Latest articles
Women or Men in Google Ads? The Cost per Conversion Ratio Is 0.99
October 5, 2026
Inside the same Google Ads account, a conversion from women cost a median 0.99 times a conversion from men, within 10% in about three accounts in four. Where income is reported, top 10% clicks cost 1.49 times as much for almost the same cost per conversion.
Unknown Age Takes 28.8% of Google Ads Spend. Should You Exclude It?
October 5, 2026
In the median Google Ads account, 28.8% of spend went to people whose age Google reports as Unknown, and a conversion from them cost 1.09 times a known-age conversion. Younger groups converted cheaper than the account average and older groups dearer.
Same Keywords, Fewer Clicks: Google Ads CTR Fell by a Quarter in 2025
October 5, 2026
For the same Google Ads keywords, click-through rate in 2025 was a quarter lower than in 2024: the median account's ratio was 0.75, lower in all but one account. The drop started in the winter, was deepest from April to October 2025 and held into 2026.
How Many Keywords per Ad Group? Live Google Ads Accounts Use Seven
September 28, 2026
The median live Google Ads Search ad group holds 7 enabled keywords, well below the 20 to 30 Google suggests for Search. 13.7% of live groups hold a single keyword, 10.5% without the largest account. A census of practice, not an optimum.
Homepage or Landing Page? Inside the Same Google Ads Account, It Is a Coin Flip
September 28, 2026
The rule says never send paid clicks to your homepage. Inside the same Google Ads account, homepage clicks converted at 0.98 times the rate of deep-page clicks in the median account in 2025, and the homepage lost in just over half of accounts. It is rarely a tie.
Are Google Ads Cheaper on Weekends? The Click Is, the Conversion Is Not
September 28, 2026
Inside Google Ads accounts in 2025, the median weekend-to-weekday ratio was 0.98 for cost per click and 0.90 for conversion rate, and 1.05 for cost per conversion computed on its own. From 2023 to 2026, Monday converted best and Sunday worst in every window.
Half of Google Ads Campaigns Spend Less Than Half Their Daily Budget
September 28, 2026
In June 2026 the median live Google Ads campaign spent 50.3% of its daily budget over the month. Search campaigns spent a median 28.8% and Performance Max 80.7%, and Search campaigns under half their budget lost a median 0.0% of impression share to budget.
Nine in Ten Performance Max Asset Groups Are Rated Poor or Average
September 21, 2026
Ad Strength for responsive search ads is mapped on samples of a million ads. The rating Google gives a Performance Max asset group is not. Across 1,550 rated asset groups in a managed portfolio, 49.8% are Poor and 41.5% Average, 91.3% together and 89.8% without the largest contributor.
The Median Account Puts 78.9% of Its Google Ads Spend on Mobile
September 21, 2026
Market forecasts report device mix for the market. This is the distribution across a managed portfolio: a median of 78.9% of spend on mobile, 71.0% weighted by spend on the same accounts, and in the accounts measured in both windows a median signed change of 1.76 points since 2023 against a median move of 4.57.