— 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 Impression Share — What It Is and How to Use It to Diagnose Competitive Pressure
Impression share is one of the most diagnostic metrics in all of Google Ads — and most advertisers barely glance at it. This guide breaks down every IS metric, what the numbers…
May 2026 · 8 min · by Eric Huebner
— Archive
Nº 02 b2b google ads
What Is a Good ROAS for Google Ads? (The Answer Is More Complicated Than You Think)
Everyone wants a number. "Just tell me what a good ROAS is." But the honest answer — the one that will actually…
 Apr 2026 · 9 min Nº 03 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