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Glossary / Paid Media

Google Ads.

Google’s advertising platform for search, display, YouTube, shopping and more.

What it means

Google’s advertising platform for search, display, YouTube, shopping and more. Search campaigns target people actively looking for what you sell; success depends on keywords, ad copy, landing pages and conversion tracking.

Related terms

Pay-per-click (PPC)Local Services Ads (LSA)Performance Max

More in Paid Media

Ad frequencyClick-through rate (CTR)Connected TV (CTV)Cost per acquisition (CPA)Cost per click (CPC)Cost per lead (CPL)Cost per thousand impressions (CPM)Impressions

Read more.

Articles that put Google Ads to work.

Cover illustration for the article “Loan Officer Marketing in a 6–7% Rate Market: The 5 Channels Still Producing”
Mortgage · 8 min read · Nick Irmo

Loan Officer Marketing in a 6–7% Rate Market: The 5 Channels Still Producing

Loan officer marketing at 6–7%+ rates: the five channels still producing purchase business, what each costs, and the follow-up system that makes them pay.

Cover illustration for the article “How Much Should an HVAC Company Spend on Marketing in 2026? (With the $153 CPL Benchmark)”
Home Services · 6 min read · Nick Irmo

How Much Should an HVAC Company Spend on Marketing in 2026? (With the $153 CPL Benchmark)

HVAC marketing budget math for 2026: 8–12% of revenue, the $153 cost-per-lead benchmark, and how to split spend between LSA, Google Ads and your site.

Cover illustration for the article “ROI vs ROAS: What's the Difference, and Which One Should You Use?”
Analytics · 4 min read · Nick Irmo

ROI vs ROAS: What's the Difference, and Which One Should You Use?

ROAS tells you what your ads brought in. ROI tells you whether the business made money. Here's how they differ, how to calculate each, and when each one misleads you.

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