— 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
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 made the debate any quieter. Here's an honest, experience-backed breakdown…
Apr 2026 · 9 min · by Eric Huebner
— Archive
Nº 02 broad match
Why Broad Match Isn’t the Enemy (If You Do This One Thing)
Broad Match: The Keyword Type That Gets a Bad Rap Broad match keywords often get dismissed by advertisers as a reckless gamble.…
 Nov 2025 · 9 min