The Google Ads marketing team uses surveys to stay informed on Google Ads users and prospective users. We use surveys to gather firmographic data, discover areas for improvement, and to provide quantitative data that supports anecdotal comments from our more qualitative user research. I have worked with my primary team and consulted cross-functionally to identify research topics, write questions, launch surveys, and analyze results. I have created benchmark documentation to help the team examine response rates based on question characteristics, and which is also used as a repository of results for future reference by the larger team.

Tools used:

• Google Surveys

• Google Tag Manager