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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 study on this, Optmyzr’s 2,637-account analysis, found exact ahead on cost per action in 70.79% of accounts. We measured the same comparison inside 25 accounts of our own managed portfolio and landed in the same direction: broad was more expensive in ... Read more
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The Dead Hours in Your Google Ads Account
The short version. Most owners assume Google spreads the budget across the day in roughly the right way, so ad scheduling feels optional. In the accounts I examine it is not optional at all: the median account runs 51.0% of its spend in hours when its own click rate is below its daily average. Dayparting ... Read more
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The Best Countries to Target in Google Ads (And the One Most Advertisers Wrongly Exclude)
The short version. Most advertisers copy the same geographic playbook: target the United States, maybe a few rich English-speaking countries, and exclude the places everyone else excludes. That herd behavior creates a quiet opportunity, because the market everyone avoids is often the one with the least competition and the best return. In one vertical, a ... Read more
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Google Ads Benchmarks 2026: Why Average CPC Is a Trap (CPC Varies 8.4x, CTR 145x)
The short version. When you search for a Google Ads benchmark, you get one tidy number: the average CPC, the average click-through rate. That number is close to useless, because the spread between industries is enormous. In a corpus of real accounts, the median cost per click ranged 8.4x between the cheapest and most expensive ... Read more
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How Much of Your Google Ads Budget Is Wasted? (And Why Your Negative Keyword List Is Not Saving You)
The short version. Most owners believe a big negative-keyword list protects them from wasted spend. Across 31 audited accounts, the size of that list has almost no relationship to how much budget gets wasted: the correlation is near zero (r = -0.10). Wasted spend is real, it is large, and negatives are not the lever ... Read more