Google Ads account 480-063-0074. Built directly from BigQuery; no manual export in the loop.
Reporting 2026-09-14 to 2026-10-23 · 30 days · page built 2026-10-26
The fair way to compare 13 markets running the same creative on the same bid strategy is cost per 1,000 completed views — it folds CPM and completion rate into one number, so a market that buys cheap impressions people abandon gets no credit for it. Portfolio average is $13.04; Lexington is the most efficient, Ann Arbor the least, a 15% spread.
| Market | Budget/day | Spend | Impr. | CPM | Compl. | Completed | Cost/1k compl. | Index |
|---|---|---|---|---|---|---|---|---|
| Lexington | $50.00 | $2,075 | 197,803 | $10.49 | 87.50% | 173,068 | $11.99 | 92 |
| Louisville | $100.00 | $4,150 | 389,134 | $10.67 | 86.77% | 337,642 | $12.29 | 94 |
| Columbus | $150.00 | $6,106 | 541,883 | $11.27 | 90.59% | 490,889 | $12.44 | 95 |
| Tallahassee | $75.00 | $3,093 | 272,791 | $11.34 | 89.04% | 242,903 | $12.74 | 98 |
| Fort Wayne | $75.00 | $3,111 | 277,648 | $11.20 | 86.52% | 240,211 | $12.95 | 99 |
| Toledo | $150.00 | $5,531 | 469,671 | $11.78 | 90.37% | 424,460 | $13.03 | 100 |
| Lansing | $100.00 | $3,703 | 315,337 | $11.74 | 89.94% | 283,602 | $13.06 | 100 |
| Evansville | $75.00 | $3,109 | 273,677 | $11.36 | 86.89% | 237,795 | $13.08 | 100 |
| Bowling Green | $50.00 | $2,052 | 178,751 | $11.48 | 87.35% | 156,147 | $13.14 | 101 |
| Grand Rapids | $250.00 | $9,657 | 823,656 | $11.72 | 88.83% | 731,617 | $13.20 | 101 |
| Detroit | $500.00 | $23,832 | 2,041,528 | $11.67 | 88.32% | 1,803,075 | $13.22 | 101 |
| South Bend | $125.00 | $5,028 | 437,503 | $11.49 | 86.39% | 377,978 | $13.30 | 102 |
| Gainesville | $50.00 | $2,051 | 176,352 | $11.63 | 87.20% | 153,772 | $13.34 | 102 |
| Ann Arbor | $255.00 | $3,952 | 324,033 | $12.20 | 88.12% | 285,553 | $13.84 | 106 |
Google itemises channel-level placements for 2,443,468 impressions ($29,266) in this range. This comes from the Google Ads API — the BigQuery transfer carries no automatic-placement data at all.
| Inventory type | Impr. | Cost | Share of impr. | CPM |
|---|---|---|---|---|
| Creator / other | 2,031,668 | $22,752 | 83.1% | $11.20 |
| YouTube TV linear | 411,800 | $6,514 | 16.9% | $15.82 |
| Channel | Impr. | Cost | CPM |
|---|---|---|---|
| (YouTube TV) FOX News | 127,759 | $2,004 | $15.69 |
| YouTube Movies | 52,528 | $680 | $12.95 |
| (YouTube TV) MS NOW | 51,807 | $747 | $14.41 |
| (YouTube TV) ESPN | 34,670 | $613 | $17.67 |
| (YouTube TV) CNN | 30,055 | $462 | $15.37 |
| (YouTube TV) Hallmark TV | 25,133 | $398 | $15.82 |
| ABC News | 23,971 | $270 | $11.24 |
| CaseOh | 21,736 | $226 | $10.42 |
| SML | 21,389 | $251 | $11.73 |
| Jimmy Kimmel Live | 19,601 | $241 | $12.30 |
| Midwest Safety | 18,824 | $195 | $10.34 |
| GFAM | 18,763 | $251 | $13.40 |
| CNN | 16,696 | $199 | $11.92 |
| The Daily Show | 16,398 | $230 | $14.03 |
| MS NOW | 15,856 | $168 | $10.57 |
| Candace Owens | 15,522 | $173 | $11.17 |
| Joe Bartolozzi | 14,469 | $160 | $11.06 |
| 48 Hours | 14,406 | $147 | $10.19 |
| Joe Bart Games | 14,276 | $149 | $10.41 |
| Fox News | 14,053 | $152 | $10.81 |
| Sam and Colby | 13,774 | $148 | $10.74 |
| CBS News | 13,569 | $140 | $10.35 |
| (YouTube TV) TBS | 12,864 | $212 | $16.52 |
| Jynxzi | 12,605 | $138 | $10.98 |
| NBC News | 11,835 | $120 | $10.15 |
The long tail is the real story. Across the whole period held (2026-06-24 to 2026-10-23) the ads ran on 300 distinct YouTube channels; 0 of them — 0.0% of the list — delivered fewer than 100 impressions each, 0.0% of disclosed volume in total. Automatic placements concentrate on a handful of large channels and spray the rest across thousands nobody has reviewed.
Those three figures count distinct channels, which cannot be added up across days, so they describe the whole period rather than the selected range. Every other number in this section follows the range exactly. The channel table ranks the 300 largest channels — enough that a top-25 is always correct.
Delivery by age and gender, impression-weighted. Targeting is set to 45+, and the under-45 rows are stray delivery at trivial volume — their CPMs are noise, not signal.
| Age | Impr. | Cost | CPM | Share |
|---|---|---|---|---|
| 45-54 | 2,323,669 | $26,680 | $11.48 | 34.6% |
| 65+ | 1,555,445 | $18,207 | $11.71 | 23.1% |
| 55-64 | 1,426,584 | $16,674 | $11.69 | 21.2% |
| Undetermined | 1,414,069 | $15,890 | $11.24 | 21.0% |
| Gender | Impr. | Cost | CPM | Share |
|---|---|---|---|---|
| Male | 2,879,148 | $33,702 | $11.71 | 42.8% |
| Female | 2,490,504 | $28,605 | $11.49 | 37.1% |
| Undetermined | 1,350,115 | $15,145 | $11.22 | 20.1% |
21.0% of impressions — $15,890 — go to viewers Google cannot age-classify. On connected TV that is usually a shared living-room device rather than a failure of measurement. It is the cheapest inventory in the buy, so excluding it would raise the average CPM while cutting reach. Worth deciding deliberately rather than by default.
No ad schedule is set on any campaign, so delivery follows raw YouTube supply. The overnight block runs 0.0% of impressions for 0.0% of spend — 0 impressions costing $0, in the hours when a connected TV screen is most likely to be running unattended.
Creative length is derived from the video duration on each asset. The two cuts buy materially different inventory at materially different prices.
| Format | Creatives | Impressions | Spend | CPM | Share of spend |
|---|---|---|---|---|---|
| 15-second | 14 | 4,922,411 | $51,116 | $10.38 | 66.0% |
| 30-second | 39 | 1,797,356 | $26,336 | $14.65 | 34.0% |
Three things in the original July report have no BigQuery source. They are omitted rather than estimated: