— 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 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 this playbook shows you exactly where to look. From Search…
Apr 2026 · 10 min · by Eric Huebner
— Archive
Nº 02 attribution
Marketing Math: How to Know Exactly What You Can Afford to Pay Per Lead
Why Understanding Your Cost Per Lead Matters More Than Ever Imagine pouring thousands of dollars into marketing campaigns only to find that…
 Oct 2025 · 10 min