main competitors?

17. Why do customers choose you instead of your competitors?

18. Why do you think some prospects choose competitors instead?

Google Ads & Marketing

19. Have you run Google Ads before? If so, what worked well?

20. What hasn't worked well in the past?

21. Are there any keywords, products or services you definitely don't want to target?

Budget, Success & Tracking

22. What is your current monthly Google Ads budget?

23. Is there flexibility to increase the budget if performance is strong?

24. Do you have a target cost per lead (CPL), return on ad spend (ROAS), or acquisition cost you're aiming for?

25. Which CRM do you use (if any)?

26. How do you currently measure lead quality?

27. Which actions would you like us to optimise for (e.g. contact forms, demo requests)?

Wrap-Up

28. Is there anything else about your business, customers or market that you think would help us build a better Google Ads strategy?

Forge Partners