— 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
The Google Shopping Ads Optimization Guide That Doesn’t Waste Your Time
Most Google Shopping campaigns underperform not because of bad bidding, but because of a broken feed nobody's looked at in six months. This guide covers the feed fixes, bidding structures, and segmentation…
Apr 2026 · 11 min · by Eric Huebner
— Archive
Nº 02 b2b google ads
When to Use Broad Match in Google Ads: The Risks, the Controls, and the Only Situations Where It Actually Works
Broad match is the most debated match type in Google Ads — and Google's aggressive push to make it the default hasn't…
 Apr 2026 · 9 min Nº 03 Ad Copywriting
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 clicks it. This guide covers exactly how to write RSA headlines that stop the scroll,…
 Apr 2026 · 9 min Nº 04 b2b google ads
Signs Your Google Ads Agency Isn’t Performing (And It’s Time to Switch)
Most businesses don't realize their Google Ads agency is underperforming until months of budget are already gone. These are the hard-to-ignore red…
 Apr 2026 · 8 min