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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.
Only 16.3% of Spending Campaigns Restrict the Hours Their Ads Run
September 21, 2026
Google Ads campaigns run all day unless somebody narrows the week. Of 934 campaigns that spent money in the first half of 2026 across the managed portfolio, 19.6% carried a schedule and 16.3% one that restricts hours; a quarter of all schedules in the snapshot cover the full 168 hours.
A Click From Outside Your Target Area Cost 1.79 Times More
September 21, 2026
Google labels geographic report rows by whether it placed the user in your targeted location or only judged them interested in it. Across the managed portfolio in the first half of 2026, interest rows carried 5.33% of classified spend, 8.94% without the largest account, and their clicks cost 1.79 times as much.
How Many Google Ads Keywords Get Zero Impressions? 32.2% or 85.6%, Depending on One Filter
September 14, 2026
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
September 14, 2026
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.