The Ad Spend

Blog

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 man leaning down from his chair to gather papers scattered across red carpet
ReferenceFebruary 15, 2026

Google Display Network Benchmarks

2026 Google Display benchmarks: CPC $0.63, CTR 0.46%, CVR 0.57%, CPA ~$75.51. Cheap reach, low intent.

2 min read
Sheets of paper piled over a seated man's head, hiding his face entirely
ReferenceFebruary 11, 2026

Target CPA (tCPA)

Target CPA (tCPA) explained — Google's automated bidding to a cost-per-acquisition goal, now folded into AI Max workflows.

2 min read
A woman crawling across a floor completely covered in scattered papers, reaching for a page
ReferenceFebruary 8, 2026

Google Display Benchmarks for B2B

B2B Display: $130.36 CPA (highest). Use for ABM awareness and remarketing, not direct lead gen.

2 min read
A person lying across a paper-strewn floor reaching for a phone cord
ReferenceFebruary 4, 2026

Target ROAS (tROAS)

Target ROAS (tROAS) explained — Google's automated bidding to a return-on-ad-spend goal, common in 2026 e-commerce.

2 min read
A woman lying on a paper-covered floor taking a call on a corded phone
ReferenceJanuary 31, 2026

Google Display Benchmarks for Legal

Legal Display: 1.84% CVR (best on GDN), $39.52 CPA. Remarketing captures researchers during consideration.

2 min read
A woman adjusting her glasses while crawling across a floor of scattered papers
ReferenceJanuary 28, 2026

Maximize Conversions

Maximize Conversions explained — Google's volume-first automated bidding, often the starting point before tCPA in 2026.

2 min read
A woman kneeling on a paper-covered floor sorting pages into piles
ReferenceJanuary 24, 2026

Google Display Benchmarks for Real Estate

Real Estate Display: 1.08% CTR (highest), 0.80% CVR. Visual property ads drive attention during consideration.

2 min read
A smiling man taking a phone call at his desk in front of venetian blinds
ReferenceJanuary 21, 2026

Learning Phase

Learning Phase explained — the period when ad platforms recalibrate after changes. Meta needs ~50 events/week; CPAs run higher meanwhile.

2 min read
A man in a suit lying upside down across a paper-scattered floor
ReferenceJanuary 17, 2026

Google Shopping Benchmarks

2026 Google Shopping benchmarks: CTR 0.86%, CPC $0.66, CVR 1.91%, CPA $38.87.

2 min read
A man in a beige jacket checking his mobile phone in a dark office
ReferenceJanuary 14, 2026

Learning Limited

Learning Limited explained — the Meta status meaning an ad set can't gather enough events to optimize. Fix by consolidating or widening.

2 min read
Polished black shoes and dark trousers mid-step on an oxblood-red carpet
ReferenceJanuary 10, 2026

Google Shopping Benchmarks for Apparel

Apparel Shopping: $19.29 CPA (lowest), 2.70% CVR. Visual format ideal for fashion. Image quality drives CTR.

2 min read
Overhead view of a desk phone off the hook among scattered papers and a pen on a dark desk
ReferenceJanuary 6, 2026

ThruPlay (TP)

Understand ThruPlay (15 seconds or completion). Low rate = weak hook. Optimize first 3 seconds.

2 min read

The record

Stop running an account that forgets.

Every decision written down, with its reason and its result. That is the whole product.

Start freeBook demo