— 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 chase a "good ROAS" without knowing what good actually looks like in their industry — or whether their ROAS number is even measuring the right thing. Here are real benchmarks…
May 2026 · 10 min · by Eric Huebner
— Archive
Nº 02 B2B Lead Generation
Google Ads for Professional Services: The Playbook for Lawyers, Doctors, and Consultants Who Are Tired of Paying for Garbage Leads
Most generic Google Ads advice doesn't apply to professional services. Your clients are worth $5,000–$500,000, your compliance constraints are real, and a…
 May 2026 · 12 min Nº 03 best google ads agency
How to Choose a Google Ads Agency — What to Actually Look For (Before You Sign Anything)
Most Google Ads agencies look identical on the surface: Google Partner badge, case study PDFs, a discovery call that feels like a…
 May 2026 · 11 min Nº 04 b2b google ads
What Is Google Ads Enhanced Conversions — And Why Your Measurement Is Broken Without It
Cookie deprecation and iOS privacy changes have punched holes in most Google Ads accounts' conversion data. Enhanced Conversions is how you plug…
 May 2026 · 9 min Nº 05 Automated Rules vs Scripts
How to Use Google Ads Scripts to Save Time (Without Being a Developer)
Google Ads scripts can automate the reporting, alerting, and account hygiene tasks that quietly eat 5–10 hours of your week — and…
 May 2026 · 8 min Nº 06 Attribution Models
Google Ads Attribution Models Explained: Why the Model You Pick Changes Everything About Your Bidding
Most advertisers treat attribution as a reporting checkbox. It isn't. The attribution model you select in Google Ads directly shapes how Smart…
 May 2026 · 9 min Nº 07 b2b google ads
How to Track Offline Conversions in Google Ads (And Finally Stop Optimizing for Leads That Never Close)
Most Google Ads accounts optimize for form fills and phone calls — not closed revenue. This guide shows you exactly how to…
 May 2026 · 10 min Nº 08 b2b google ads
Google Ads for B2B Lead Generation: The Complete Playbook (No Fluff)
Most B2B Google Ads accounts are structured like ecommerce campaigns with a form at the end — and that's exactly why they…
 May 2026 · 12 min Nº 09 Ad Copywriting PPC
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…
 May 2026 · 9 min Nº 10 Competitor Campaigns
Competitor Keyword Targeting in Google Ads: Is It Actually Worth It?
Bidding on competitor keywords sounds like a smart shortcut to stealing market share — and sometimes it is. But conquesting PPC has…
 May 2026 · 9 min