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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.

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124 posts in Reference

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
A man seated on the floor sorting through scattered printed reports
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
A woman leaning back mid-call while a colleague stands behind her desk
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
An empty office chair behind reeded glass covered in sticky notes, boxes stacked behind
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
A figure taking a phone call behind reeded glass scattered with sticky notes
ReferenceMarch 26, 2026

Bounce Rate (BR)

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

2 min read
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 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

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