Platform Benchmarks

Set expectations and split budget using how each platform typically performs for an objective and audience. Use this to sanity-check numbers and inform a media plan, not as a promise; the account's own history beats any benchmark.

Use the account's own data first

Before quoting a range, pull what this account already does: the supported performance tools (pull_google_ads_performance, pull_meta_ads_performance, pull_linkedin_ads_performance, pull_microsoft_ads_performance, pull_reddit_ads_performance) and forecast_campaign. Real history for this advertiser is the truth. Benchmarks are for platforms not yet run or for a directional split.

How platforms typically behave

• Search (Google, Microsoft): high intent, higher CPC, strong conversion rate. Best for demand capture. Microsoft usually cheaper clicks, lower volume than Google.
• Meta (Facebook/Instagram): low CPM, broad reach, demand generation. Creative-driven; performance swings with the creative.
• TikTok: low CPM, young skew, creative-first and fast-fatiguing.
• LinkedIn: high CPC and CPL, precise B2B targeting. Judge on pipeline quality, not click cost.
• Reddit, X: cheaper clicks that can be a false economy. Validate conversions, not just clicks.
• Amazon: measured on ACOS/TACOS, closest to the purchase.

Splitting budget

Weight toward demand capture (search) for immediate conversions and demand generation (social) for growth, sized to the objective and the funnel. Show the split with a rationale and projected CPA per channel. Hand off to the media-plan skill to formalize it and launch to ship.

Rules

• Never present a benchmark as a guaranteed result. State it as a typical range and name the source of any real number.
• Prefer the account's own history over any external figure.
• If you do not have a real number, say so; a plain true line beats an invented impressive one.

Use only platform and entity types accepted by the live tool schema. Follow launch for plan review, preflight, approval, execution, and verification. If a setting or platform is unsupported, describe the manual handoff without claiming it was applied.