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
Two colleagues in shirts and ties standing before venetian blinds, one adjusting his tie
ReferenceNovember 21, 2025

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

Real Estate Facebook: $16.61 CPL (lowest), 9.53% CVR. 6x cheaper than Google. Build nurture for long cycle.

2 min read
A man carrying a stack of green ledger folders under one arm
ReferenceNovember 18, 2025

Social Actions

Understand LinkedIn Social Actions (reactions, comments, shares). High engagement ≠ conversions.

2 min read
A person carrying a bundle of yellow document folders under one arm
ReferenceNovember 14, 2025

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

Dental Facebook: $76.71 CPL (highest), 1.05% CTR (lowest). Worst vertical—use Google LSA instead.

2 min read
A man at a desk holding a pen, seen across the shoulder of a colleague reading a document
ReferenceNovember 10, 2025

Reach & Company Engagement Report (LinkedIn)

LinkedIn measures company-level exposure via the Reach metric (member accounts, 92-day window) and the Company Engagement Report — the account-based view that fits B2B buying.

2 min read
A man seated in an office chair lighting a cigarette in a dark room
ReferenceNovember 7, 2025

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

Restaurants: $3.16 CPL, 18.25% CVR—best performance anywhere. Every restaurant should use Facebook Leads.

2 min read
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ReferenceNovember 3, 2025

Advertising Cost of Sales (ACoS)

Understand Amazon ACoS. Under 25% excellent, average 30%. Compare to profit margin for profitability.

2 min read
A woman in round glasses pressing a beige handset to her ear with the cord wrapped around her wrist
ReferenceOctober 31, 2025

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

Education Facebook: $28.22 CPL, 10.08% CVR. Effective for courses and training. LinkedIn better for executive ed.

2 min read
A woman in glasses reacting with disbelief while holding a phone handset
ReferenceOctober 27, 2025

Total Advertising Cost of Sales (TACoS)

Amazon TACoS shows organic health. 5-15% is healthy. Declining TACoS = ads building organic momentum.

2 min read
Close portrait of a woman wearing a telephone headset with her hand to her ear
ReferenceOctober 24, 2025

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

Home Improvement Facebook: $41.26 CPL (55% cheaper than Google). Before/after visual content performs well.

2 min read
Heels resting on a desk beside a headset and scattered notes while a hand writes
ReferenceOctober 20, 2025

First-Touch Attribution (FTA)

First-touch gives credit to discovery channel. Use to understand 'How do customers find us?' not for budgets.

2 min read
A woman resting her head on one hand while working at a dark terminal late at night
ReferenceOctober 16, 2025

LinkedIn Ads Benchmarks 2026

LinkedIn Ads in 2026: 121% company-level B2B ROAS, €5.98 CPC, €34.33 CPM, €70.11 per company influenced (Dreamdata, Mar 2026, data Aug 2024–Jul 2025). We still do not publish per-industry LinkedIn benchmarks — here is why.

3 min read
A woman lying back on stacked folders pressing a phone handset to her forehead
ReferenceOctober 13, 2025

Last-Touch Attribution (LTA)

Last-touch is platform default but biased toward conversion channels. Overvalues Search and retargeting.

2 min read

The record

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