Sample PPC Questionnaire for New Clients

So you’ve managed to secure yourself a new PPC client. One of the first things you need to do is gather as much information as you can about the client’s business, their aims and objectives, budget and competitors. I’m not one for bombarding a client with 50 questions, as much of what you need to know can be gleaned from doing your own research. Don’t ask them for things like preferred ad copy, because that’s your job and if they provide you with poor copy, your results will be judged on that.


Here is a sample PPC questionnaire I send to new PPC clients. I hope it helps, and if there’s anything you think I’ve missed, let me know in the comments section:



1. What are the main aims/objectives of running your Google Adwords campaigns?





2. Whilst we aim to increase volume of sales/enquiries AND improve your ROI, sometimes there is a trade-off between volume and best possible ROI – i.e. ads in higher positions will produce more sales, but for a higher cost per sale. With this in mind, what is more important to you?

a) Volume of sales

b) Best possible return on investment

c) Not sure


3. Which geographical area do you want to target? (e.g. UK)




4. Do you wish to exclude any places within your geographical location (e.g. Isle of Wight, Northern Ireland, Birmingham)




5. Who are your main competitors?




6. Do you have any special offers or discounts on any of your products?





7. What is the main USP of the brand?




8. What is your daily Google Adwords budget, per campaign?





About The Author

Michael Madew

PPC expert with over 10 years' experience in creating and managing highly profitable PPC campaigns on Google Adwords, Bing Ads and other paid search platforms.


  • Abey Verghese

    Reply Reply March 30, 2016

    Hi Michael,

    Thanks for the tip ! I was wondering if we should ask whether we can have access to the site to install code ?


  • Prerti

    Reply Reply February 13, 2017

    Nice article Michael, i have an marketing agency i always tried to make many questions to client but some points are really useful….


    Reply Reply May 3, 2017

    I have some more suggestions to add to this list:
    existing & new AdWords account?
    if Existing then what is customer ID?
    Time of experience? etc.

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