— 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 Use Audience Targeting in Google Ads (The Layered Strategy Most Accounts Never Touch)
Keyword targeting alone is leaving serious money on the table. This guide breaks down how to build a layered Google Ads audience strategy — using in-market segments, Customer Match, remarketing, and bid…
May 2026 · 10 min · by Eric Huebner
— Archive
Nº 02 audience targeting
Remarketing vs Retargeting in Google Ads — What’s Actually the Difference (And Why It Matters for Your Strategy)
Everyone uses "remarketing" and "retargeting" interchangeably — including Google. But the distinction between them is real, and conflating the two leads to…
 May 2026 · 10 min Nº 03 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 04 audience targeting
How to Improve Google Ads Results with Better Audience Targeting
Ad spend disappears fastest when ads reach the wrong people. Many advertisers blame keywords, bids, or landing pages, but the real leak…
 Nov 2025 · 16 min