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

124 posts in Reference

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ReferenceMarch 4, 2026

Impression Share (IS)

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

2 min read
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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
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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
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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
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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
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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
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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
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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
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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
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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

The record

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