— 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 tCPA vs tROAS Bidding: The Honest Decision Framework You Actually Need
Choosing between Target CPA and Target ROAS is one of the highest-leverage decisions in your Google Ads account — and most advertisers get it wrong by defaulting to the wrong one for…
May 2026 · 11 min · by Eric Huebner
— Archive
Nº 02 Google Ads bidding strategies
Google Ads Smart Bidding Strategies Explained: The Decision Framework Nobody Gives You
Smart bidding isn't a magic switch — it's a spectrum of strategies that work brilliantly in the right conditions and bleed budgets…
 May 2026 · 10 min Nº 03 Google Ads Automation
How Google Ads Smart Bidding Actually Works (And Why Trusting It Blindly Will Cost You)
Smart Bidding is one of the most powerful tools in Google Ads — and one of the most misunderstood. This guide breaks…
 May 2026 · 11 min Nº 04 automated bidding
Google Ads Smart Bidding Explained: How tCPA and tROAS Actually Work — And When to Override the Algorithm
Smart Bidding sounds like a gift — let Google's machine learning handle your bids while you focus on strategy. But hand the…
 Apr 2026 · 10 min