PPC Specialist Interview Questions UK: 8 Real Questions and What Interviewers Want

Applying for a PPC Specialist job in the UK? Here is what you are likely to be asked. These questions come from our PPC Specialist question bank of 12 questions, written for UK employers at mid-level level.

Eight PPC Specialist interview questions, and what the interviewer is thinking

1. How does the Google Ads auction work, and what is Quality Score?

Why they ask: To test core platform knowledge.

2. How do you structure a Google Ads account and decide between match types and bidding strategies?

Why they ask: To check account-building and optimisation judgement.

3. A campaign's cost per acquisition has doubled in a fortnight. What do you do?

Why they ask: To test diagnostic skills in a live account.

4. How do you set up and check conversion tracking in Google Ads and GA4?

Why they ask: To check measurement skills and awareness of privacy changes.

5. Tell me about a time you improved the performance of a PPC account. What changes did you make and what was the impact?

Why they ask: To test results orientation and method.

6. How do Performance Max and Shopping campaigns work, and how do you control them?

Why they ask: To test current platform knowledge.

7. A client wants to bid on a competitor's brand name in Google Ads. What would you advise?

Why they ask: To test understanding of policy, risk and performance.

8. What do you enjoy about PPC, and how do you keep up with changes in Google Ads and other platforms?

Why they ask: To check motivation and commitment to learning.

A sample answer to question 1

How does the Google Ads auction work, and what is Quality Score?

When a search happens, Google runs an auction among eligible ads. Position and whether an ad shows depends on Ad Rank, which is based on your bid, the expected impact of ad assets and formats, the competitiveness of the auction and the quality of the ad and landing page, which is described through expected click-through rate, ad relevance and landing page experience. Quality Score is a 1 to 10 diagnostic shown at keyword level that summarises those three components. It is not used directly in the auction but it helps me find problems. A low score for ad relevance suggests tighter ad groups or copy that better mirrors the search term. Low landing page experience points to speed, relevance or usability problems. Better quality usually means a lower cost per click for the same position, so improving it helps efficiency. Smart Bidding and responsive search ads also use real-time signals, so I look at the full picture, not just the number.

Common mistake to avoid: Saying the highest bid always wins; treating Quality Score as a KPI

Want the rest?

Full model answers, key points and common mistakes for all 12 questions are on the PPC Specialist interview questions page. The first five are free, no sign-up needed.