— 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 Account Structure Best Practices: The Framework That Keeps Campaigns Profitable at Any Budget
A poorly structured Google Ads account doesn't fail loudly — it just quietly wastes 20–40% of your budget while your CPCs creep up and conversion rates stall. This is the foundational account…
May 2026 · 12 min · by Eric Huebner
— Archive
Nº 02 Ecommerce Google Ads
Google Ads for Ecommerce vs Lead Gen: Why the Same Strategy Will Wreck One of Them
Running Google Ads the same way for an ecommerce store and a lead gen business is like using the same playbook for…
 Apr 2026 · 10 min