— 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.

— Browse by topic
Uncategorized 90 Account Structure 52 Measurement & Attribution 32 ChatGPT Ads 24 Agency Operations 15 Industry Playbooks 13 B2B & SaaS 9 Performance Max 4 Ecommerce 4 Scripts & Automation 1
★ This week’s dispatch
How to Lower CPC in Google Ads: The Tactical Framework That Actually Works
Most Google Ads accounts are hemorrhaging budget on clicks they never should have bought. This tactical framework covers exactly how to lower CPC through smarter match types, airtight negative keyword lists, and…
May 2026 · 10 min · by Eric Huebner
— Archive
Nº 02 Measurement & Attribution
Google Ads Quality Score: Does It Still Matter, or Is It Just a Vanity Metric With Good PR?
Quality Score is one of the most talked-about — and most misunderstood — metrics in Google Ads. It's real, it affects what…
 May 2026 · 9 min Nº 03 Account Structure
Google Ads for Local Service Businesses: Stop Paying for Clicks You’ll Never Convert
Most local service businesses are hemorrhaging Google Ads budget on clicks from people who are too far away, too early in the…
 Apr 2026 · 10 min Nº 04 Measurement & Attribution
How to Report Google Ads Results to Clients and Leadership (Without Hiding Behind Vanity Metrics)
Most Google Ads reports are a masterclass in looking busy while saying nothing. This guide breaks down exactly what to include in…
 Apr 2026 · 9 min