Google Ads Rolls Out Spend Benchmarks Report Update

Google Ads has updated its Spend benchmarks report to compare an account's spend with businesses similar to theirs. The new feature shows how an account's spend compares to their competitors, both in terms of amount and click volume.

The update was first spotted by Thomas Eccel on LinkedIn, who shared a screenshot of the new report. According to Eccel, the report shows that his own account spent €284, while his competitor spent €268, resulting in 912 clicks for him compared to 765 clicks for his competitor.

Google's comparison is based on factors such as industry and advertising location. However, Eccel noted that 'two businesses in the same industry can have completely different margins, conversion rates, AOVs and strategies.' He emphasized that profitability should be the deciding factor, not Google's recommendations.