— 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 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 in the wrong ones. This guide breaks down every major…
May 2026 · 10 min · by Eric Huebner
— Archive
Nº 02 Google Ads Budget Strategy
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 03 Financial Services Marketing
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 04 audience targeting
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 05 b2b google ads
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 06 Google Ads for Real Estate
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 Nº 07 google ads audit
How to Audit a Google Ads Account — Step by Step (The Framework That Exposes What’s Actually Wrong)
Most Google Ads accounts are quietly bleeding money in ways that don't show up on any dashboard your agency sends you. This…
 May 2026 · 11 min Nº 08 Ad Copywriting PPC
Google Ads Landing Page Best Practices That Actually Lift Conversion Rates (Not Just Traffic)
Most Google Ads accounts don't have a traffic problem — they have a landing page problem. This guide breaks down the exact…
 May 2026 · 10 min Nº 09 b2b google ads
Google Ads Landing Page Best Practices That Actually Lift Conversion Rates (Not Just Traffic)
Most Google Ads campaigns lose money on the landing page, not in the auction. This guide covers the exact PPC landing page…
 May 2026 · 10 min Nº 10 agency expectations
What to Expect in the First 90 Days With a Google Ads Agency (And How to Know If They’re Actually Any Good)
Most businesses that hire a Google Ads agency go in blind — no idea what good onboarding looks like, no benchmark for…
 May 2026 · 9 min