— Dispatches / Field Notes

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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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★ This week’s dispatch
How to Scale Google Ads Without Losing Efficiency: The Playbook for Advertisers Who Are Already Winning
Most Google Ads advice is written for people trying to get their first conversion. This isn't that. If your campaigns are already performing and you're trying to grow spend without tanking your…
Apr 2026 · 11 min · by Eric Huebner
— Archive
Nº 02 Ecommerce
The Google Shopping Ads Optimization Guide That Doesn’t Waste Your Time
Most Google Shopping campaigns underperform not because of bad bidding, but because of a broken feed nobody's looked at in six months.…
 Apr 2026 · 11 min Nº 03 Account Structure
When to Use Broad Match in Google Ads: The Risks, the Controls, and the Only Situations Where It Actually Works
Broad match is the most debated match type in Google Ads — and Google's aggressive push to make it the default hasn't…
 Apr 2026 · 9 min