— 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 ad rank
Where to Find Ad Rank in Google Ads: A Quick Guide
Understanding your Ad Rank in Google Ads is crucial for optimizing your pay-per-click (PPC) campaigns and ensuring your ads perform well in…
 Sep 2025 · 8 min