— 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 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 algorithm a broken conversion setup or an unrealistic tCPA target…
Apr 2026 · 10 min · by Eric Huebner
— Archive
Nº 02 automated bidding
The Truth About Smart Bidding: When It Works-and When It Wastes Money
Why Smart Bidding Has Become a Game-Changer Google’s Smart Bidding has taken the advertising world by storm. By 2025, it was adopted…
 Oct 2025 · 10 min Nº 03 automated bidding
Maximize Conversion Value vs. Target ROAS Bidding: Which Strategy is Best?
Understanding the Basics: Maximize Conversion Value and Target ROAS When it comes to Google Ads bidding strategies, choosing the right approach can…
 Sep 2025 · 11 min Nº 04 algorithmic bidding
Target CPA vs Maximize Conversions vs Target ROAS: Choosing the Right Strategy
Understanding Google Ads Bidding Strategies Choosing the right bidding strategy in Google Ads can significantly impact your campaign’s success. Among the most…
 Sep 2025 · 11 min Nº 05 automated bidding
The Future of PPC in a Post-Cookie World
Third-party cookies are going away. Here’s how PPC advertisers can adapt with first-party data, server-side tracking, and smarter targeting.
 Jul 2025 · 3 min Nº 06 ai marketing
What Is Conversion Tracking & Why Does It Matter?
What Is Conversion Tracking? Conversion tracking is a way to measure what happens after a customer interacts with your Google Ads. It…
 Apr 2025 · 2 min