Technical abilities

• Google Ads and PPC technical knowledge [8/10]: We think Suramya has a genuinely solid foundation in Google Ads for someone at her level. She came into the session with a clear rationale for her campaign structure, covering branded, category, competitor, and PMax campaigns, and she'd already done keyword research on Semrush beforehand to recognise that Yacht Week sits in a niche, low-volume search category. She handled the brand protection angle well, referencing the need to hold the branded SERP during the Meta and email push, and she flagged the PMax cannibalization risk proactively in her written submission. When pressed on how she'd manage the PMax versus branded impression share dynamic, she gave a sensible answer about pausing PMax temporarily to isolate the impact. She also brought in WhatConverts as a lead validation layer across campaigns, which felt grounded in hands-on experience.

• Campaign strategy and full-funnel thinking [8/10]: We feel this is probably Suramya's strongest area. She structured the campaign across two clear phases and within each phase thought carefully about the different audience temperatures she was working with. For prospecting, she leaned on broad interest signals pulled directly from the client data, and for warm audiences she set sensible retargeting windows, 90 days pre-launch and 30 days post-launch, with appropriate exclusions at each stage. The budget weighting toward Meta was reasoned from the audience data, which skews younger and Instagram-heavy, and Google was positioned as a complementary capture mechanism for branded search spillover, which is the right way to think about it for this type of product. She also flagged concerns around the provided creative assets unprompted and was already thinking through what UGC, testimonial, and influencer-style content would look like for this audience. The iFrame tracking issue for booking platforms also came up without being asked, which is a practical, real-world detail that many candidates would miss.

• Data interpretation and analytical thinking [7.5/10]: Suramya clearly read the client data document carefully and extracted what mattered. She referenced the ROAS performance by country to prioritise geo-targeting, used the age distribution data to justify the Instagram-first placement strategy, and worked backwards from the total budget and booking target to arrive at a blended CPA figure of around 250 euros per booking. In the interview, when asked to calculate a target CPA for Google specifically, she reasoned through it and landed on a sub-80 euro target for branded terms given the high intent nature of that traffic, which tracked logically with the broader budget math. She also referenced GA4 as a cross-check against Meta's reported numbers, reflecting a healthy skepticism around platform-level attribution. She clearly knows the tools and knows how to and when to use them, but building a more structured point of view on how to reconcile multi-touch versus last-click differences would make her more confident in those client-facing conversations.

• Adaptability and problem-solving under pressure [7.5/10]:  This was a reasonably pressured interview with consistent follow-up probing, and Suramya held up well across most of it. The scenario question about well-performing ads with low conversions was handled thoughtfully. She worked through the landing page layer first, then scroll depth analysis using Hotjar or Clarity, and then circled back to tightening audience signals if impressions were high and CTR was marginal. When pushed on how to scale retargeting without hurting efficiency, she landed on running separate campaigns targeting the same audiences with different creatives, which avoids budget competition at the ad set level and is a reasonable practical solution.

Areas of growth