The Ad Spend

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Notes on running an account that remembers

Field notes and research on paid media, memory, and the difference between a number and a decision.

AllGuides & ResearchReferenceProduct
A woman in a dark suit reading a newspaper in front of venetian blinds
ReferenceApril 23, 2026

Reach

Understand reach vs impressions. Learn when to optimize for reach versus frequency.

2 min read
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ReferenceApril 20, 2026

Google Ads Benchmarks for Healthcare 2026

2026 Google Ads benchmarks for healthcare (physicians): CPC $4.76, CTR 6.61%, CVR 12.43%, CPL $40.04 (‒30% YoY).

2 min read
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Guides & ResearchApril 18, 2026

Can You Actually Measure 'Share of Model'?

"Share of model" — how often AI assistants recommend your brand — is pitched as the new Share of Voice. Who's selling it, and what's actually measurable.

7 min read
Three colleagues gathered around a monitor in a dark office, one seated and typing
ReferenceApril 16, 2026

Frequency (Freq)

Learn optimal ad frequency (2-5x). Set caps to avoid fatigue. See warning signs of overexposure.

2 min read
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ReferenceApril 13, 2026

Google Ads Benchmarks for Home Improvement 2026

2026 Google Ads benchmarks for home improvement: CPC $8.33, CTR 6.47%, CVR 8.05%, CPL $90.92.

2 min read
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Guides & ResearchApril 11, 2026

How AI Max and Advantage+ Actually Spend Your Budget

A plain-English guide to Google AI Max and Meta Advantage+: how they expand targeting, pool budgets, and optimize creative — and where you keep control.

8 min read
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ReferenceApril 9, 2026

Cost Per Lead (CPL)

Cost per lead explained. 2026: Google Search $66.69 (LocaliQ); Meta Lead Ads ~$27.66 (WordStream 2025); LinkedIn — no credible current figure (legacy agency data put regional CPLs at $80–$230).

2 min read
A seated man listening while a colleague behind him takes a phone call
ReferenceApril 6, 2026

Google Ads Benchmarks for Education 2026

2026 Google Ads benchmarks for education: CPC $4.81 (‒23% YoY), CTR 7.56% (+32% YoY), CVR 13.14%, CPL $77.48.

2 min read
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ReferenceApril 2, 2026

Engagement Rate (ER)

Engagement rate is interactions divided by a stated denominator. Real 2026 medians are far lower than commonly cited: Facebook ~0.06%, Instagram 0.30%, TikTok 2.01% by followers (Rival IQ/Quid).

2 min read
A young man in shirt and tie seated calmly in front of stacked boxes and reeded glass
ReferenceMarch 29, 2026

Google Ads Benchmarks for Financial Services 2026

2026 Google Ads benchmarks for finance & insurance: CPC $3.39, CTR 9.83%, CVR 2.64%, CPL $74.44.

2 min read
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ReferenceMarch 26, 2026

Bounce Rate (BR)

GA4 bounce rate = 100% - engagement rate. High bounce = landing page problem, not ad problem.

2 min read
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Guides & ResearchMarch 24, 2026

Retail Media in 2026: The Commerce Media Playbook

Retail media is the fastest-growing major ad channel in 2026, but Amazon and Walmart are absorbing nearly all the new money — this playbook covers network selection, onsite versus offsite budgets, iROAS measurement, the agentic-commerce connection, and how mid-size brands survive fragmentation.

10 min read

The record

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