How Many Keywords per Ad Group? Live Google Ads Accounts Use Seven

How Many Google Ads Keywords Get Zero Impressions? 32.2% or 85.6%, Depending on One Filter

In the median account, 32.2% of live keywords got zero impressions in January to June 2026. Count every enabled keyword in the same managed portfolio and it is 85.6%, because 90.3% of silent keywords sit inside paused or removed ad groups and campaigns.

Broad Match Took 58.4% of Pooled Keyword Spend. The Typical Account Did Not Move

Pooled, broad match keywords went from 48.6% of keyword spend in 2023 to 58.4% in the first half of 2026, but one account holds about half of that spend. In accounts tracked across the period, the median change is 0.0 points.

How Much More Does Broad Match Actually Cost? 6.4% at the Median

The short version. Everyone knows exact match usually wins on cost. The largest public ... Read more