— 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.

— Browse by topic
Account Structure 52 Measurement & Attribution 32 ChatGPT Ads 24 Uncategorized 16 Agency Operations 15 Industry Playbooks 13 B2B & SaaS 9 Performance Max 4 Ecommerce 4 Scripts & Automation 1
★ This week’s dispatch
Google Ads Landing Page Optimization: The CRO Checklist That Stops Conversion Leaks (Where Most Budgets Actually Bleed)
Your ads aren't the problem. Your landing page is. Most Google Ads accounts lose the majority of their potential conversions after the click — on pages that are slow, mismatched, or just…
Jun 2026 · 12 min · by Eric Huebner
— Archive
Nº 02 Measurement & Attribution
YouTube Ads for Businesses: The Complete Guide to Video Advertising That Actually Works (Without Judging It by Search Metrics)
YouTube advertising is the most underused paid channel in most small and mid-size business accounts — not because it doesn't work, but…
 Jun 2026 · 13 min Nº 03 Industry Playbooks
Google Ads for Medical Practices: The Compliance-Aware Playbook That Actually Fills Your Schedule
Most agencies run healthcare PPC the same way they'd run ads for a plumber — and that's a HIPAA disaster waiting to…
 Jun 2026 · 14 min Nº 04 Industry Playbooks
Google Ads for HVAC Companies: The PPC Playbook That Books Jobs Year-Round (Not Just When the Phone Already Rings)
HVAC Google Ads aren't just "local PPC with a seasonal twist." Emergency intent, sharp demand swings, and the LSA vs. Search decision…
 Jun 2026 · 10 min Nº 05 Agency Operations
How Much Does Google Ads Cost for a Small Business? A Real Answer (With the Math to Back It Up)
There's no published price list for Google Ads — it's an auction, and what you pay depends on your industry, your market,…
 Jun 2026 · 10 min Nº 06 Account Structure
Why Are My Google Ads Not Converting? The Diagnostic Checklist That Actually Finds the Problem
You're spending real money. Clicks are happening. And conversions are nowhere. Before you pause everything or blame Google, run through this diagnostic…
 Jun 2026 · 11 min Nº 07 Industry Playbooks
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,…
 Jun 2026 · 15 min Nº 08 Measurement & Attribution
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 09 Agency Operations
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 10 Agency Operations
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 · 12 min