— 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 Wasted Spend in Google Ads: The Audit Framework That Actually Works
Most Google Ads accounts waste between 20–40% of their budget on clicks that were never going to convert. This audit framework shows you exactly where that money goes — and the specific…
May 2026 · 10 min · by Eric Huebner
— Archive
Nº 02 b2b google ads
The Google Ads Search Terms Report: How to Actually Use It (Not Just Look at It)
Most advertisers open the Google Ads search terms report, add a few negatives, and call it done. That's leaving serious money on…
 Apr 2026 · 9 min Nº 03 b2b google ads
Your Google Ads Negative Keywords Strategy Is Either Your Biggest Edge or Your Biggest Leak — Here’s How to Tell
Most Google Ads accounts waste 20–40% of their budget on searches that will never convert. The fix isn't a higher bid or…
 Apr 2026 · 9 min Nº 04 digital marketing
How to Use Negative Keywords to Instantly Cut Wasted Spend
Imagine pouring money into a Google Ads campaign only to discover that more than half of your budget is being wasted on…
 Nov 2025 · 9 min Nº 05 digital marketing
Essential Negative Keyword List for Home Services: Boost Your Ad Efficiency
In the competitive world of home services advertising, every click counts. With the average cost per click (CPC) for home services in…
 Sep 2025 · 8 min