Podcast Summary: "Google PPC Isn’t Dead — You’re Just Running It Wrong"

Owned and Operated - A Plumbing, Electrical, and HVAC Business Growth Podcast
Host: John Wilson
Guest: Sam Preston, CEO of Service Scalers
Release Date: February 10, 2026

Episode Overview

This episode explores the complexities, challenges, and untapped potential of Google Pay-Per-Click (PPC) advertising in the home services industry. Host John Wilson and guest Sam Preston dissect why PPC often gets a bad rap among plumbing, HVAC, and electrical business owners, despite its proven success for many. They share actionable advice for optimizing PPC campaigns, dispel myths, identify common missteps, and discuss the level of sophistication and operational discipline required to make PPC a winning channel. Real-world stories and plenty of hard-won insights anchor this frank, humorous, and data-driven conversation.

Key Discussion Points & Insights

The Polarized Reputation of PPC (00:00 - 04:41)

PPC is “love-hate”: Owners either swear by PPC or shun it, with few holding neutral opinions.
Success stories abound: John points out that many leading companies profit greatly from PPC, citing friends and previous guests (e.g., Jay Blanton, Isaac Zimmerman at J. Blanton, Rich Jordan at High Ground), spending tens of thousands monthly with strong ROI.
- Quote (John, 03:37): “Some people were doing it so productively that it was better than their local service ads... Isaac figured out how to replace LSA with pure pay-per-click, which was kind of astonishing.”

PPC Demands Skill and Stewardship (04:41 - 07:23)

PPC requires expertise: Unlike LSA (Local Service Ads) or SEO, which are more accessible, PPC is “not for noobs.”
- Quote (Sam, 04:41): “The thing about PPC is you can't be a noob and run PPC like LSA.”
Not a DIY job: Both recommend professional management for PPC, emphasizing the complexity of ongoing campaign stewardship and optimization.

“It Works for Someone – Why Not You?” (07:23 - 09:57)

Channel effectiveness is contextual: The conversation highlights that whether it’s direct mail or PPC, someone in every market is making a channel work.
- Quote (John, 08:38): “Someone is winning with PPC in your market. Somebody's doing it. How?”
Mindset shift required: Instead of doubting a channel, owners should ask how others are succeeding and analyze failure points in their own process.

What Makes PPC Unique (and Challenging)? (08:38 - 11:10)

Greater control and greater risk: With PPC, you control variables like keywords, ad copy, landing pages, and offers—but each presents a potential pitfall.
- Quote (Sam, 08:43): “The thing that makes PPC amazing is you have so much control over it... but that also means there are so many things that can go wrong.”
Measurement is nuanced: Unlike LSA's simple call-for-lead process, PPC requires precise attribution and conversion tracking to measure success.

The Pitfalls of DIY and Underinvestment (11:10 - 15:37)

DIY efforts often fail: John shares a story about trying to run PPC in-house with only a “Dummies' Guide to Google AdWords”—which proved too much for a non-professional.
Regular optimization is essential: Winning accounts are constantly tested and tweaked—ad copy, keywords, budgets, negative keywords, etc.
- Quote (Sam, 11:43): “The goal is to find waste, remove waste, and keep putting budget behind keywords that are driving you new business.”
Don't set & forget: John recounts acquiring a business that was spending thousands per month on PPC and LSA without monitoring—resulting in wasted spend and poor results (19:08).

Optimal Budgets & Market Realities (15:37 - 20:50)

Minimum monthly investment needed: $5,000/month is the practical floor for most markets; larger metros require far more ($12k–15k/month), rural areas may get by with $1k.
- Quote (Sam, 15:37): “We're starting to limit it… if you're not spending at least five grand a month, probably not even worth running.”
You need enough data, fast: Larger ad spends upfront will provide faster, more reliable feedback.
- Quote (Sam, 15:37): “I'd almost rather spend $10,000 in one month than $3,000 over three months trying to figure out whether this campaign is going to work.”

Common PPC Mistakes (19:39 - 22:26)

Not spending enough
Not actively monitoring campaigns
Poor cross-team communication: When web/SEO teams change landing pages without syncing with the PPC agency, campaigns suffer.
- Quote (John, 22:05): “...someone had a good intention, but like, the ad copy does not match with what you just sent them to.”

Tracking, Attribution, and The Need for Data (22:26 - 25:16)

Data matters most: Owners must track results all the way from click to closed revenue—not just top-line metrics like calls or leads.
- Quote (John, 24:17): “It's really hard to know if a campaign’s working if you can’t see if it’s driving customers. And calls aren’t even enough—you need it to drive revenue.”
Keep it simple, but precise: John emphasizes that even tracking with Google Sheets is better than nothing.

Offers & Landing Page Insights (25:26 - 28:04)

Test offers, then stick with what works: Rotating offers isn’t always necessary; long-standing, straightforward promotions often perform best.
- Quote (John, 26:00): “You need an offer that makes sense, that can drive action. And then you just need to run that motherfucker into the ground.”
- Memorable example: Isaac Zimmerman’s long-running “Unclogs for Dogs” $99 drain promotion continues to drive results without being constantly changed (28:04).
Context and follow-up trump novelty: The effectiveness of a PPC promo is determined as much by delivery, follow-up, and sales process as by the creative offer itself.

Who Should Be Using PPC? (30:28 - End)

Not for beginners: If you’re running “pen and paper,” or don’t know your booking rate, hold off.
- Quote (John, 31:14): “It’s sort of like an upperclassman type of marketing… You do need to have some fundamentals built into the business.”
Should complement solid CRM and internal processes: You don’t need perfect data sophistication, but must be trending there to justify PPC investment.
PPC definitely works—if done right: Sam shares that 80% of his clients currently meet lead goals with PPC (32:04).
- Quote (Sam, 32:04): “80% of our clients are what we call on track, which means they're hitting the lead volume for their budget that they need in order for that to work.”

Notable Quotes & Moments

On why PPC gets dismissed:
- “Anytime people are like, ‘...Direct mail doesn’t work for me... LSA doesn’t work for me... PPC doesn’t [work for me]...’—maybe, yeah, but I can probably find 50 people it works for.” – John (05:00)
On PPC tracking challenges:
- “On the surface we had a tracking phone number — it’s like, dude, we got all these freaking phone calls... but we weren’t tracking the next layer down, which is, hey, what’s the revenue from those 50 phone calls?” – John (23:39)
On sticking with working offers:
- “We have some promotions we haven’t changed in, like, four years because it continues to work. So, why would we change it?” – John (26:00)
On the need for monitoring and collaboration:
- “If you just set and forget it, you are just going to burn cash. Don’t do that to yourself.” – Sam (20:58)

Key Timestamps

Google PPC’s polarizing reputation: 00:00–04:41
PPC vs LSA and DIY woes: 04:41–11:10
Optimization, waste & professional management: 11:10–15:37
Market realities & minimum budgets: 15:37–20:50
Common mistakes and process gaps: 19:39–22:26
Tracking, attribution, and simple systems: 22:26–25:16
About offers & landing pages: 25:26–28:04
Who is PPC for? (leveling up): 30:28–31:52
Does PPC still work in 2026? 32:04–32:49

Tone and Dynamic

Candid, conversational, actionable: John and Sam share both successes and failures—peppered with humor and direct, no-nonsense advice.
Supportive of experimentation and learning: The message is clear—PPC is powerful, but it isn’t easy money. Data, process, and expert support win the day.

Takeaways

Google PPC isn’t dead, but running it as an amateur is a recipe for disappointment.
“Someone is winning” with PPC in every market; learn what they’re doing.
Minimum viable PPC spend is higher than many expect—budget and patience matter.
Regular tracking, optimization, and coordination between all marketing parties are essential.
Don't overcomplicate offers and landing pages—a simple, effective offer and disciplined follow-up is more impactful than perpetual reinvention.
Ensure your systems and processes are mature enough before diving deep into PPC.
80% of well-run accounts are still seeing great results with PPC in 2026.

Podcast Summary: "Google PPC Isn’t Dead — You’re Just Running It Wrong"

Owned and Operated - A Plumbing, Electrical, and HVAC Business Growth Podcast
Host: John Wilson
Guest: Sam Preston, CEO of Service Scalers
Release Date: February 10, 2026

Episode Overview

Key Discussion Points & Insights

The Polarized Reputation of PPC (00:00 - 04:41)

PPC is “love-hate”: Owners either swear by PPC or shun it, with few holding neutral opinions.
Success stories abound: John points out that many leading companies profit greatly from PPC, citing friends and previous guests (e.g., Jay Blanton, Isaac Zimmerman at J. Blanton, Rich Jordan at High Ground), spending tens of thousands monthly with strong ROI.
- Quote (John, 03:37): “Some people were doing it so productively that it was better than their local service ads... Isaac figured out how to replace LSA with pure pay-per-click, which was kind of astonishing.”

PPC Demands Skill and Stewardship (04:41 - 07:23)

PPC requires expertise: Unlike LSA (Local Service Ads) or SEO, which are more accessible, PPC is “not for noobs.”
- Quote (Sam, 04:41): “The thing about PPC is you can't be a noob and run PPC like LSA.”
Not a DIY job: Both recommend professional management for PPC, emphasizing the complexity of ongoing campaign stewardship and optimization.

“It Works for Someone – Why Not You?” (07:23 - 09:57)

Channel effectiveness is contextual: The conversation highlights that whether it’s direct mail or PPC, someone in every market is making a channel work.
- Quote (John, 08:38): “Someone is winning with PPC in your market. Somebody's doing it. How?”
Mindset shift required: Instead of doubting a channel, owners should ask how others are succeeding and analyze failure points in their own process.

What Makes PPC Unique (and Challenging)? (08:38 - 11:10)

Greater control and greater risk: With PPC, you control variables like keywords, ad copy, landing pages, and offers—but each presents a potential pitfall.
- Quote (Sam, 08:43): “The thing that makes PPC amazing is you have so much control over it... but that also means there are so many things that can go wrong.”
Measurement is nuanced: Unlike LSA's simple call-for-lead process, PPC requires precise attribution and conversion tracking to measure success.

The Pitfalls of DIY and Underinvestment (11:10 - 15:37)

DIY efforts often fail: John shares a story about trying to run PPC in-house with only a “Dummies' Guide to Google AdWords”—which proved too much for a non-professional.
Regular optimization is essential: Winning accounts are constantly tested and tweaked—ad copy, keywords, budgets, negative keywords, etc.
- Quote (Sam, 11:43): “The goal is to find waste, remove waste, and keep putting budget behind keywords that are driving you new business.”
Don't set & forget: John recounts acquiring a business that was spending thousands per month on PPC and LSA without monitoring—resulting in wasted spend and poor results (19:08).

Optimal Budgets & Market Realities (15:37 - 20:50)

Minimum monthly investment needed: $5,000/month is the practical floor for most markets; larger metros require far more ($12k–15k/month), rural areas may get by with $1k.
- Quote (Sam, 15:37): “We're starting to limit it… if you're not spending at least five grand a month, probably not even worth running.”
You need enough data, fast: Larger ad spends upfront will provide faster, more reliable feedback.
- Quote (Sam, 15:37): “I'd almost rather spend $10,000 in one month than $3,000 over three months trying to figure out whether this campaign is going to work.”

Common PPC Mistakes (19:39 - 22:26)

Not spending enough
Not actively monitoring campaigns
Poor cross-team communication: When web/SEO teams change landing pages without syncing with the PPC agency, campaigns suffer.
- Quote (John, 22:05): “...someone had a good intention, but like, the ad copy does not match with what you just sent them to.”

Tracking, Attribution, and The Need for Data (22:26 - 25:16)

Data matters most: Owners must track results all the way from click to closed revenue—not just top-line metrics like calls or leads.
- Quote (John, 24:17): “It's really hard to know if a campaign’s working if you can’t see if it’s driving customers. And calls aren’t even enough—you need it to drive revenue.”
Keep it simple, but precise: John emphasizes that even tracking with Google Sheets is better than nothing.

Offers & Landing Page Insights (25:26 - 28:04)

Test offers, then stick with what works: Rotating offers isn’t always necessary; long-standing, straightforward promotions often perform best.
- Quote (John, 26:00): “You need an offer that makes sense, that can drive action. And then you just need to run that motherfucker into the ground.”
- Memorable example: Isaac Zimmerman’s long-running “Unclogs for Dogs” $99 drain promotion continues to drive results without being constantly changed (28:04).
Context and follow-up trump novelty: The effectiveness of a PPC promo is determined as much by delivery, follow-up, and sales process as by the creative offer itself.

Who Should Be Using PPC? (30:28 - End)

Not for beginners: If you’re running “pen and paper,” or don’t know your booking rate, hold off.
- Quote (John, 31:14): “It’s sort of like an upperclassman type of marketing… You do need to have some fundamentals built into the business.”
Should complement solid CRM and internal processes: You don’t need perfect data sophistication, but must be trending there to justify PPC investment.
PPC definitely works—if done right: Sam shares that 80% of his clients currently meet lead goals with PPC (32:04).
- Quote (Sam, 32:04): “80% of our clients are what we call on track, which means they're hitting the lead volume for their budget that they need in order for that to work.”

Notable Quotes & Moments

On why PPC gets dismissed:
- “Anytime people are like, ‘...Direct mail doesn’t work for me... LSA doesn’t work for me... PPC doesn’t [work for me]...’—maybe, yeah, but I can probably find 50 people it works for.” – John (05:00)
On PPC tracking challenges:
- “On the surface we had a tracking phone number — it’s like, dude, we got all these freaking phone calls... but we weren’t tracking the next layer down, which is, hey, what’s the revenue from those 50 phone calls?” – John (23:39)
On sticking with working offers:
- “We have some promotions we haven’t changed in, like, four years because it continues to work. So, why would we change it?” – John (26:00)
On the need for monitoring and collaboration:
- “If you just set and forget it, you are just going to burn cash. Don’t do that to yourself.” – Sam (20:58)

Key Timestamps

Google PPC’s polarizing reputation: 00:00–04:41
PPC vs LSA and DIY woes: 04:41–11:10
Optimization, waste & professional management: 11:10–15:37
Market realities & minimum budgets: 15:37–20:50
Common mistakes and process gaps: 19:39–22:26
Tracking, attribution, and simple systems: 22:26–25:16
About offers & landing pages: 25:26–28:04
Who is PPC for? (leveling up): 30:28–31:52
Does PPC still work in 2026? 32:04–32:49

Tone and Dynamic

Candid, conversational, actionable: John and Sam share both successes and failures—peppered with humor and direct, no-nonsense advice.
Supportive of experimentation and learning: The message is clear—PPC is powerful, but it isn’t easy money. Data, process, and expert support win the day.

Takeaways

Google PPC isn’t dead, but running it as an amateur is a recipe for disappointment.
“Someone is winning” with PPC in every market; learn what they’re doing.
Minimum viable PPC spend is higher than many expect—budget and patience matter.
Regular tracking, optimization, and coordination between all marketing parties are essential.
Don't overcomplicate offers and landing pages—a simple, effective offer and disciplined follow-up is more impactful than perpetual reinvention.
Ensure your systems and processes are mature enough before diving deep into PPC.
80% of well-run accounts are still seeing great results with PPC in 2026.

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Google PPC Isn’t Dead — You’re Just Running It Wrong

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Summary

Podcast Summary: "Google PPC Isn’t Dead — You’re Just Running It Wrong"

Episode Overview

Key Discussion Points & Insights

The Polarized Reputation of PPC (00:00 - 04:41)

PPC Demands Skill and Stewardship (04:41 - 07:23)

“It Works for Someone – Why Not You?” (07:23 - 09:57)

What Makes PPC Unique (and Challenging)? (08:38 - 11:10)

The Pitfalls of DIY and Underinvestment (11:10 - 15:37)

Optimal Budgets & Market Realities (15:37 - 20:50)

Common PPC Mistakes (19:39 - 22:26)

Tracking, Attribution, and The Need for Data (22:26 - 25:16)

Offers & Landing Page Insights (25:26 - 28:04)

Who Should Be Using PPC? (30:28 - End)

Notable Quotes & Moments

Key Timestamps

Tone and Dynamic

Takeaways

Summary

Podcast Summary: "Google PPC Isn’t Dead — You’re Just Running It Wrong"

Episode Overview

Key Discussion Points & Insights

The Polarized Reputation of PPC (00:00 - 04:41)

PPC Demands Skill and Stewardship (04:41 - 07:23)

“It Works for Someone – Why Not You?” (07:23 - 09:57)

What Makes PPC Unique (and Challenging)? (08:38 - 11:10)

The Pitfalls of DIY and Underinvestment (11:10 - 15:37)

Optimal Budgets & Market Realities (15:37 - 20:50)

Common PPC Mistakes (19:39 - 22:26)

Tracking, Attribution, and The Need for Data (22:26 - 25:16)

Offers & Landing Page Insights (25:26 - 28:04)

Who Should Be Using PPC? (30:28 - End)

Notable Quotes & Moments

Key Timestamps

Tone and Dynamic

Takeaways