Question 1 of 10

When is Google Search advertising generally at its strongest?

When customers have never heard of the product or category. When people already search for the product or service with meaningful intent. Whenever a keyword has a very high search volume.

Question 2 of 10

Which search is likely to show the strongest immediate commercial intent?

“what is loft insulation” “types of loft insulation” “loft insulation installer Cambridge quote”

Question 3 of 10

Why is customer value important when deciding whether Google Ads can work?

It helps determine how much the business can economically afford to spend acquiring a customer. Google requires customer-value data before allowing campaigns to run. It determines how many keywords the account can use.

Question 4 of 10

A business can afford £80 to acquire a customer and converts 5% of paid visitors into customers. What is the approximate affordable cost per click?

£1 £4 £16

Question 5 of 10

What should a visitor understand quickly after landing on a page from a Google Ad?

The entire history of the business. Every product and service the company offers. That they are in the right place, the offer is relevant and the next step is clear.

Question 6 of 10

Which change can allow a business to afford a higher cost per click without increasing its target acquisition cost?

Improving the landing-page conversion rate. Increasing impressions regardless of relevance. Adding more unrelated keywords.

Question 7 of 10

Why can cost per lead be misleading?

Because lead campaigns cannot be tracked properly. Because lower-cost leads are not necessarily the leads most likely to become profitable customers. Because all leads have approximately the same commercial value.

Question 8 of 10

Which measurement gives the strongest basis for optimisation?

Impressions only. Clicks only. Connecting advertising activity to customers, revenue or customer value.

Question 9 of 10

A business has strong search demand but a weak website and no reliable conversion tracking. What is the most sensible approach?

Improve the weak foundations before scaling paid traffic aggressively. Spend heavily immediately because demand already exists. Ignore conversion tracking until the campaign has been running for several months.

Question 10 of 10

Which statement best summarises Chapter 1?

Google Ads success mainly depends on choosing the right bidding strategy. Google Ads readiness depends on demand, economics, conversion and the business's ability to handle and measure results. Any business can make Google Ads profitable if it spends enough.