Ashby Henning — Advertising Director

01 — The thesis

Advertising should run like a machine. First impression in. Closed revenue out.

I'm a full-funnel strategist. I design every stage from the first impression to the closed invoice — and I wire the tracking that proves which dollar did what.

Ashby Henning, arms crossed, in a dark green knit polo — Evansville, Indiana

03 — About

I'm Ashby, an advertising director in Evansville, Indiana. I run paid media for local service businesses — HVAC, roofing, dental, plumbing — and build the automated systems that make it run.

My lane is the whole funnel. Google, Meta, and Local Services Ads on the media side. GoHighLevel, Meta CAPI, and conversion tracking underneath. And a layer of AI agents on Claude Code that manages campaigns, builds funnel pages, and writes the reports nobody else wanted to write.

Before this I played rugby at the University of Southern Indiana for four years and kept the club's books as treasurer for two. Hit the line, measure the gain, go again — it translates.

BS, Business Administration & Economics — USI, 2023
USI Screaming Eagles Rugby, 2019–2023 · Club Treasurer ’22–’23

04 — Experience

Deep in the numbers. Ahead of the curve.

Full-funnel operator and automation architect — building the systems most teams are still waiting on.

Jun 2024 — now

Director of Advertising — GRO

Own paid media across the agency: Google Ads, Meta, Local Services Ads. Lead and train the account team. Built the AI infrastructure that runs reporting, CAPI rollouts, and a growing share of the ad management itself.
Sep 2023 — Jun 2024

Client Success Manager — GRO

Carried the client roster through strategy, performance, and retention — and turned a messy onboarding process into a system.
Jun 2023 — Sep 2023

Marketing Consultant — GRO

Hired three weeks after graduation. Ninety days later I had accounts of my own.
Aug 2019 — May 2023

University of Southern Indiana

BS, Business Administration & Economics. Screaming Eagles Rugby all four years; club treasurer for the last two.

05 — Selected work

A suburban Chicago dental practice · Jan 2025 – Mar 2026 · Google Search, Performance Max, Meta

From Survival
to Scale

The wall

Stuck near 40 new patients a month against a 60-patient viability line. No tracking, no channel visibility, negative year-over-year growth.

The build

Three channels, one shared conversion funnel: high-intent Google Search with service-specific landing pages, Performance Max by service line, and Meta covering awareness, retargeting, and lead forms for homeowners within eight miles.

92New patients / mo — from 40. Up 130%.
$92Cost per new patient — cut in half from $185.
4.8%Conversion rate — from 1.9%, on stable spend.
8.5xROAS — 995 patients, $1.04M+ est. first-year revenue on $122,800.

The agents do the busywork

An autonomous advertising intelligence system: nine AI agent skills on Claude Code spanning Meta Ads, Google Ads, CRM, funnel-page generation, and client reporting.

Onboarding in eight minutes

A nine-layer GoHighLevel follow-up framework — two pipelines, thirteen workflows, a full SMS, email, and voicemail library — deployed as a template. Onboarding went from thirty minutes to five.

Storm season, answered

Multi-channel builds for a Southwest Florida roofing company and a multi-location dental group: Google Ads architecture, storm-response Meta targeting, LSA optimization, Meta CAPI rollouts.

06 — Capabilities

Awareness

Meta Ads
Programmatic / CTV
Audience architecture

Consideration

Google Search
Performance Max
Funnel & landing-page architecture

Conversion

Local Services Ads
Conversion tracking
Meta CAPI

Retention

GoHighLevel automation
Follow-up systems
Client reporting

Systems & AI infrastructure

Claude Code agent systems · autonomous ad management · CRM automation · reporting pipelines — the layer that keeps the machine honest while it scales.

Certified

Anthropic AI Certification
Google Ads Search
Google Ads Video
Google Ads Measurement
GA4
Meta Blueprint coursework