— 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
What Is a Good Google Ads ROAS? Benchmarks by Industry (And Why Your Number Might Be Lying to You)
Most advertisers obsess over ROAS without knowing if their number is actually good. This guide breaks down real Google Ads ROAS benchmarks by industry, explains how to set a target ROAS that's…
May 2026 · 11 min · by Eric Huebner
— Archive
Nº 02 B2B Google Ads Strategy
What Is a Good Google Ads ROAS? Benchmarks by Industry (And Why Your Number Might Be Lying to You)
Most advertisers chase a "good ROAS" without knowing what good actually looks like in their industry — or whether their ROAS number…
 May 2026 · 10 min Nº 03 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