Reference

Google Ads Glossary

Master the terminology of Google Ads. A practitioner-focused guide to metrics, bidding strategies, keywords, and tactics for healthcare, med spas, and aesthetics practices.

A B C G I L N P Q R S T

Ad Assets (Extensions)

Additional information shown with your ads — phone numbers, sitelinks, callouts, and more — that increase visibility and CTR.

Ad Rank

Google's formula that determines your ad position in every search auction.

AI Max Campaigns

An enhanced Search campaign mode using Google AI to expand reach and optimize performance.

Broad Match

Keyword matching type that shows ads for related searches, synonyms, and intent-based queries beyond your exact keywords.

Call-Only Ads

Mobile-only ad format designed exclusively to drive phone calls directly from the search results.

Click-Through Rate (CTR)

Percentage of ad impressions that result in a click.

Conversion Rate

Percentage of clicks that result in a desired action — form fill, call, or booking.

Conversion Tracking

The measurement system that records when users complete valuable actions after clicking your ad.

Cost Per Acquisition (CPA)

Total ad spend divided by the number of conversions — the true cost of acquiring a patient.

Cost Per Click (CPC)

Amount you pay each time someone clicks your ad.

Cost Per Lead (CPL)

Average cost for each lead your Google Ads campaigns generate.

Google Ads Audit

A comprehensive review of an ad account to identify waste, opportunities, and optimization priorities.

Impression Share

Percentage of total eligible impressions your ads actually received.

Landing Page Experience

Google's quality rating of the page users land on after clicking your ad.

Local Services Ads (LSAs)

Pay-per-lead ads that appear above standard Google Ads, with a verified Google badge.

Negative Keywords

Keywords you add to your campaigns to prevent ads from showing for irrelevant searches.

Performance Max (PMax)

Google's AI-driven campaign type that automates bidding and placement across all channels.

Quality Score

Google's 1–10 rating of your ad quality, relevance, and landing page experience.

Remarketing

Strategy to show ads to people who previously visited your website or interacted with your practice.

Responsive Search Ads (RSAs)

Ads that let you provide multiple headlines and descriptions, which Google automatically mixes and tests.

Return on Ad Spend (ROAS)

Revenue generated for every dollar spent on ads.

Search Terms Report

Shows the actual search queries that triggered your ads — your most important optimization report.

Smart Bidding

Automated bidding strategies using Google's machine learning to optimize bids in real time for conversions.

Target CPA

Smart Bidding strategy that automatically adjusts bids to achieve your desired cost per conversion.

Target ROAS

Smart Bidding strategy that optimizes bids to hit a specific revenue-to-spend ratio.

Knowledge is only half the equation

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