About Samuel Henke PPC

How I Got Into Google Ads

My background spans years of hands on Google Ads work across a wide range of industries and account types, including local service businesses, healthcare, legal, e-commerce, and more. I've managed small local accounts running a few thousand dollars a month and larger national accounts running well into six figures monthly, and the patterns that separate good accounts from bad ones look surprisingly similar regardless of size.

Working inside agency environments earlier in my career made one thing clear. There's a real gap between what most clients are being charged and the quality of work actually being done on their accounts. Junior account managers stretched across 30 or 40 clients at once. Generic campaign templates applied to wildly different industries. Monthly reporting decks designed to look impressive while obscuring the actual performance problems underneath. Smart business owners eventually figure this out, but it usually costs them months of wasted spend first.

Going independent was a decision to do the work the way it should be done, without the constraints of the agency model. Fewer clients, more attention per account, and direct accountability for every decision that gets made. It's not the right setup for every business, but for the ones it fits, the difference in results is significant.

How I Work

Every engagement starts with a full account audit covering campaign structure, keyword targeting, conversion tracking accuracy, and landing page alignment. Most audits surface meaningful wasted spend in the first week, often in places the previous manager either didn't notice or didn't bother to fix. The audit is what makes everything that follows targeted instead of guesswork.

The rebuild phase focuses on the specific geography the business serves, the high intent keywords that match the industry, and a thorough negative keyword list built to prevent the irrelevant traffic that quietly drains most local accounts. Proper call tracking gets installed during the rebuild so that real phone leads are measurable instead of guessed at, which is critical for any service business where most conversions happen by phone.

Ongoing management means weekly search term review, bid management, ad copy testing, and conversion tracking maintenance. Not a monthly check-in and a PDF report. New accounts also get a structured 90 day ramp up period where the goal in the first month is fixing the data foundation, not chasing dramatic results on top of broken tracking.

Industries and Markets I Work With

The primary focus is local service businesses throughout Metro Detroit that depend on Google to generate leads. That includes HVAC companies, law firms, medical and dental practices, home services contractors, landscaping companies, tree service companies, and professional services firms. Some categories are particularly active for me, including Google Ads for HVAC companies and law firms, where the structural requirements for a well built account are demanding enough that most generalist agencies get them wrong.

While Metro Detroit is the primary market, the approach applies to any local service business in Michigan or beyond for the right fit. The fundamentals of campaign structure, conversion tracking, geographic targeting, and weekly optimization look the same whether the business is based in Novi, Ann Arbor, or somewhere outside the state entirely.

Real Results

The proof of any consultant's approach is in the actual account performance, not the marketing copy on the website.

The case studies page shows real numbers from real accounts including HVAC, legal, and other local service businesses. Those are actual results, not projections or industry averages, and they're the cleanest answer to whether this approach is likely to work for a business in a similar category.