— 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 Impression Share — What It Is and How to Use It to Diagnose Competitive Pressure
Impression share is one of the most diagnostic metrics in all of Google Ads — and most advertisers barely glance at it. This guide breaks down every IS metric, what the numbers…
May 2026 · 8 min · by Eric Huebner
— Archive
Nº 02 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 03 digital marketing
What Is a Search Campaign in Google Ads? A Comprehensive Guide
In the ever-evolving digital marketing landscape, Google Ads remains a powerhouse for businesses aiming to reach potential customers at the exact moment…
 Sep 2025 · 10 min