— 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
What Metrics Actually Matter in Google Ads: Signal vs. Noise
Most Google Ads reports are full of numbers that feel important and do nothing. This guide cuts through the noise — breaking down the 6 PPC metrics that actually drive decisions, the…
Apr 2026 · 10 min · by Eric Huebner
— Archive
Nº 02 Account Structure
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…
 Apr 2026 · 11 min Nº 03 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 04 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