Glossary
without the jargon.
ROI, leads, conversion and more — in plain English, with examples for businesses like yours.
20 terms · page 2 of 3
Term index
Advertising
Campaign management
What an agency charges to create ads, adjust budget and keywords, and send you reports. It's separate from what you pay Google or Meta.
Example · You can spend $1,000 on Google and pay LBS $590/month to manage and optimize those campaigns.
Related tool →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".
Related tool →Advertising
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.
Related tool →Advertising
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.
Related tool →Web
Conversion
On a website, converting means going from anonymous visitor to real contact. A site that doesn't convert makes your ads more expensive.
Example · 100 visits and 3 calls = a 3% contact conversion rate.
Related tool →Web
CTA
Call To Action: the main action you ask visitors to take. It should be easy to spot on mobile without hunting for the phone number.
Example · "Call now" or "Free quote" above the fold on mobile.
Related tool →Web
Landing page
A page built for one specific service or ad, with no distractions. It improves ad conversion.
Example · A "roof repair" ad leads to a roofing-only page, not a generic homepage.
Related tool →Web
Pixel (Meta) / tag (Google)
A small script that connects your site to Google or Meta so they know which ads bring in calls or forms.
Example · Without a pixel, Meta doesn't know which ad generated the lead, so it optimizes worse.
Related tool →
Still have questions?
On a 30-minute call, we'll walk you through your numbers — no jargon.
Talk to us →