— 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 for Med Spas and Aesthetic Clinics: The PPC Playbook That Fills Your Consult Calendar (Without Getting Your Ads Disapproved)
Med spas and aesthetic clinics sit in one of the highest-value local verticals in paid search — but Google Ads policy nuances, poor conversion tracking, and lazy campaign structures quietly drain most…
Jun 2026 · 15 min · by Eric Huebner
— Archive
Nº 02 Call Conversion Tracking
Google Ads Call Tracking for Service Businesses: The Measurement Setup That Actually Ties Calls to Revenue
If your business runs on phone calls, running Google Ads without proper call tracking is the same as running it blind. This…
 Jun 2026 · 12 min Nº 03 best google ads agency
Who Owns Your Google Ads Account When You Hire an Agency? (The Answer Should Scare You a Little)
Most advertisers assume they own their Google Ads account. Many don't. When an agency builds your campaigns inside their own MCC, they…
 Jun 2026 · 10 min Nº 04 Agency Transition
How to Switch Google Ads Agencies Without Losing Performance: The Transition Playbook
You've decided to leave your current Google Ads agency. The hard part isn't the decision — it's the handoff. A botched transition…
 Jun 2026 · 11 min Nº 05 Dental Paid Search
Google Ads for Dental Practices: Why Most Campaigns Waste Half Their Budget (And How to Stop)
Dental practices are one of the highest-LTV local businesses on the planet — a new patient is worth $3,000–$10,000+ over their lifetime.…
 Jun 2026 · 12 min Nº 06 google ads budget
Google Ads Wasted Spend: How to Find It, Diagnose It, and Stop It Before It Drains Another Dollar
Most Google Ads accounts waste 20–40% of their budget on clicks that were never going to convert. This diagnostic framework walks you…
 Jun 2026 · 11 min Nº 07 client reporting google ads
How to Read a Google Ads Report — What Actually Matters (And What’s Just Noise)
Most Google Ads reports are built to impress, not inform. This guide cuts through the dashboard clutter and shows you the 7…
 Jun 2026 · 10 min Nº 08 B2B Google Ads Strategy
Google Ads for Real Estate Agents and Brokerages: The Playbook That Actually Generates Qualified Leads
Most real estate agents run Google Ads the same way they price a listing — on gut feel and optimism. This playbook…
 Jun 2026 · 13 min Nº 09 google ads audit
The Google Ads Account Audit Checklist That Actually Finds the Problems (2026 Edition)
Most Google Ads audits are surface-level slide decks designed to justify a new agency's onboarding fee. This one is different — a…
 Jun 2026 · 13 min Nº 10 Agency Due Diligence
How to Evaluate a Google Ads Agency Before Hiring: The Buyer’s Checklist That Filters Out the Pretenders
Most Google Ads agencies will tell you exactly what you want to hear in a sales call. This buyer's checklist gives you…
 Jun 2026 · 11 min