— Dispatches / Field Notes

Opinions,
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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 64 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 Conversion Rate Optimization: Why Clicks Don’t Equal Leads (And Who’s Actually Responsible for Fixing That)
Traffic is not a result. If your Google Ads campaigns are generating clicks but your phone isn't ringing and your form isn't filling, you don't have a traffic problem — you have…
May 2026 · 12 min · by Eric Huebner
— Archive
Nº 02 B2B & SaaS
How to Use Google Ads for Lead Generation vs Brand Awareness (And Why Confusing the Two Is Draining Your Budget)
Most Google Ads accounts underperform not because of bad keywords or weak copy — but because the campaign goal was wrong from…
 May 2026 · 10 min Nº 03 Account Structure
What Is a Google Ads Quality Score — And Why It Still Matters More Than Google Wants You to Think
Google has quietly downplayed Quality Score for years, but experienced advertisers know better: it's still one of the clearest windows into account…
 May 2026 · 10 min Nº 04 Ecommerce
Google Ads for E-Commerce: How to Structure Your Campaigns (Without Letting the Algorithm Eat Your Budget)
Most e-commerce brands running Google Ads aren't losing because of bad products or weak margins — they're losing because their campaign architecture…
 May 2026 · 12 min Nº 05 Agency Operations
How to Do Google Ads Competitor Analysis (The Way Agencies Actually Do It)
Most advertisers have no idea who they're losing auction share to — or why. This is a complete, tactical guide to Google…
 May 2026 · 11 min Nº 06 Account Structure
Google Ads Competitor Campaigns: Should You Bid on Competitor Keywords? (An Honest Framework)
Bidding on competitor keywords in Google Ads is one of the most debated tactics in PPC — and most of the advice…
 May 2026 · 10 min Nº 07 Account Structure
How to Write High-Converting Google Ads Copy: RSA Frameworks, Headline Strategies, and a Testing Approach That Actually Works
Most Google Ads copy fails before anyone even clicks — because it sounds like every other ad on the page. This guide…
 May 2026 · 10 min Nº 08 Industry Playbooks
Google Ads for Healthcare and Medical Practices: The Compliance-Aware Playbook That Actually Fills Your Schedule
Healthcare Google Ads is one of the most restricted — and most lucrative — verticals in paid search. Most practices either get…
 May 2026 · 13 min Nº 09 Measurement & Attribution
What Is ROAS — And How to Set a Google Ads ROAS Target That Doesn’t Strangle Your Campaigns
ROAS sounds simple until you try to use it as a smart bidding input — then it becomes one of the fastest…
 May 2026 · 10 min Nº 10 Account Structure
How to Use Google Ads Experiments to Test and Improve Performance (Without Guessing)
Most Google Ads optimizations are educated guesses dressed up as strategy. Google Ads experiments let you replace gut feel with statistically valid…
 May 2026 · 11 min