Ad design is hard enough without all the jargon marketers love to throw around like confetti at a party you weren’t invited to. ROAS? CTR? CPA?

What even are these, and why do they sound like obscure boy bands?

I’m here to decode the nonsense and break it down so you can get back to designing ads that slay—without feeling like the dope in the room. Let’s jump in.

The Designer’s Cheat Sheet to Ad Jargon

CTR (Click-Through Rate)

What marketers say: "The CTR on this is way below benchmark."
What it actually means: It’s the percentage of people who saw the ad and clicked.

What it has to do with you: A great hook, clear CTA (call-to-action), and scroll-stopping design = higher CTR. Think of it as the ad’s batting average. Are people taking a swing?

ROAS (Return on Ad Spend)

What marketers say: "We need a ROAS of at least 4 to make this campaign worth it."
What it actually means: For every $1 spent on ads, they want to make $4 back. Simple, right?

What it has to do with you: Your ad’s design impacts whether someone clicks, buys, or scrolls past. If the design stinks, ROAS tanks. No pressure.

CPA (Cost Per Acquisition)

What marketers say: "We’ve got to get the CPA down before scaling."
What it actually means: How much it costs to get a new customer.

What it has to do with you: If your ad visuals and messaging are clear and engaging, people are more likely to convert, lowering the CPA. This is your chance to be the hero.

CPC (Cost Per Click)

What marketers say: "This CPC is too high—what’s wrong with the creative?"
What it actually means: How much you’re paying for each click on the ad.

What it has to do with you: If people aren’t clicking, it’s time to rethink the visual hook. Are the images compelling? Is the message clear? If not, CPC can skyrocket.

CPM (Cost Per Thousand Impressions)

What marketers say: "We need a lower CPM to get more eyeballs on this."
What it actually means: How much it costs to show the ad 1,000 times.

What it has to do with you: Great design = more people noticing the ad = lower CPM. If your ad blends into the feed, no one cares, and you’re basically burning money.

A/B Testing

What marketers say: "We’ll run an A/B test to see which creative performs better."
What it actually means: Testing two versions of an ad to see which one gets better results.

What it has to do with you: Your designs might go head-to-head. The one that gets more clicks wins. (It’s not personal, it’s science.)

CTA (Call-to-Action)

What marketers say: "The CTA needs to be stronger."
What it actually means: The part of the ad that tells people what to do next (e.g., “Shop Now,” “Learn More”).

What it has to do with you: A weak or missing CTA can kill conversions. Don’t make people guess what they’re supposed to do—spell it out.

Prospecting Ads

What marketers say: "Let’s test this in prospecting."
What it actually means: Ads shown to people who don’t know the brand yet.

What it has to do with you: The visuals need to grab attention fast and make people curious enough to click. Think bold, clean, and memorable.

Retargeting Ads

What marketers say: "We need stronger creative for retargeting."
What it actually means: Ads shown to people who’ve already interacted with the brand but didn’t convert.

What it has to do with you: These ads should feel familiar and focus on solving objections. (E.g., “Still thinking about this? Here’s 10% off.”)

Hook

What marketers say: "This ad needs a stronger hook."
What it actually means: The first thing that grabs attention (image, headline, or opening text).

What it has to do with you: If your design doesn’t catch someone’s eye in 3 seconds, it’s game over. Think bold headlines, striking images, and scroll-stopping visuals.

Closing Thought

Ad jargon doesn’t have to feel like another language. Once it sticks, you’ll realize it all boils down to one thing: creating ads that stop the scroll, get clicks, and drive results. And now, you’re officially in the know—no confetti necessary.

Go forth and design confidently. The marketers will thank you. (And if they don’t, at least you’ll know what ROAS means now.)

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I’m Adriane, a designer who went from completely confused by ad jargon and fumbling through random tutorials to coaching business owners on how to create ads that actually work. My mission? To help designers ditch the guesswork and confidently create ads that stop the scroll and get results.

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