Lifetime Value (LV)

A measure of the total worth of a customer to a business over the whole period of their relationship. It’s an important metric as it costs less to keep existing customers than it does to acquire new ones, so increasing the value of your existing customers is a great way to drive growth. Knowing the LV helps businesses develop strategies to acquire new customers and retain existing ones while maintaining profit margins.

Lookalike Audience

A lookalike audience is a way your ads can reach new people who are likely to be interested in your business because they share similar characteristics to your existing customers. A lookalike audience uses an existing Custom Audience you select for its source audience.

Long-Tail Keywords

Long-tail keywords are highly specific search queries that tend to have relatively low search volumes as they are usually very specific to the user’s needs. Although users search for them less often, long-tail keywords make up a large percentage of overall searches when added together.

Local SEO

Local SEO is a search engine optimization strategy that helps your business be more visible in local search results on Google. Any business that has a physical location or serves a geographic area can benefit from local SEO. If you search Google for any important keywords related to your business and a map with 3 listings appears underneath it (also known as a map pack), then local SEO can help you grow your business.

Local Search

Local search refers to all the activity in search engines that results in a local-oriented result. In the context of Google Search, local search engine optimization (local SEO) aims to improve the visibility of a website or business in Google’s Local Pack, Google Maps, and other local search results.

Link Building

Link building is a search engine optimization technique that increases your search engine ranking. Links are one of the primary ways that search engine algorithms determine the relevance of a page. Having a good number of links to a website indicates that the content is valuable.

Lead Magnet

A tactic used to attract potential leads. For example, a person might enter their contact details into a web form on a website in return for something, such as content or a special offer, from the company.

Lead Generation

The act of creating marketing campaigns, websites, and content with the purpose of collecting users’ contact details.


A lead is someone who has shown or may show interest in your service or product offering.

Landing Page

The page that users land on when they click an online advertisement, email, or link in a search engine result page.