Digital marketing agencies often struggle to gather relevant information from clients who’d like to promote their services through Google Ads. Without a structured approach, this initial phase of onboarding tends to cause delays and confusion, which is never a good way to start new projects.
The solution comes in the form of a Google Ads questionnaire — an online form that helps you hit the ground running. In this guide, we’ll explain how to create a comprehensive intake form for your advertising clients.
Let’s take a look!
Don’t feel like reading? Use our free Google Ads questionnaire template
Content Snare is a simple tool that helps you collect information, content, and files from clients on time. Send our Google Ads onboarding form to your clients as-is, or edit it as you see fit.
20+ questions to include in your Google Ads questionnaire
Client information
1. What is the name of your organization?
2. What is your company’s industry?
3. Website URL
4. Provide a brief overview of your products/services.
5. Who are your target customers?
Describe the demographics and interests of your target audience.
6. Who are your main competitors?
Please include the website URLs of your top 3 competitors.
7. Who will be the primary point of contact for managing this ad campaign?
Please provide their contact information (name, email, phone number).
Google Ads account details
8. Do you already have a Google Ads account?
If yes, please provide the account ID. To do that, go to your Google Ads account and follow these steps:
- Click your Admin icon
- Go to Access and security
- Click Plus
- Type in our email addressÂ
- Send invitation
9. Have you previously run any Google Ads campaigns?
If yes, please provide details on their performance.
10. Do you have any existing marketing or advertising materials that we should be aware of?
If yes, please provide details about these materials.
Campaign details
11. What is the main objective of your Google Ads campaign?
These can be goals such as lead generation, brand awareness, sales, and similar.
12. What specific products or services do you want to promote through this campaign?
Please provide landing pages/web page URLs associated with these products/services.
13. What are the main keywords for this campaign?
Please provide a list of up to 5 keywords.
14. Are there any keywords you’d like to avoid?
If yes, please provide a list of these negative keywords.
15. Do you have a preferred campaign type?
These can be types such as search, display, video, shopping, and similar.
16. What target market or geographic locations do you want to reach with your ads?
17. Are there any specific languages you want to target with your ads?
If yes, please list all targeted languages.
Campaign budget and timeline
18. What is your total monthly budget for this Google Ads campaign?
Feel free to provide a range.
19. What is your target daily budget?
Feel free to provide a range.
20. Are you open to adjusting your budget based on campaign performance?
21. Are there any seasonal or promotional events that may impact the campaign budget or timeline?
If yes, please provide details regarding these events.
22. What is the planned start/end date of your campaign?
23. How frequently would you like to review campaign performance and budget allocation?
This can be done daily, weekly, biweekly, or monthly.
Tips to make your questionnaire more efficient
We showed you the list of must-have questions, but a few extra details could make your intake form a lot better. Here are some of our key suggestions:
Provide instructions on how to fill it out
Your clients probably have a general understanding of how Google Ads work, but most of them don’t know the details. That’s why you should provide clear instructions for each question and section of the questionnaire that might confuse them.
Take negative keywords as an example. If you feel like your client doesn’t understand the concept, make sure to clarify it. For instance, you can write something like this:
“Negative keywords prevent your ads from showing for irrelevant searches. These keywords include terms related to products or services you don’t offer, irrelevant search intents, or phrases that may attract unqualified traffic.”
If you do it like that, your client will instantly figure out what you mean and hence fill out the form much faster and more accurately.
Set a deadline
A well-defined deadline keeps the client on track by creating a sense of urgency. This can be crucial for maintaining momentum and building successful client relationships. In addition, you should follow up with reminders as the deadline approaches to prompt respondents to submit their responses promptly.
Offer assistance with possible questions
Let’s be honest — some clients will require additional support even if you include straightforward instructions. Don’t let this discourage you though, but rather invite clients to reach out if they need further clarification or assistance.
With this proactive approach, you’ll prove your commitment to providing a swift onboarding experience.
Use a professional form-building tool
The last tip is a no-brainer: use a professional form builder to create your Google Ads questionnaire. While it is tempting to opt for a free platform (or even a spreadsheet), bear in mind that specialized form builders offer superior features that make your job easier and impress clients.
For instance, pro platforms give you access to customizable templates, conditional logic, and integration capabilities with third-party tools. Such features help you create a more polished questionnaire that aligns with your company’s branding and processes.
Build your questionnaire with Content Snare
Content Snare is one of the best online form builders that you can use for client onboarding.
For one, it comes with a built-in Google Ads questionnaire template with all the questions listed above. You can send this form to your clients the way it is, or edit the template to better match your preferences.
| Note: Should you wish to explore more options, check out our article 8 of the best form builders and how they stack up. |
Another major benefit is that Content Snare simplifies onboarding with clever collaboration shortcuts:
- You can add instructions to each page, section, or question
- You can set due dates and gently nudge clients with automated reminders
- Both you and your clients can track progress to see how much work is left to doÂ
- Respondents can ask questions directly within your forms for extra assistance
- You can reject an answer and ask for revisions if the client doesn’t get it right
- The system integrates with hundreds of third-party apps for effortless data export
It’s clear that Content Snare can instantly improve your data collection process, so why don’t you give it a try right now?
Take advantage of a 14-day free trial to play with our questionnaire template — you’re going to love it!