— 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 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 across millions of accounts. Here's the real first-principles breakdown, plus…
Apr 2026 · 9 min · by Eric Huebner
— Archive
Nº 02 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 Nº 03 Communicating PPC Results
How to Report Google Ads Results to Clients and Leadership (Without Hiding Behind Vanity Metrics)
Most Google Ads reports are a masterclass in looking busy while saying nothing. This guide breaks down exactly what to include in…
 Apr 2026 · 9 min Nº 04 b2b google ads
Google Ads Performance Max Best Practices: When PMax Helps, When It Quietly Destroys Your Budget, and How to Actually Control It
Performance Max promises to do everything — and that's exactly the problem. This guide cuts through the hype with hard-won lessons on…
 Apr 2026 · 11 min Nº 05 b2b google ads
How to Structure a Google Ads Account for B2B SaaS (The Architecture That Actually Generates Qualified Leads)
Most B2B SaaS companies waste 40–60% of their Google Ads budget on a broken account structure before a single lead ever comes…
 Apr 2026 · 10 min Nº 06 b2b google ads
Google Ads vs Meta Ads for Lead Generation: A Channel-Level ROI Breakdown (No Fluff)
Choosing between Google Ads and Meta Ads for lead generation isn't a matter of preference — it's a matter of where your…
 Apr 2026 · 9 min Nº 07 b2b google ads
What Is a Good ROAS for Google Ads? (The Answer Is More Complicated Than You Think)
Everyone wants a number. "Just tell me what a good ROAS is." But the honest answer — the one that will actually…
 Apr 2026 · 9 min Nº 08 google ads audit
How to Audit a Google Ads Account: The Step-by-Step Checklist That Exposes What’s Actually Wrong
Most Google Ads accounts are leaking budget in at least three places — and the advertiser has no idea. This step-by-step audit…
 Apr 2026 · 13 min Nº 09 automated bidding
Google Ads Smart Bidding Explained: How tCPA and tROAS Actually Work — And When to Override the Algorithm
Smart Bidding sounds like a gift — let Google's machine learning handle your bids while you focus on strategy. But hand the…
 Apr 2026 · 10 min Nº 10 b2b google ads
How to Lower Cost Per Lead in Google Ads: A Tactical Playbook for In-House Teams
Your CPL didn't spike because Google got greedy. It spiked because something in your account structure is working against you — and…
 Apr 2026 · 10 min