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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

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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
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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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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
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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
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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

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