By Corey Frankosky · Last Updated

Google Ads Glossary

This Google Ads glossary explains the terms you see inside your account in plain language. Each entry gives you a short definition, Google's own wording, a simple example with numbers and the next step to improve it, so you can read your reports with confidence.

Where a benchmark helps, I use the medians from the WordStream by LocaliQ 2026 Google Ads Benchmarks report. Across all industries, the typical search campaign has a $5.42 cost per click, a 6.64% click-through rate, an 8.18% conversion rate and a $66.69 cost per lead.

  1. Google Ads Terms A to Z
  2. More Terms Covered in Full Guides
  3. Tools and Next Steps

1Google Ads Terms A to Z

Click any term for the full definition, an example and a short video where one is available.

Term What It Means
Ad Rank The set of values Google uses to decide whether your ad shows and where it appears.
Click-Through Rate The percentage of people who see your ad and click it. The 2026 all-industry median is 6.64%.
Conversion Rate The percentage of ad clicks that turn into a lead, call or sale. The 2026 median is 8.18%.
Cost Per Click The amount you pay each time someone clicks your ad. The 2026 all-industry median is $5.42.
Cost Per Lead What you pay on average for each lead or conversion, also called CPA. The 2026 median CPL is $66.69.
Impression Share The percentage of impressions your ads got out of all the impressions they were eligible for.
Landing Page Experience Google's estimate of how relevant and useful your landing page is to people who click your ad.
Quality Score Google's 1 to 10 rating of how relevant your keyword, ad and landing page are.
Remarketing Showing ads to people who already visited your website or interacted with your business.
ROAS (Return on Ad Spend) Return on ad spend: the revenue you earn for every dollar you spend on ads.
Search Terms Report The list of real searches that triggered your ads, and the best place to find negative keywords.
Smart Bidding Google's automated bid strategies that use AI to bid for conversions or conversion value in every auction.
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Question to AnswerWhich three of these metrics do you check every week, and do you know your current number for each one?

2More Terms Covered in Full Guides

These terms already have a complete guide on the site, so the links below take you straight to it.

Term What It Means
Ad Assets (formerly Ad Extensions) Extra pieces of information, like sitelinks, calls and callouts, that make your ad bigger and more useful. Read Google Ads Assets: The Complete Guide.
Keyword Match Types The settings that control how closely a search has to match your keyword for your ad to show. Read Google Ads Keyword Match Types: The Ultimate 2026 Guide.
Local Services Ads Pay-per-lead ads at the top of Google for local service businesses, with the Google Screened or Google Guaranteed badge. Read Google Local Services Ads: How They Work.
Negative Keywords Words and phrases you exclude so your ads do not show for searches that will never convert. Read Google Ads Negative Keywords: Best Practices.
Performance Max A goal-based campaign type that runs across Search, YouTube, Display, Discover, Gmail and Maps from one campaign. Read Performance Max Campaigns: Complete Setup and Strategy Guide.
PPC (Pay-Per-Click) An advertising model where you pay each time someone clicks your ad, instead of paying for the ad to show. Read What Is PPC Advertising? PPC Ads Explained.
Responsive Search Ads The standard Google search ad, built from up to 15 headlines and 4 descriptions that Google mixes and matches. Read Responsive Search Ads: How They Work.
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Question to AnswerAre your campaigns using the right match types and negative keywords for the searches you actually want?

3Tools and Next Steps

Once you know the terms, put the numbers to work.

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Question to AnswerDo you want to learn to manage your Google Ads yourself, or would your time be better spent having someone manage them for you?