— Dispatches / Field Notes

Opinions,
with receipts.

We'd rather be specific and wrong than hedged and forgettable. Every post takes a position, names numbers, and shows its work.

★ This week’s dispatch
How to Reduce Wasted Spend in Google Ads: The Audit Framework That Actually Works
Most Google Ads accounts waste between 20–40% of their budget on clicks that were never going to convert. This audit framework shows you exactly where that money goes — and the specific…
May 2026 · 10 min · by Eric Huebner
— Archive
Nº 02 b2b google ads
How to Fix a Google Ads Campaign That Stopped Converting (A Diagnostic Framework That Actually Works)
When your Google Ads campaign stops converting overnight, panic is understandable — but guessing is expensive. This step-by-step diagnostic framework walks you…
 Apr 2026 · 9 min Nº 03 b2b google ads
Google Ads Click Fraud: Is It Actually Costing You Money, and What Can You Do About It?
Click fraud is one of the most Googled fears in paid search — and most of the advice out there is either…
 Apr 2026 · 9 min Nº 04 Audience Layering
How to Use Google Ads Audience Targeting for B2B (Without Wasting Half Your Budget on the Wrong People)
B2B Google Ads fails when you treat it like a keyword game. The teams winning right now are layering audience signals on…
 Apr 2026 · 10 min Nº 05 b2b google ads
Google Ads Campaign Types Explained: Which One Should You Actually Use?
Search, Display, Performance Max, Shopping, Video — Google gives you six campaign types and approximately zero guidance on which one fits your…
 Apr 2026 · 9 min Nº 06 b2b google ads
How to Set Google Ads Budgets Across Multiple Campaigns (Without Leaving Money on the Table)
Most advertisers set campaign budgets based on gut feel and never revisit them. That's how you end up with your best-converting campaign…
 Apr 2026 · 8 min Nº 07 b2b google ads
What to Do in the First 90 Days of a New Google Ads Account (The Framework That Actually Works)
Most businesses blow their first 90 days in a new Google Ads account on the wrong campaigns, the wrong settings, and way…
 Apr 2026 · 11 min Nº 08 b2b google ads
The Google Ads Search Terms Report: How to Actually Use It (Not Just Look at It)
Most advertisers open the Google Ads search terms report, add a few negatives, and call it done. That's leaving serious money on…
 Apr 2026 · 9 min Nº 09 ad rank
How the Google Ads Auction Works — And Why Understanding It Will Change How You Bid Forever
Most advertisers think Google Ads is a simple highest-bidder-wins game. It isn't — and misunderstanding the auction mechanics is quietly draining budgets…
 Apr 2026 · 9 min Nº 10 Google Ads for local service businesses
Google Ads for Local Service Businesses: Stop Paying for Clicks You’ll Never Convert
Most local service businesses are hemorrhaging Google Ads budget on clicks from people who are too far away, too early in the…
 Apr 2026 · 10 min