Measured

Logan Wood
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Measured is a marketing and data driven podcast hosted by Logan Wood. The show explores real world projects, industry trends, and performance insights to help businesses make smarter, more informed decisions.

  1. 3d ago

    Measured: Ad Costs Spike 80% in Q4, What Every Small Business Should Be Doing Right Now

    If you run a small business, the holiday season already started. Consumers are shopping earlier than ever. Ad costs are climbing. And Q4 is coming faster than most businesses realize. In this episode of Measured, we break down what the data actually shows, why ad costs spike so hard in Q4, when to actually run sales, what to have ready by September, and what most businesses get wrong. More than half of consumers (50.7%) plan to start shopping even earlier than last year. 68% of consumers shop early to avoid delays. The National Retail Federation forecast puts US retail sales at $5.6 trillion in 2026, growing 4.4%. Black Friday falls on November 27. Cyber Monday is December 1. By the time those dates arrive, a significant portion of your potential customers will have already decided where they are shopping. Ad costs spike hard through Q4. Meta CPMs typically jump 30% to 80%, with Black Friday CPMs often doubling or tripling. Google Ads is more stable but still climbing. The 2026 average Search CPC rose 12% year over year. The businesses that do best in Q4 do not spend more in November. They spend earlier, warm up their audiences at lower cost, and use November to convert customers who already know them. Sale timing matters more than most businesses realize. September and October are not for discounting. They are for showing up. Share what is new for fall. Re-engage customers with content that reminds them why they bought from you. Then run promotions strategically through November, whether as one continuous push or two distinct windows. In this episode: Why the holiday season is longer and more complicated than most businesses realize What is actually happening with Q4 ad costs on Meta and Google When to run sales, when to run content, and when to stay quiet What to have ready by September What most businesses get wrong Customer question: Is it okay to have a video playing in the background of my homepage? Featured project: Greater Des Moines Orthodontics https://gdmortho.com/

  2. Aug 3

    Measured: Local Service Ads, Dynamic Search Ads, and What Every Google Advertiser Needs to Know

    If you run Google Ads, this fall is going to be different from any fall in the last decade. Google is rebuilding the platforms you have been using for years and giving you fixed deadlines to catch up. In this episode of Measured, we break down the three changes moving through the system right now, what they mean for your business, and what to actually do about it. Story one: Local Service Ads are moving into Google Ads. LSAs are the "Google Guaranteed" ads that home service businesses run. Plumbers, electricians, contractors, HVAC companies, and dozens of other service categories use them. Google announced this month that LSAs are moving into the main Google Ads interface. The migration begins in August 2026 and rolls out through 2027. Story two: Dynamic Search Ads are migrating to AI Max. Google pushed the deadline from September 2026 to February 2027. Every DSA campaign still ends up on AI Max. Advertisers just have more runway. Story three: New Search campaigns are already defaulting to AI Max. Alongside the DSA extension, Google made AI Max the default when creating new Search campaigns. Every business starting Google Ads for the first time is being handed a campaign with broad match, Smart Bidding, and Final URL Expansion turned on out of the gate. Together these three changes point in one direction. Google is consolidating and automating your ad platforms. Whether you signed up for it or not, more of your ad spending is being controlled by Google's algorithms than a year ago. In this episode: The Local Service Ads migration into Google Ads and what it changes The Dynamic Search Ads to AI Max timeline and how to prepare Why new Search campaigns are already defaulting to AI Max What Final URL Expansion actually does to your campaigns What to do differently whether you run your own ads or work with an agency Customer question: Can we just use stock photos for the website? Featured project: EZ Living https://myezliving.com/

  3. Jul 27

    Measured: 17% of Website Launches Never Recover Their SEO, Here Is How to Not Be One

    Every business eventually needs a new website. A rebuild, a rebrand, a move to a new platform. The problem is that most website launches quietly destroy the SEO the business spent years building. Search Engine Journal published a study of 892 domain migrations. The average domain took 523 days to recover its organic traffic. 17% of the sites never recovered at all. In this episode of Measured, we break down what actually goes wrong, why, and how to protect yourself before, during, and after launch. In July 2026, Google confirmed that canonical re-evaluation can take up to two weeks after changes to a page. That means launch mistakes are not something you fix quickly. Once they happen, you are waiting. Migrations rarely fail because of one dramatic error. They fail because a dozen small decisions stack up. Missing 301 redirects. Forgotten noindex tags. Canonical tags pointing to old staging URLs. robots.txt blocking pages. Lost metadata. Broken internal linking. Lost schema markup. Every one of these is preventable. Every one of them regularly happens. The stakes are not theoretical. A UK retailer lost approximately £3.8 million, roughly $5 million US, in the first month after their IT consultants rejected redirect recommendations during a £7.6 million redesign. A Shopify migration lost 63% of traffic overnight because 70% of "implemented" redirects returned 404 errors. In this episode: Why website launches are one of the highest-risk moments for your SEO What Search Engine Journal's study of 892 migrations actually found The mistakes that quietly destroy SEO on launch day The pre-launch checklist that actually protects you What to do after you go live Customer question: Should I bid on my own business name in Google Ads? Featured project: Spencer Total Family Eyecare https://tfeyecare.com/

  4. Jul 20

    Measured: AI Content Was Supposed to Change Everything, The Data Shows It Is Not Working

    AI writing tools promised businesses a shortcut. Produce a 1,500-word blog post in 30 seconds. Publish faster than your competitors. Save the money you would have spent on a writer. The math looked obvious. Three years in, the data tells a different story. In this episode of Measured, we break down what multiple independent studies from 2025 and 2026 actually found about AI content performance, why it is happening, how to tell if content was written by AI, and what to do about it. The evidence is coming from multiple sources. NP Digital found human content received 5.44 times more traffic than AI content over five months. Graphite found 86% of articles ranking in Google Search are human-written, and 82% of articles cited by ChatGPT and Perplexity are human-written. Ahrefs analyzed 900,000 pages and found the top performers skew toward more human involvement. Neil Patel's own testing showed sites with unaltered AI content lost 17.29% of traffic after Google's spam updates, compared to 6.38% for sites with human-edited AI. Four separate studies, four different methodologies, same conclusion. We also cover why AI content is underperforming. Google is actively penalizing pure AI content. Reader engagement drops on generic writing. Even AI answer engines prefer human content when they are deciding who to cite. Then we cover how to tell if content was written by AI. Signs to look for without a tool, plus a rundown of detection tools that have gotten accurate enough to matter, including Originality.ai, GPTZero, Winston AI, Copyleaks, and Pangram Labs. In this episode: What multiple independent studies actually found about AI content performance Why AI content is underperforming across search engines and AI answer engines The signs of AI writing you can spot without a tool The detection tools that actually work in 2026 What to do about it, whether you have been producing AI content yourself or receiving it from a contractor Customer question: Why do so many people land on our homepage? Featured project: Camp Okoboji https://www.campokoboji.org

  5. Jul 13

    Measured: Google Is Wiping Business Reviews and Meta Just Changed Your Ad Targeting

    Two things happened in the last month that most small business owners have not heard about. Both directly affect how your business shows up online and how your marketing works. Story one: Google is quietly wiping legitimate business reviews. Small businesses across the country are watching their Google reviews disappear without warning. In at least one confirmed case, a business's rating dropped to zero. Search Engine Journal verified the pattern this month, and Google officially acknowledged the problem in early July. The pattern: a business owner reports fake or spam reviews on their listing, and Google's automated system responds by blocking new legitimate reviews from being posted. This is not an isolated incident. Mass Google Business Profile suspensions hit thousands of small businesses in April. Google's June spam update caught legitimate sites. Google's own report says it removed or blocked 292 million reviews in 2025. Story two: Meta just removed a user privacy control that affects your advertising. Starting this month, Meta removed the "Your activity off Meta technologies" setting from Facebook and Instagram. Users can no longer disconnect their off-platform activity from their Meta account. For businesses advertising on Meta, three practical effects. Retargeting audiences should grow. Lookalike audiences should perform better. Reported performance metrics may look stronger. The improvements happen automatically if your Pixel and Conversions API are set up properly. In this episode: The Google reviews issue and what is actually happening The Meta privacy change and what it means for your advertising Three practical effects on Meta advertisers What both stories tell us about platform dependency Customer question: Should my business have a one-page website or multiple pages? Featured project: Skyline Workshop https://www.skylineworkshop.com/

  6. Jul 6

    Measured: Shopify Is the Default for Small Business Ecommerce, Here Is When to Look Elsewhere

    Shopify holds about 30% of the US ecommerce platform market by active stores. It processed $378 billion in gross merchandise value in 2025, and Q1 2026 alone hit $100.7 billion. 90% of Shopify stores are small businesses. In this episode of Measured, we break down how Shopify became the default for small business ecommerce, why it earned the position, what the tradeoffs actually are, and when to look elsewhere. The dominance is not accidental. Shopify's onboarding is the best in the category. Pricing starts around $29 to $39 per month with clear tiers. The app ecosystem tops 13,000 apps. Shop Pay's checkout delivers measurably higher conversion rates. Offline GMV grew 33% in Q1 2026, meaning it is a real option for brick-and-mortar businesses too. The tradeoffs are real. Transaction fees add 2% if you do not use Shopify Payments. The average growing store spends $100 to $300 per month on apps for features that are baked in on other platforms. URL structure is locked. Real B2B tools require the Plus plan at $2,300 per month. Shopify is right for most small businesses that want the fastest path to launch and access to the biggest app ecosystem. WooCommerce is a better fit for content-first businesses on WordPress. BigCommerce is stronger for wholesale and B2B. Wix or Squarespace fit very small storefronts. Square Online makes sense if Square is already your POS. We also cover the apps that are actually worth installing. Klaviyo for email and SMS. Judge.me for reviews. Smile.io for loyalty. Gorgias for customer support. PageFly for landing pages. In this episode: The scale of Shopify's dominance and what the numbers actually show Why Shopify earned the default position The tradeoffs most owners do not see When Shopify is right and when another platform is the better choice The apps worth actually installing Customer question: How often should I email my customer list? Featured project: Dave's Guide Service https://fishokobojiwithdave.com/

  7. Jun 29

    Measured: Video Is Showing Up in More Search Results, Most Small Businesses Are Missing It

    Video is showing up in search results more often than it used to. Not just on YouTube. Facebook videos, Instagram clips, LinkedIn posts, and videos embedded on websites are all getting surfaced when Google thinks they answer the query. SE Ranking's 2025 SERP analysis found that videos appear on 78% of US Google search results pages. That does not mean video dominates the page. It means video is present somewhere on it. The shift is incremental but consistent. YouTube is the single most-cited domain in Google AI Overviews at a 29.5% citation share, per BrightEdge. That is the biggest single source AI is pulling from. In this episode of Measured, we break down what the data actually shows, why your video might be showing up in search, what AI is citing, and what to do about it. One 2026 study of YouTube citations in AI search found something most businesses would not predict. Popularity did not predict citations. 41% of the YouTube videos cited had fewer than 1,000 views. What predicted citations was structure. 94% of citations went to long-form videos rather than Shorts, and timestamped, chaptered videos were cited multiple times across different chapters. If the study holds up across more analysis, AI is picking the most legible video on a topic, not the most popular one. A small business with a handful of well-structured videos can show up in AI citations even without a large audience. In this episode: What the SERP data actually shows and what it does not Why a Facebook video can show up in Google search What AI search is citing and why structure beats popularity How small businesses can compete in video search without a huge audience Customer question: Does my website's load time really matter? Featured project: Platinum Innovation Homes https://platinuminnovationhomes.com/

  8. Jun 22

    Measured: Meta Just Passed Google in Ad Revenue for the First Time, What That Means for You

    For the first time in the 20-year history of digital advertising, Meta is about to pass Google in global ad revenue. eMarketer projects Meta will generate $243.46 billion in 2026, ahead of Google's projected $239.54 billion. In 2025, Google held a $17.89 billion lead. In 12 months, Meta closed it and passed. Meta is growing 24.1% year over year. Google is growing 11.9%. The gap is not narrowing, it is widening, with Meta now in the lead. In this episode of Measured, we break down what just happened, why Meta is winning, and what it means for your business. The forecast has clear drivers. Meta's Advantage+ AI automation often outperforms manual campaigns. New ad surfaces on WhatsApp and Threads opened up real inventory. AI-generated creative lowered the cost of producing video and image ads. Instagram Reels continues to capture attention. The driver that matters most for small business owners is harder to see in revenue reports. Meta is meaningfully easier to use without help. Google still rewards advertisers who understand keywords, match types, quality scores, and bid strategies. For a business owner without an agency, the platform that requires less expertise wins by default. A Google-first paid strategy was built on assumptions that no longer hold. If your default for paid advertising has been Google for the last decade, the data just told you to reconsider. In this episode: The milestone almost no one is talking about Why Meta is winning and the five drivers behind it Why a Google-first paid strategy was built on assumptions that no longer hold What to audit, test, and measure this quarter Customer question: Should I post my prices on my website? Featured project: Cotton Grave Farm Management & Realty https://www.cottongrave.com/

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About

Measured is a marketing and data driven podcast hosted by Logan Wood. The show explores real world projects, industry trends, and performance insights to help businesses make smarter, more informed decisions.

Information

  • Creator
    Logan Wood
  • Years Active
    2026
  • Episodes
    30
  • Rating
    Clean
  • Copyright
    © Copyright 2026 All rights reserved.
  • Show Website
    Measured