tCPA (Target CPA): a Smart Bidding strategy where you tell Google what a conversion is worth paying and it bids to hit it.
tROAS (Target ROAS): the value-based version - you set the return you need per dollar of spend.
Smart Bidding: Google's automated bidding strategies (tCPA, tROAS, Maximize Conversions/Value) that need conversion data to work well.
Smart Bidding threshold: the minimum conversions (default 30) before Budget Intelligence considers a campaign ready for tCPA/tROAS.
Learning period: the window (default 14 days) Smart Bidding needs to stabilise after any material change.
Impression share (IS): the percentage of eligible auctions your ad actually appeared in.
Budget-lost IS: impression share lost purely because budget ran out - the scale signal.
Rank-lost IS: share lost to ad rank (bid/quality). Below 10% it's hidden as normal variance.
Lifecycle stage: where a campaign sits in its journey from learning to performing to scaling.
Verdict: the recommended action class for a campaign - Review, Scale, Change, Adjust, Reduce, Pause, Consider, or Hold.
Cooldown: the enforced wait after an applied change before the same campaign can be changed again.
One lever at a time: the rule that bid and budget are never changed on the same campaign in the same cycle.
Change plan: the concrete Google Ads change behind a recommendation, with before/after values and a revert path.
Portfolio strategy: a bidding strategy shared across several campaigns in Google Ads - handled specially.
Feeder strategy: the PMax + Standard Shopping structure where Shopping "feeds" data and PMax runs at a tROAS premium.
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What is Budget Intelligence?
An automated budget and bidding engine that thinks like a strategist.
Cooldown windows
Every change type has a stabilisation window. The longest wins.