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 phone handset dangling by its cord above an oxblood-red carpet
ReferenceJanuary 3, 2026

Google Shopping Benchmarks for Automotive

Automotive Shopping: 1.20% CTR (highest), $0.56 CPC. Part number searches drive high intent and conversion.

2 min read
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ReferenceDecember 30, 2025

Advantage+ (A+)

Advantage+ explained — Meta's AI-driven automation suite (now including Advantage+ Campaign Budget), central to 2026 Meta strategy.

2 min read
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ReferenceDecember 27, 2025

Facebook Traffic Campaign Benchmarks — Latest Available Data (Checked July 2026)

Facebook Traffic: $0.70 CPC (down 9%), 1.71% CTR. Use for awareness only—conversion campaigns for outcomes.

2 min read
An analyst in a grey jacket staring past a monitor in a dark office at night
ReferenceDecember 23, 2025

Conversions API (CAPI)

Conversions API (CAPI) explained — server-side event tracking that's now table stakes in 2026 as cookies and pixels degrade.

2 min read
A man hunched over a corded phone taking a hushed call in a dark office
ReferenceDecember 20, 2025

Meta (Facebook) Ads Benchmarks for E-commerce 2026

2026 Meta e-commerce benchmarks (Triple Whale): CTR 2.19%, CPM $14.19, CPA $38.19, ROAS 1.86x, CVR 1.57%.

2 min read
A man on a late-night phone call at a desk with a coffee cup and a beige desk phone
ReferenceDecember 16, 2025

Event Match Quality (EMQ)

Event Match Quality (EMQ) explained — Meta's score for how well your event data matches users. Higher EMQ means better optimization in 2026.

2 min read
Close-up of hands typing on a black keyboard over paperwork at night
ReferenceDecember 13, 2025

Facebook Traffic Benchmarks for Finance — Latest Available Data (Checked July 2026)

Finance Traffic: $1.22 CPC (highest), 0.98% CTR (lowest). Facebook's worst vertical. Try LinkedIn or Google.

2 min read
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ReferenceDecember 9, 2025

Link Clicks

Understand Link Clicks vs Clicks (All). Difference can be 50%+. Use Link Clicks for traffic.

2 min read
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ReferenceDecember 5, 2025

Facebook Lead Ads Benchmarks — Latest Available Data (Checked July 2026)

Facebook Leads: $27.66 CPL (+20.94%), 7.72% CVR. Costs rising—test creative constantly. Lead Gen Forms convert 5x better.

2 min read
A young man adjusting a telephone headset mid-call, glancing to the side
ReferenceDecember 2, 2025

Landing Page Views (LPV)

Landing Page Views vs Link Clicks. 70-90% of clicks become page views. Gap = slow page or bounces.

2 min read
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ReferenceNovember 28, 2025

Facebook Lead Ads Benchmarks for Legal — Latest Available Data (Checked July 2026)

Legal Facebook Leads: $18.17 CPL vs Google's $131.63—7x cheaper. Massive arbitrage opportunity for law firms.

2 min read
Cropped profile of a man in a dark coat and striped tie, face out of frame
ReferenceNovember 25, 2025

Lead Gen Form (LGF)

Lead Gen Form (LGF) explained — in-platform forms with pre-filled data. ~6.1% CVR on LinkedIn in 2026, ~5x landing pages.

2 min read

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