Glossary

Every word used in the library, explained simply.

[NEED: …] placeholder: What the AI writes instead of guessing a fact you didn't give it, so you fill it in yourself.
ABO: Ad set budget: a fixed budget for each ad set, so every idea gets spend.
Account manager: The fulfillment role that owns the client relationship and the weekly review, judged on how many months the client stays.
Ad auction: How Meta picks which ad each person sees, from your bid and how likely they are to do what you asked for.
Ad concept: The plan for one ad: its layout and copy pattern, why it should work, what must not change, and which stage of buyer it's for.
Ad set: The level under a campaign where you set the area, audience, budget and the event to optimize for.
Advantage+: Meta's automatic settings for audience and creative. Turn the creative changes off so your ad runs as you made it.
Agent: AI that takes steps on its own with tools. A human still approves anything risky.
AI disclosure: Labeling an ad as made or changed with AI. Meta gives you a setting for it, can add its own "AI info" label, and requires it for some ads, like political ones.
Angle: The story that makes a desire feel urgent now: an old belief, new information, a new belief.
AOV: Average order value: revenue divided by orders. Ecom ads are judged against it.
Application funnel: A short quiz that qualifies people before they can book a sales call, with the calendar under the last Yes.
Atomic prompting: A short, self-contained instruction or question about one specific task or idea. You type it yourself, check the answer, then ask for the next piece.
Avatar: The one specific person your ad or page is written for: their situation, their problem and the exact words they use for it.
Awareness level: How much a buyer already knows about their problem and your fix. There are 5 levels, from unaware to most aware. It decides what your ad says first.
Bait pricing: An ad price most customers never pay, like "from $599". Buyers hate it, and it starts the call with an argument.
Beliefs map: One page listing what buyers think causes their problem, what they tried, why they think it failed, and what they think of fixes like yours.
Body copy: Everything between the opening and the call to action, where you answer doubts with claims and proof.
Boosted post: A post you pay to show to more people. It's built for likes and reach, not for quote requests.
Break-even cost: The most you can pay for one request or one customer before you lose money on it.
Broad targeting: Letting Meta find buyers in your area with few filters. The ad and the quiz do the filtering.
Business ready: What a client agrees to in writing before any ad spend: a named caller and backup, hours, one outbound number, a 5-minute first dial, stages moved and a weekly review.
C2PA (content credentials): Data inside an image file that can show it was made or changed by AI. Check it before calling a photo your work.
Call to action (CTA): The line or button that tells people what to do next, and what happens when they do.
Call-out: A hook that names who the ad is for in the first words, so the right people stop and everyone else keeps scrolling.
Call-out band: One plain line on a white band above a native photo, saying who the post is for. Never written over the photo.
Campaign: The top level in Meta Ads Manager. It holds the goal, like Leads.
Case study: One client's real result, from spend to sold jobs with dates and labels, shared with their permission. One result, not a promise.
CBO: Campaign budget: one budget that Meta splits across your ad sets.
Claim check: Marking every research claim keep, kill or unknown against its source before it goes into a doc or an ad.
Claude Code: Anthropic's tool that lets Claude work in your files and terminal: write code, run it and check it.
CLAUDE.md: A file of standing rules Claude reads at the start of every session in that folder.
Client portal: A login where a client sees only their own onboarding steps, with instructions, and ticks them off. Your steps show by title only.
Close rate: The share of quotes or sales calls that turn into paying jobs.
Closer: The person who runs the sales call and asks for the decision.
Cold traffic: People who have never heard of you, like a new audience on Meta. They need to be taught before they can be sold.
Confirmation rate: The share of booked calls where the person replied to confirm.
Contact rate: The share of leads you actually talk to.
Context window: How much text the AI can read at once: your prompt, your docs and its own answer.
Cost per booked job: Ad spend divided by jobs that went on the calendar. The number that decides if ads pay.
Cost per conversation: Ad spend divided by the leads you actually talked to. A truer test of your ads than cost per lead.
Cost per lead (CPL): Ad spend divided by leads. Easy to read and easy to be fooled by: cheap leads who never answer cost more.
CPC: Cost per link click: ad spend divided by clicks to your page.
CPM: Cost per 1,000 impressions: what you pay for your ad to be seen.
Creative brief: One page that tells an editor what to make: the angle, the hook, the format, the real assets, what must not change and the claims to check.
Creative strategist: The fulfillment role that plans and tests new ads, judged on the share of new creatives that beat the current best ad.
CRM: The system that holds every lead, call and stage, like GoHighLevel.
CTR: Link click-through rate: link clicks divided by impressions.
Deep research: An AI mode that searches many sources and writes a report with links. You still check every claim before you use it.
Desire: What your product lets someone do or stop feeling, said the way they'd say it. Many buyers share it.
Desire and angle bank: Your short list of 2 to 5 desires in the buyer's words, scored, with the angles you'll test for each.
Discovery: The part of a sales call where you ask questions until the prospect says, in their own words, why they need a change.
Doc stack: Your research docs in a fixed order (buyer quotes, avatar, desires, offer brief, beliefs) that AI and every page read before anything gets written.
E.164: Phone format with country code and no spaces, like +15551234567. GoHighLevel matches contacts on it.
Ecom (DTC): Selling a product online straight to the buyer, who checks out on a product page without talking to anyone.
Engine one: The part of your business that does the work: showing up, doing great jobs, earning referrals.
Engine two: The system that brings strangers in when you want them: an ad, a page, an offer, a 5-minute callback and a call that books.
Feature: What your product has or does. A desire is what using it lets the buyer do or stop feeling.
Few-shot prompting: Putting real examples in the prompt, like 3 customer quotes, so the AI copies the pattern.
Frame: Setting the agenda at the start of a call: what will happen, and what happens if it's not a fit.
Fulfillment engine: In an agency: everything that gets clients results, run by five roles with one number each.
Funnel: The path from your ad to a booked job: the ad, the page or quiz, the follow-up and the call.
GoHighLevel (GHL): An all-in-one CRM for local businesses and agencies: contacts, pipeline, texting, calendars and automations.
Gradualization: Moving a reader one believable step at a time, so the big claim comes last and feels obvious.
Growth audit: A sales call run as an audit: where the owner's jobs come from, what a job is worth, how much more work they can take on, then the bottleneck, a target and a decision.
Guarantee: A written promise that gives money back if the result doesn't come, with conditions the client controls, said before they sign.
Guardrail: A rule that stops AI from acting alone on anything that spends money, publishes or messages a customer.
Hallucination: When AI makes up a fact, price or quote that sounds right but isn't.
Headline: The biggest line of text on an ad or page. Its only job is to make the right person read the next line.
Hidden cause: The real reason past fixes failed. Naming it takes the blame off the buyer and sets up your fix.
High-ticket: A big purchase, usually sold on a call after an application, like B2B services, coaching, courses or software.
Hold rate: ThruPlays divided by 3-second video plays. It shows how many of the people you stopped kept watching.
Hook: The first 3 seconds of a video ad, or the first line and image of a static ad. It decides if anyone sees the rest.
Hook rate: 3-second video plays divided by impressions. It shows how many people your first 3 seconds stopped.
Impressions: How many times your ad was shown on a screen. One person can count more than once.
Instant form: Meta's lead form that opens inside the app and can fill in contact details from the person's profile. Cheap leads, low effort.
Keystone belief: The belief that makes doing nothing feel like the smart choice.
KPI: The one number a role is judged on, with green, yellow and red bands.
Landing page: The page someone lands on after tapping your ad.
Launch gate: The fixed order of checks a funnel passes before ads go live, from preview to phone test to tracking proof to the client's run-through, ending with a go said in words.
LCP: Largest Contentful Paint: how long until the main thing on a page shows. Aim for about a second on a phone.
Lead: Someone who asked to hear from you, like a quote request or an application. Not a customer yet.
Learning phase: The first days after launch or a big edit, while Meta works out who to show your ad to. Don't judge yet.
Local service business: A business that does the work at or near the customer, like a contractor or detailer. Leads become calls, quotes and visits.
Long-post ad (native ad): An ad written like a real first-person post, with a photo that doesn't look like an ad. The words do the selling.
Long-running ad: An ad a competitor has kept running for months. If they keep paying for it, it's probably working for them. A clue, not proof.
Lost reason: Why a lead didn't buy, picked from a fixed list so you can count them.
Market sophistication: How many claims your buyers have already heard. The more they've heard, the less any plain claim works.
MCP: Model Context Protocol: the standard way to connect Claude to other tools, like Notion or your ad account.
Mechanism: The reason your fix works when other fixes didn't. It is what makes a solution-aware buyer pick you.
Media buyer: The fulfillment role that runs a client's ad account, judged on cost per lead against the target.
Message match: The page repeats the ad's words, photo and offer, so people know they're in the right place.
Meta Ad Library: Meta's free, public search of the ads running on Facebook and Instagram.
Meta prompting: Asking an AI to write a master prompt, which you then use to prompt something else: another AI tool, a new chat, or the same job next week.
Model: The AI itself, like Claude. Different models are better at different jobs and cost different amounts.
MQL: A lead that passes your grade, like a 3 or 4 on a booked-call application. Meta can optimize for it.
Necessary beliefs: The few things, in order, a buyer must believe before they'll say yes.
Niche: The kind of business an agency chooses to serve, cut by trade, job type and size, like design/build landscaping rather than all landscaping.
Not-a-fit page: The short page people see if they don't qualify: why, one useful next step, and an invite to try again later.
Objection: A reason the buyer gives for not buying yet, like price, timing or "I tried that before."
Offer: Everything the buyer gets and the terms: what it is, the price, the guarantee and the reason to act now.
Offer brief: One page saying who it's for, what they get, the math, the risk reversal and the mechanism. Ads, pages and calls copy from it.
Opening: The first lines of an ad, or the first few short paragraphs of a page. Its only job is to get them to read the next part.
Opportunity: A lead's card in the pipeline, with its stage and value. A contact without one is invisible there.
Optimization event: The action you tell Meta to find more of, like a finished quote request. Meta shows your ad to people likely to do it.
Page argument: The order of beliefs your page moves, one per section. Write it before you write the words.
Pattern interrupt: Something in the first second that breaks the scroll: movement, a hard cut, a strange object or a sound.
Personal-attributes rule: Meta's rule against ads that say what the reader is, like "you're broke". Speak to a situation instead.
Pillar: One main part of your offer, explained as what you do, what it means for them, and a question that ties it back.
Pipeline: The stages every lead moves through, from new to sold or lost.
Preview: A private copy of your site at its own link, for checking before it goes live.
Primary text: The words above the image or video in a Meta ad. Only the first lines show before "See more".
Process proof: Showing how you do the work, in a way the reader can check, instead of claiming "quality".
Prompt: What you type to tell the AI what to do, with the facts and examples it needs.
Proof: Something a stranger can check that makes a claim believable: a photo of the process, a written warranty, a dated review.
Reading level: How hard your words are to read. Aim for 6th grade: short words, short sentences.
Reframe: Taking something the buyer already sees and showing them a truer way to read it.
Retargeting: Showing ads to people who already did something with you, like watching a video or visiting your site.
Risk reversal: A true promise that lowers the buyer's risk, like a written warranty. It has to be real and staffed.
Sales engine: In an agency: everything that wins clients, from ads and the application to the setter, closer and signed deal.
Scoreboard: One number for every step from ad to sold job, checked weekly, so you can find the one step that's broken.
Setter: The person who reads each application, calls, and books qualified people onto the closer's calendar.
Show rate: The share of booked calls or appointments that actually happen.
Skill: Saved instructions and files Claude loads when a task matches, so a repeated process runs the same way every time.
Smoke test: A quick run through the real thing, like filling your own quiz on a phone, to catch anything obviously broken.
SOP: A standard operating procedure: the written steps for a job, plus the traps that went wrong before, so anyone can run it the same way.
Spec: A short written description of what you're building and why, agreed before anything is built.
Speed to lead: How long it takes from a new request to your first call. Strangers go cold in minutes.
Static ad: A single-image ad, with no video.
Step-by-step prompting (chain-of-thought): Asking the AI to plan or reason before it answers. Newer models do much of this on their own.
Sub-account: A separate GHL workspace for one business. An agency runs one per client.
Subagent: A helper Claude that your session starts for one task. It works on its own and hands back only a short report.
Swipe file: Your saved collection of ads, hooks and headlines worth learning from. You add to it every week.
Taboo words: Words your buyers mock or distrust. You never use them in ads or on the page.
Temp check: Asking the prospect to rate how they feel about the offer from 1 to 10 before you say the price.
Thank-you page: The page people see right after they book a call or send a request. It tells them what happens next and gets them to save your number.
The yes sentence: The one sentence the buyer has to believe at the end. Every line of the page moves them toward it.
ThruPlay: Meta's count of video plays that reached 15 seconds, or the end if the video is shorter.
Tie-back: A question that connects part of your offer to something the prospect told you earlier.
TOFU / MOFU / BOFU: Top, middle and bottom of the funnel: strangers, people who know you, and people ready to buy. Each gets different ads.
UGC: Video shot like a phone video in a real room, not like a commercial. If the person is AI, they present; they never pose as a customer.
UTM: Tags on your ad's link so your CRM shows which ad each lead came from.
Validator: A script that checks your work against the rules and refuses to build if one is broken.
Value equation: Alex Hormozi's idea: an offer feels worth more when the dream result and the odds go up and the wait and effort go down.
VSL: Video sales letter: a video that does the selling. It can run as an ad, or sit on a page before the call.
Warm traffic: People who already know you: they visited your site, watched your video or follow your page.
Webhook: A message one system sends another the moment something happens, like a new lead.
Weekly review: A 15-minute call with a client, same day every week, on the scoreboard from spend to sold jobs, that ends with one written change.
Workflow: A GHL automation: a trigger, then actions like tagging, texting and creating a task.