— 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
How to Measure Google Ads Success Beyond ROAS (The Full-Funnel Framework That Actually Drives Decisions)
ROAS is the metric everyone reports and almost nobody should be optimizing in isolation. This post breaks down the Google Ads KPIs that actually tell you what's working, what's broken, and where…
May 2026 · 11 min · by Eric Huebner
— Archive
Nº 02 Google Ads Agency Pricing
Google Ads Agency Pricing — What to Expect and What to Ask Before You Sign Anything
Most Google Ads agencies make their pricing intentionally hard to compare. This guide breaks down every fee model you'll encounter, the benchmarks…
 May 2026 · 13 min Nº 03 franchise ppc
How to Manage Google Ads for Multiple Locations (Without Letting One Market Drain All Your Budget)
Managing Google Ads across multiple locations is one of the fastest ways to waste budget — unless your account structure is built…
 May 2026 · 11 min Nº 04 Google Ads for Contractors
Google Ads for Home Services (Plumbers, HVAC, Electricians): The Local PPC Playbook That Actually Books Jobs
Home services is one of the highest-spend, highest-waste categories in all of local PPC. Plumbers, HVAC companies, and electricians are pouring money…
 May 2026 · 12 min Nº 05 conversion tracking setup google ads
How to Set Up Google Ads Conversion Tracking Correctly (And Why Most Accounts Are Flying Blind)
Broken or misconfigured conversion tracking is the single most common reason Google Ads campaigns fail — and most advertisers don't even know…
 May 2026 · 13 min Nº 06 Conversion Rate Optimization
Google Ads Conversion Rate Optimization: Why Clicks Don’t Equal Leads (And Who’s Actually Responsible for Fixing That)
Traffic is not a result. If your Google Ads campaigns are generating clicks but your phone isn't ringing and your form isn't…
 May 2026 · 12 min Nº 07 B2B Google Ads Strategy
How to Use Google Ads for Lead Generation vs Brand Awareness (And Why Confusing the Two Is Draining Your Budget)
Most Google Ads accounts underperform not because of bad keywords or weak copy — but because the campaign goal was wrong from…
 May 2026 · 10 min Nº 08 A/B Test Google Ads
What Is a Google Ads Quality Score — And Why It Still Matters More Than Google Wants You to Think
Google has quietly downplayed Quality Score for years, but experienced advertisers know better: it's still one of the clearest windows into account…
 May 2026 · 10 min Nº 09 Ecommerce Google Ads Strategy
Google Ads for E-Commerce: How to Structure Your Campaigns (Without Letting the Algorithm Eat Your Budget)
Most e-commerce brands running Google Ads aren't losing because of bad products or weak margins — they're losing because their campaign architecture…
 May 2026 · 12 min Nº 10 A/B Test Google Ads
How to Do Google Ads Competitor Analysis (The Way Agencies Actually Do It)
Most advertisers have no idea who they're losing auction share to — or why. This is a complete, tactical guide to Google…
 May 2026 · 11 min