— 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 Reduce Google Ads Cost Per Lead: The Tactical Playbook That Actually Works
A high cost per lead in Google Ads isn't a budget problem — it's a strategy problem. This playbook breaks down exactly where CPL bloat comes from and gives you a prioritized…
May 2026 · 12 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 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