— 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
Google Ads URL Parameters and Tracking Templates: The Setup That Separates Accounts Flying Blind From Ones That Actually Know What’s Working
If your Google Ads data in GA4 looks like "source: (direct)" or your CRM can't tell you which campaign generated a lead, your tracking is broken — and you're optimizing based on…
May 2026 · 12 min · by Eric Huebner
— Archive
Nº 02 google ads management
Google Ads Seasonality Adjustments: How to Stop Letting Smart Bidding Guess During Your Most Important Sales Period
Smart Bidding is smart — except when demand shifts faster than it can adapt. During peak sales periods, Black Friday, HVAC season,…
 May 2026 · 11 min Nº 03 audience targeting
Google Ads Display Network Targeting: Stop Burning Budget on the Wrong Eyeballs
The Google Display Network reaches 90% of internet users — and most advertisers waste the majority of their budget there. This is…
 May 2026 · 12 min Nº 04 B2B Google Ads Strategy
Google Ads Remarketing List Strategies: The Layered Approach That Turns Past Visitors Into Your Most Profitable Audience
Most Google Ads accounts have one remarketing list dumping everyone who touched their site into a single bucket. That's not a strategy…
 May 2026 · 12 min Nº 05 A/B Test Google Ads
Google Ads Call Tracking Setup: Stop Guessing Which Ads Are Generating Your Best Phone Calls
Phone calls are often the highest-value conversions in a Google Ads account — and most advertisers are tracking them wrong, incompletely, or…
 May 2026 · 11 min Nº 06 A/B Test Google Ads
Google Ads Geographic Targeting Mistakes That Are Quietly Draining Your Budget
Geographic targeting sounds simple — just pick the places you serve and you're done. But most Google Ads accounts are bleeding budget…
 May 2026 · 10 min Nº 07 A/B Test Google Ads
Google Ads Conversion Value Rules: How to Stop Treating Every Conversion Like It’s Worth the Same
A lead from Manhattan and a lead from rural Montana are not worth the same to your business. Neither is a conversion…
 May 2026 · 13 min Nº 08 google ads bidding
Google Ads tCPA vs tROAS Bidding: The Honest Decision Framework You Actually Need
Choosing between Target CPA and Target ROAS is one of the highest-leverage decisions in your Google Ads account — and most advertisers…
 May 2026 · 11 min Nº 09 Data-Driven Attribution
Google Ads Attribution Models Explained: Why the Model You Pick Changes Everything About Your Bidding
Attribution isn't a reporting preference — it's a bidding instruction. The model you choose tells Google's Smart Bidding algorithm which clicks deserve…
 May 2026 · 13 min Nº 10 A/B Test Google Ads
Your Google Ads Negative Keywords Strategy Is Either Your Biggest Edge or Your Biggest Leak — Here’s How to Tell
Most Google Ads accounts waste between 20% and 40% of their monthly budget on search queries that will never convert. A disciplined…
 May 2026 · 13 min