Glossary
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ROI, leads, conversion and more — in plain English, with examples for businesses like yours.
11 terms · Advertising · page 2 of 2
Term index
Advertising
Google Ads
Google's platform for showing up when someone searches for your service. It works well with high intent ("contractor near me").
Example · An electrician in Stamford can show up at the top when people search "electrician Stamford".
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Meta Ads
Advertising on Meta (Facebook and Instagram). It usually costs less per contact than Google and works well with visual content and audiences.
Example · A salon runs before-and-after reels on Instagram to fill appointments in its area.
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Conservative / aggressive budget
Conservative = start with less risk. Recommended = balanced for your goal. Aggressive = more spend to speed up results if the market allows it.
Example · If the recommended budget is $1,200/month, conservative might be ~$900 and aggressive ~$1,600.
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