— 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.

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Uncategorized 63 Account Structure 52 Measurement & Attribution 32 ChatGPT Ads 24 Agency Operations 15 Industry Playbooks 13 B2B & SaaS 9 Performance Max 4 Ecommerce 4 Scripts & Automation 1
★ This week’s dispatch
Google Ads for SaaS Companies: The Full-Funnel PPC Playbook That Actually Drives Pipeline
Most SaaS companies run Google Ads like e-commerce brands — optimizing for the click, celebrating the signup, and wondering why revenue never follows. This playbook covers the match types, funnel structures, and…
Jun 2026 · 13 min · by Eric Huebner
— Archive
Nº 02 Account Structure
What to Do When Your Google Ads Stop Working (A Diagnosis Framework That Actually Finds the Problem)
Your Google Ads were working — and now they're not. Before you panic, pause everything, or fire your agency, run through this…
 Jun 2026 · 11 min Nº 03 Agency Operations
How to Lower Your Google Ads Cost Per Click (Without Destroying Your Campaign in the Process)
High CPCs aren't a Google problem — they're a structure problem. This guide breaks down exactly how to reduce your Google Ads…
 Jun 2026 · 10 min Nº 04 Account Structure
Google Ads Remarketing: How to Re-Engage Visitors Who Didn’t Convert (And Why Most Accounts Do This Wrong)
Roughly 97% of your website visitors leave without converting. Google Ads remarketing is how you get them back — but only if…
 Jun 2026 · 12 min Nº 05 ChatGPT Ads
What Are ChatGPT Ads and How Do They Work? (The Honest Advertiser’s Guide for 2026)
OpenAI's self-serve advertising platform went live in 2026, and it's already forcing a real conversation about where paid media budgets should go.…
 May 2026 · 11 min Nº 06 ChatGPT Ads
ChatGPT Ads vs Google Ads: Which Is Right for Your Business (An Honest Comparison, Not a Hype Piece)
ChatGPT Ads launched in 2026 as a self-serve advertising platform, and every marketer is suddenly asking whether it belongs in their media…
 May 2026 · 10 min Nº 07 ChatGPT Ads
How to Advertise on ChatGPT — A Beginner’s Guide to the Platform Rewriting Paid Search
ChatGPT Ads launched in 2026 as a self-serve advertising platform, and it's already forcing marketers to rethink how they approach paid search.…
 May 2026 · 12 min Nº 08 ChatGPT Ads
ChatGPT Ads Cost — What to Expect in 2026 (And Whether It’s Worth Your Budget)
ChatGPT Ads went self-serve in 2026, and advertisers are asking the same question they asked when Google Ads launched: what does it…
 May 2026 · 11 min Nº 09 ChatGPT Ads
ChatGPT Ads Agency — Why You Need Expert Management Before You Waste Your First Dollar
ChatGPT Ads launched in 2026 as a self-serve platform and advertisers are already pouring money into it without a clue what they're…
 May 2026 · 10 min Nº 10 ChatGPT Ads
How to Measure ROI from ChatGPT Ads — Before You Waste Your First $10,000 on a Channel Nobody Knows How to Track Yet
ChatGPT Ads launched in 2026 and advertisers are already spending real money on a channel with no established measurement playbook. This guide…
 May 2026 · 13 min