— 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 vs. SEO — Which Should You Invest in First? (A Real Decision Framework, Not a Cop-Out Answer)
Everyone wants to know whether to invest in Google Ads or SEO first — and most articles answer with "it depends" and leave you no better off. This guide gives you a…
May 2026 · 9 min · by Eric Huebner
— Archive
Nº 02 b2b google ads
When to Pause vs. Delete Keywords in Google Ads: The Decision Framework Your Account Actually Needs
Most Google Ads managers treat pausing and deleting keywords like they're interchangeable. They're not — and getting it wrong quietly destroys your…
 May 2026 · 9 min Nº 03 absolute top impression share
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.…
 May 2026 · 8 min Nº 04 b2b google ads
How to Lower CPC in Google Ads: The Tactical Framework That Actually Works
Most Google Ads accounts are hemorrhaging budget on clicks they never should have bought. This tactical framework covers exactly how to lower…
 May 2026 · 10 min Nº 05 Ad Relevance
Google Ads Quality Score: Does It Still Matter, or Is It Just a Vanity Metric With Good PR?
Quality Score is one of the most talked-about — and most misunderstood — metrics in Google Ads. It's real, it affects what…
 May 2026 · 9 min Nº 06 b2b google ads
Google Ads Performance Max Best Practices: How to Actually Control the Black Box (Before It Controls Your Budget)
Performance Max campaigns promise to do it all — and that's exactly what makes them dangerous in the wrong hands. This guide…
 May 2026 · 11 min Nº 07 Ad Spend Management
How to Reduce Wasted Spend in Google Ads: The Audit Framework That Actually Works
Most Google Ads accounts waste between 20–40% of their budget on clicks that were never going to convert. This audit framework shows…
 May 2026 · 10 min Nº 08 b2b google ads
How to Fix a Google Ads Campaign That Stopped Converting (A Diagnostic Framework That Actually Works)
When your Google Ads campaign stops converting overnight, panic is understandable — but guessing is expensive. This step-by-step diagnostic framework walks you…
 Apr 2026 · 9 min Nº 09 b2b google ads
Google Ads Click Fraud: Is It Actually Costing You Money, and What Can You Do About It?
Click fraud is one of the most Googled fears in paid search — and most of the advice out there is either…
 Apr 2026 · 9 min Nº 10 Audience Layering
How to Use Google Ads Audience Targeting for B2B (Without Wasting Half Your Budget on the Wrong People)
B2B Google Ads fails when you treat it like a keyword game. The teams winning right now are layering audience signals on…
 Apr 2026 · 10 min