— 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 Set Google Ads Budgets Across Multiple Campaigns (Without Leaving Money on the Table)
Most advertisers set campaign budgets based on gut feel and never revisit them. That's how you end up with your best-converting campaign throttled at 2pm and your brand awareness campaign burning cash…
Apr 2026 · 8 min · by Eric Huebner
— Archive
Nº 02 b2b google ads
Google Ads Performance Max Best Practices: When PMax Helps, When It Quietly Destroys Your Budget, and How to Actually Control It
Performance Max promises to do everything — and that's exactly the problem. This guide cuts through the hype with hard-won lessons on…
 Apr 2026 · 11 min Nº 03 b2b google ads
What Is a Good ROAS for Google Ads? (The Answer Is More Complicated Than You Think)
Everyone wants a number. "Just tell me what a good ROAS is." But the honest answer — the one that will actually…
 Apr 2026 · 9 min Nº 04 b2b google ads
What Metrics Actually Matter in Google Ads: Signal vs. Noise
Most Google Ads reports are full of numbers that feel important and do nothing. This guide cuts through the noise — breaking…
 Apr 2026 · 10 min Nº 05 google ads scaling
How to Scale Google Ads Without Losing Efficiency: The Playbook for Advertisers Who Are Already Winning
Most Google Ads advice is written for people trying to get their first conversion. This isn't that. If your campaigns are already…
 Apr 2026 · 11 min