Key Questions to ask an SEM Coach

Key Questions for Your Potential SEM Coach

I. Experience and Proof of Results

These questions establish their track record and domain expertise.

• "Can you share 2-3 specific case studies or examples of businesses you helped scale using SEM, and what was the quantifiable result (e.g., ROI improvement, CPA reduction)?"

  • Why ask: This moves beyond vague claims and forces them to provide concrete proof.

• "What is your typical client profile (industry, budget, revenue)? Have you worked with a business similar to ours?"

  • Why ask: Experience in a relevant industry means they understand your market dynamics and typical customer journey.

• "How do you stay current with the constant updates and algorithm changes in platforms like Google Ads and Microsoft Advertising?"

  • Why ask: The SEM landscape changes weekly. A good coach has a system for continuous learning and adaptation.

• "When was the last time you managed a six-figure monthly ad budget?"

  • Why ask: Budget size indicates the scale and complexity of the accounts they are comfortable handling.

II. Strategy and Process

These questions reveal their strategic approach and how they manage campaigns.

• "What is the first three steps you would take to audit and improve our current SEM campaigns?"

  • Why ask: This outlines their initial methodology—listen for keywords like 'account structure,' 'conversion tracking verification,' and 'Quality Score analysis.'

• "How do you determine the success metrics for our coaching engagement, and how often will you report on our progress?"

  • Why ask: Clarity on KPIs (Key Performance Indicators) is crucial. Are they focused on clicks, or on revenue and profit (ROI)?

• "What is your philosophy on the balance between automated bidding strategies (AI) and manual optimization?"

  • Why ask: A strong coach understands how to leverage smart technology while retaining strategic human control.

• "How do you approach keyword research for high-intent versus high-volume searches?"

  • Why ask: This tests their strategic depth in targeting and budget allocation.

III. Coaching Style and Logistics

These questions ensure their teaching method and availability align with your needs.

• "What is your primary coaching format (e.g., weekly calls, recorded training, screen sharing)? How much homework or action is expected from our side?"

  • Why ask: You need to ensure the time commitment and learning style are a good fit for you or your team.

• "What is included in your coaching fees (e.g., email support between calls, templates, documentation)?"

  • Why ask: Avoid scope creep and ensure you know exactly what resources you're paying for.

• "In a typical month, how much time is spent on teaching/explaining vs. actively optimizing the campaigns yourself?"

  • Why ask: This clarifies if they are acting as a true coach (teaching you to fish) or simply a consultant/agency (doing the work for you).

• "What happens after the coaching engagement is complete? Do you provide a handover document or continuing support options?"

  • Why ask: Planning for the post-coaching phase ensures your team is fully equipped to maintain and scale the results independently.