— 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
When to Pause vs. Delete Keywords in Google Ads: The Decision Framework Your Account Actually Needs
Most Google Ads managers treat pausing and deleting keywords like they're interchangeable. They're not — and getting it wrong quietly destroys your historical data, your Quality Scores, and your ability to diagnose…
May 2026 · 9 min · by Eric Huebner
— Archive
Nº 02 digital marketing
How to Scale Google Ads Profitably: A Step-by-Step Guide
Scaling Google Ads campaigns profitably is a goal many businesses strive for but few achieve consistently. With the right strategies, it’s possible…
 Sep 2025 · 11 min Nº 03 digital marketing
Google Ads Audit Checklist for B2B Lead Generation Success
In the competitive world of B2B marketing, Google Ads remains a powerful tool to generate qualified leads and accelerate sales pipelines. However,…
 Sep 2025 · 9 min Nº 04 ai bidding
How Do Performance Max Campaigns Work?
Google Performance Max: Everything You Need To Know What Is Performance Max? Performance Max (or “PMax”) is a fully automated, goal-based campaign…
 Apr 2025 · 3 min Nº 05 automated bidding advantages
Smart Bidding vs. Manual Bidding: Which Is Best for Startups?
Should you trust Google’s automation, or keep control of your bids? Startups often struggle with Smart Bidding optimizing for the wrong goals—but…
 Mar 2025 · 1 min