One more example:
If you have Column from A to D, and need to highlight the whole line (e.g. from A to D) if B is "Complete", then you can do it following:
"Custom formula is": =$B:$B="Completed"
Background Color: red
Range: A:D
Of course, you can change Range to A:T if you have more columns.
If B contains "Complete", use search as following:
"Custom formula is": =search("Completed",$B:$B)
Background Color: red
Range: A:D