— 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 the Google Ads Auction Works — And Why Understanding It Will Change How You Bid Forever
Most advertisers think Google Ads is a simple highest-bidder-wins game. It isn't — and misunderstanding the auction mechanics is quietly draining budgets across millions of accounts. Here's the real first-principles breakdown, plus…
Apr 2026 · 9 min · by Eric Huebner
— Archive
Nº 02 cpc
What Is a Good CPC for Google Ads: A Comprehensive Guide
Understanding what constitutes a good Cost Per Click (CPC) in Google Ads is essential for marketers aiming to maximize their advertising budgets…
 Sep 2025 · 8 min Nº 03 cpc
What Should CPC Be on Google: A Comprehensive Guide
Understanding the right Cost Per Click (CPC) on Google Ads is crucial for businesses aiming to maximize their advertising budget and achieve…
 Sep 2025 · 9 min