— 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 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 top of intent — and the difference in CPL is…
Apr 2026 · 10 min · by Eric Huebner
— Archive
Nº 02 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