Rev
Glossary
Contractor Marketing,
Contractor Marketing,
Explained in Plain English.
Every term a contractor actually hears, explained in one line.
Built for
HVACRoofingPlumbingElectricalRemodelingLandscaping
Terms
Every Term, One Line Each.
Search this page for the word you heard on a sales call.
- Ad Rank — the score that decides your ad's position on the page, based on bid, Quality Score and expected impact.
- AI Max — Google's automatic matching and ad rewriting for Search.
- AI search visibility — whether tools like ChatGPT or Google AI Overviews mention your business when someone asks a related question.
- Call tracking — a phone number that records which ad or page a caller came from.
- Conversion tracking — the setup that tells you which call or form came from which ad, instead of guessing.
- Conversions API — sends lead events to Meta from your server, not the browser.
- CPC (cost per click) — what Google or Meta charges each time someone clicks your ad.
- CPL (cost per lead) — what one lead costs, on average, from a given ad or channel.
- CTR (click-through rate) — the share of people who see your ad or listing and actually click it.
- Demand Gen — Google's YouTube, Discover and Gmail ads; Display now lives here.
- Enhanced conversions — hashed customer details sent to Google to match more leads.
- GBP (Google Business Profile) — the free listing that shows your hours, reviews and map pin when someone searches your business.
- Google Search Console — Google's free tool showing which searches bring people to your site, and whether pages are indexed.
- Impressions — how many times your ad or listing was shown, whether anyone clicked it or not.
- Landing page — a page built around one offer and one action, usually where ad traffic is sent instead of the homepage.
- Lead deduplication — counting the same person once even if they called twice or called then filled out a form.
- Lead form — a form that opens inside Google or Meta.
- Learning phase — the settling period after a launch or big change.
- LSA (Local Services Ads) — Google ads with the Google Verified badge, shown above search results. You pay per lead, not per click.
- Map pack / local pack — the block of three local businesses with a map that appears above normal search results.
- Match type — exact, phrase or broad: how loosely a keyword matches.
- Meta pixel — Meta's tracking code on your site.
- NAP consistency — your business Name, Address and Phone number matching exactly everywhere it's listed online.
- Negative keyword — a search term you tell Google NOT to show your ad for, so you stop paying for the wrong clicks.
- Organic search — the free, unpaid results in Google, as opposed to ads.
- Performance Max (PMax) — one Google campaign across Search, YouTube, Maps and more; Google picks where.
- PPC (pay-per-click) — advertising where you pay only when someone clicks, not just for being shown.
- Quality Score — Google's 1-10 rating of how relevant your ad and landing page are to a search. Higher usually means a cheaper click.
- ROAS (return on ad spend) — revenue earned for every dollar spent on ads, expressed as a ratio.
- Schema markup — hidden code on a page that tells Google exactly what the content means, not just what it says.
- Search terms report — the actual searches that triggered your ad, used to find new negative keywords.
- SEO (search engine optimization) — the work that helps a site show up in organic search without paying for clicks.
- Service area — the towns or zip codes you tell Google you actually work in, so ads only show to people you can serve.
- Smart bidding — Google sets each bid using your conversion data.
- Special ad category — Meta's restricted category for housing, financing and similar ads.
- Target CPA — you tell Google the lead price you want.
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