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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 blurred figure behind reeded glass with a sticky note reading quarterly review Q2
ReferenceMarch 22, 2026

Google Ads Benchmarks for Fitness 2026

2026 Google Ads benchmarks for health & fitness: CPC $6.17 (~+23% YoY), CTR 5.81%, CVR 6.94%, CPL $67.36.

2 min read
A man pinching the bridge of his nose in fatigue at his desk
ReferenceMarch 19, 2026

Marketing Efficiency Ratio (MER)

Marketing Efficiency Ratio (MER) explained — the blended revenue-to-spend metric gaining ground over platform ROAS in 2026.

2 min read
A man seated on the floor sorting through scattered printed reports
Guides & ResearchMarch 17, 2026

The Total Search Strategy

Search is fragmenting across AI answers, retail, and social, with traditional growth down to 3.4%. What a "search budget" means in 2026, with the data.

6 min read
A woman in a dark vest touching her ear and glancing sideways
ReferenceMarch 15, 2026

Google Ads Benchmarks for Travel 2026

2026 Google Ads benchmarks for travel: CPC $2.14, CTR 9.32%, CVR 5.83%, CPL $44.70 (−39% YoY).

2 min read
A woman slipping off a black heel beside a trolley on red carpet
ReferenceMarch 12, 2026

Quality Score (QS)

Learn Quality Score (1-10). Improve from 5 to 7+ to reduce CPC 10-15%. See the three components.

2 min read
Overhead shot of a woman in a vest and skirt kneeling on red carpet looking up at the camera
ReferenceMarch 8, 2026

Google Ads Benchmarks for Restaurants 2026

2026 Google Ads benchmarks for restaurants & food: CPC $2.05, CTR 6.83%, CVR 8.05%, CPL $30.57.

2 min read
Overhead view of a woman reclining in an office chair holding a white coffee cup
ReferenceMarch 4, 2026

Impression Share (IS)

Understand impression share and diagnose lost impressions. 50%+ is strong. See budget vs rank causes.

2 min read
A man sprawled across a chair taking a phone call above papers scattered on red carpet
ReferenceMarch 1, 2026

Google Ads Benchmarks for Pets & Animals 2026

2026 Google Ads benchmarks for pets & animals: CPC $4.06, CTR 7.49%, CVR 16.22%, CPL $31.50 — highest conversion rate on Search.

2 min read
A man in shirt and tie taking a confident phone call in front of sticky-noted glass
ReferenceFebruary 25, 2026

Smart Bidding

Smart Bidding explained — Google's automated, conversion-based bidding, now extended by AI Max for Search in 2026.

2 min read
A woman seated calmly in an office chair as printed pages fall around her
ReferenceFebruary 22, 2026

Google Ads Benchmarks for Arts & Entertainment 2026

2026 Google Ads benchmarks for arts & entertainment: CPC $1.63, CTR 12.75%, CVR 5.91%, CPL $26.84 — highest CTR, lowest cost.

2 min read
A man leaning down from his chair to gather papers scattered across red carpet
Guides & ResearchFebruary 20, 2026

The 'Last Resort' Reversal

Sam Altman called ChatGPT ads a "last resort" in 2024; OpenAI launched them in 2026. What AI-assistant advertising does to the channel mix.

7 min read
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ReferenceFebruary 18, 2026

Performance Max (PMax)

Performance Max (PMax) explained — Google's all-inventory automated campaign, now used by ~71% of accounts and central to 2026 strategy.

2 min read

The record

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