Samuel Henke PPC

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Samuel Henke PPC Google Ads management for local businesses in Metro Detroit & Ann Arbor. Specializing in home service companies including roofing, HVAC, and tree service.

Open to working with any business looking to get more leads from paid search.

09/03/2026

"We want to be number one on Google." I hear it a lot, and it's usually the wrong thing to chase.

The top ad position costs more per click than the second or third. Sometimes meaningfully more. If you're paying a premium for position one on a keyword that converts at the same rate in position three, you just bought fewer leads with the same money.

Position also isn't really something you control directly anymore. What you can look at is impression share, which tells you how often your ad showed compared to how often it could have. Add the Search impression share and Search lost impression share (budget) columns to your campaign view.

That last one is the useful column. If you're losing impression share to budget, you're leaving searches on the table and more money would actually buy more leads. If you're losing it to rank, that's a quality and bidding conversation, and throwing budget at it does nothing.

Being everywhere for the right search beats being first for a search that was never going to call you.

09/02/2026

The most common thing I hear from a business owner before an audit is some version of "we're getting clicks, but no leads."

Almost every time, the answer is sitting in a report they've never opened.

In Google Ads, go to Campaigns, then Insights and Reports, then Search Terms. Set the date range to the last 90 days. Keywords are what you told Google you want to show up for. Search terms are what people actually typed before clicking your ad. Those two lists are never identical, and the gap between them is where the money goes.

You're looking for three things. Searches for services you don't offer. Searches with "jobs," "salary," "how to," "DIY," or "free" in them. And searches from cities you don't serve.

If you find a term that's cost you a few hundred dollars and produced nothing, that's not a small leak. That's one line item, and there are usually a dozen more underneath it.

Sort by cost, highest first. Give it 15 min. Most owners find something in the first 5.

09/01/2026

At some point after you start spending on ads, you’ll get a call from someone at Google offering to optimize your account for free. Worth understanding what that call actually is before you take the advice.

Those reps (especially if they have a .xwf in their email, make sure to look for this) are frequently working from a script with targets attached to it, and the recommendations skew toward spending more and loosening your targeting. Add broad match keywords. Raise the budget. Turn on Performance Max. Expand the radius. Every one of those increases what you spend with Google, which may or may not increase what you earn.

I’ve cleaned up accounts where a rep call in the morning produced a week of wasted spend by the following Monday, usually because targeting got widened on a campaign that was working precisely because it was narrow.

They’re not lying to you. They’re optimizing for a different outcome than yours.

If you take the call, take notes, change nothing on the phone, and have whoever manages your account evaluate the suggestions against your actual cost per booked job. Anything that survives that test is fine to do.

08/05/2026

Most roofing companies run Google Ads the same way for every customer, but roofing is actually two different businesses.

Full breakdown on my channel. Link in comments.

08/01/2026

Google Ads has a default setting that quietly wastes money in most accounts. It’s called broad match. If nobody set your campaign up carefully, it’s probably bleeding your budget right now.
Broad match can work with the right safeguards. Without them, you’re paying for clicks that should have been blocked.

07/29/2026

Local Services Ads and Google Search Ads are not the same thing, and running them without understanding the difference usually means wasted budget.

Want me to look at your account? Link in comments for a free audit.

07/27/2026

Google is shutting down your entire LSA dashboard and your historical data doesn’t transfer with it.

Full breakdown on my channel. Link in comments.

07/23/2026

Most Google Ads accounts are missing one of these three things and it’s costing them leads.

Full breakdown on my channel. Link in comments.

07/21/2026

If you’re a bathroom remodeler running Google Ads and you’re not telling Google what jobs you DON’T want, you’re paying for leads you’re gonna hate.

Full breakdown of the setup in my latest YouTube video. Link in comments.

Want me to look at your account? Book a free audit on my website! 🔗 in bio

07/17/2026

Are you a local business trying to get people through the door? There’s a campaign built exactly for that. Most storefronts aren’t using it! Follow for more digital marketing tips

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48167,48374-48377

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