— 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
Google Ads Performance Max Best Practices: How to Actually Control the Black Box (Before It Controls Your Budget)
Performance Max campaigns promise to do it all — and that's exactly what makes them dangerous in the wrong hands. This guide cuts through Google's hype to show you when PMax genuinely…
May 2026 · 11 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
How to Lower Cost Per Lead in Google Ads: A Tactical Playbook for In-House Teams
Your CPL didn't spike because Google got greedy. It spiked because something in your account structure is working against you — and…
 Apr 2026 · 10 min