If you are a plumbing company owner, you understand that marketing is an important part of your business. No matter how good your plumbing service is, you will not have a consistent stream of customers if nobody knows about it. Many plumbers begin by taking care of their marketing on their own, but what if you want to level up your plumbing company?
You should and could hire a plumbing marketing agency for several reasons. Perhaps doing marketing on your takes too much of your time, your advertising campaigns are underperforming, you want to enhance the quality of your communication and marketing, or you just don’t like the creative process.
Like any other profession, you require continuous practice, learning, and exposure to master plumber marketing and understanding of demographics. Whether it is SEO, social media coordinating, articles, e-books, or copywriting will make you an instant authority on the subject; this is where plumbing marketing agencies come into play. Without further ado, let us dive into our post.
Definition of a Plumbing Marketing Agency
A plumbing marketing agency is a B2B service that provides a wide range of internet marketing services. Some agencies specialize in two areas of marketing, and other agencies are large to handle any marketing task you could give them. Some of the internet marketing services could include:
Plumbers contract internet marketing agencies since they may not have the in-house experience to perform all these tasks to meet their client acquisition targets. Or they may have limited in-house experience and require help scaling up their efforts. Whatever the reason might be, an internet marketing agency can assist a plumbing company to attain goals such as:
Building brand awareness
Driving traffic to a plumbing website
Establishing client loyalty
Still not sure if outsourcing a plumber marketing agency is worth your money or how exactly it will benefit your plumbing company? Here are the 10 main reasons a marketing agency can assist you and why you require to partner with one.
10 Crucial Benefits of Hiring a Full-Service Plumbing Marketing Agency
1. Expert Guidance for Making Marketing Decisions Based on Scientific Data
Digital marketing for plumbers is all about numbers. Any reputable plumbing marketing agency understands that. So the agency you partner with should utilize analytics for the advertising or marketing campaigns they run. At BlackStorm Design + Marketing, we give you reports that are driven by proven, factual data. We also offer resources to plumbing contractors with tips to improve their online reputation.
2. Leverage Specialized Expertise and Skills
When you hire an internet marketing agency for plumbers, like BlackStorm Design + Marketing, you obtain access to a team of professionals. Marketing is a wide term and incorporates a multidisciplinary approach. To help your business operate at its best, you should plan and utilize an integrated strategy to target your audience/market.
While working with a specialized plumbing marketing agency, you can tap into the knowledge and expertise of specialists. You can use the skills of SEO specialists, PPC experts, dedicated website designers, project managers, content creators and writers, and many more.
3. Helps you focus on revenue-generating campaigns based on your target audience
As an experienced plumbing marketing agency, BlackStorm Design + Marketing understands the essence of generating revenue for companies like yours and the right tactics to deliver successful company outcomes.
Acquiring experience partnering with plumbers of many sizes, a plumbing marketing agency will no doubt enhance the decision-making process concerning your budget-resulting in more efficient ad spending and a higher return on investment.
4. Benefit from the full skillset
A specialized marketing agency is equipped to deal with all aspects that come with an advertising campaign, including tasks that both indirectly and directly affect the success of your online marketing campaigns. A marketing agency generally consists of a team of experts in various fields of expertise including SEO, graphic design, social media marketing, website design, copywriting, and more.
It would come at a higher cost if you had to outsource these different services or profiles. Additionally, you may not require all these skills on a daily basis. A plumbing marketing agency can thus offer a great solution for the problem since you would obtain what you desire without the complexity of “people planning.”
Further to alleviating the complexity of managing people, a plumber marketing agency typically has an excellent understanding of plumbing industry trends. For that reason, agencies handle projects and campaigns in a more strategic and structured way providing a more streamlined approach with less trial and error.
5. Get Unbiased Perspectives on Your Marketing Campaigns
Home service marketing agencies work with various businesses across multiple sectors. This offers them a deep level of insights concerning the best practices for every kind of business, depending on your company’s size, objectives, and budget.
Hiring a plumbing marketing agency will provide you access to the vast expertise and knowledge possessed by the agency’s professionals, who as your trusted experts, will assist you identify the best platforms to grow your company.
In addition, a plumber marketing agency would offer you an independent, unbiased perspective.
6. Focus on Running Your Plumbing Business
In most cases, internet marketing implies hiring new talents outright to run the campaigns. Plus, it will require some of your attention because you will be working with an in-house team. Remember, setting up the campaign and team will take time and resources.
This can be a tedious and time-consuming process, and an agency comes in handy to lighten this burden off your shoulder. You don’t spend months training your digital marketing team, and that time can otherwise be utilized for growing your plumbing company from the inside.
With a specialized plumber marketing agency, like BlackStorm Design + Marketing, you just need to share your objectives/ goals and their timeframe.
There is no onboarding, training, or managing of another team. All the aspects of your digital marketing are dealt with internally by the agency’s team, and this frees up your time to operate your business better.
7. Custom Cost-Effective Solutions
When deliberating over hiring an online marketing agency, many plumbers typically compare the cost of outsourcing an agency to that of an in-house operation. You will be amazed to learn that a plumbing marketing agency is less expensive over time.
Agencies work as independent contractors, so you reduce the need for payroll taxes. You also eliminate the recurring expenses of having full-time employees, such as salaries, benefits, and health care costs.
Some of the tools you require to manage campaigns also come at a hefty upfront payment or subscriptions. Most reputable plumber marketing agencies already have the crucial internet marketing tools, so you won’t require a dime to obtain one.
8. Boost Scalability
One thing that makes a plumbing marketing agency your best bet for promoting your services online is their scalability.
In an ordinary setting, you will require to increase the size of your team whenever your plumbing company requires growth or want to start something new. This implies that your plumbing company will require extra resources to support and fuel its growth.
With a digital marketing agency for plumbers, that’s not the case. There will be no constraints on your team and no need to expand your team.
A good plumbing company should typically accommodate your requirements as your business grows. They provide several packages and plans that suit your business size.
Ideally, having a flexible and scalable agency is crucial, particularly when you are targeting new markets.
9. Always Have Access to the Latest Tools and Technologies
Let’s face it. Internet marketing requires the use of different technologies and tools to streamline every campaign. Unfortunately, there is no one-size-fits-all tool when it comes to digital plumber marketing.
Most of these tools are premium tier services, and the expenses increase with the addition of specific features or an upgrade. You will require keyword research, competitor analysis, paid search management, analytics, and automation tools.
The cumulative cost of utilizing these digital marketing tools can be expensive for small and medium-size plumbing contractors. Internet marketing services already have such tools in place to help you make the most out of your campaigns. You don’t have to fret about the recurring expenses that may come along with their use.
10. Niche Specialization
As a plumber, you must know that research is crucial to starting any campaign. You must learn your plumbing industry well, the latest marketing practices, and your competitors in the segment.
The onus of plumbing-industry-relevant advertising strategies is on the agency. They will research your target market and identify your competition. Plus, they follow the latest developments in the internet marketing space to guarantee quantifiable results.
11. Brand Development and Public Relations
Online branding is important for plumbing contractors to send the desired message of your company’s image to potential customers via positioning with visual identity services (logo or official printed materials) in addition to taglines and slogans and branding events to create a positive image about what your plumbing company represents in prospect’s mind. A full-service marketing agency for plumbers acts as a branding agency offering custom solutions to represent your company professionally to achieve desired brand positioning.
BlackStorm Design + Marketing Is Invested in Your Success
At BlackStorm Design + Marketing, we believe a plumbing marketing agency should be more than an online marketing vendor. That’s why we regularly invest in our technology, tools, and experts. When you partner with our digital marketing agency, you will have access to our team of professionals and benefit from our success within the plumbing industry, plus a dedicated success manager dedicated to your success.
Isn’t it time you partnered with a marketing team that specializes in your plumbing industry and wants your company to be a success?
Plumbing Lead Generation Tips, Strategies, and Tricks to Scale Your company quickly and consistently Book Jobs
Paying customers are the lifeblood of any successful plumbing business. But before a prospect can become a client, they need to portray themselves as someone interested in your plumbing services, when they do this, they become a plumbing lead.
Whether you focus on residential, emergency, or commercial services, your company runs on plumbing job leads. If you want to scale your business and continue scheduling more service appointments, you require a reliable way to get consistent plumbing leads.
Finding the easy way to obtain leads for your plumbing business in the modern digital world means meeting your clients on the web and taking strategic actions to ensure your plumbing company stands out in an increasingly competitive plumbing landscape.
Plumbing lead generation takes a lot of time and effort, but with multiple internet marketing strategies available, your company can attract qualified plumbing leads, which means you can avoid purchasing leads. Read on to learn about the foolproof ways to generate plumbing service leads for plumbers, plus obtain actionable hacks for using these strategies in your business’s lead generation plan.
Proven Strategies to Get Plumbing Leads
Generating consistent, high-quality plumbing service leads that will keep your email inbox full, and the phone ringing is easy. Here are some foolproof ways to generate leads for your plumbing business:
Optimize and Revamp Your Website to Generate Plumbing Leads
If you are not utilizing your plumbing website to generate qualified plumbing leads, you are losing a crucial pipeline for new business.
A mobile-friendly plumbing website with a responsive design ranks higher in the search engine result pages. Homeowners searching online for a local plumbing contractor often require one Now or soon. Make sure they find your business first, and easily convert them into a plumbing lead by:
Engage clients with Calls to Action (CTA)-Use discounts, offers and provide incentives to generate traffic and increase plumbing service leads.
Highlighting customer testimonials or online reviews: Allow satisfied clients to spread the word about your exceptional plumbing service.
Personalize your brand message. Showcase your work in a great video or tell your brand’s story.
Make it easy for clients to contact you. Prominently display your phone number at the top left-hand side of your plumber website and ensure you have a customer care representative to answer the calls 24/7.
Optimize Your plumbing website. Make your site appealing with a user-friendly, clean design laser-focused on SEO keywords to scale your business.
Write a blog. Become a valuable resource for customers and other plumbing contractors.
Help Hot Plumbing Leads Find Your Business Online Through Search Engine Optimization(SEO).
Simply put, Search Engine Optimization is a process that involves making changes to your plumbing website to boost its visibility and rankings on search engines like Bing and Google.
Properly optimized plumber websites can help you appear on the search engine result pages when a prospect /client searches for keywords related to your business online.
SEO for plumbers is an effective way to generate qualified leads online. It costs nothing to get first-page rankings on Google unless you hire a plumbing SEO agency to optimize your plumbing website. Of course, most plumbers have limited time to do SEO themselves, which involves creating new service pages and blogs and later inserting meta descriptions, keywords, and title tags. It is an all-encompassing process that can turn your company’s position within the plumbing industry.
To keep plumbing leads consistently flowing, including top-ranked keywords in all posts displayed on your social media platforms, website, business directories, and online advertising. To get traction with local clients, ensure you incorporate your neighborhood or city as a keyword phrase. For example, “Clogged Toilet in Murfreesboro.”
These keywords will show what your target audience ate typing into Google’s search bar when they are actively looking out for answers to their problems- pain points your business can solve.
When these people search for answers related to your plumbing business, strategic SEO implementation helps them find your company online.
Now, Plumbing Search Engine Optimization (SEO) isn’t a walk in the park.
It is not an overnight hack to get your plumbing brand uncovered, but (and we can’t emphasize this enough) it brings a huge punch when it comes to generating qualified plumbing leads.
Keep your business top of mind and at the top of local search engine results with strategies built to attract qualified leads to your plumbing company.
Reach Plumbing Leads online for free by Creating Quality Content
Content marketing is one of the effective ways to skyrocket your plumbing website rankings. Content means everything from videos to blog posts, online guides, infographics, and more.
Potential clients constantly lookout for answers and information to their queries online, and you can utilize your content to give them the details they require to become clients.
You can get as many plumbing leads and users to your website by using content marketing. Once they land on your website, they may begin exploring your business and the kind of plumbing services you offer.
Content marketing also helps your plumbing company to become an authority in the field. When prospects see you sharing tips/knowledge, they will assume that you are good and experienced at your job.
One of the factors that Google uses when ranking your post or page is the time people spend on your plumbing website. If they dwell on your site for a long time, it is a good indicator to Google that people like your posts and find them informative or helpful.
Content marketing has a significant impact on generating plumbing leads. You can attract people to your plumbing website just by sharing your knowledge, and this is an effective way to establish trust and get new leads for your plumbing company.
Leverage Online Reviews to Get More Plumbing Leads
When a homeowner requires a plumber nowadays, only a few of them check the phone or ask a neighbor for recommendations. They turn online to look for trusted nearby plumbers with tons of positive online reviews.
Positive client feedback on platforms such as Facebook, Google, and other review and social networking sites. A recent Consumer survey found out that more than 90% of customers said positive reviews will make them more likely to hire a plumbing company.
Happy clients who leave positive reviews improve trust in your plumbing business- thus offering a great option for getting plumbing leads (without paid ads). Potential clients read an average of 10 reviews before trusting a plumbing business, and 89% of such people trust online reviews just like personal recommendations.
Generate More Plumbing Leads Using Google AdWords
Let’s face it. The more paying customers that you obtain, the larger your plumbing company will grow. Without new plumbing leads and clients, you are relying on the same clients to help grow your company, and that’s no way to expand.
For plumbing contractors, Google ads provide the effect of getting qualified leads and getting new customers. There are various types of Google Ad campaigns for plumbers that you can create. Still, the platform on its own offers you a great opportunity to dominate your local service area and generate hot plumbing leads on autopilot.
Compared to more conventional ways of plumber advertising, it’s more targeted because your ad is shown only when homeowners are actively searching for your plumbing services. This minimizes unnecessary marketing spending and makes it easier for people to contact you.
Blackstorm Design + Marketing is a certified Google partner. We help home service contractors across the US to obtain maximum results out of their paid advertising campaigns including Google Ads.
If you don’t want to wait for local SEO to begin generating more plumbing leads, then test Google Ads for plumbers. They are an awesome way to obtain qualified leads immediately. Google Ads puts plumbers on the first page of Google for their competitive keywords, offering quick results in the process.
As you can see, Google Ads is a good way to generate plumbing leads. But you have to understand what you are doing and how to spend your advertising dollars more efficiently. If you own a plumbing company and looking for an agency that can help with lead generation. Blackstorm Design + Marketing can help. We designfully-managed plumbing PPC campaigns on Google Ads to help plumbers generate consistent leads on autopilot. Schedule a no-obligation session with Blackstorm Design + Marketing today if that sounds like something you want and need.
Use Google Local Service Ads to Generate Leads for Your Plumbing Business
Do you know that more than 80% of local search queries convert?
If you don’t have a local advertising strategy in place, now it’s time to develop one. With Google Local service ads for plumbing contractors, you can easily attract qualified plumbing leads that convert for your business without wasting your advertising budget.
The chances are that you have come across those ads at the very first page of Google that appears like this:
Those are known as Google Local Service Ads. Local service ads are pay-per-lead that show up at the top of the search engine result page. Unlike conventional PPC search ads, you don’t focus on keywords but target services. Google determines eligibility, plumbers select from a list of available services for their service area and industry.
When a homeowner’s online query matches the criteria for these plumbing services, their ad will be eligible to appear.
Local Service ads would work well for emergency plumbing leads since they appear at the top of your plumbing services.
Use Google My Business Profile to Generate Plumbing Leads
The most cost-effective strategy to generate plumbing service leads on autopilot is through Google My Business listing. Plumbing contractors can claim a free listing on GMB and start to rank within the Local Map Pack for crucial keywords. Of course, you will still need to optimize your listing with a website URL, photos, and accurate contact details.
The best-rated profiles generally possess a lot of reviews, so you should get more reviews from your clients.
Use Nextdoor to find clients in neighborhoods with old homes
Word-of-mouth recommendations have gone online on platforms such as Nextdoor, which unify neighboring communities online.
What if you craft ads specifically for older neighborhoods with homes that require new pipes? Nextdoor is a social networking platform or app that 90% of American neighborhoods use to get referrals and find local plumbing service providers.
Advertising on Nextdoor can make your plumbing services spread like wildfire through nearby communities. More neighbors will mention your plumbing business offline and online as your popularity grows. Homeowners trust neighbors more than ordinary internet users, so you can really scale quickly by advertising your plumbing company on NextDoor.
Invest in Consistent, Personalized Email Marketing to Generate Plumbing Leads
When it comes to how you spend your advertising budget, all plumbers aim to get the highest ROI possible.
Luckily, one of the most affordable ways to generate leads for your plumbing company is through a channel of communication you typically use daily: email.
Add personalization and segmentation to the mix, and your plumbing is on its way to becoming the next ROI machine.
If you want to convert your existing clients into repeat, lifelong clients, email marketing will achieve it by:
Keep you connected with your clients
Generating more plumbing sales by incorporating coupons, rebates, and specials.
Enhancing your plumbing brand awareness
Use Truck Wraps to Get More Plumbing Leads Offline
Not all plumbing services advertising takes place on the web, though it assists to generate interest online in real life. For instance, inscribing your plumbing website URL on your company truck wrap creates a mobile billboard for your brand online. As more homeowners look for your website or visit their browsers directly, the more Google acknowledges your plumbing brand as a trustworthy entity. Furthermore, locals who become accustomed to your plumbing logo will remember your business and create an intuitive trust for your plumbing services.
Homeowners are more likely to schedule service appointments with plumbers they have interacted with previously online. But some web visitors require some persuasion to get in touch with your plumbing business. This is whereretargeting ads for plumbers come in. You can continue to market to people who have landed on your plumbing website in the past.
Use Social media to Connect with Your Potential Clients
This is another way to get noticed, but most importantly, it helps you to engage with your prospects (lead generation). By providing answers to plumbing queries in an open way, you can win new clients who will contact you to determine when you can visit them for an estimate.
Facebook ads for plumbing contractors can generate qualified leads directly from Facebook. Plumbers with Facebook accounts can run targeted ads on Facebook and even incorporate a lead form to generate leads from the user’s profile information.
Create a Client Referral System with Incentives
Do you know that more than 90% of clients trust referrals from people they know? That’s a good reason to ask your existing clients to refer their families, neighbors, and friends. Particularly if you provide an incentive such as:
A free maintenance or consultation appointments
A raffle entry with a great prize
A discount on the upcoming plumbing service
Launching the incentive program is simple and can turn out to be a consistent source of qualified plumbing leads.
Frequently Asked Questions About Plumbing Leads
How Do you generate plumbing leads?
We just discussed 13 strategies to generate more leads, but in general, you know how to obtain plumbing leads. The key is to create a vibrant online presence on various platforms. Of course, Google My Business profile and your business website are the most crucial and will attract the most users. But, you also need to get your business listed on Yelp, BBB, and every major social media platform.
How Do Plumbers Get Customers?
According to our experts, here are some ways you can get customers for your plumbing company: local service ads, SEO for plumbers, retargeting ads, building a high-converting plumbing website, or investing in a consistent email marketing strategy.
How Can You Get Free Plumbing Leads Online?
If your business ranks higher on Google Search and Google Maps, you will get plumbing leads for free. Unlike Facebook or PPC ads, you don’t pay each time a visitor clicks on an organic result. Of course, you will also be required to pay for site domain, plumbing SEO services, and hosting to get your website ranked #1 on Google, but leads are absolutely free with organic SEO.
Have Trouble Generating Consistent, Qualified Plumbing Leads? Let Blackstorm Design + Marketing Handle Your Plumbing Lead Generation Strategy.
If the above lead generation tactics seem too hard to implement on your own, you are just like hundreds of home service contractors we have assisted over the years. You need to concentrate on running your business.
So, trust our seasoned professionals to help you out. We promote your plumbing business as if it was our own-implying that we strive to understand your products, services, competitors, industry, and markets to advertise your plumbing services online effectively, all while measurably justifying and tracking your investment in our internet marketing services.
Best of all, we have many years of experience assisting plumbers like you obtain more sales and leads from the Internet, and we have a plumbing marketing playbook that actually works.
Increase Traffic to Your Plumbing Website and Gain New Clients Looking for Your Services Online.
Plumbing contractors are after one thing, a consistent stream of qualified leads. There are multiple ways to drive leads for plumbers but one outshines them all, that is Google Ads.
Homeowners normally take plumbing seriously unless there’s an issue. Thus, it can be difficult to get new leads if you are advertising a plumbing company. But that doesn’t imply that you have to relax and wait for prospects to call your business.
To set your company for success, you must do quality plumbing marketing. This step-by-step guide on Google Ads for plumbers will help your business attain greater success and growth online. Without further ado, let us dive in.
What are Plumbing Google Ads?
Google Ads, previously known as Google AdWords is a Pay-Per-Click advertising platform where you pay Google to have your Ads displayed on the search engine results. Specifically, for plumbing companies, a Google advertisement promotes plumbing services within a particular service area.
There are lots of advantages that your plumbing business can obtain from using Google Ads. Ultimately, it is an effective way to promote your plumbing business so you can reach your target market and drive leads to your site. This post will discuss how to launch a successful Google Ads for plumbers campaign.
What is the Difference Between SEO and Google Ads?
Plumbing SEO and Google Ads can complement one another, but it is crucial to note that there is a difference between the two. Using SEO assists make your website more appealing to clients and create engaging content that addresses your specific client’s specific pain points. Thus, plumbing SEO involves everything in your website from ensuring a user-friendly design to optimizing website layout and all written content and videos. SEO ensures that your plumbing website ranks higher in the organic search results.
On the flip side, Google Ads helps your business targets specific keyword phrases that your prospects use when searching on Google and then craft an ad to promote your plumbing website. It is an efficient and fast way to reach your target market. Here is an example of a Google ad when a prospect searches for a ‘plumbing company’ on Google.
How Does the Plumbing Google Ads Process Work?
Let us discuss how the Google Ads auction process for plumbers works. There is a lot of misunderstood and incorrect information out there, and a lot of plumbers think that Google AdWords auctioning process solely depends mainly on the cost per click.
They wrongly think that if they just bid a bit higher, my ad will appear on the coveted #1 spot and then will obtain more leads and clicks.
But since Google wants to show more relevant results to its users, thus they cannot allow the highest bidder to get the top position. That’s why they use the “quality score” to determine which ads will show up higher in the search results.
Google gets more money if plumbers get clicks, and to be more effective, they need only to show the most relevant ads to their users.
What is a plumbing Google ad quality score, and why should plumbers care about it? Quality score is typically Google’s rating of the relevance and quality of your PPC ads and keywords. Google uses it to calculate the cost per click (CPC) and multiply it by the maximum bid to determine the rank of your ad in the auction process. That said, your quality score is based on various factors including:
Relevance of your ad copy
Relevance of every keyword to the ad group it is in
Ad historical performance
Your ad’s Click-through rate
Why Are Google Ads for Plumbers Important?
As we have already discussed, most people have to claw and scratch to get to the coveted first position on Google. The top organic search results obtain all the clicks, and so, the highest likelihood to convert clients. So this presents a lot of crucial benefits to plumbing contractors including:
Precise Ad Targeting
Compared to other conventional ways of advertising, Google Ads for plumbers is better targeted as you only display your ad only when prospects are actively searching for your plumbing services. This cuts down on unnecessary advertising spending and increases the chance of people contacting you.
With Google AdWords, you can ensure that the ads you pay for reach prospects who are likely to want/ need your services as a plumber. You can target prospects by age, geographic location, particular keywords and even ensure that your ads appear at a specific time of day.
When you are initially starting out, your business will require immediate exposure you can obtain. Plumbing SEO could take months or years to generate desired results, but with Google Ads, you can instantly reach the coveted spot on the first page of Google and get noticed by prospects in your local market.
People can see your Google Ads multiple times and never click them (implying that you don’t have to pay a dime), yet your plumbing business is now top of their mind the next time they are ready to schedule a service appointment.
Google Ads for plumbers operates on a pay-per-click model, and this implies that you only have to pay Google when a prospect clicks on the ad-not every time your ad shows up.
Data Mining and Marketing Insights
When you utilize Google Ads, you can visualize statistics of how your ads are performing. This can offer you important invaluable market insight like who is clicking on your Google ads and taking action.
Besides the real-time campaign performance and analytics, we obtain a treasure trove of user data. We utilize it in various ways to further grow your client base.
Creating Google Ads for Plumbers: 10 Secrets to Getting More Qualified Plumbing Leads Online
1. Creating a Google AdWords Account
Setting up plumbing Google Ads is easy and simple. We will utilize a fictitious plumbing business as a major example for this post. Click on “Start Now” on the left side of the main page. You will also be requested to sign in with your business Gmail account.
Google will ask you what your main advertising goal is, and you can click on any of the three options offered. For instance, I select “get more plumbing website sign-ups or sales.”
The Google Ads setup process is fairly simple, and the prompts will direct you through the whole process. You have to sign up here to get your first plumbing ad campaign started.
2. Focus more on Emergency Plumbing Keywords
The initial step to success on Google Ads is to understand where your ideal clients come from. Then you have to target the prospect with your keywords and ads. Let’s figure about an average homeowner. It’s 1:15 AM on a very cold night, and they realize that one of their basement has flooded and their pipes have burst. They turn to Google-what do they do now? Emergency plumbing help! They don’t have enough time to submit a lead form on your plumbing website and wait for two days to get a response back, they want a plumber who can assist them right now!
If you want to zero in on this client, include the keywords “emergency plumbing”, “plumbing after hours”, “emergency plumber near me” and so on to an ad group in your AdWords campaign. In addition, emphasize that you provide 24/7 service in your emergency plumbing ads so that they will hire you for emergency situations. Once they notice the services you offer, they will instantly click on your ad and become qualified leads. Homeowners prefer emergency plumbing services rather than generic plumbing contractors.
3. Use Call Only Ads
Call-only ads are plumbing ads that can only be utilized to make a call. They offer an excellent way to obtain leads for your plumbing company. The great benefit about these ads is that they are straight to the point and allow your sales representatives to book jobs over the phone. A lot of homeowners want to speak to someone over the phone and let them call instantly from the ad, giving your plumbing company a good opportunity to close on a lead before they call the next plumber.
Since a call ad-only campaign is mobile-friendly, and your headline is your phone number when your ad shows up. This way, you make it simpler for the clients. Generally, in the process of generating leads, they notice your ad, visit your plumbing website and then decide whether to contact your business or not. But with call-only ads, you eliminate one step of the process. Here, they conduct a search for your plumbing company on Google, bump on your ad, call you instantly from the ad, and instantly become a qualified lead.
Homeowners don’t happen to be in the mood to compare different plumbing companies and shop around when they are in an emergency situation.
Call-only ads are ideal for plumbing repairs, as homeowners want to instantly speak to a reputable plumber at the moment so that you can resolve the issue. Thus, they work perfectly with local organic keyword searches as the searcher’s intent is probably urgent and wants to talk with a plumber on the phone rather than spending time researching.
A few plumbing keywords to consider for your call-only ads are:
Local + Keyword (Local plumbing company)
Keyword + near me (Plumbing contractor near me)
City +keyword (Murfreesboro plumbing companies)
Keyword + city (Plumbing repair Murfreesboro TN)
4. Structure Your Plumbing Ad Campaign for Success
The structure of your plumbing Google Ads will play a huge part in the amount of money you spend per lead. The structure of your ad will impact your quality score, which affects your cost per click, which impacts your cost per lead, and ultimately the cost of acquiring those leads. For plumbing companies, oftentimes there is more than one plumbing service that is provided, so your campaign structure should reflect so. For instance, you might provide the following:
Garbage disposal services
All of the services above should be classified in their ad groups since they will have different ad copies to that plumbing service and be directed to landing pages. After your ad campaign structure looks awesome, now your ad copy should stand out from the clutter.
Your Google Ads account is comprised of Ad groups, keywords, Ads, and Campaigns. There are various parts of your plumbing business and advertising strategy that correlate with every one of these structures. Let us define the following Google Ads terms:
Campaign: The individual plumbing service units which you build groups of ads for. For instance, you should have distinct campaigns for people looking for “plumbing repair” versus people seeking “plumbing installs”. They are two kinds of plumbing services and thus require different ads.
Ad group: A group of plumbing ads that concentrate on a particular portion of your target market (also referred to as a client persona). For instance, you may have one ad group for prospects who require “clogged toilet” and a different one for people looking for “Emergency plumbing”.
Ad: The actual content that conveys what that person is really concerned about (fears, expectations, fears, and pain points)
Keyword: The specific term that’s typed into a search engine by the prospect searching.
5. Consider Your Ad Copy
In the plumbing industry, you are competing against all the local plumbers running PPC ads, directory sites such as Thumbtack, Home Advisor, and Google Local Service Ads. Plumbing is a very competitive landscape, and your ad copy requires to soar above all that clutter.
Google gives you two descriptions and three headlines for the ad copy, but these may not always show up. Your headline should feature the plumbing keywords you are focusing on, the second heading should be a compelling call to action (schedule a free estimate, call for a free quote). In your description text, you should discuss why your plumbing business is different. For instance: “20+ Years experience”, “fully insured” “Locally owned and operated,” etc.
6. Use Your Negative Keyword List
Negative keywords are search terms that tell Google you don’t prefer ads to appear.
The importance of having a list of negative keywords cannot be overstated. It is crucial to include a negative keyword list at the beginning of your Ad campaign. This should be a continuous process as there will be multiple searches that you cannot plan for.
Considering that plumbing keywords are very competitive in paid search, negative search terms are particularly crucial. Without them, you will end up spending your ad budget on irrelevant traffic, fast. Here are some negative keywords, to begin with, your list will depend on your business, the types of plumbing services you provide, and geography:
Creating a list of negative keywords and continually checking on your keywords will help minimize your cost per lead and improve the quality of searches your ads appear for.
7. Capture Lost Leads with Plumbing Retargeting
When someone requires a new toilet installed, they will conduct some research, ask for recommendations and shop around for the best price before making a final decision. Often times the potential client is ready to contact your business, they click on your website or ad, but their kids come back from school, life issues get on their way. With display retargeting, you can get that lead back in the sales funnel.
Plumbing retargeting is a cost-effective way to obtain more leads since they are warm, they have already visited your website.
For instance, you can retarget prospects that have made it to your contact page or spent one minute on it but failed to fill out the form. With that audience, you can retarget them (follow them to other websites they visit) with an ad showcasing your $300 off new toilet installation offer.
If your Facebook pixel is properly set up on your plumbing website, you can retarget users that made it on your plumbing website from your Google Ad and capture them in your Facebook newsfeed.
8. Bidding Strategy
Bid strategy is actually telling Google how and if to utilize their algorithms to optimize your keywords for best performance instantly.
Bidding on your plumbing brand keywords is a challenging one to wrap our heads around. If someone is looking for your brand, they want to partner with you, right? Then why should you spend the advertising dollars to get that client?
It would be ideal if every search for your plumbing brand means they are going to become your clients, but this is not often the case. Most plumbers have the industry in their brand’s names.
This implies that when a prospect types in your brand names in Google, it is more common than in other industries that PPC ads will appear as well. This is because they are targeting plumbing keywords. Bidding on your plumbing brand’s keywords will assist you to appear and stay on top of the page where those competing plumbers show up.
The good news is that your brand’s keywords will generally be cost-effective due to ad relevance and quality score. By bidding on your plumbing brand, you will be spending less money on click and stick it to your competitors, catching those low funnel leads.
9. Use all the Ad Extensions
Talking of ad copy, Google has offered plumbers multiple ad extensions that can assist you to take over the search engine results page. This is particularly crucial on mobile devices since they are most likely to see one or two ads before the user has to scroll.
Utilizing ad extensions will improve your Click-Through Rate (CTR), which will result in a high-quality score, thus reducing the cost per click. Google provides lots of site link extensions, but here are the ones plumbing contractors should implement on their Google Ads campaigns instantly:
Sitelink Extensions: Use sitelink extension by sharing quality links on your plumbing website. This could be utilized to showcase your testimonial page, service page, contact us page, FAQ, blog posts, anything that is crucial for the searcher is great to add.
Callout Extensions: The callout extension gives you short 25 character descriptions that are included after your descriptions line. These can be utilized to entice the prospect to take the desired action or offer additional details that make your plumbing company stand out. For instance, free estimates, quick installation, Lifetime Guaranteed, amongst others.
Structured Snippets: Google allows plumbers various headline options to select from when including structured snippets. The best types of headlines for plumbers are highlights, services, types, and types. This could be utilized to showcase the services you provide (toilet repair, drain cleaning, and leaks repair). Types could be used to display the types of toilets you install. Neighborhoods are ideal for a plumbing company that only serves specific cities or towns or if you wish to concentrate on the most profitable ones.
Call Extension: As stated earlier, the call extension helps someone who comes across your ad instantly call from their mobile devices without visiting your plumbing website. This is important for plumbing companies as you want potential clients to call during office hours.
Location Extension: When a prospect is searching for a plumbing contractor, typically they aren’t going to come to your doorstep, but the location extension allows searchers to see where your plumbing company is situated and operating hours, and helps your ad to appear on Google maps.
Price Extension: It is difficult to show prices for jobs because they will typically differ across various houses, but there is a creative way to utilize Google’s price extension for plumbers. This is achieved by using it to showcase free estimates with a price tag of $0.00. The price extension aims not to get prospects to click on it but to occupy more of SERP and prove that you are a no-risk plumbing contractor.
10. Adjust Your Location Bidding
All plumbing companies understand the more profitable zip codes and neighborhoods in their service area. With location bidding, you can adjust your bids higher in those profitable neighborhoods giving your plumbing business a good chance of getting in front of those prospects or clients.
Your cost per lead or click may be higher in those areas, but they are more profitable. Alternatively, you can reduce your bids in less profitable zip codes and neighborhoods, and this will make sure that you are maximizing your advertising budget (dollars).
11. Create a Landing Page That is set to Convert
If your best plumbing ads are directed to your homepage…. stop! A landing page is normally one of the most overlooked aspects of a great Google Ad campaign. You must figure out the keywords the client typed in thus triggering your ad and what their intent was, then offer exactly that on your landing page.
A good landing page should have the following important elements:
Primary keyword(s) in the headline
Differentiating features and trust Factors-This could be testimonials, what makes you unique from competitors, star ratings, etc.
Easy to find contact information
Obvious and clear steps
12. Improve your Local SEO to Market Your Plumbing Services
You should consider your local search engine optimization. It is one of the best ways of obtaining plumbing leads. It helps you establish an online presence and helps to connect with people when they need your plumbing services.
13. Call & Conversions Tracking
Setting up conversions for your Google ad campaigns is as crucial as creating the ads yourself. If you fail to set these ads properly, there is no way to ever realize which plumbing keywords are working and which ones aren’t. It negates the entire purpose of plumbing marketing in the first place.
Here are the three types of conversions our expert setups:
1. Contact Form Submissions: put a conversion code on thank you page after prospects or clients submit.
2. Track calls from your landing page: people click on your ad and then make a call using the phone numbers on the landing page. You can utilize Google’s call tracking numbers or create them on your own.
3. Ad extension calls: These are phone numbers that show up in your ads if prospects call directly instead of clicking on your ad to head over to your landing page.
Common Problems for Plumbers Using Google Ads
A common problem for both commercial and residential plumbers is typically your competitors. Through our experience over the years, we often find that most plumbing contractors are guilty of click fraud. This uncouth behavior is when a plumber intentionally clicks on your Google Ads to increase costs. By increasing your costs, it is likely that you may stop the ads, or your daily advertising budget might have run out. This implies your competitors then take a top spot on Google and obtain the leads that could have been on your business.
Other problems that plumbers face with Google Ads include:
Sending prospects or clients directly to their homepage
Writing irrelevant ad copy that can easily be ignored
Frequently Asked Questions on Plumbing Google Ads
How can you write a relevant plumbing ad on Google?
Although there is no textbook approach to crafting Google Ads copy for plumbers, here are some best practices we developed internally that guarantee impressive results:
Use plumbing keywords strategically. Keyword placement and choice are a bit different with Google Ads than it would be with a web copy or blog post
Keep your ad copy specific and concise
Always incorporate a compelling call to action
Is Plumbing Google Ads a waste of marketing dollars?
Yes, Google ads will waste your advertising dollars if you don’t craft and implement them properly. That’s why we highly recommend that you partner with a reputable plumbing Google Ad agency to achieve desired results.
What makes a good Google ad for plumbers?
Your ad copy should be attractive, specific, empowering, and relevant to reach property owners or homeowners effectively. Some of the aspects of a good Google Ad include:
Highlight what makes you unique
Includes promotions, exclusives, and prices
Empower clients to take the desired action
Include at least one of the keywords
Match your ad to the landing page
Appeal to customers who are using mobile devices
Why Partner with Plumber Google Ads Experts at Blackstorm Design + Marketing?
Google Ads offers tremendous benefits to plumbing contractors. They create a funnel for local clients who understand what they require and are ready to schedule service appointments while allowing plumbers to pay for qualified leads instead of the clicks. In combination, these two great qualities make Google ads both laser-focused and cost-effective.
But for most plumbers, Google Ads, like other internet marketing channels, will represent just one crucial aspect of an overall plumbing marketing strategy.
Trying to manage all the elements of plumbing Google Ads campaigns on your own can be daunting.
If you are a plumber or running a plumbing business and do not get the maximum benefits out of Google Ads, then we got you covered. At Blackstorm Design + Marketing, we have been working with home service contractors, including roofers and plumbers throughout the US for many years, leveraging Google Ads to generate inbound calls and service enquires. Our proven Google Ads system for plumbers has delivered lots of plumbing contractors just like you affordable leads.
We create a winning Google Ads strategy for your plumbing business
Increase phone enquires and calls
Full support, setup, and Google Ads optimization
Scale your plumbing company
Scalable and proven ad campaign structure to make sure you get low-cost, high-quality leads.
Looking to grow your plumbing company with Google Ads? Schedule a free discovery call to see how Blackstorm Design + Marketing can assist you to drive more qualified leads while improving efficiency across your plumbing business.