Learn the fundamentals of plumbing ads that will help grow your business (both offline and online)
The plumbing industry is experiencing a boom in times with more than 70% of plumbers saying revenues are growing. According to the Bureau of Labor Statistics, the demand for plumbers is expected to grow by 16% between 2018 to 2027. Thanks to its growth, the plumbing industry is also competitive. In fact, there are more than 480, 600 plumbers in the United States.
With such cutthroat competition, how do you keep your plumbing business’s name in front of potential clients?
That’s why you are here: to learn about plumbing ad strategies to help your business stand out in the industry.
If you want to attract new clients, re-engage clients who booked a one-off service job and scale your plumbing company, ads are a great place to begin.
Digital ads for plumbers help you target a particular audience, make the most of your budget, and check what works and what doesn’t to develop a marketing plan for your plumbing business.
This post will help your master the fundamentals of plumbing advertising for search engines, social media, and more.
Without further ado, let us dive in!
What is Plumbing Advertising?
As a plumber, you provide an essential service. And your clients require that service.
Plumbing advertising or plumbing ads revolve around how you connect their demand with your supply (your plumbing services).
Go back five decades, and plumbing advertising was in print – whether it was a billboard, newspaper, or magazine. But nowadays, the majority of plumbing ads are conducted online since that’s where your clients spend most of their time.
The major types of plumbing ads are run in the form of:
- Facebook Ads
- Instagram Ads
- Google Ads
- YouTube Ads
In this post, we are going to discuss the ad types listed above, showing you how to make the most out of your ads and tons of tips to manage your plumbing advertising campaigns and book more plumbing service jobs.
But first, let us first answer this most important question:
Do I require plumbing ads if I have work coming in?
With the plumbing industry booming, more and more plumbers are identifying the potential to make good money. And with the stiff competition, the ability to attract clients will break or make your plumbing business.
Benefits of Plumbing Ads
What if someone told you, you could advertise your plumbing services online to clients within 1 mile of your plumbing company? Or that your business can reach prospects or clients who look on Google for “plumbing business near me” when they are close by?
This is the power of digital advertising. Modern marketing tools help plumbing companies to reach clients at the right place and time. With advanced analytics, digital marketing for plumbers isn’t a game of guesswork but a correct strategy that helps you achieve high ROI.
Simply put, online plumbing ads can bring your business a consistent stream of leads, thus reducing your cost of acquiring new clients, greater engagement with current clients, and consequently help unprecedented growth of your plumbing company.
The four main types of online advertising are paid search, native, display, and social media advertising. All of them reach your target market in a measurable and cost-effective way while increasing client loyalty and increasing your sales online.
Without further ado, let’s dive into how Google, Instagram, and Facebook work for plumbing companies.
Google Ads for Plumbers
Modern customers turn to Google to find solutions to their plumbing problems. Therefore, internet marketing is all about being available whenever consumers look for information about your plumbing service business.
Google Ads are the most common kind of ads that plumbers use. It is a beneficial advertising platform for plumbing contractors. You can use Google Ads to drive traffic to your plumbing website and establish your reputation, which can help you book more service jobs.
Related: The definitive Google Business Profile for plumbers
Google Ads is an efficient way to get your plumbing website seen in the top organic results on Google. This increases your chances that someone who requires a plumbing contractor will see your site first, which makes them more likely to call you about their plumbing needs.
But what are the actual advantages of Google Ads to plumbers? And is it worth it for your plumbing business? Here are some of the main advantages for your company:
- Get more customers: When prospects see that Google ad is always among the prominent results, they will begin associating with your brand with reliability and quality.
- Increased Visibility: With Google Ads, you can ensure that your plumbing website will be among the very first search results. This will significantly boost the chances of prospects finding you while they look for the plumbing services you provide. Additionally, when prospects come across your plumbing Google Ads repeatedly, they will remember your brand and become familiar with it.
- Build Your Reputation: Online reputation management is really crucial for any type of home service business nowadays. Potential clients do not look at the quality of work or a professional portfolio.
Here are some strategies that will help you make the most out of Google Ads for plumbers:
Choose the Right Keywords
Google ads are one of the most potent tools in any plumbing marketing toolbox. Why? Since they place your ad right in front of your target client while they look for exactly what they require. But selecting the right Google ads keywords is always a daunting task. There are a lot of things that goes into it, and if you don’t know what you are doing, it can be a waste of money and time. With the right keywords, you can drive insane amounts of traffic who require specific plumbing help – and you will be the plumber to offer it to them. In order to choose the right keywords for your Google Ads campaign, you need to understand your target audience and their needs.
A competitor bid is an ad that focuses on the search terms your rivals use to get new clients. It often appears identical to the original company website but with quality links going back to your website. This strategy has become more common as plumbing brands try their hand at paid search ads on Google.
Select the Ad types
Google provides numerous ad types, and it is incredibly crucial to select the right ones for your plumbing business. Here are some of the Google Ad types you may want to consider:
- Responsive Ads: Responsive text ads instantly optimize themselves depending on what target market they are displayed to. They help you to include several descriptions and headlines, which can be combined in a manner that makes sense of every member’s search query. They are designed to make the most out of your screen space, so they are great for mobile users.
- Display ads: Google display ads utilize text and images to target prospects as they browse apps or websites in the Google Display Network. This network is comprised of more than 2 million websites, reaching more than 90% of all internet browsers all over the world. Display ads are particularly useful when it comes to reaching new clients but also work perfectly as part of your plumbing retargeting strategy.
Use Negative Keywords to Avoid Wasting Your Advertising Dollars
Negative keywords are a great tool for plumbing Google Ads. They can help to prevent your Google Ads from showing up for searches that are too narrow or too broad for the service you offer, phrases that people may search for when they are ready to book a service, or even searches for services that are similar but not identical to yours.
Create and Optimize Your Landing Pages
For your business to succeed in Google Ads, you must place your ads on high-quality landing pages that can transform a prospect into a client. To make a quality landing page, you need to include relevant content, use high-quality images, use a compelling and clear call to action and make sure your site loads super-fast.
Setup Conversion Tracking
If you are running a plumbing Google Ads campaign and not monitoring, you are throwing away your advertising dollars. Conversion tracking is the only way to know whether your Google Ads campaign is working or not. There are different types of conversions that you can track including sales, phone calls, and more. You can monitor all these things with Google Ads and understand how well every ad campaign is performing for the type of conversion.
Google Local Service Ads for Plumbers
Just like the conventional pay-per-click plumbing (PPC) ads, Google Local Service ads show up at the top of search engine result pages- above organic listings.
These ads assist more local prospects to find your plumbing company, learn more about your plumbing services, and call you to take the next desired step.
Local Service ads for plumbing contractors typically feature three businesses at the top of the organic search results.
Prospects can pick these three plumbers or select “more plumbing businesses” to see their other options.
After clicking on more plumbers prospects will see a whole page filed with local plumbing contractors. At the top of this page, they can filter plumbing businesses by selecting the service they require.
This filtering option makes it hassle-free for users to identify the right plumber that suits their needs. Once a prospect finds the appropriate plumber, they will click on the listing to obtain more information.
On this page, they can see your areas and the services you offer. Prospects or visitors will also see a bio section of your plumbing company with a bulleted list of essential company characteristics. You offer your target audience crucial information here; the number of years you have been in the plumbing industry or sharing that you offer free estimates.
If prospects love what they see on your business listing, they can call your plumbing company right from the advertisement, and you will only pay when people contact your company.
Investing in Google Local Service Ads for plumbers is a great way to:
- Be found at the very top of Google search results on a tablet, computer, and mobile device
- Increase online leads to your plumbing business
- Generate more low-cost leads.
The other difference with these ads is that instead of targeting search terms or keywords, they focus on famous plumbing services like sewer line repair, fixture installation, drain cleaning, Garbage disposal installation, plumbing repair, refining, and more.
Does my plumbing business require local service ads?
One reason why Local Service Ads are the best type of plumbing ads is because you only pay after every lead who contacts you, as opposed to pay for every click, like under the pay-per-click advertising for plumbers.
Plumbing SEO services can take your website near the top of organic search results but you require Google’s Local Service ads to get to the coveted #1 spot on Google.
Google Display Ads
Google Display ads can help you promote your plumbing services when prospects are browsing online, watching YouTube videos, or using mobile apps and devices and more. Just like the conventional billboards along a highway, these ads are displayed to anyone who browses on the internet and gives your company greater online visibility.
Google Display ads for plumbers operate as your secret agent who goes out and tracks down your prospects, then displaying the ads that they think you are interested in viewing. You will better placed to persuade that client and drive them to your plumbing website.
Facebook Ads for Plumbers
Social media for plumbers can be a great tool to advertise your plumbing business, and it helps you easily target your ideal clients and monitor your ad campaign results. Use social media to advertise specials or services, show off a perfectly done project or share positive testimonials or reviews.
There are numerous ways you can advertise your plumbing company on Facebook, including particular posts that are currently on your Facebook business page or developing catchy ads.
The best plumbing ads on Facebook are targeted to a particular audience, regularly optimized for numerous devices, and integrated with a larger internet marketing strategy.
Since prospects are not actively looking for services to book on Facebook (unless they are on a marketplace), the platform utilizes an interest-based marketing strategy. It helps you advertise to particular audiences depending on their online activities and interests.
Facebook’s sophisticated target audience selection tools allow plumbing ads to target the following:
- Lookalike audiences: Reach new clients whose interests are the same as those of your best clients.
- Custom audiences: Prospects who have already engaged with your plumbing company off or online.
- Core audiences: Users grouped together by interests, geography, age, and income level among other things.
If you are not leveraging Facebook’s advanced targeting models, you are missing out on an important tool that can assist you to reduce your advertising dollars and skyrocketing your conversion rates.
Examples of Plumbing Facebook Ads
You can utilize photo albums to advertise different plumbing services, as well as after-and-before images of successfully completed projects. Before and after images work especially well because they highlight your skills and show prospects what they can expect when they start working with your business.
If you show your friend how to eliminate water from a flooded basement, then you will be the first person they will call if one of their water pipes bursts. Your friend will trust your company with their project because you have assisted them before. Video ads have emerged as one of the most efficient formats to promote your plumbing services or brand in multiple ways. With Facebook ads for plumbers, it’s possible to share a video from its Ad manager or boost a specific post that incorporates a video from your Facebook Page.
These full-screen experiences show up in between the stories prospects or clients regularly watch. Story ads provide more freedom than the typical image or video ads since you can experiment with different augmented reality and video effects.
And remember, simple posts on your Facebook page feed that display your expertise can be just as effective at reaching your plumbing ad campaign goals. If you follow an internet marketing strategy and create valuable content consistently that aligns with the needs of your target audience and inspires long-term relationships.
Instagram Ads for Plumbers
If you think that Instagram is only for brand influencers, think again!
Instagram has more than 1 Billion active users every month, and most of those users are in the market for plumbing repair, maintenance, replacements, or more. The primary benefit Instagram has over other advertising platforms is its visual nature. If you have a plumbing business that offers services having a visibly noticeable result (plumbing services), then Instagram is a good platform to advertise and showcase your plumbing business.
Visual appeal is a huge factor when prospects make a purchase or hire your plumbing services. In some cases, visual content generates more plumbing leads since it is easier and faster for the brain to process.
Moreover, Instagram Ads are fully integrated with Facebook Ads, so you can have some customization, targeting abilities, and diverse ad formatting. Instagram works perfectly when ads are designed to engage with your sales funnel and are simple.
Instagram is an image-based social media advertising platform for plumbing contractors. To outrank other posts from your competitors, you want to be sure that you use strong videos and images that tell a story of the projects you have completed for previous clients.
Just like Facebook, Instagram offers numerous plumbing ad types including:
- Image ads
- Stories ads
- Collection ads
- Video ads
- Carousel ads and more
Naturally, the kind of plumbing ad format will depend on your target audience and campaign ads.
Offline Plumbing Ads
As an internet marketing agency for plumbers, we always call for digital transformation and regularly underscore the value of internet marketing. But, we also understand that service-based businesses like plumbing contractors still benefit from conventional advertising techniques because their operations are mainly bound by their location or service area.
Ideally, your plumbing company should be doing both offline and online digital advertising to reach as many clients as possible. When it comes to offline plumbing ads, a few conventional strategies are still effective such as:
Sending postcards to homes or businesses in your service area
A postcard has the power to target your market with a concise and clear message. And it achieves by grabbing your potential client’s attention. A high-quality postcard cannot be ignored easily by prospects or clients.
Postcards are easier to create using the free templates from Mail chimp. They are also inexpensive to distribute because you can mail them in bulk quantities.
- Putting Lawn Signs on the property of satisfied clients
- Car van wraps
- Business cards
- And more
Plumbing Pay Per Lead Generation Sites for Plumbers
Lead generation websites normally connect clients in need of services (such as plumbing) with the right plumbers. These platforms help plumbing contractors to connect with prospects who are actively searching for their services online:
Thumbtack for plumbers operates in two ways:
- Homeowners can look for plumbers who may be well-suited for their projects.
- Plumbers can select the type of leads they wish to pay for by tweaking their target audience preferences.
Advertising your services on Nextdoor can assist your plumbing company to get found by local businesses or homeowners that require your services.
You can use Nextdoor to launch your business to your local community, establish your reputation, and post ads.
Plumbing Ad Ideas to Help You Get Started
Know Your Target Market
Whether you use Google ads, Facebook ads, or postcards, you will need to first understand your target market.
List down every detail you know about your best and current plumbing clients, including:
- What kind of neighborhood do they reside in?
- What type of businesses or homes do they have?
- How old are they? Do they have a family?
- What are their income levels?
- When do they frequent most during their leisure time? (Online? Instagram or Facebook? Or at a local community center or library?)
- What type of plumbing services do they normally need?
The responses to these questions will assist you to create ads that resonate with your target audience.
Know What Makes Your Plumbing Company Unique
Figure out why your current clients choose your company to solve their plumbing needs. What makes you outrank your competitors?
This is what is known as a Unique Selling Proposition (USP). Write down the USP in a few words and incorporate it into your plumbing ads.
Related: How To Create A Strong Brand Identity For Your Plumbing Business
Define Your Plumbing Advertising Goals
Knowing your plumbing marketing goals will assist you to craft an effective plumber advertising campaign and select the right platforms.
Here are a few examples of plumbing ad goals you may have:
- You have a new service to promote
- You have just launched your business and require plumbing leads urgently.
- You have expanded your plumbing business in a new neighborhood and want to outrank well-established competitors.
Then figure out which plumber advertising channel will be most effective to achieve your goals. For instance, if you want to improve brand awareness, Google display ads will be a great option. If you need plumbing leads urgently, Google’s local Service Ads or search ads may be a great fit for you.
Develop Your Ads
Make utilize these tips to design a professional ad for your plumbing company:
- Keep your ad design simple by concentrating on one message (e.g., testimonial, service, or before and after photos).
- Add a compelling and clear call to action that encourage clients to visit your plumbing website or contact you to book your plumbing services.
- Select your brand colors and utilize them for all your ads to remain memorable and consistent.
- Use professional templates to design great plumbing ads to reach more clients.
Allocate Your Advertising Budget
To set your advertising budget, you should be able to know the amount you are likely to spend in acquiring a new lead.
Next, figure out the number of clients you require consistently every month.
Do this to know your monthly advertisement budget:
Client acquisition cost X the number of customers per month = Monthly ad spend.
Remember to stick to your budget once you have set it. Internet advertising can be very expensive and you don’t want to spend more dollars than you can afford.
Monitor Your Ad Campaigns
To make the most out of your plumbing advertising strategy, you need to track your ad’s results and performance. This will help you know if you are attaining your goals and what advertising channels or platforms generate more results for your plumbing company.
Related: 10 Important Plumbing Marketing KPIs You Should Be Tracking In Your Business
Frequently Asked Questions About Plumbing Ads
What is the best platform to advertise your plumbing company?
Facebook remains the most famous social media around the world. It is a great start for plumbing advertising, as the platform recommends local plumbing businesses in the neighborhood to clients seeking out plumbing services.
How can I market my small plumbing business?
Here are our best ways to begin some marketing in ways that you have never imagined before including:
- Creating a professional plumbing website
- Conduct SEO to make your website get found by prospects online
- Use paid search engine marketing to make your website get found on the first page of Google search results
- Foster online reviews
- Start a customer referral program
How do you get more clients to your plumbing business?
Here are some marketing strategies that you can use to attract new clients to your plumbing services business:
- Optimize your Google Business Profile
- Use Google Ads
- Try Google Local Service Ads
- Create helpful and informative content
- Submit your plumbing website to online business directories.
Plumbing Ad Services from Blackstorm Design + Marketing
Blackstorm Design +Marketing is home to plumbing ad experts. We have many years of proven experience advertising plumbing businesses like yours.
We often realize that plumbers that we have worked with are not experts in generating leads and sales online, a skill their rivals have easily honed.
We understand that you are dealing with real and urgent issues such as unblocking a clogged sink in your client’s homes. Let us deal with all the crap online so that you can focus on what matters most-serving your clients.
Schedule a free discovery call with Blackstorm Design + Marketing to learn how digital advertising for plumbers can improve your marketing strategy or read on to know more about our digital marketing services for plumbers
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