← Adthena
Adthena role-play cheat sheet
For the mock cold call at the end of most SDR interviews.
What they sell, in one line
Software that shows what competitors' search ads look like and where they appear, including in Google and AI answers.
Who you'd be calling
Heads of paid search, performance marketing managers and agency search leads at brands and agencies with big ad budgets.
Your opener
“Hi Priya, this is Sam from Adthena. I'm calling because we help paid search teams see exactly what competitors' ads look like on Google and in AI answers. Do you have a minute to see if that's something you're dealing with?”
Problems you solve for them
- Hard to know what competitors are bidding on and how their ads show up
- Wasted ad spend on keywords where rivals are beating them
- Ads are showing up in new places like AI Overviews and ChatGPT, and nobody is tracking them
Discovery questions to ask
- How much of your marketing budget goes to paid search, and who manages it?
- How do you keep an eye on what competitors are doing in search ads today?
- Are you looking at how ads or your brand show up in AI Overviews or ChatGPT yet?
Objections they'll throw at you
“I'm busy right now.”
→ No problem, I'll be brief. Is there a better time later this week for a quick 10-minute call?
“Not interested.”
→ Understood. Just so I know I'm not wasting your time, is paid search a big part of your budget this year?
“We already use a search tool.”
→ That makes sense, a lot of teams do. Does yours show how competitors appear in AI Overviews and AI Mode, or only classic Google results?
“Send me an email.”
→ Sure thing. What should I focus on, competitor ad tracking or the AI search side, so it's actually relevant?
Competitors worth knowing
SEMrush, SpyFu, Similarweb
Interview tips for this company
- Understand paid search basics: keywords, ad copy, bidding, and why competitors' ads steal clicks.
- Be ready to explain why AI search (AI Overviews, ChatGPT) matters for advertisers; it's the company's big new angle.
Written from public information about Adthena to help you practice. Ask an insider what their role play looked like; it's the best prep there is.