— 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 Use Competitive Metrics to Drive Better Results
Two companies sell nearly the same product at nearly the same price. One is growing and hiring. The other is discounting just to keep the lights on. The…
Dec 2025 · 10 min · by Eric Huebner
— Archive
Nº 02 digital marketing
How to Use Exclusions to Improve PMax Performance
Budget leaks in Performance Max rarely show up in neat reports. They hide in auto-matched queries, low-quality placements, and audiences that look…
 Dec 2025 · 12 min Nº 03 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