Paid Search is easily covered these days, albeit often by inexperienced, well-meaning staffers as an entry into digital ad management. Beyond that, do your chops extend beyond Google Ads and into the real DSP realm? Can you execute storyboard (sequential images depicted to each user) or high-end video campaigns, like full episode CTV/OTT? Does your digital game extend to streaming audio or digital billboards, interior signage, and other Out of Home placements?

What about localized, specialized, scalable campaigns? Can you handle 1,000 individual franchise campaigns with varying budgets and reporting needs? Do you have the capacity to launch, pace, track, and report on 1,000 paid ad campaigns?

Are you integrating GA4 data in your ad performance reporting, monitoring for bad clicks and verifying conversion information? Can you integrate offline call and conversion data with your performance reports, or at least monitor for up-ticks in untracked conversions? Is your data consolidated and automated for ease of use, made available and depicted properly for each client?

Beyond simply fulfilling an ad buy, are you refreshing creative appropriately and looking for areas of optimization, day-parts, or geo/demo segments worth pruning or focusing on directly? Do you fulfill an order, or are you pushing your clients to move budget among channels and targets to maximize overall performance?

Perhaps most importantly, do you have someone to whom you can turn and ask questions like this?