— 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