Last updated: February 14, 2026
Google Ads has its own language. If you've ever sat in a meeting where someone casually dropped "tROAS," "impression share," and "view-through conversions" in the same sentence and you quietly nodded along while Googling under the table, this page is for you.
We've built this glossary to be the single most useful reference for Google Ads terminology on the internet. Every term is explained in plain English, organised into practical categories, and updated regularly as Google rolls out new features and retires old ones. Whether you're launching your first campaign or managing six-figure monthly spend, bookmark this page. You'll be back.
We've organised over 120 terms into seven categories so you can find what you need fast: Account and Campaign Structure, Campaign Types, Bidding and Budget, Keywords and Targeting, Metrics and Measurement, Creative and Ad Formats, and Tracking and Privacy. Each definition is kept short and practical. Where a term connects to a bigger strategic concept, we've flagged why it matters for your campaigns. And wherever Google has changed the name of something (which happens more often than you'd think), we've noted the old terminology so you don't get confused by outdated resources.
AccountYour Google Ads account is the top-level container for everything you do on the platform. It holds your billing information, user access permissions, conversion tracking settings, and all of your campaigns. One business typically uses one account, though agencies and larger organisations often use a Manager Account (MCC) to oversee multiple accounts from a single dashboard.
Manager Account (MCC)Formerly called "My Client Center," an MCC is a master account that lets you view and manage multiple Google Ads accounts in one place. Agencies use MCCs to manage client accounts, and larger businesses use them to oversee regional or brand-level accounts. You can apply shared negative keyword lists, audience segments, and billing across accounts from the MCC level.
CampaignA campaign is the highest organisational level within your account. Each campaign has its own budget, bidding strategy, targeting settings, and goals. Campaign types include Search, Shopping, Performance Max, Demand Gen, Display, Video, and App. Your campaign structure determines how budget flows and how Google's algorithms optimise, so getting it right matters enormously.
Ad GroupAn ad group sits inside a campaign and contains one or more ads along with the keywords, audiences, or targeting criteria that trigger those ads. Ad groups let you organise your campaigns thematically. For example, a shoe retailer might have separate ad groups for "running shoes," "formal shoes," and "sandals" within a single Search campaign.
Asset GroupUsed in Performance Max and Demand Gen campaigns instead of traditional ad groups. An asset group bundles your creative assets (images, videos, headlines, descriptions, logos) along with audience signals and listing groups. Google's AI combines these assets into ads dynamically. You can run multiple asset groups per campaign, each targeting different themes or product categories.
Assets (formerly Ad Extensions)Additional pieces of information that expand your ads and give users more reasons to click. Google renamed "ad extensions" to "assets" in 2022. Types include sitelink assets (extra links), callout assets (additional text), structured snippet assets (category lists), call assets (phone numbers), location assets (addresses), price assets, and promotion assets. Using multiple assets can improve click-through rates by 10 to 15% and gives your ads more visual real estate on the search results page.
Ad RankThe value that determines your ad's position in the auction and whether it shows at all. Ad Rank is calculated using your bid amount, auction-time ad quality (including expected click-through rate, ad relevance, and landing page experience), the Ad Rank thresholds, the competitiveness of the auction, the context of the search, and the expected impact of your assets. A higher Ad Rank means a better position at a potentially lower cost per click.
Optimisation ScoreA percentage from 0% to 100% that Google displays in your account estimating how well your campaigns are set up. It is important to understand that this score does not measure campaign performance. It measures how many of Google's recommendations you've applied. A campaign generating record profits can show a 60% Optimisation Score simply because you've declined Google's suggestion to increase your budget or switch to broad match. Treat this number as informational context, not a performance metric.
RecommendationsSuggestions generated by Google's algorithms that appear throughout your account. They can include adding keywords, adjusting bids, creating new ads, changing bidding strategies, and more. While some recommendations are genuinely useful, many are designed to increase spend or push adoption of Google's automated features. Always review recommendations manually rather than blindly applying them.
Auto-Applied RecommendationsA setting that allows Google to implement recommendations in your account automatically without your approval. Categories include adding keywords, creating ads, changing match types, adjusting bids, and more. Many of these are turned on by default for new accounts. Experienced advertisers overwhelmingly recommend turning off auto-applied recommendations and reviewing each one manually. Autonomous AI systems like groas handle this by continuously evaluating every potential optimisation against your actual profit targets, implementing only the changes that genuinely serve your business.
Change HistoryA log of every modification made to your account, whether by you, another user, Google's auto-applied recommendations, or automated rules. Essential for diagnosing sudden performance changes and understanding what was modified and when.
Search CampaignThe foundational Google Ads campaign type. Your text ads appear on Google search results pages when users search for keywords you're bidding on. Search campaigns capture high-intent traffic from users actively looking for products, services, or information. They offer the most granular control over keywords, ads, and targeting of any campaign type.
Shopping CampaignDisplays your product listings (with image, price, and merchant name) on Google search results and the Shopping tab. Shopping campaigns pull product data from your Google Merchant Center feed. They're essential for ecommerce advertisers and typically deliver some of the highest ROAS of any campaign type because they target users with strong purchase intent.
Performance Max (PMax)Google's most automated campaign type, launched in 2022 as a replacement for Smart Shopping. PMax runs across all Google surfaces simultaneously, including Search, Shopping, Display, YouTube, Gmail, Discover, and Maps. You provide creative assets and conversion goals; Google's AI handles targeting, bidding, placements, and budget allocation. PMax offers massive reach and convenience but limited transparency and control. Managing PMax effectively requires constant monitoring, something autonomous AI systems like groas handle by continuously optimising PMax performance 24/7 against your profit targets.
AI Max for SearchThe newest AI layer for Search campaigns, announced at Google Marketing Live in May 2025 and rolled out globally by Q3 2025. AI Max adds three capabilities to existing Search campaigns: expanded search term matching (finding queries beyond your keyword lists), AI-generated text customisation (creating headlines and descriptions in real time), and dynamic final URL expansion (selecting landing pages automatically). Google reports a 14% average conversion lift for non-retail advertisers. Each AI Max feature can be toggled on or off individually.
Demand GenAI-powered campaigns that run across YouTube (including Shorts), Gmail, Google Discover, and Google Maps. Demand Gen replaced Discovery Ads in 2023 and absorbed Video Action Campaigns in July 2025. It's designed for upper-and mid-funnel advertising, reaching users before they start searching. Demand Gen offers significantly more audience targeting control and creative flexibility than Performance Max, including exclusive access to lookalike audiences.
Display CampaignShows visual ads (images, responsive display ads) across the Google Display Network, which includes over 2 million websites and 650,000+ mobile apps. Display campaigns are typically used for brand awareness and remarketing. They offer extensive targeting options including contextual, audience, and placement targeting.
Video CampaignRuns video ads on YouTube and across Google video partner sites. Video campaign subtypes include skippable in-stream, non-skippable in-stream, bumper (6 seconds), in-feed, and Shorts ads. As of July 2025, many Video Action Campaign functions have migrated to Demand Gen.
App CampaignPromotes your mobile app across Google Search, Google Play, YouTube, Discover, and the Display Network. You provide text, images, and videos, and Google's AI creates ads and finds users likely to install your app or take in-app actions.
Smart CampaignA simplified, fully automated campaign type aimed at small businesses. Google handles nearly everything, including keyword targeting, ad creation, and bidding. Smart Campaigns offer very limited control and visibility. Most serious advertisers graduate to other campaign types quickly.
Dynamic Search Ads (DSA)Ads that are automatically targeted based on the content of your website rather than keywords. Google crawls your site and matches user searches to relevant pages. DSAs are being gradually superseded by AI Max for Search, which offers similar keywordless matching with more control and transparency. Google may consolidate DSA functionality entirely into AI Max in 2026.
Power PackGoogle's recommended 2026 campaign structure combining three campaign types working in concert: Demand Gen (creates awareness and interest), AI Max for Search (captures and converts search intent), and Performance Max (orchestrates full-funnel performance at scale). The Power Pack replaced the earlier "Power Pair" recommendation of Search plus PMax.
BidThe maximum amount you're willing to pay for a click, impression, or conversion on your ad. In automated bidding strategies, Google sets bids on your behalf in each auction. In manual strategies, you set bids yourself. Your actual cost is often lower than your maximum bid because of how the auction works.
Smart BiddingA subset of automated bidding strategies that use Google's machine learning to optimise for conversions or conversion value in every single auction. Smart Bidding strategies include Target CPA, Target ROAS, Maximise Conversions, and Maximise Conversion Value. These strategies evaluate dozens of real-time signals including device, location, time of day, audience, browser, and more to set optimal bids.
Target CPA (tCPA)A Smart Bidding strategy where you set the average cost per acquisition you want to achieve, and Google adjusts bids to get as many conversions as possible at that target. For example, if you set a Target CPA of $50, Google will try to generate conversions at an average cost of $50 each. Actual costs per individual conversion will vary.
Target ROAS (tROAS)A Smart Bidding strategy where you set a target return on ad spend, and Google adjusts bids to maximise conversion value at that target. If you set a Target ROAS of 400%, Google will try to generate $4 in conversion value for every $1 spent. This strategy requires conversion value data to function effectively.
Maximise ConversionsAn automated bidding strategy that spends your entire daily budget to get the most conversions possible, without a CPA constraint. Useful for driving volume, but can lead to high costs per conversion if not monitored carefully. You can add an optional Target CPA to cap your cost per acquisition.
Maximise Conversion ValueSimilar to Maximise Conversions, but optimises for total conversion value rather than conversion count. Spends your full budget to generate the highest total value. You can add an optional Target ROAS to maintain efficiency.
Maximise ClicksAn automated strategy that gets as many clicks as possible within your budget. Does not optimise for conversions. Useful for traffic-focused campaigns or early data gathering, but not recommended for performance-focused accounts.
Manual CPCYou set individual bids for each keyword or ad group manually. Gives maximum control but requires constant attention and cannot react to real-time auction signals the way Smart Bidding can. Increasingly rare in modern accounts as Google pushes automation.
Enhanced CPC (eCPC)A semi-automated strategy where you set manual bids and Google adjusts them up or down based on the likelihood of a conversion. Effectively a middle ground between Manual CPC and full Smart Bidding. Google can raise bids with no cap for clicks deemed likely to convert.
Smart Bidding ExplorationA feature launched in 2024 that allows Smart Bidding to temporarily exceed your Target CPA or ROAS constraints to test high-performing queries it wouldn't normally bid on. The system explores new conversion opportunities beyond your existing targeting, then adjusts back once it has enough data. Google reports an 18% increase in unique search query categories with conversions and a 19% increase in overall conversions for campaigns using this feature alongside AI Max.
Daily BudgetThe average amount you're willing to spend per day on a campaign. Google may spend up to twice your daily budget on high-traffic days, but will balance this out over the month so your total monthly spend doesn't exceed your daily budget multiplied by 30.4.
Campaign Total BudgetA newer budget type that lets you set a fixed total spend over a defined timeframe (3 to 90 days for most campaigns, up to one year for Demand Gen and YouTube). Google's AI manages pacing throughout the period. Available for Search, Shopping, PMax, Demand Gen, and YouTube campaigns as of January 2026.
Shared BudgetA single budget shared across multiple campaigns. Google allocates spend dynamically to whichever campaigns need it most. Useful for simplifying budget management but reduces your control over individual campaign spend.
Learning PhaseThe period after a significant campaign change (new bidding strategy, major budget adjustment, large keyword additions) when Google's algorithm is recalibrating and performance may be volatile. Typically lasts 1 to 2 weeks. Making additional changes during the learning phase resets it, prolonging instability. Autonomous AI systems like groas avoid triggering learning phases by making continuous micro-adjustments rather than large manual changes, keeping campaigns stable and consistently optimised.
AuctionThe real-time process that occurs every time someone searches on Google or visits a page on the Display Network. Google evaluates all eligible ads, calculates Ad Rank for each, and determines which ads show and in what order. Billions of auctions happen daily.
Bid AdjustmentA percentage increase or decrease applied to your bids based on criteria like device type, location, time of day, or audience segment. For example, a +20% bid adjustment for mobile means you're willing to pay 20% more for mobile clicks. Bid adjustments are only available with certain bidding strategies.
KeywordA word or phrase you add to your campaign that tells Google when to show your ad. When someone searches for something that matches your keyword (based on the match type you've chosen), your ad is eligible to enter the auction. Keywords remain the foundation of Search campaigns, though Google is increasingly moving toward intent-based matching where keywords function as signals rather than strict triggers.
Broad MatchThe widest keyword match type. Your ad can show for searches related to the meaning of your keyword, including synonyms, related concepts, and queries that don't contain any of the original keyword terms. Google recommends pairing broad match with Smart Bidding, which uses auction-time signals to filter for high-value clicks. Broad match has expanded significantly in recent years as Google pushes toward intent-based matching.
Phrase MatchYour ad shows for searches that include the meaning of your keyword in the same order, potentially with additional words before or after. Since absorbing Broad Match Modifier functionality in 2021, phrase match is more expansive than its name implies. It matches searches that share the intent of your keyword, not just the exact phrasing.
Exact MatchThe most restrictive keyword match type, though no longer truly "exact." Your ad shows for searches that have the same meaning or same intent as your keyword, including close variants, reordered words, and implied terms. Since 2019, exact match includes "same meaning" matching, which means [cheap flights to NYC] can match "affordable airfare to New York."
Negative KeywordA keyword you add to prevent your ad from showing on specific searches. Negative keywords are critical for preventing wasted spend on irrelevant traffic. They operate at campaign or ad group level and can use broad, phrase, or exact match types. Negative keyword matching has not expanded like positive keywords, meaning negative phrase match still requires exact word order.
Search Terms ReportShows the actual queries people typed that triggered your ads. Essential for identifying new keyword opportunities and negative keywords to add. AI Max shows "AI Max" as a distinct match type in this report, so you can see which queries came from AI-powered expansion versus your traditional keyword targeting.
Keywordless MatchingA targeting approach where Google matches your ads to searches without relying on any keyword list. Used in Performance Max, Dynamic Search Ads, and now AI Max for Search. Google analyses your website content, landing pages, and campaign context to determine relevant searches. Keywordless matching expands reach but requires strong negative keyword management to prevent irrelevant traffic.
Search ThemesDescriptive topics you provide in Performance Max campaigns to help guide Google's AI toward relevant searches. Search themes are suggestions, not hard targeting constraints. Google's AI will look beyond them if it thinks it can find conversions elsewhere. Think of them as directional inputs rather than keyword lists.
Audience SegmentsGroups of users defined by their characteristics, behaviours, or interests. Types include affinity audiences (long-term interests), in-market audiences (actively researching products), custom segments (defined by URLs, search terms, or apps), and your own data segments (remarketing lists, customer lists). Used across all campaign types.
Lookalike AudiencesAvailable exclusively in Demand Gen campaigns. Google builds a new audience modeled on users who share characteristics with a seed audience you provide (like your customer list or website visitors). Available in narrow, balanced, and broad expansion levels.
Custom SegmentsAudiences you build yourself based on people who have searched for specific terms on Google, visited particular websites, or used specific apps. Custom segments offer more control than Google's pre-built affinity and in-market audiences.
Customer MatchUpload your first-party customer data (hashed email addresses, phone numbers, mailing addresses) to create audience segments in Google Ads. As of 2025, the minimum list size has been reduced from 1,000 to 100 users, making Customer Match accessible to smaller advertisers.
Remarketing (Retargeting)Showing ads to users who have previously visited your website, used your app, or engaged with your content. Remarketing audiences are some of the highest-converting audiences available because these users have already shown interest in your business.
Optimised TargetingAn AI-powered targeting feature available in Demand Gen and Display campaigns. When enabled, Google looks beyond your selected audience segments to find additional users likely to convert. When disabled, targeting is restricted to the audiences you've chosen. Enabled by default in Demand Gen campaigns.
Audience SignalsInputs you provide in Performance Max campaigns to guide Google's AI toward your ideal customer. Unlike hard targeting constraints, audience signals are suggestions. Google uses them as starting points but will expand beyond them to find conversions. Effective signals include your customer lists, high-value website visitors, and relevant in-market segments.
Geographic TargetingControls where your ads are shown based on user location. You can target by country, region, city, radius around a point, or specific postcodes. Demand Gen now supports presence-based targeting (people physically in a location) versus interest-based targeting (people interested in a location).
ImpressionsThe number of times your ad was shown. One impression equals one time your ad appeared in a search result, on a website, in a YouTube feed, or any other placement. Impressions alone don't tell you much, but they're essential for calculating other metrics like CTR and impression share.
ClicksThe number of times users clicked on your ad. A click typically leads the user to your website, landing page, or app. Clicks are the basis for most Google Ads billing (cost per click).
Click-Through Rate (CTR)The percentage of impressions that resulted in a click. Calculated as clicks divided by impressions, multiplied by 100. For Search campaigns, a CTR above 3% is generally considered decent, while top-performing ads often exceed 5 to 8%. CTR is one of the factors that influences Quality Score.
Cost Per Click (CPC)The amount you pay each time someone clicks your ad. Your actual CPC is often lower than your maximum bid because you only pay the minimum amount needed to beat the Ad Rank of the advertiser below you (plus one cent). Average CPC varies wildly by industry, from under $1 to over $50 for competitive legal or insurance keywords.
Cost Per Acquisition (CPA)The average amount you pay for each conversion. Calculated as total cost divided by total conversions. CPA is one of the most important efficiency metrics for performance-focused advertisers. Also referred to as cost per conversion or cost per action.
Cost Per Mille (CPM)The cost per 1,000 impressions. Primarily used in Display, Video, and Demand Gen campaigns where impression-based billing is common. Useful for evaluating awareness campaign efficiency.
Return on Ad Spend (ROAS)The revenue generated for every unit of currency spent on advertising. Calculated as conversion value divided by ad spend. A ROAS of 400% (or 4:1) means you earned $4 for every $1 spent. ROAS is the primary efficiency metric for ecommerce advertisers and the foundation of Target ROAS bidding strategies. Note that ROAS measures revenue, not profit. A campaign with 400% ROAS but 20% margins may not actually be profitable.
ConversionA completed action that you've defined as valuable, such as a purchase, form submission, phone call, or app install. You define what counts as a conversion in your account's conversion tracking settings. The quality and accuracy of your conversion data directly impacts how well Smart Bidding performs.
Conversion RateThe percentage of clicks that resulted in a conversion. Calculated as conversions divided by clicks, multiplied by 100. Google reports an average conversion rate of approximately 4.4% across all advertisers, though this varies dramatically by industry and campaign type.
Conversion ValueThe monetary value assigned to each conversion. For ecommerce, this is typically the order revenue. For lead generation, you might assign estimated values based on lead quality or lifetime value. Conversion value data is required for Target ROAS and Maximise Conversion Value bidding strategies.
View-Through ConversionA conversion that occurs after a user sees your ad but doesn't click it. The user later converts through another path, such as a direct visit or organic search. View-through conversions are particularly important for Demand Gen and Display campaigns, where ads build awareness even without a click. Default attribution window is typically 1 day for view-through conversions.
Assisted ConversionA conversion where a particular campaign, ad group, or keyword was part of the conversion path but didn't receive last-click credit. Assisted conversion data shows the full-funnel value of upper-funnel campaigns like Demand Gen, which often initiate customer journeys that are completed through Search or Shopping campaigns.
Quality ScoreA diagnostic metric rated 1 to 10 that estimates the quality and relevance of your keywords, ads, and landing pages. Based on three components: expected click-through rate, ad relevance, and landing page experience. While Quality Score itself isn't used directly in the auction (Ad Rank is), the underlying factors it measures heavily influence your ad performance and costs.
Impression ShareThe percentage of eligible impressions your ads actually received. If your impression share is 60%, you're missing 40% of potential impressions. Lost impression share is broken into two causes: budget (you ran out of money) and rank (your Ad Rank wasn't competitive enough). Monitoring impression share helps you identify growth opportunities.
Search Impression ShareImpression share specifically for the Search network. Tells you what percentage of eligible search auctions you appeared in. A critical metric for branded campaigns, where you typically want close to 100% impression share on your own brand terms.
Attributed Branded SearchesA newer metric available in Demand Gen campaigns as of January 2026. Shows the volume of branded searches on Google and YouTube that were driven by your Demand Gen campaigns. Helps quantify the awareness impact of upper-funnel advertising in concrete, measurable terms.
Conversion LiftA measurement methodology that tests whether your ads are driving incremental conversions beyond what would have happened organically. Available in Demand Gen campaigns at lower spend thresholds since September 2025. Conversion Lift studies provide the most rigorous measurement of true campaign impact.
Data-Driven Attribution (DDA)Google's recommended attribution model, which uses machine learning to assign conversion credit across all touchpoints in the customer journey based on their actual impact. DDA replaced last-click as the default attribution model in Google Ads and provides a more accurate picture of how your campaigns work together.
Responsive Search Ad (RSA)The standard ad format for Search campaigns. You provide up to 15 headlines and 4 descriptions, and Google's AI tests combinations to find the best-performing variations for each search. RSAs replaced Expanded Text Ads (ETAs), which were phased out in June 2022. As of January 2026, Google's auto-applied recommendation for creating new RSAs has been removed.
Responsive Display AdGoogle's automated display ad format. You provide images, headlines, descriptions, and logos, and Google creates ads sized and formatted for every Display Network placement. Responsive display ads adapt to fit banner, native, interstitial, and other format requirements automatically.
Text Customisation (AI Max)An AI Max for Search feature that automatically generates headlines and descriptions tailored to each user's search query and your landing page content. Google's AI writes and tests ad copy variations in real time. You can now set brand guidelines, including approved phrases, restricted language, and tone of voice, to control what the AI generates.
Final URL ExpansionAn AI Max and Performance Max feature that allows Google to dynamically select which landing page on your website a user sees, overriding the landing page you specified. Google analyses your site content and the user's query to choose the most relevant page. You can set URL inclusion and exclusion rules to control which pages are eligible.
Ad StrengthA rating (Poor, Average, Good, Excellent) that estimates how well your ad's creative assets are set up to perform. Based on the number, diversity, and relevance of your headlines, descriptions, and other assets. While a helpful guideline, Ad Strength does not directly impact auction performance. Focus on actual conversion data over Ad Strength ratings.
PinningThe ability to lock specific headlines or descriptions into fixed positions in your RSAs. Pinning headline 1 ensures it always appears first. While pinning gives you control over messaging, it limits Google's ability to test combinations and can reduce ad performance. Use pinning selectively for legal disclaimers, brand requirements, or critical messaging.
Product FeedA structured data file submitted through Google Merchant Center that contains your product information: titles, descriptions, prices, images, availability, and more. Product feeds power Shopping campaigns, Shopping ads within Performance Max, and product-based Demand Gen campaigns. Feed quality directly impacts ad visibility and performance.
Carousel AdA Demand Gen ad format featuring 2 to 10 scrollable cards, each with its own image, headline, and landing page URL. Carousels are effective for showcasing multiple products, features, or brand stories in a single ad unit.
Video Ad FormatsGoogle supports multiple video ad types: skippable in-stream (plays before or during videos, skippable after 5 seconds), non-skippable in-stream (15 seconds or less, cannot be skipped), bumper ads (6 seconds, non-skippable), in-feed video ads (appear in YouTube feeds and search results), and Shorts ads (vertical format within YouTube Shorts). Video creative is increasingly critical across PMax, Demand Gen, and Video campaigns.
Automatically Created Assets (ACA)Google's AI-generated headlines and descriptions for your ads, based on your landing page content and existing assets. ACAs are part of AI Max's text customisation feature. You can review and remove individual auto-created assets, and set brand guidelines to control quality.
Asset StudioGoogle's built-in creative tool for generating and editing ad assets using generative AI. Asset Studio can create images, edit existing visuals, and generate creative variations at scale. Launched in 2025, it's designed to help advertisers produce higher volumes of creative assets for testing.
Conversion TrackingThe system that records when users complete valuable actions after interacting with your ads. Conversion tracking is the foundation of all Google Ads optimisation. Without accurate conversion data, Smart Bidding, attribution, and performance reporting are unreliable. Implementation options include the Google tag, Google Tag Manager, and the Google Ads API.
Google Tag (gtag.js)The JavaScript tag you place on your website to track conversions and build remarketing audiences. The Google tag sends data to both Google Ads and Google Analytics. Proper tag implementation is essential for accurate measurement and effective Smart Bidding.
Google Tag Manager (GTM)A free tag management system that lets you add and update tracking tags on your website without modifying code directly. GTM simplifies implementation of conversion tracking, Enhanced Conversions, and Consent Mode. It's the recommended implementation method for most businesses.
Enhanced ConversionsA feature that supplements your existing conversion tracking by sending hashed (encrypted) first-party customer data (email addresses, phone numbers, names) to Google. This helps Google match conversions to ad clicks more accurately, especially when cookies are blocked or deleted. Enhanced Conversions can recover 15 to 25% of conversions that would otherwise be lost due to cookie restrictions. Implementation is available through GTM, the Google tag, or the API.
Enhanced Conversions for LeadsA variation of Enhanced Conversions specifically for lead generation businesses. It connects offline conversions (like a lead that later becomes a paying customer) back to the original ad click by matching hashed customer data. This gives Smart Bidding accurate signals about which leads actually convert downstream, dramatically improving bid optimisation for lead gen accounts.
Consent Mode v2A framework that adjusts how Google tags behave based on users' cookie consent choices. When a user declines tracking cookies, Consent Mode sends cookieless pings to Google, which uses AI-powered conversion modeling to estimate conversions from unconsented traffic. Consent Mode v2 became mandatory for EEA and UK advertisers in March 2024 and is increasingly important globally as privacy regulations expand. Implementing Advanced Consent Mode (which allows cookieless pings) rather than Basic Mode (which blocks all tracking) can recover up to 80% of otherwise lost tracking data.
Consent Management Platform (CMP)A tool that displays cookie consent banners on your website, records visitor consent choices, and communicates those choices to tracking systems. Google requires a certified CMP for proper Consent Mode implementation. Examples include CookieYes, CookieScript, OneTrust, and Cookiebot.
Conversion ModelingGoogle's AI-driven process of estimating conversions that can't be directly observed due to cookie restrictions, privacy settings, or cross-device journeys. Conversion modeling fills measurement gaps by using patterns from consented users to predict behaviour among unconsented traffic. Requires Advanced Consent Mode implementation and at least 700 ad clicks per 7 days per country and domain.
Server-Side TaggingMoving data collection from the user's browser to your own server, bypassing ad blockers and browser-based cookie restrictions. Server-side tagging improves data accuracy by 10 to 30%, extends cookie lifespans, and gives you more control over what data is shared with Google. It's increasingly recommended as browser-based tracking faces growing restrictions.
GCLID (Google Click ID)A unique identifier appended to your landing page URL when someone clicks your Google ad. GCLID connects the click to subsequent conversion events, enabling accurate attribution. Required for offline conversion tracking and Enhanced Conversions for Leads.
Google Analytics 4 (GA4)Google's current analytics platform, which replaced Universal Analytics in July 2023. GA4 tracks user journeys across websites and apps using an event-based data model. When linked to your Google Ads account, GA4 provides deeper audience insights, cross-platform attribution, and the ability to import GA4 conversions into Google Ads.
Offline Conversion TrackingImporting conversion data from your CRM or other offline systems back into Google Ads. Essential for businesses where the final conversion (like a sale or signed contract) happens offline or after a long sales cycle. Offline conversion data helps Smart Bidding optimise for actual business outcomes rather than just form fills.
Data ManagerA newer Google Ads tool that centralises all your first-party data sources, including CRM data, website data, app data, and offline conversions, into a single privacy-safe hub. Data Manager simplifies the process of connecting your business data to Google Ads for improved audience targeting and conversion measurement.
Autonomous AI Campaign ManagementThe practice of using third-party AI systems to manage Google Ads campaigns continuously and automatically, without requiring human intervention for tactical decisions. Unlike tools that help humans manage campaigns faster, autonomous systems like groas make and execute optimisation decisions independently, 24/7, at a speed and scale that matches Google's own AI. This approach is increasingly necessary as campaign complexity grows with AI Max, PMax, Demand Gen, and other automated campaign types all running simultaneously.
AI OverviewsAI-generated summaries that appear at the top of Google search results, providing direct answers compiled from multiple sources. Google expanded ads within AI Overviews throughout 2025, first on mobile and then desktop. Ads in AI Overviews represent a new placement opportunity that requires alignment between your paid and organic strategies.
Demand Gen DropsMonthly product update showcases launched by Google in September 2025, specifically for Demand Gen campaigns. Each "drop" announces new features, tools, and capabilities. Staying current with Demand Gen Drops is essential for leveraging the latest targeting, creative, and measurement improvements.
Shoppable CTV (Connected TV)A Demand Gen feature launched in January 2026 that enables viewers watching YouTube on connected TVs to browse and purchase products directly from the big screen. Google reports that campaigns including TV screens drive an average of 7% additional conversions at the same ROI.
Brand GuidelinesControls within AI Max and Demand Gen that let you define rules for AI-generated ad copy. You can specify approved phrases, restrict certain language, define tone of voice, and prevent the AI from making claims about your brand. Brand guidelines ensure automated creative stays on-brand even as Google's AI generates and tests variations at scale.
Value-Based BiddingA bidding approach that optimises for the actual value of each conversion rather than treating all conversions equally. Instead of setting a flat Target CPA, you assign different values to different conversion types based on profit margins, lifetime value, or strategic importance. Value-based bidding (using Target ROAS or Maximise Conversion Value) typically outperforms conversion-count-based strategies for businesses with variable conversion values.
Broad Match Campaign SettingA campaign-level toggle that converts all keywords in a campaign to broad match. Being consolidated into AI Max for Search as of late 2025. When enabled, all phrase and exact match keywords in the campaign are automatically converted to broad match.
Omnichannel BiddingA bidding approach available in Demand Gen and Performance Max that optimises for both online conversions and in-store visits within a single campaign. Omnichannel bidding uses store visit data and location signals to allocate budget across digital and physical conversion paths.
Travel FeedsA Demand Gen feature launched in January 2026 for hospitality advertisers. Connect your Hotel Center feed to automatically build dynamic video ads featuring real-time hotel pricing, ratings, and availability. Travel Feeds extend product feed functionality beyond traditional ecommerce into the travel vertical.
Pathmatics IntegrationAnnounced in the November 2025 Demand Gen Drop, this feature lets advertisers import top-performing creative assets from other advertising platforms directly into Demand Gen. It streamlines the process of reusing proven creative across channels.
Universal Commerce Protocol (UCP)Launched by Google in January 2026, UCP is a standardised checkout framework that allows users to purchase products directly from Google surfaces without leaving to a third-party website. While still early, UCP could significantly change how ecommerce advertising works by reducing friction between ad click and purchase.
What is the difference between ROAS and CPA?
ROAS (Return on Ad Spend) measures the revenue generated per unit of ad spend. CPA (Cost Per Acquisition) measures the average cost of each conversion. ROAS is value-focused and best for ecommerce where conversion values vary. CPA is volume-focused and best for lead generation where each conversion has roughly equal value. A campaign can have a strong CPA but weak ROAS if it's generating many low-value conversions. Sophisticated advertisers use both metrics together to evaluate campaign health.
What is Google Performance Max?
Performance Max is Google's most automated campaign type, running across all Google advertising surfaces (Search, Shopping, Display, YouTube, Gmail, Discover, and Maps) simultaneously. Advertisers provide creative assets and set conversion goals; Google's AI handles targeting, bidding, and placements. PMax replaced Smart Shopping in 2022 and is particularly strong for ecommerce advertisers with product feeds. It offers broad reach but limited transparency compared to other campaign types.
What is AI Max in Google Ads?
AI Max for Search is an AI-powered enhancement layer launched in May 2025 that can be toggled on within existing Search campaigns. It adds three capabilities: expanded search term matching beyond your keywords, AI-generated text customisation for ad copy, and dynamic final URL expansion for landing page selection. Google reports an average 14% conversion lift for non-retail advertisers using AI Max. Each feature can be individually enabled or disabled.
What is a good Quality Score in Google Ads?
Quality Score ranges from 1 to 10. A score of 7 or above is generally considered good, indicating strong relevance between your keywords, ads, and landing pages. Scores of 3 or below suggest significant issues that are likely increasing your costs and reducing ad visibility. Focus on improving the three components: expected click-through rate, ad relevance, and landing page experience.
What is the learning phase in Google Ads?
The learning phase is the period after significant campaign changes when Google's bidding algorithm is recalibrating. During this phase (typically 1 to 2 weeks), performance may be volatile and results unpredictable. Making additional major changes during the learning phase resets it, extending instability. Autonomous management systems like groas minimise learning phase disruptions by making thousands of small, continuous adjustments rather than large periodic changes.
What are Enhanced Conversions in Google Ads?
Enhanced Conversions improve conversion tracking accuracy by sending hashed first-party customer data (like email addresses) to Google alongside your standard conversion tags. Google uses this data to match conversions to ad clicks even when cookies have been blocked or deleted. This typically recovers 15 to 25% of otherwise lost conversions and significantly improves Smart Bidding accuracy. Implementation is available through Google Tag Manager, the Google tag, or the API.
What is Consent Mode v2?
Consent Mode v2 is Google's framework for adjusting tracking tag behaviour based on user cookie consent choices. It became mandatory for EEA and UK advertisers in March 2024. The Advanced version sends anonymous, cookieless signals to Google even when users decline cookies, enabling AI-powered conversion modeling that fills measurement gaps. Without Consent Mode, advertisers targeting European users face significant data loss in both Google Ads and Google Analytics.
What is the difference between Demand Gen and Discovery Ads?
Demand Gen replaced Discovery Ads in late 2023 and was fully migrated by March 2024. While Discovery Ads only supported image and carousel formats, Demand Gen adds video support, lookalike audience targeting, enhanced reporting, creative A/B testing, and channel controls. Demand Gen also absorbed Video Action Campaigns in July 2025, making it Google's unified campaign type for visual, engagement-driven advertising.
