In today’s competitive market, it’s not enough to just be skilled with a wrench. To truly thrive, plumbers need a strong online presence and a reliable way to connect with potential customers. This is where Google Ads for plumbers come in. They can be a game-changer for your plumbing business, allowing you to reach homeowners at the exact moment they need your services.
Google Ads is recognized as the most widely used paid digital marketing channel within the plumbing industry, highlighting its effectiveness in lead generation for plumbing businesses.
Google offers various advertising options, but for plumbers specifically, Google ads for plumbers present a unique opportunity to target local customers effectively. These ads work by displaying your business prominently on search results pages when people search for plumbing services in your area.
How Google ads for plumbers Work
Imagine someone’s basement is flooding, and they desperately need a plumber. What do they do? They grab their phone or hop on their computer and type something like “emergency plumber near me” into Google. That’s your cue to utilize plumbing Google ads.
Google Ads work by letting you bid on specific keywords that are relevant to your business. These keywords could be anything from “drain cleaning” to “water heater repair,” depending on your specialties. You only pay when someone actually clicks on your ad through the pay-per-click (PPC) model.
Setting up and optimizing Google Ads campaigns is essential to increase conversions and manage budgets effectively.
Choosing the right keywords is crucial for plumbers’ success in Google Ads. Keyword research plays a critical role in identifying relevant terms potential customers are using. Tools like Google Keyword Planner will help you discover new keywords that are most relevant to your business.
Other tools such as Ahrefs, SEMRush, and Ubersuggest, are helpful as well. Targeting keywords with high search volume in your local area can significantly impact your ad’s visibility.
Crafting Compelling Ads:
Now that you understand how Google ads for plumbers work, you need to grab those potential customers’ attention. Your ad copy needs to be clear, concise, and enticing. Remember, you’re competing with other plumbing companies in your area.
Organizing your ads into ad groups can help optimize your campaigns by targeting specific goals and enhancing your advertising strategies. Ad groups consist of related advertisements that share similar themes, allowing you to better structure your Google Ads account.
Highlighting what sets you apart from competitors is key for standing out.
- Are you available for emergency services 24/7?
- Do you offer free estimates or work with specific types of plumbing issues?
Incorporate those unique selling points into your ad copy. It’s also crucial to include a strong call to action. For instance, instead of saying, “learn more,” you could write, “Get a free quote today.”. These subtle yet important nuances can entice clicks.
Google Local Service Ads:
There’s more. In addition to traditional Google Search Ads, consider Google Local Services Ads. This specialized ad type focuses solely on connecting local businesses with potential customers actively seeking those services. Remember Google Local Services ads appear above all the other options when someone searches for services “near me”.
When it comes to Google ads for plumbers, there are three primary options to consider:
- Google Display Ads – Google Display Ads are banners shown on a wide network of websites. Think of them like billboards. Display Ads aim for brand awareness. While Display Ads are good, they’re less likely to generate immediate calls because the people seeing them might not be actively looking for a plumber.
- Google Search Ads – These are the text ads that show up on the top and bottom of a search results page (SERPs). Their main goal is to trigger a response. Search Ads appear prominently at the top of Google search results, ensuring better conversion rates for plumbing services. These are great, but remember that for both Google Display Ads and Google Search ads, you pay every time someone clicks on them. This could deplete your marketing budget quickly.
- Google Local Services Ads – This option stands out because, with Local Services Ads, you pay per lead rather than per click, meaning a customer makes contact, usually via a call. Remember to utilize a seamless online booking process when setting this up. This is one of the best ways to generate revenue for your plumbing business.
Successfully setting up your ad campaigns will give your plumbing company the qualified leads it needs to grow.
Landing Pages Matter:
Now, you might think you can just send people to your website’s home page and call it a day.
Wrong.
To really maximize Google ads for plumbers, you’ll need dedicated landing pages tailored to those specific ads. If someone clicks on an ad about drain cleaning, send them to a landing page focused on your amazing drain cleaning services, not your homepage. Ensure the page highlights what was advertised so a customer feels they landed in the right spot.
When a plumber creates ads for drain cleaning and links those ads to their landing page focusing on that service, it shows Google and other search engines that the information being presented is relevant to the search query, ultimately leading to higher rankings.
For your plumbing company to succeed in Google ads, you must put your ads on the highest-quality landing pages that can convert visitors into customers. Ensure these landing pages load fast, are mobile-friendly, and are designed with a singular focus in mind: converting visitors.
Google Ads for Plumbers: A Step-by-Step Guide:
Setting up a Google Ads account is simple and easy. Just follow these simple steps and get your phone ringing with eager customers.
An essential part of this process is the ad group setup, which involves creating cohesive groups of advertisements that share similar themes and associated keywords.
1. Check Your Eligibility
You’ll still want to check to ensure both your business’s industry and location fall on their list of eligible companies. When you go to Google’s Local Services page, you’ll discover if you’re eligible when you try to sign up.
2. Get your account live.
Once you confirm your business’s eligibility, you’ll sign up for local ads. Head over to https://ads.google.com/home/, click on “Start Now”, and create an account. Make sure your business profile is filled out accurately and completely.
3. Dive into Campaign Creation.
Decide what your primary goal is. Do you want more website traffic, phone calls, or something else entirely? Next, select “Search” as your campaign type when prompted to choose a result type. Click “website visits” and “Phone calls”, then enter a fitting name for your campaign. A suggestion could be “Plumbing Services – Search Campaign” or “Get More Plumbing Leads.”. The main takeaway is to make sure your campaign names make sense to you. Unselect “Display Network” when prompted to edit its setting. Leave the “Search Network” setting as is for now. Consider adding ad extensions at this time as well.
After naming your campaign, navigate to the ad group setup page. This page is crucial for structuring your campaigns by defining groups of related ads, which helps in optimizing ad performance through effective keyword selection and adjustment.
4. Set Your Sights with Targeting:
Make sure to target the location that matches your plumbing service area. Use the “Language” and “Audience” options wisely to zero in on your perfect customer. Think about other demographics that would help you refine your audience even further.
5. Budgeting and Bidding:
How much are you willing to spend on advertising costs? Determine your overall budget first. You can always make adjustments as you go along. Start with a daily budget, and decide on your bidding strategy. Do you want to focus on clicks or conversions? My suggestion? Prioritize “clicks” at the beginning.
6. Make your ad pop.
It’s time to create your ad copy, and this is where it all comes together. Make sure to follow Google’s criteria for advertisements so that they get approved quickly. Don’t be afraid to utilize general settings to edit your ads.
Your ad has limited space, so every word needs to work hard. You also want to incorporate relevant keywords naturally without keyword stuffing, as this looks spammy. I can’t overemphasize the importance of writing a clear and compelling call to action. Think about what would entice you to click.
To prevent wasted ad spend, consider utilizing negative keywords as well. Using them means avoiding showing your ad to users whose searches indicate they are not interested in hiring a plumber. Negative keywords can be used to prevent your ads from showing up for searches that are too broad or too narrow for the product or service you sell, phrases that people might search for when they’re not ready to buy, or even searches related to products that are similar but not identical to yours.
For example, by adding “-Drain Cleaning Youtube” to the negative keyword list, it ensures people who are not looking for a plumber but instead for a DIY video on how to clean a drain themselves don’t see your ad.
7. Track your results and optimize accordingly.
The key to success is in consistently analyzing the performance of your ads and optimizing them for better results. You need to set up conversion tracking within your campaign. Think about what conversions mean for your plumbing business.
Go to your campaign’s home page and click on “Tools & Settings”. Next, click on “Conversions”, then click on “+Conversion”. Choose “website”, then from the category select “Request Quote” and input the desired dollar amount that corresponds to the quote. You can then finalize by selecting “one” within the “count” section. Hit “Create and Continue”, then select “use Google Tag Manager”. Lastly, click “Next”, followed by “done”. From there, you’ll be able to see how well your ads are performing based on the conversion goal you set up.
Why Should Plumbers Even Bother with Google Ads?
Look, I get it. Plumbing is hands-on, not digital. You might be thinking Google ads for plumbers aren’t necessary, but let me tell you why they’re worth it.
Plumbing businesses can either manage their Google Ads campaigns themselves or hire an agency or marketing company for professional assistance in optimizing lead generation.
1. Instant Visibility:
When potential customers need a plumber, they turn to Google. Google ads for plumbers help ensure you’re right there at the top of the search results, boosting the chances of those users picking up the phone and calling you instead of the competitor. This is one of the many reasons why every plumbing business needs to use them.
2. Targeted Reach:
Unlike those flyers you used to print (we’ve all been there.), Google Ads are highly targeted. Instead of randomly distributing marketing materials hoping they reach your ideal customer, with Google Ads you are laser focusing in on homeowners in your service area who need what you offer. It’s advertising without the wasted reach. Using Google Ads will streamline your overall marketing efforts.
3. Measurable Results:
One of the beautiful things about online advertising like Google Ads is its measurability. Leveraging Google AdWords can enhance campaign performance through detailed analytics and seasonal optimization. Unlike traditional advertising methods that made tracking difficult and sometimes unreliable, Google ads provide an abundance of data, and you can easily track your ad’s performance — impressions, clicks, conversions, and ultimately, return on investment.
4. Cost-Effective:
You’re in control. Decide how much you want to spend and set daily budgets that align with your business goals. Plus, remember you’re only paying for results — when someone actually takes action, like clicking your ad or making contact. PPC management helps keep your spending in check.
5. Building Brand Awareness:
While the primary focus of Google Ads might be generating leads and driving conversions, they can also help to boost brand awareness. When your business shows up repeatedly in their searches, it subtly builds a sense of familiarity and trust in those potential customers.
FAQ’s About Google Ads for Plumbers
What is the Google Guarantee badge?
When you search for local business listings, you may see a Google Guarantee badge at the top of the local ads.
You’ll also see the badge on individual listings for plumbers.
What does the Google Guarantee badge do?
The Google Guarantee badge is a symbol of trust. Consumers are more inclined to click or interact with a business with that little checkmark. When it comes to matters like a burst pipe, you can understand why they need to trust the person coming to fix it. It provides reassurance that the business is legitimate, reliable, and backed by Google.
How Do I Market Myself As A Plumber?
In the age of smartphones and instant information, establishing a strong online presence is non-negotiable for success, especially in a competitive field like plumbing. Building a professional-looking website that clearly lists your services, showcases your past work, and includes positive customer testimonials will help establish credibility and instill confidence in those looking to hire. Having an optimized website is a must for all plumbing businesses.
But don’t stop there. Listing your business on online directories specific to service providers is key. Think Yelp, Angie’s List, and industry-specific directories, to broaden your reach. Consider content marketing as a way to reach new clients.
Utilizing social media platforms to share engaging content, like behind-the-scenes glimpses of your work or plumbing tips, can help establish expertise and attract more followers.
What Is The Best Platform For Advertising Plumbers?
When determining the “best” platform, it ultimately depends on your target demographic, budget, and the kind of plumbing services offered. That said, hands down, Google is king, and utilizing the Google Local Services Ads platform is non-negotiable for success.
Why? Google Guarantee badge. That’s why.
The Google Guarantee badge instills a sense of trust in consumers searching for plumbers because businesses are vetted and must go through a background check by Google. You also will want to keep in mind what your overhead costs are when budgeting for advertising.
How Do Plumbers Find Clients?
Networking. Word of mouth, local community involvement, or partnerships with other relevant businesses are still vital ways plumbers connect with their customers.
Don’t discount digital marketing, though. Especially when it comes to Google Ads for plumbers. They give you a more prominent presence online when customers are actively searching for help. Building an email list is an excellent way to cultivate long-lasting relationships with those past customers. Consider email marketing for staying top of mind with your past customers.
How Can I Get More Business As A Plumber?
Provide an exceptional customer experience. When customers are blown away by your professionalism, the way you explain the problem, and how effectively you solve their issue they are likely to rave about their positive experience to anyone willing to listen, thus becoming your biggest advocates, spreading the good word for free.
Word of mouth continues to be the best advertising a business can have. In the world of Google, incentivize happy customers to leave reviews online, building that digital street cred. This combination of a seamless digital experience combined with stellar in-person interactions will set you apart in no time.
Conclusion
As a plumber, staying top of mind in your local area means taking advantage of those prime advertising opportunities. That’s where Google Ads come in handy. By targeting those specific searches in your local area, Google ads for plumbers help increase visibility, ensuring you’re seen by those needing your services most. And remember, with services like Google Local Services Ads, you can increase conversion rates while ensuring you’re paying for valuable leads and booked jobs.
This article is a part of our
Plumbing Industry Growth Playbook
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