Google Ads, measured in real accounts.

Each study answers one question with a number, its method and date, and what to check in your own account.

66.7%

The Empty List Majority: 66.7% of Google Ads Audience Lists Show Zero

In the median account, exported lists show zero size on both Search and Display.

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Does your bid strategy hit its target, and is budget really what limits your campaigns?

Where the money goes when a click, a query or a place does not pay.

What Google's own scores and ratings do and do not predict.

What your lists, Observation rows and demographic settings actually contain.

What managing a Google Ads account actually consists of.

How match types and keyword counts show up in live campaigns.

When the ads run, and which device the spend sits on.

Who shows up in Auction Insights, and who has no impression share.

Who to hire for a Google Ads job, ranked on public evidence you can check.

66 studies · updated 2 Nov 2026