Google Search Mechanics
This match type, designated by simple text without punctuation, gives Google the most flexibility to show your ad on related variations.
What is Broad Match?
When building a Facebook Lead Form, you can choose between "More Volume" and this option, which adds a review step to confirm user intent.
What is Higher Intent?
To figure out this metric, you divide total ad spend by the total number of clicks your campaign received.
What is CPC (Cost Per Click)?
Google will immediately disapprove your ad if the user clicks it and gets this famous 3-digit error code because your website is down.
What is a 404 error (or "Destination Not Working")?
This is the ideal testing practice where you change exactly one element (like a headline or a form banner) to determine what drives better performance.
What is A/B Testing (or Split Testing)?
These three core pillars combine to determine your Google Ads Quality Score.
What are Expected Click-Through Rate (CTR), Ad Relevance, and Landing Page Experience?
To legally run a Facebook Lead Form campaign, you must explicitly include a link to this specific document on your form's configuration page.
What is a Privacy Policy?
If you spend $500 on a Facebook LF campaign and generate 25 leads, this is your Cost Per Lead.
What is $20?
Google will flag your ad for a "Destination Mismatch" if the URL shown in your ad text doesn't match this actual location where the user ends up.
What is the Final URL / Landing Page?
In Google Search ads, this feature automatically updates your ad headlines to match the user's specific search query using a piece of code.
Dynamic Keyword Insertion (DKI)?
Enclosing a keyword in quotation marks signifies this match type, which matches queries that include the meaning of your keyword.
What is Phrase Match?
Adding these types of fields to your Instant Form helps filter out accidental autofill submissions, though it typically increases your Cost Per Lead.
If 100 people click on your search ad, and 10 of them successfully fill out your lead form, this percentage represents your Conversion Rate.
What is 10%?
To prevent ads from looking spammy or "shouty," Google's editorial policy prohibits writing your ad text in this format.
What is ALL CAPS?
When optimization shifts from a "Maximize Leads" strategy to this value-based strategy, you are teaching the algorithm to hunt for higher-quality conversions rather than raw volume.
What is Maximize Conversion Value (or Target ROAS)?
This metric, calculated by multiplying your Max CPC bid by your Quality Score, determines your actual position in the ad auction.
What is Ad Rank?
Facebook only stores your lead data natively for this many days before it is permanently deleted, which is why syncing to a CRM is so important.
What is 90 days?
This metric measures total revenue generated divided by total ad spend.
What is ROAS (Return on Ad Spend)?
Facebook's automated policy flags lead forms that ask for this type of highly sensitive user data without explicit white-glove permission.
What is Personally Identifiable Information (PII) like Social Security Numbers, financial account details, or health history?
While Google Search targets users based on explicit intent, Facebook LF ads rely on this type of targeting strategy based on user demographics, actions, and interests.
What is Interruption / Audience-based Targeting?
This account-level list is crucial for Search campaigns to prevent your ads from serving on completely irrelevant, high-volume search queries that waste budget.
What is a Negative Keyword List?
This advanced form feature allows you to change the follow-up questions a user sees based on the answer they give to a previous multiple-choice question.
What is Conditional Logic?
If your ad receives 100 clicks from 2,000 impressions, this is your Click-Through Rate.
What is 5%?
Ads promising that a user will "Make $5,000 this week" or "Lose 10 pounds in 3 days" will be instantly flagged for making this type of prohibited claim.
What are Unrealistic Claims (or Misleading Claims)?
On Facebook, you can upload a CSV list of your best past leads to generate this type of audience, which finds new users with similar behaviors and characteristics.
What is a Lookalike Audience (LAL)?