— 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.

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Uncategorized 64 Account Structure 52 Measurement & Attribution 32 ChatGPT Ads 24 Agency Operations 15 Industry Playbooks 13 B2B & SaaS 9 Performance Max 4 Ecommerce 4 Scripts & Automation 1
★ This week’s dispatch
Google Ads Broad Match — When It Works and When It Doesn’t (An Honest Take)
Broad match is now Google's default keyword match type — and Google pushes it hard. But defaulting to broad match without the right controls in place is one of the fastest ways…
May 2026 · 12 min · by Eric Huebner
— Archive
Nº 02 Agency Operations
How to Reduce Google Ads Cost Per Lead: The Tactical Playbook That Actually Works
A high cost per lead in Google Ads isn't a budget problem — it's a strategy problem. This playbook breaks down exactly…
 May 2026 · 12 min Nº 03 B2B & SaaS
Google Ads for SaaS Companies — A Complete Guide to Full-Funnel PPC That Actually Drives Pipeline
SaaS has the highest LTV of almost any vertical in Google Ads — and some of the most mismanaged accounts we've ever…
 May 2026 · 12 min Nº 04 Measurement & Attribution
How to Reduce Google Ads Wasted Spend: The Honest Framework That Actually Works
If your Google Ads account is eating budget without producing leads or sales, you're not alone — and the fix is rarely…
 May 2026 · 10 min Nº 05 Account Structure
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 06 Account Structure
How to Set the Right Google Ads Budget for Your Business (A Real Framework, Not a Guess)
Figuring out how much to spend on Google Ads is the question every business owner asks first — and almost every agency…
 May 2026 · 10 min Nº 07 Account Structure
Google Ads for Financial Services — What You Need to Know (Before You Burn Your Budget on the Wrong Keywords)
Financial services is one of the most expensive and heavily regulated verticals in Google Ads — where a single policy misstep can…
 May 2026 · 13 min Nº 08 Account Structure
How to Use Audience Targeting in Google Ads (The Layered Strategy Most Accounts Never Touch)
Keyword targeting alone is leaving serious money on the table. This guide breaks down how to build a layered Google Ads audience…
 May 2026 · 10 min Nº 09 Performance Max
What Is Performance Max and Should You Use It? An Honest Answer (Finally)
Performance Max is the most debated campaign type in Google Ads — and the most misunderstood. This is the straight answer on…
 May 2026 · 12 min Nº 10 Industry Playbooks
Google Ads for Real Estate Agents and Brokers: The Playbook That Actually Generates Qualified Leads
Most real estate agents running Google Ads are paying $15–$40 per click to compete in one of the most expensive verticals in…
 May 2026 · 13 min