— 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 b2b google ads
How to Lower Cost Per Lead in Google Ads: A Tactical Playbook for In-House Teams
Your CPL didn't spike because Google got greedy. It spiked because something in your account structure is working against you — and…
 Apr 2026 · 10 min Nº 03 b2b 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 20–40% of their budget on searches that will never convert. The fix isn't a higher bid or…
 Apr 2026 · 9 min Nº 04 b2b google ads
Should I Hire a Google Ads Agency or Do It In-House? An Honest Framework (Not a Sales Pitch)
The Google Ads agency vs in-house debate isn't about which option is universally better — it's about which one matches your budget,…
 Apr 2026 · 10 min Nº 05 b2b google ads
What Metrics Actually Matter in Google Ads: Signal vs. Noise
Most Google Ads reports are full of numbers that feel important and do nothing. This guide cuts through the noise — breaking…
 Apr 2026 · 10 min Nº 06 Ad Relevance
Google Ads Quality Score — Does It Still Matter, or Is It Just a Vanity Metric Dressed Up in a 1–10 Scale?
Quality Score is one of the most-watched numbers in Google Ads — and one of the most misunderstood. In 2025, obsessing over…
 Apr 2026 · 8 min Nº 07 b2b google ads
When to Use Broad Match in Google Ads: The Risks, the Controls, and the Only Situations Where It Actually Works
Broad match is the most debated match type in Google Ads — and Google's aggressive push to make it the default hasn't…
 Apr 2026 · 9 min Nº 08 Ad Copywriting
How to Write High-Converting Google Ads Copy: RSA Frameworks, Headline Strategies, and a Testing Approach That Actually Works
Most Google Ads copy fails before anyone clicks it. This guide covers exactly how to write RSA headlines that stop the scroll,…
 Apr 2026 · 9 min Nº 09 b2b google ads
Signs Your Google Ads Agency Isn’t Performing (And It’s Time to Switch)
Most businesses don't realize their Google Ads agency is underperforming until months of budget are already gone. These are the hard-to-ignore red…
 Apr 2026 · 8 min Nº 10 b2b google ads
Choosing the Best Google Ads Agency for B2B Tech Success
In the competitive world of B2B technology marketing, selecting the right Google Ads agency can make all the difference between mediocre results…
 Oct 2025 · 8 min