Google Ads Glossary

The headline and description text that appears in your Google Ad. Strong ad copy is clear, highlights what makes you different, and includes a call to action like “call” or “request a quote”. Poor ad copy wastes impressions and clicks because people do not click ads that do not speak to them.

The budget you allocate to run Google Ads campaigns over a set period. Your ad spend directly determines how often your ads appear and how many people see them. We help you distribute your budget across campaigns to get the best return on every dollar you invest.

A set of rules Google uses to decide which ads appear in search results and how high they rank. The algorithm considers your bid amount, ad quality, and how relevant your ad is to what someone is searching for. A well-structured campaign works with the algorithm rather than against it.

The method Google Ads uses to automatically set your bid amount on each click to achieve your chosen goal, such as maximising conversions or keeping costs low. Different bid strategies suit different business goals and campaign stages. We select bid strategies based on your specific priorities and budget constraints.

The percentage of visitors who leave your website without taking any action, like filling out a form or calling you. A high bounce rate often signals that your landing page does not match what people expected from your ad. We optimise landing pages to keep visitors engaged and moving toward a conversion.

A feature in Google Ads that displays your phone number directly in the ad, allowing people to call you with a single tap. Call extensions are especially valuable for service businesses where a quick phone call is how most enquiries start. They improve ad visibility and make it frictionless for interested customers to reach you.

The percentage of people who see your ad and actually click on it. If your ad appears 100 times and 5 people click it, your click-through rate is 5 percent. A higher click-through rate typically means your ad copy and keywords are well matched to what people are searching for.

A search term that includes a competitor’s brand name, which you can bid on to show your ad alongside their results. Competitor keywords can be an effective way to reach people already looking at similar businesses. We use competitor keywords strategically to position your business as an alternative worth considering.

A meaningful action a customer takes after clicking your ad, such as filling out an enquiry form, calling your business, or making a purchase. Not every click is a conversion. We track conversions to understand which ads and keywords actually drive business results.

The percentage of people who click your ad and then complete a conversion, like submitting an enquiry form. If 100 people click your ad and 10 fill out a form, your conversion rate is 10 percent. Improving conversion rate is often more cost-effective than simply increasing clicks.

The average amount you pay each time someone clicks on your Google Ad. Your cost per click varies by industry, location, and keyword competition. Managing cost per click effectively helps you stay within budget while reaching the right audience.

The average amount you spend to generate one conversion, calculated by dividing total ad spend by the number of conversions. A lower cost per conversion means you are getting more business results from your marketing budget. This is the metric that matters most when evaluating whether your Google Ads are working.

A visual summary of your Google Ads performance that shows metrics like clicks, conversions, spend, and return on ad spend in one place. A good dashboard makes it easy to spot trends and identify which campaigns need attention. We build dashboards that show you the metrics that matter to your business.

A collection of websites, apps, and video platforms where Google can show your ads alongside relevant content. Display ads work differently from search ads because people are browsing content rather than actively searching for you. Display Network is useful for building awareness with warm audiences in your service area.

A message, phone call, or form submission from someone interested in your services. For most service, health, and professional businesses, enquiries are the primary measure of marketing success. Our Google Ads campaigns are built to generate qualified enquiries from people actively looking for what you offer.

A setting that limits where your Google Ads appear based on a customer’s location. You can target by country, state, suburb, or even a radius around your business address. Geotargeting helps small businesses in places like Port Macquarie and the Central Coast reach local customers without wasting budget on distant locations.

A free Google tool that displays your business name, address, phone number, hours, photos, and customer reviews when someone searches for you. A complete and optimised Google Business Profile improves your visibility in local search results and Google Maps. This profile is one of the first things potential customers see when they search for businesses like yours in your area.

One appearance of your ad in Google search results or on a website in the Display Network. You pay for clicks, not impressions, so impressions are free. Tracking impressions helps us understand how often your ads are shown and whether your targeting is reaching the right audience.

A word or phrase you bid on in Google Ads so your ad appears when someone searches for it. Choosing the right keywords is critical: they need to match what your ideal customer is actually searching for. Poor keyword selection wastes budget on clicks from people who will never become customers.

A setting that controls how closely a search needs to match your chosen keyword for your ad to appear. Broad match shows your ad for related searches, exact match only shows it for that specific phrase, and phrase match sits in between. The right match type balances reaching enough people with avoiding irrelevant clicks.

The website page someone lands on after clicking your Google Ad. Your landing page should match the promise of your ad and make it clear what action you want the visitor to take, such as calling or filling out a form. A poor landing page wastes clicks and ad spend.

When someone searches for a business, service, or product in their geographic area, such as “plumber near Port Macquarie” or “physio Central Coast”. Local search is where most service and professional businesses generate enquiries. Optimising for local search visibility is essential for businesses that serve specific suburbs and regions.

A search phrase with three or more words that is more specific than a broad keyword, such as “commercial plumbing Port Macquarie” instead of just “plumbing”. Long-tail keywords typically have lower search volume but higher intent because the person searching knows what they want. They often deliver better conversion rates and lower costs per conversion.

A word or phrase you tell Google not to show your ad for, preventing wasted clicks from irrelevant searches. For example, if you only offer paid services, you might add “free” as a negative keyword. Using negative keywords effectively reduces your cost per conversion by filtering out unqualified clicks.

The ongoing process of adjusting your Google Ads campaigns to improve performance and lower your cost per conversion. Optimisation involves testing new keywords, refining ad copy, adjusting bids, and improving landing pages. Campaigns that are set and forgotten rarely perform as well as campaigns that are actively optimised.

Google’s rating of the quality and relevance of your ad, landing page, and keywords on a scale of 1 to 10. A higher Quality Score typically means lower costs per click and better ad placement. We structure campaigns to build strong Quality Scores by aligning keywords, ad copy, and landing pages.

A ratio that shows how much revenue or value you generate for every dollar you spend on ads. If you spend 100 dollars and generate 500 dollars in revenue, your return on ad spend is 5 to 1. Return on ad spend is the metric that tells you whether your Google Ads are actually profitable.

Google’s collection of search engines and search-related sites where your ads appear when someone searches for your keywords. The Search Network includes Google.com, Google Maps, Gmail, and partner sites like AOL. Most service and professional businesses generate enquiries primarily through the Search Network.

The geographic region or suburbs where you operate and where you want your Google Ads to appear. Defining your service area clearly in your campaigns ensures your ad budget reaches only the people you can actually serve. We tailor campaigns to your specific service areas, whether that is one suburb or multiple regions across NSW.

Code added to your website that tells Google what information is on your page, such as your business hours, phone number, or customer reviews. Structured data helps Google understand your content and can improve how your business appears in search results and Google Business Profile. Properly structured data also helps your Google Ads landing pages load faster and rank higher.