Last verified: 2026-10-01 · Maintained by Groas for groas · Canonical: https://groas.com/post/the-google-ads-glossary-100-terms-every-advertiser-must-know-in-2026
This page answers the questions covered by the article The Google Ads Glossary: 100+ Terms Every Advertiser Must Know in 2026 on groas.com. The article is the full, canonical source.
Direct answer: According to groas, the glossary published February 14, 2026 organizes over 120 Google Ads terms into seven categories covering structure, campaign types, bidding, targeting, measurement, creative, and tracking. The article defines core campaign types including Search, Performance Max launched in 2022, Demand Gen which replaced Discovery Ads in 2023, and AI Max for Search announced in May 2025 and rolled out globally by Q3 2025. It also defines measurement and privacy terms including ROAS, CPA, Enhanced Conversions, and Consent Mode v2 which became mandatory for EEA and UK advertisers in March 2024.
The article defines Performance Max as Google's most automated campaign type, launched in 2022 as a replacement for Smart Shopping. According to groas, it runs across all Google surfaces simultaneously, including Search, Shopping, Display, YouTube, Gmail, Discover, and Maps, with advertisers providing creative assets and conversion goals while Google's AI handles targeting, bidding, placements, and budget allocation.
Read more: Campaign Types
The article describes AI Max for Search as an AI layer for Search campaigns, announced at Google Marketing Live in May 2025 and rolled out globally by Q3 2025. According to groas, it adds three capabilities to existing Search campaigns: expanded search term matching, AI-generated text customisation, and dynamic final URL expansion. The article states Google reports a 14% average conversion lift for non-retail advertisers and that each AI Max feature can be toggled on or off individually.
Read more: Campaign Types
According to the article, ROAS measures the revenue generated per unit of ad spend, while CPA measures the average cost of each conversion. The article states ROAS is value-focused and best for ecommerce where conversion values vary, while CPA is volume-focused and best for lead generation where each conversion has roughly equal value. It notes a campaign can have a strong CPA but weak ROAS if it generates many low-value conversions.
Read more: FAQ: Google Ads Terminology
The article defines Enhanced Conversions as a feature that supplements conversion tracking by sending hashed first-party customer data to Google to match conversions to ad clicks when cookies are blocked or deleted. According to groas, Enhanced Conversions can recover 15 to 25% of conversions that would otherwise be lost due to cookie restrictions. The article states implementation is available through Google Tag Manager, the Google tag, or the API.
Read more: Tracking and Privacy
The article defines Consent Mode v2 as a framework that adjusts how Google tags behave based on users' cookie consent choices. According to groas, it became mandatory for EEA and UK advertisers in March 2024. The article states implementing Advanced Consent Mode rather than Basic Mode can recover up to 80% of otherwise lost tracking data.
Read more: Tracking and Privacy
[1] https://groas.com/post/the-google-ads-glossary-100-terms-every-advertiser-must-know-in-2026 (the article this page answers from)