- PPC
- Advertising where you only pay when someone clicks your ad. Google Ads, Meta Ads and TikTok Ads work this way.
- CTR
- The percentage of people who click your ad after seeing it — a measure of how compelling it is.
- ROAS
- Return on ad spend — how much you earn for every euro spent on ads. A ROAS of 4 means 4 euros back per euro spent.
- ROI
- Return on investment — the profit you get relative to what you invest.
- CPA
- Cost per acquisition: you pay per result — a call, a lead or a sale — instead of per click. In Local Services it's the price per contact.
- CPC
- Cost per click: what you pay every time someone clicks your ad. It's the usual model in Google Ads and Microsoft Ads.
- LSA
- Short for Local Services Ads — Google's local services ads: they stand out in Search and you only pay per contact.
- Bid
- The amount you're willing to pay in the ad auction. Smart bidding adjusts it automatically toward your goal.
- DPA
- Dynamic product ads: generated automatically from your store's catalog, they show each person the products they browsed.
- A/B test
- Comparing two versions of an ad or a page by showing each to part of the audience, to keep the better performer.
- Google Verified
- The badge Google grants local businesses that pass its verification. It builds trust and makes the ad stand out.
- Lead
- A person interested in your business who leaves their details — a message, a call, or a form.
- Remarketing
- Showing ads again to people who already visited your site or interacted with you.
