# Google Ads Landing-Domain Concentration (2026-09-19)

How many landing domains does one Google Ads advertiser run ads to — and how many
different advertisers run ads to one landing domain? This dataset answers both as
full frequency distributions, derived from 18,450 advertisers and
29,861 landing domains observed in Google's official public ad archive.

Published by [PPCEye](https://ppceye.com). Data as of **2026-09-19** (aggregate built 2026-09-20 02:15:39).

## Why this exists

There is no public benchmark for either number. A brand that discovers unfamiliar
advertisers running ads to its own domain has no way to tell whether twelve is
normal or alarming; an analyst looking at an advertiser account running ads to 800
domains has nothing to compare it against. These distributions give both a
reference point.

## Files

| File | Rows | What it is |
|---|---|---|
| `advertiser_landing_domain_histogram.csv` | 401 | For each landing-domain count, how many advertisers have exactly that many |
| `domain_advertiser_histogram.csv` | 322 | For each advertiser count, how many landing domains have exactly that many |
| `distribution_summary.csv` | 2 | Min / max / mean / P25 / P50 / P75 / P90 / P95 / P99 for both metrics |
| `high_fanout_advertisers_by_country.csv` | 56 | Advertisers running ads to 50+ landing domains, by the country they disclose |

Histograms are at single-unit granularity and unbucketed on purpose — bucket
boundaries are an editorial choice, and you should be able to pick your own.

## Headline figures

| Metric | Entities | Median | P75 | P90 | P99 | Max | Mean |
|---|---|---|---|---|---|---|---|
| Landing domains per advertiser | 18,450 | 4 | 9 | 27 | 275 | 7,931 | 19.79 |
| Advertisers per landing domain | 29,861 | 4 | 9 | 25 | 132 | 91,453 | 20.25 |

Both distributions are heavily long-tailed: on the advertiser side the mean of
19.79 is higher than 87% of all advertisers. **Use the median and percentiles, not the mean.**

## Method

Source is Google's official public ad archive, crawled continuously. Each ad
creative resolves to exactly one landing root domain, so both counts are
deduplicated — advertisers by name, domains by registrable root.

The sample is a qualifying tier, not the whole archive:

- **Advertisers**: at least 10 creatives, at least 2 landing domains, active within 90 days.
- **Landing domains**: at least 5 creatives, at least 2 advertisers, active within 365 days.

The domain-side threshold of "at least 2 advertisers" means the denominator is
exactly the population for which the question is meaningful — domains carrying ads
from a single advertiser are excluded and do not need the benchmark.

Aggregates are recomputed weekly, so figures shift as crawl coverage grows.

## Known limitations

- **No keyword data.** Organised by advertiser and landing domain, not by search
  term. It shows who buys traffic to a site, not which terms they bid on.
- **No spend or impression share.** Any traffic or cost estimate derived from this
  would be invented.
- **One company may hold several advertiser IDs.** Aggregated by advertiser name;
  the same company under different registered names cannot be merged automatically,
  so advertiser counts are a slight overcount.
- **Counts are cumulative, not "currently running."** An advertiser that stopped
  last year still counts toward a domain's total.
- **Platform domains dominate the top of the domain distribution.** Search engines,
  social networks and website builders naturally carry ads from thousands of
  advertisers; that is the nature of a platform, not an anomaly.
- **Country is self-disclosed and incomplete.** A material share of high-fanout
  advertisers disclose no country; they appear as `UNKNOWN`.
- **Coverage is bounded by the archive itself.** Ad formats and regions the archive
  does not cover are invisible here, so every count is a lower bound.

## License

**CC BY 4.0** — free to use, share and adapt, including commercially, **provided you
give attribution**.

## Citation

> PPCEye. *Google Ads Landing-Domain Concentration* (2026-09-19). https://ppceye.com

## Where else this lives

- **Analysis** — [Who else is advertising to your domain?](https://ppceye.com/blog/who-else-is-advertising-to-your-domain). Every figure in
  that article is reproducible from these four CSVs.
- **Method** — [How this data is collected](https://ppceye.com/methodology).
- **Mirrors** — [Kaggle](https://www.kaggle.com/datasets/ppceye/google-ads-landing-domain-concentration) and [ppceye.com/static/data](https://ppceye.com/static/data/README.md).
  Both are regenerated from the same weekly aggregate.

Questions about definitions, or a figure that disagrees with what the site shows:
info@ppceye.com