— 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 Write Google Ads Copy That Converts: A Framework for RSAs That Actually Work
Most Google Ads copy fails before anyone clicks — because it's written to please the advertiser, not the searcher. This framework walks you through writing RSA headlines and descriptions that improve CTR,…
May 2026 · 9 min · by Eric Huebner
— Archive
Nº 02 Ad Copywriting
How to Write High-Converting Google Ads Copy: RSA Frameworks, Headline Strategies, and a Testing Approach That Actually Works
Most Google Ads copy fails before anyone clicks it. This guide covers exactly how to write RSA headlines that stop the scroll,…
 Apr 2026 · 9 min