Author Archives: Plumbing Webmasters

How to Start a Plumbing Business | 14 Steps (w/Guide)

Starting a plumbing business is an excellent investment in 2025, with the industry valued at $129.1 billion and continuing to grow.

That’s why the allure of becoming a self-employed business owner appeals to people who want to escape a grueling work schedule and an unpleasant boss.

However, starting a plumbing company requires more than job experience or being good with your hands.

As the founder and CEO of Plumbing Webmasters, a digital marketing agency for plumbers, I’ve worked with thousands of plumbing business owners over the past ten years.

Some of the traits these owners share are a dedication to business growth and a strong business foundation.

Based on my experience, I’ll outline 14 steps to starting a plumbing business in 2025.

How To Start a Plumbing Business (Blog Cover)

1) Write a Business Plan

A business plan is the constitution of your plumbing company and sets the foundation for its future success.

Investors will only show interest in your company if you have a formidable business plan outlining your brand vision.

A plumbing business plan includes:

Cover Page
Executive Summary
Business Overview
Market Analysis
List of Services
Service Pricing
Marketing Plan
Financial Plan

2) Set Plumbing Business Goals

Successful companies set defined goals, and you should quickly identify your objectives for your plumbing business.

For example, consider your reasons for starting a plumbing company and your short and long-term vision for the brand.

Next, write down specific goals that can help you realize that vision. Use SMART goals, which are specific, measurable, achievable, relevant, and timed.

Examples of business goals include:

Get 20 5-star Google Reviews within 3 months
Convert $90,000 in sales within 12 months
Hire at least three employees within 24 months
Deploy a second plumbing truck within 36 months

Writing down these goals makes them tangible, and setting a time limit makes them urgent.

3) Find a Unique Value Proposition (UVP)

As the long-time owner of a digital marketing agency, I can save you a ton of headaches by revealing this early on: the plumbers who make it have a unique value proposition (UVP).

A UVP differentiates your company from local competitors by niching down or specializing in a specific service type or category.

Examples of UVPs for a plumbing business include:

24/7 Emergency Plumbing
Community-Based Plumbing
Rooter and Drain Specialists
Water Heater Specialists
Eco-Friendly Plumbing
Cutting-Edge Plumbing Technology
Veteran-Owned Business
Black-Owned Business
Women-Owned Business

Whatever your UVP, be sure to include it in your marketing materials, such as flyers, truck wraps, Google Business Profile, and website.

4) Study Local Government Regulation

The fastest way to ensure the failure of your plumbing company is to ignore local government regulations and plumbing codes, which can cause your dream to shatter before it gets started.

Failure to comply with local regulations can result in fines and the suspension of your license.

This State Plumbing Codes list outlines which plumbing code institution each U.S. state has adopted.

State	Institution
Alabama	International Code Council (IPC)
Alaska	International Association of Plumbing and Mechanical Officials (UPC)
Arizona	International Code Council (IPC)
Arkansas	International Code Council (IPC)
California	International Association of Plumbing and Mechanical Officials (UPC)
Colorado	International Code Council (IPC)
Connecticut	International Code Council (IPC)
Delaware	International Code Council (IPC)
Florida	International Code Council (IPC)
Georgia	International Code Council (IPC)
Hawaii	Uniform Plumbing Code (UPC)
Idaho	Uniform Plumbing Code (UPC)
Illinois	Illinois Plumbing Code
Indiana	Indiana Plumbing Code; International Association of Plumbing and Mechanical Officials (UPC)
Iowa	International Association of Plumbing and Mechanical Officials (UPC); International Code Council (IPC)
Kansas	International Code Council (IPC)
Kentucky	Kentucky State Plumbing Code; National Plumbing Code Coordinating Committee
Louisiana	Louisiana State Plumbing Code
Maine	Maine Internal Plumbing Code
Maryland	International Code Council (IPC)
Massachusetts	Massachusetts Uniform State Plumbing Code
Michigan	International Code Council (IPC)
Minnesota	Minnesota Plumbing Code
Mississippi	International Code Council (IPC)
Missouri	International Association of Plumbing and Mechanical Officials (UPC)
Montana	International Association of Plumbing and Mechanical Officials (UPC)
Nebraska	International Code Council (IPC)
Nevada	International Code Council (IPC); International Association of Plumbing and Mechanical Officials (UPC)
New Hampshire	International Code Council (IPC)
New Jersey	National Standard Plumbing Code (NSPC)
New Mexico	New Mexico Plumbing Code; International Association of Plumbing and Mechanical Officials (UPC)
New York	International Code Council (IPC)
North Carolina	International Code Council (IPC)
North Dakota	International Code Council (IPC)
Ohio	International Code Council (IPC)
Oklahoma	International Code Council (IPC)
Oregon	Oregon Specialty Plumbing Code; International Association of Plumbing and Mechanical Officials (UPC)
Pennsylvania	International Code Council (IPC)
Rhode Island	International Code Council (IPC)
South Carolina	International Code Council (IPC)
South Dakota	International Association of Plumbing and Mechanical Officials (UPC)
Tennessee	International Code Council (IPC)
Texas	International Code Council (IPC)
Utah	International Code Council (IPC)
Vermont	International Code Council (IPC)
Virginia	International Code Council (IPC)
Washington	International Association of Plumbing and Mechanical Officials (UPC)
West Virginia	International Code Council (IPC)
Wisconsin	Wisconsin Statues, Comm 81-87, Plumbing Code
Wyoming	International Plumbing Code (IPC)

*Check directly with your local municipality to confirm your codes

5) Secure Financing

Startup companies without existing capital will need to secure financing to buy equipment, tools, insurance, and marketing services.

The following options can help finance new plumbing companies:

Friends or Family: Seek loans from family members or close friends.

Government Funding: Apply for funding programs at The Small Business Administration (SBA) for small business loans and investment capital.

Business Grants: Apply for grant programs by searching Grants.gov for up to applicable programs.

Banks: Apply for a small business loan or credit line from your bank.

Online Lenders: Explore online lenders like SmaratBiz, Fendera, LoanBuilder or OndDeck.

Credit Cards: Apply for a low-interest-rate credit card to ignite your cash flow and pay it off monthly.

After securing funding, open a business bank account to separate those funds from your personal finances. This will help you organize everything when filing taxes.

6) Register Your Plumbing Business

You must officially register your plumbing business with the local government before taking it to market. Doing so protects your personal assets from lawsuits aimed at your plumbing business.

The steps include:

Register your Business Name: Before officially registering, brainstorm your business name and search USPTO’s Trademark Electronic Search System (TESS) to ensure it is not already used.

Register as a Business Structure: You can register as a limited liability company (LLC), which is most common for local plumbing businesses, or as a sole proprietorship.

Apply for EIN: You must apply for an employer identification number (EIN) from the Internal Revenue Service to hire employees and adequately file taxes.

7) Get Your Plumbing License and Permits

Each local municipality has its own requirements for plumbing licensing and permits. Research your regional standards and contact the proper departments.

Usually, aspiring plumbers must demonstrate expertise by passing an exam, completing an apprenticeship, or completing a defined amount of work hours in an industry setting.

Additionally, individual plumbing jobs often require permits that ensure your service complies with safety standards and local building codes.

Ignoring licensing and permit requirements may lead to fines, service delays, and severe legal consequences.

Before starting a plumbing company, you can check out this guide to plumbing licenses to get a better idea of what is required in your state.

8) Set Up Accounting and Taxes

Your plumbing business will need a method for managing its finances through accounting and taxes. You can hire an accountant, invest in accounting software, or do both.

Various software tools, including some of the most popular CRMs for plumbers, help streamline accounting and tax preparation for plumbing companies.

However, most of these apps will require integration with separate accounting software, such as QuickBooks, Xero, Wave, or FreshBooks

Proper financial and tax management is essential to a thriving business, so you should strongly reconsider skipping these duties during your startup phase.

9) Invest in Plumbing Equipment

Without the proper tools and equipment, your business cannot perform services, which will likely become your most significant upfront cost.

As a service area business (SAB) that travels to clients, you’ll need a plumbing truck to store your tools and equipment.

The cheap route to purchasing tools creates a shaky foundation for your plumbing company, as your service quality will be hampered and noticeable to clients.

Instead, look at these items as assets rather than liabilities, which can help you reach your previously defined business goals.

Here are some of the essential tools and equipment to purchase:

Plumbing Tools

Adjustable wrenches (crescents)
Pipe grips for secure handling
Pipe cutters for precise cutting
Hacksaws for manual cutting tasks
Cordless battery-powered toolset, including drills, impact drivers, saws, grinders, and screwdrivers

Plumbing Stock

Fittings, including elbows, tees, couplings, and adapters
Pipes, such as plastic and copper types
Inlet valves for controlling water flow
Various tap fittings and accessories
Hot water cylinder control valves

Heating and Hot Water Components

Thermostats for temperature control
Heating elements for water heaters and appliances

10) Set Service Prices

Setting your initial service prices involves more than simply calculating labor, material, and overhead costs—you must project baseline profit margins to ensure they align with your financial objectives.

List your fixed costs, such as tools, insurance, and utilities, followed by your variable costs, like transportation and marketing. Then, interject your previous plumbing experience and unique skill or service types.

Research other reputable plumbing companies in your service area to see what they charge for services. Competitor analysis helps your company stay within the market range to maximize conversions.

Underpricing your services can devalue your brand, and overpricing them can alienate your core consumer base. You can gradually raise your prices as you build your brand over time and generate more consistent leads.

Remember that your initial pricing is likely to evolve with your business, and I recommend reviewing your prices each quarter based on consumer feedback, operational costs, and market trends.

11) Hire Technicians

While some plumbers start as a one-man show, others with a long-term vision business hire technicians immediately.

The first step is identifying your ideal plumber (and person) to fill your initial technician positions. Write the job description in your own words and use a tool like Grammarly to edit the grammar.

Once you’ve edited your job description, create a job post on your website, Indeed, ZipRecruiter, and social media networks.

As you accumulate responses, begin meeting with select candidates for an interview. You can hire your initial technicians once you get a better feel for the candidates in person.

12) Invest in Plumbing Marketing

Laying the proper foundation for your plumbing business requires investing in the appropriate marketing channels and avoiding common pitfalls.

Unfortunately, far too many plumbers choose to exist in the “gig economy,” which involves buying leads from third-party lead sellers who use paid ads (PPC) to generate shared leads.

Choosing this route will likely result in your business going under within 5 years. The successful approach is partnering with a plumbing digital marketing agency for SEO, website design, and AI Overview optimization.

By creating a sustainable lead source through organic search results and Google Maps, you can consistently acquire the highest-quality plumbing leads in your marketing and enjoy massive profit margins.

Some of the most essential plumbing marketing tasks include:

Custom Business Website
Google Business Profile
Organic SEO
Social Media Marketing
AI / LLMO Marketing (AI Overviews)

13) Get Your First Client

Your marketing investment will help you land your first client when they book your service through your custom business website or Google Business Profile.

While there are other ways to land your first client, such as word-of-mouth (through family or friends) or buying third-party leads, these are not worth celebrating because they don’t move your business forward.

When you land your first legitimate client through your digital brand, you will get a sense of your company’s potential and profit projections.

It would help to celebrate this accomplishment by taking your employees out to dinner.

14) Build a Sustainable Brand

Building a sustainable brand is the key to plumbing business success in 2025. I stress investing in digital branded assets like a website and organic web presence.

It would help if you started building your reputation by acquiring customer reviews on Google and Facebook and showcasing those reviews on your website.

Ensure you own your plumbing domain name and don’t use a subdomain from Wix or Weebly.

Furthermore, use your website to showcase real plumbing jobs and customer feedback to familiarize people with your company.

Brand building can extend to offline spaces in your local community, such as sponsoring local Little League teams or joining industry associations.

However, these offline events must be reflected in online behaviors, such as more people searching for your brand name online or institutions linking their websites to yours.

As your brand increases prominence over months, years, and decades, your lead quality and profitability will continue to rise.

How Much Money Do You Need to Start a Plumbing Business?

Most startup plumbing businesses need a minimum of $5,000 to start a small operation.

However, larger-scale operations with multiple employees and trucks can require as much as $200,000.

Check out a fictional estimate of business expenses below:

Sample Expenses:

License and Registration: $350

Tools and Equipment: $5,000

Insurance: $2,000

Truck: $30,000

Marketing: $2,500

Advertising: $3,000

Office Space: $12,000

Uniforms: $500

Sample Subtotal: $55,350

Remember, these are sample expenses, and yours will vary depending on your company’s size and scope. For instance, one-man shows may not require an office immediately, and having only one truck will reduce your upfront investment.

Consult with the business plan you created in step one to understand better how much money you’ll need to start your business. Always leave room for unforeseen costs like equipment damage and material pricing fluctuations.

How to Start a Plumbing Business Without Being a Plumber

Starting a plumbing business without being a plumber will require hiring a supervisor or master plumber with the proper local licensing.

Each state has varying regulations, sometimes deferred to cities, counties, or townships.

Some states don’t require state-level licensing for plumbers, but that does not mean your business can operate without a local license.

The following states don’t explicitly require state-level licensing for plumbers:

Kansas
Missouri
Nebraska
New York
Pennsylvania
Wyoming

Licensing may still be required at the city, county, or township level, though your local municipality must confirm those specifics.

This list of plumbing licensing requirements gives you a better idea of your State’s requirements.

Never rely solely on the internet or AI for a definitive answer, and double-check with your local municipalities before attempting to start a business.

Moving Forward With Your Plumbing Business in 2025

Starting a plumbing company in 2025 is an excellent investment that allows you to enter a growing industry valued at $129.1 billion.

While its prospects intrigue many, succeeding in this industry will require deliberate and strategic planning and a full-fledged commitment to building a sustainable business.

Use the 14 steps outlined in this article as a guide for starting your plumbing business on a solid foundation. It begins with a comprehensive business plan and pre-defining measurable goals.

Success in this industry is also dependent on a unique value proposition (UVP), compliance with local regulations, financial planning, and data-driven hiring.

Perhaps most importantly, running a profitable plumbing company means investing in digital marketing for plumbers. Avoid the pitfalls of buying third-party leads and neglecting your digital brand.

Instead, you should invest in a business website, SEO, Google Business Profile, brand signals, and AI Overviews optimization.

To discuss my experience helping plumbers start prosperous businesses in 2025, call my personal cell phone at (877) 388-9884.

7 Best Plumbing CRMs (+How to Choose Software)

Plumbing CRM software has become integral to running a successful business operation in 2024.

The research backs up this claim by revealing that 65% of small businesses adopt a CRM within their first five years.

At Plumbing Webmasters, we’ve worked with thousands of plumbers on digital marketing campaigns and helped them integrate CRM software into their business operations.

CRMs are excellent tools for plumbers because they streamline tasks such as scheduling, payments, invoices, estimates, and client communication.

With that being said, the number of notable CRMs has increased in recent years, leaving plumbers wondering which software best fits their business goals in 2024.

What is a Plumbing CRM?

Plumbing Customer Relationship Management (CRM) software seeks to streamline many of the processes that take up the time of your staff and service team.

CRM software suites usually offer digital tools for contacting clients, tracking plumbers in the field, managing invoices, and following up with customers.

Here are some of the processes that CRM software typically automates:

Customer Management: A database to store client data, including contact and billing information and previous service history.
Scheduling and Dispatching: An interactive schedule with the ability to assign jobs to technicians and dispatch them to the location.
Payment Processing and Invoicing: A payment processor to take card payments from clients and an invoice system that generates and sends out invoices.
QuickBooks Integration: The ability to sync billing information from QuickBooks.

Customer Relationship Management (Infographic)

Best CRMs for Plumbers in 2024

While there is no one-size-fits-all CRM selection for all plumbing companies, the industry highly regards several options.

Experiences with these CRMs sometimes vary depending on the size of the plumbing operation, its years in business, financial resources, and marketing efforts.

Ultimately, the best CRM for plumbers will be the one that streamlines your specific business most efficiently.

Below, we will outline the seven well-regarded plumbing CRMs in 2024.

1) Jobber

Jobber simplifies day-to-day operations for plumbing companies with an appealing front-end software presentation.

Its features, which include client management, invoices, payments, scheduling, job management, and client communication, are also more than enough for most local plumbers.

Jobber includes a mobile app that keeps contractors connected to their offices through live updates.

In addition, Jobber integrates with QuickBooks, the most widely used accounting software, allowing seamless data sharing between the two apps.

2) Housecall Pro

Housecall Pro is quite literally a household name for most plumbing companies as it allows them to manage their entire business operation through a smartphone and web portal.

The app seamlessly integrates with QuickBooks so companies can sync their billing and financial information with customer management data.

Notable features include API integrations, scheduling, invoicing, payment processing, dispatching, and a comprehensive client database.

The software also includes automated customer notifications, such as “on my way” text messages, schedule confirmations, and invoice reminders.

3) ServiceTitan

Large plumbing companies with 20+ trucks on the road might gravitate toward ServiceTitan, which is tailored toward more significant operations.

The ServiceTitan CRM is designed to help plumbing companies operate and scale their business to grow and become more profitable, sometimes across several locations.

ServiceTitan features include scheduling, dispatching, invoices, and call booking, all of which can be used at scale.

In addition to its benefits for more extensive plumbing operations, ServiceTitan also uses analytics to help plumbers make data-driven decisions about their company.

4) Service Fusion

Service Fusion is another field service management CRM software developed for plumbers and other home service providers.

The software includes standard features such as customer management, scheduling, dispatching, invoices, and payment processing.

Service Fusion stands out with its drag-and-drop scheduling interface and real-time job tracking for efficiency optimization.

In addition to integrating with QuickBooks, Service Fusion offers an in-app GPS fleet tracking component so plumbing companies can efficiently dispatch their technicians.

5) FieldEdge

FieldEdge is a cloud-based CRM and field management software for plumbers and other service providers.

Like other apps on this list, it provides features for customer management, scheduling, dispatching, invoices, and QuickBooks integration.

The mobile app provides access to client history, allowing technicians to have more personalized interactions with their customers.

With FieldEdge CRM, plumbing companies can improve profitability and productivity.

6) FieldPulse

FieldPulse is another CRM and service management software for plumbing companies and other trades.

The app provides scheduling, dispatching, customer management, estimates, and invoices.

The mobile app allows plumbing business operators to manage technicians in the field and efficiently communicate tasks and updates.

Like other CRMs for plumbers, FieldPulse includes a QuickBooks integration so companies can merge their billing info with client data.

7) WorkIz

WorkIz is a field management CRM for plumbing companies (and other industries) that helps optimize operational efficiency through features such as scheduling, dispatching, invoices, and payment processing.

The app’s user-friendly front end makes navigating its features straightforward for even the most old-school plumbers.

WorkIz’s mobile app includes job details, customer communication, and payment processing for use in the field on various plumbing jobs.

Like its competitor CRMs, WorkIz includes QuickBooks integration so plumbing professionals can keep their finances aligned with the rest of their operations.

Plumbing CRM Benefits

If you have gotten along just fine without using plumber CRM software, you may wonder why you should change things now.

CRM software will allow you to operate your business more efficiently and effectively.

Here are some of the essential advantages of using CRM software:

Reduce Human Error

All the moving parts of your operation are opportunities for human error.

A CRM will eliminate some of these moving parts.

For example, when one of your team members has to write down customer information with pen and paper, there’s no guarantee that your field team will understand the handwriting.

Misplaced documents can also be a significant setback for your operations.

CRM automates many of these processes and decreases the chances of miscommunication, lost documents, and missed connections.

Take More Calls

Your staff can only field one call at a time. What if they are talking to one customer while another calls to schedule an appointment?

That’s a missed opportunity and lost money. Most CRM software suites include a phone service that fields calls or directs them to available staff members.

Improve Employee Efficiency

When menial tasks like filing paperwork, sending out invoices, and sending important emails are automated with a CRM suite, your team has more time to focus on more critical tasks.

One of the most vital advantages of CRMs is delegating your man-hours in the most efficient way possible.

Minimize Confusion

Has your team even gotten mixed up in the field? For example, maybe two plumbers showed up at the same property when one was supposed to go elsewhere.

With CRM software, field mixups will happen less often.

All your team members will know where they are supposed to be, and software makes it easier and quicker to reroute team members from a job and send them somewhere else when needed.

Save Money

In the end, fewer wasted man-hours, fewer missed customer connections, and better resource allocation will make your business more profitable.

Operational efficiency is a quality of a growing business, leading to noticeable revenue increases.

Simplify Organization

The best CRM software suites for plumbing contractors will also include options for keeping track of tools, materials, and supplies you have in your inventory.

Some even have tools that keep track of your inventory and automatically order more supplies when needed.

How To Choose The Best CRM for Your Plumbing Business

Picking a random CRM name out of a hat is not the best way to choose software for your plumbing business.

Identify your primary operational needs and prioritize which tasks must be streamlined.

Next, eliminate any CRM options that don’t provide the following features:

Payroll Integration
Realtime Technician Communication
Client Communication
Mobile App
User-Friendly Interface

Most CRMs offer a demo or free trial so plumbing companies can try the software and narrow down the options much quicker.

The feedback we’ve heard from plumbers is that usability is paramount when choosing the best CRM for their business.

Furthermore, payroll integration is fundamental, which is why so many CRMs integrate with QuickBooks.

Price Considerations

Pricing is a factor for plumbing companies choosing customer relationship management software in 2024, and it should be.

Plumbing companies are at various stages of growth, from startup contractors to companies with 20+ trucks on the road.

Here are some pricing factors to consider:

Price Range

Entry-Level: Base CRM packages can fall between $100 and $500 per month and often provide the essential features of billing, invoicing, client data, and scheduling.

Customized: Most apps will upsell larger companies into a more comprehensive and customizable suite with advanced features.

Price Model

Per Month: Some CRMs charge monthly recurring prices for unlimited users.

Per User/Month: Many CRMs charge per user, per month, ranging from $25 to $200.

Tiered: Some CRMs use a tiered pricing model with more advanced features in each pricing tier.

It makes sense that plumbers at different stages of business growth will have different pricing ceilings as the startup contractor cannot compete financially with the multi-location franchise.

The sales representative of the specific software company often collaborates with you (the business owner) to calculate the cost of your CRM subscription.

Unnecessary Features

When choosing the best CRM for your plumbing business, consider which features are unnecessary or even harmful to your overall business trajectory.

For instance, some CRMs provide “marketing services” as part of their CRM, which can undermine a more comprehensive digital marketing campaign.

Just like you wouldn’t trust a digital marketing agency to build customer relationship management software, you should not trust CRMs to design elaborate marketing campaigns.

Some of the best CRMs offer marketing features, but most plumbers are better off hiring a reputable plumbing marketing agency and allowing them to handle marketing efforts.

Often, CRM marketing features go unused, and the focus shifts to the tasks that CRMs are meant for, such as scheduling, dispatching, and payment processing.

Software Integrations

Your plumbing business may already rely on specific software in its daily operations, which makes software integrations a serious consideration when choosing your ideal CRM.

We noted how most CRMs integrate with QuickBooks, the most commonly used financial management software for home services businesses like plumbers.

However, more than QuickBooks is required to help you choose the ideal CRM because your business likely relies on multiple other software.

Based on the plumbing companies we’ve worked with, other popular software integrations include Stripe, Square, Twilio, Slack, TradeGecko, Samsara, DropBox, and Google Drive.

Some CRMs also offer Zapier integrations, which are not directly built into their software but allow for third-party connection.

Moving Forward With Plumbing CRMs

Choosing the right plumber CRM in 2024 is an essential decision for your business success.

While various options have emerged, it is critical to streamline tasks to choose the software that uniquely suits your company, its operations, and its growth stage.

Plumbing companies should actively avoid unnecessary CRM features better suited for other platforms, such as digital marketing agencies.

In addition, plumbers should prioritize their operational needs, such as scheduling, payment processing, invoicing, QuickBooks integration, and client data history.

Most CRMs offer a demo or free trial, which allows plumbing companies to test drive the software features and how they fit within the business operation.

Remember that a CRM is only valuable if your company consistently generates new plumbing leads through SEO and digital branded signaling.

To discuss your business plans, including CRM options for plumbers, call our agency at (877) 388-9884.

Conversion Rate Optimization for Plumbers (2024 Guide)

Conversion rate optimization for plumbers increases the number of website visitors who complete an action, such as filling out a contact form or clicking a phone number button.

For local plumbers, website conversions are pivotal as they drive qualified plumbing leads to your business through organic SEO, Google Maps optimization, and AI Overviews.

If your plumbing website is not converting at an acceptable rate, it may be time to evaluate how optimized it is for conversions.

I founded HVAC-Plumber SEO Webmasters in 2013, and over the past 10+ years, I’ve learned that attracting website visitors through Google and other sources is only as good as your website conversion rate.

Sending prospects to a website that doesn’t convert wastes your marketing resources and undermines your broader campaign.

In the following guide, I’ll outline how to apply conversion rate optimization (CRO) for plumbers to your business website in 2024.

Conversion Rate Optimization for Plumbers (Guide Cover)

Key Takeaways for Plumbing CRO

Invest in a professional plumbing website
Implement engaging calls-to-action (CTAs)
Highlight your company’s expertise and experience
Ensure fast loading times and easy navigation
Track your conversions

Benchmarking a “Good” Plumbing Conversion Rate

The average website conversion rate is between 2% and 5%, with 5% or better considered “good.”

So, for every 100 visitors to your plumbing business website, between 2 and 5 will complete an action like filling out a contact form or clicking a phone number button.

Website Conversion Rate Variables

Different traffic sources impact conversion rates, regardless of how optimized your website is for lead generation.

For example, with all things equal, visitors who find your site through an organic Google search are far likelier to convert than those who click on your Google PPC ad.

Other variables also influence conversion rates, which I will list below:

Traffic Source

As I mentioned, traffic sources impact conversions, and organic SEO traffic has the highest conversion rate.

Google Maps clicks to your website also have very high conversion rates, with some studies showing it as up to 80%.

Traffic from plumbing PPC ads typically have low conversion rates, as much as 21x lower than organic visitors.

Screenshot of Website Traffic Source Data from Google Analytics 4

Website Speed

Fast-loading websites naturally convert better than slow ones, and the definition of “slow” has changed significantly over the years.

Today’s website users expect any website to load within 3 seconds, but those that load within 1-second garner the highest conversion rates.

Working with an experienced web developer can enhance your site speed, as can WordPress plugins like WPRocket (for those using WordPress).

Content Type (Blogs vs. Service Pages)

A lesser-known conversion factor is content type (i.e., blog posts vs. location and service pages), which comes into play for most plumbing companies.

Unfortunately, the plumbing SEO industry is ripe with agencies who publish “blog posts” for their clients to drive up traffic without conversions.

Google’s Helpful Content Update warns against “producing lots of content on different topics in hopes that some of it might perform well in search results” as this rarely provides unique value to the user.

As a result, plumbing blog posts can reduce rankings and conversions for your priority keywords while driving vanity traffic for zero-conversion terms.

Content Relevance

Content relevance is another factor impacting conversions, which can also be characterized as “satisfying user intent.”

If your prospect seeks a water heater repair in Denver, CO, a page about general plumbing will not satisfy their unique intent.

While organic Google results are unlikely to produce these relevance overlaps because the algorithm ranks relevant content highest, other sources like paid ads can prompt this issue.

As a result, ensure that the website page you are driving users to matches their intent.

Plumbing Conversion Rate Optimization Fundamentals

As someone with an agency that has produced thousands of plumbing company websites, I know the fundamentals that serve as the baseline for website conversions.

There is no need for a “trial and error” approach when you can learn directly from my 10+ years of first-hand experience with website design.

Below, I will outline conversion rate optimization fundamentals for plumbing companies in 2024:

Calls-To-Action (CTAs)

A call-to-action is a button or statement encouraging the website visitor to take a specific action.

A plumber CTA might be a button that links to a contact form submission or a clickable phone number that allows mobile visitors to call your business number directly from the website.

Without CTAs, conversions will be minimal, so ensure you understand CTAs and how to implement them into your design.

Screenshot of Plumbing CTA Examples from Business Website

Company Branding

An overlooked conversion principle for plumbing companies is branding, as visitors won’t invest in an unknown entity.

Consequently, displaying your company name, logo, phone number, and address is essential for conversions.

It also helps you link to your other digital assets, such as your Google Business Profile, Facebook Business Page, and YouTube channel.

Site Security

A website SSL certificate is essential to driving website conversions in 2024. Any non-secure website (HTTP) will show a warning in most browsers.

As a result, users who navigate to a non-secure website are unlikely to see the content and, therefore, will never convert.

Most hosting providers make it easy for plumbers to add an SSL certificate to their domain, but you can work with a professional web design agency for assistance.

Social Proof

Content that showcases your real-world value is the most beneficial to conversions on a plumbing business website.

Yes, SEO optimizations are necessary, but showing images of your recent jobs, your plumbing license number, your reviews, and award badges will drive actions from visitors.

At least some of your social proof must be visible “above the fold” on mobile or desktop browsers without having to scroll down.

I recommend using a reviews slider plugin that showcases Google and Yelp reviews through an API so users can trust the source.

API Review Slider Plugin Screenshot from Plumbing Website

Website Accessibility

Another CRO fundamental for plumbing contractors is website accessibility, which means people can quickly access your website and read and engage with the content.

Factors like text size, font, and user navigation all affect accessibility, and experienced designers understand how to make this a priority.

Accessibility must expand across all device types, from mobile to desktop and tablet and everything in between. Responsive web design (RWD) allows websites to adapt to the device they are accessed.

Tracking Plumbing Website Conversions

Tracking an entire conversion funnel is not always straightforward, as a visitor’s origin can span various mediums, from organic search to social media marketing.

However, tracking conversion rates as much as possible is crucial to improve the pages or sections with lower conversion rates.

Below, I will list some of the ways you can track plumbing website conversions in 2024:

Google Analytics

Google Analytics 4 allows plumbing companies to mark specific events as conversions, which can then be tracked and evaluated through the tolls native conversion report.

Visits to a Contact Us or Thank You page are easy to mark as conversions because their URL is already tracked within the GA4 platform.

Plumbers can also create custom events for specific CTA buttons, including click-to-call phone numbers.

Google Tag Manager

More advanced conversions like form field interactions require Google Tag Manager integration with GA4.

GTM is also useful for “conditional conversions,” which require the user to perform prerequisite events before counting their action as a conversion.

Properly setting up Google Tag Manager is more complex than tracking conversions straight from the GA4 platform, so it will likely require professional assistance.

Heat Mapping

Plumbers looking for more granular conversion data may want to invest in heat mapping software that displays visitors’ website behavior in color-coded format.

For example, clicking on a specific part of a webpage will showcase red dots, while scrolling to a different page section will showcase blue dots.

Heat maps capture information beyond the scope of Google Analytics or Google Tag Manager, allowing plumbing web designers to pinpoint the precise areas for improvement.

Tips to Improve Your Plumbing Website Conversion Rates

There are many things local plumbers can do to increase their website conversion rates. Over my 10+ years of first-hand experience working with plumbing companies, I have the data and expertise to understand what tweaks help boost conversions and, ultimately, plumbing leads.

Enhance Calls-To-Action (CTAs)

A call-to-action, or CTA, is more than just a button that says, “Click here.” It is a psychological mechanism that encourages website visitors to take action.

As relayed in my plumbing marketing statistics, red CTA buttons outperformed other colors in research.

The placement of CTAs is also proven to impact their click-through rates, as those visible “above the fold” foster the most engagement.

Users who have to scroll down your pages to find a call-to-action are less likely to click them than if they are embedded into your website header.

Demonstrate E-E-A-T

My recent podcast outlines the importance of expertise, experience, authority, and trust (E-E-A-T) to Google rankings in 2024, but its impact expands to conversion rates.

Users who feel your plumbing company is an expert with first-hand experience and authority and can be trusted are far more likely to convert.

You can use a tool like DataPins to enhance your website’s E-E-A-T by showcasing recent plumbing jobs.

You can also include your plumbing license number, award badges, and original photos of your truck and staff.

Integrate Reviews on Your Website

While reviews are also part of E-E-A-T, they are worthy of their own category for conversion rate optimization.

Many plumbers make the mistake of either not showing reviews on their websites or adding screenshot images of Google or Yelp reviews to their websites.

Images can be doctored easily, especially in the era of artificial intelligence and deepfakes.

Consequently, it’s essential to use a review slider plugin that pulls your reviews through API from credible third-party platforms like Google, Yelp, and Facebook.

Reduce “Friction” on Contact Forms

Website visitors are less likely to complete contact forms with more than three fields. Plumbing companies sometimes purposely add four or more fields to weed out bad leads.

Adding more fields to your contact form is known as “friction” because it generally increases the quality of your leads.

However, this comes at the expense of some qualified leads slipping through the cracks.

Plumbing companies that invest in organic SEO should reduce friction on their contact forms since most SEO leads are high-quality and do not require additional filtering.

Embed YouTube Videos on Your Website

Embedding videos on your plumbing website pages can increase conversions by 86%.

I recommend embedding YouTube videos as these are eligible to rank in Google SERPs and can send more traffic to your website from multiple sources.

As a local plumber, you can create video content using your smartphone and a simple editing tool like iMovie.

You can create an introduction video with your staff and specific videos for each service you provide.

Showcase Unique Value Propositions (UVPs)

Visitors who view your company as a run-of-the-mill plumbing company are less likely to take action.

If they see your website as spammy or untrustworthy, they will likely exit it quickly.

You need unique value propositions (UVPs) to stand out from competitors.

Examples of UVPs for plumbers include:

Local Expertise
Real-Time Trust Signals
Fast and Easy Scheduling
Emergency Readiness
Transparent Pricing
Licensed & Insured Plumbers
Eco-Friendly Solutions
SEO-Driven Design

Prioritize User Experience

Even with proper UVPs and CTAs, low conversion rates can still result from poor user experience (UX).

Factors like website navigation (desktop, mobile, and all devices) heavily impact your final conversion rate percentages.

Ensure your plumbing website design is crafted specifically for your users and is easy to navigate on mobile devices with smaller screen sizes.

An experienced plumbing web designer is less concerned with “wow factor” design elements and more about ease of use, leading to conversions.

Final Thoughts on Conversion Rate Optimization

As the founder and CEO of Plumbing Webmasters – a digital marketing agency for plumbers, my agency has designed thousands of websites for local contractors.

While driving visitors to the website from Google, AI, and other sources is essential, none of it matters if the website does not convert at an acceptable rate.

While the average website conversion rate is between 2% and 5%, my clients’ websites are optimized to outperform these averages.

My experienced web design team has honed their skills in the plumbing website space, where nuances make all the difference in conversions.

My agency prioritizes user experience, navigation, CTA placement, and E-E-A-T signals to generate legitimate prospects for your business.

To discuss my 10+ years of first-hand experience with conversion rate optimization for plumbers, call my personal cell phone at (877) 388-9884.

Google Ads for Plumbers: The 2024 Guide (w/Best Practices)

Google Ads for plumbers is one of the most widely utilized digital marketing channels for local plumbing companies nationwide.

Plumbing business owners gravitate toward Google Ads because it is the fastest way to acquire plumbing leads and new customers.

While SEO is proven to generate a higher conversion rate and ROI when properly executed, it takes several months of careful optimization to produce tangible results.

Meanwhile, Google Ads and PPC advertising can produce new plumbing prospects immediately.

One challenge for local plumbers is identifying which Google Ads format will yield the best results in their respective markets.

Depending on the size and scope of your company, your ad spend budget may be limited or significant.

As the founder and CEO of Plumbing Webmasters – a digital marketing company for plumbers, I’ve worked with thousands of business owners on advertising for plumbing companies.

Below, I will outline the different Google Ads categories and variations and provide

What are Google Ads for Plumbers?

Google Ads for plumbers are paid advertisements that appear on one or more of Google’s platforms. Plumbing companies’ most common Google Ad types are search ads, local service ads, and display ads.

Search Ads

Google search ads emulate organic search results and appear at the top of search results for specific keywords.

Search ads appeal to plumbers because they allow them to automatically appear in search results for plumbing-related keywords that are known to drive conversions.

While fewer people click on paid ads than the top organic results, search ads can still garner over 3% of clicks.

Google Ads PPC Screenshot for Emergency Plumber

Local Service Ads (LSA)

Google’s local service ads (LSA) differ from search ads because they use a pay-per-lead model instead of pay-per-click.

As a result, plumbers only pay for LSA clicks that result in a legitimate customer inquiry. Considering this, the return on ad spend (ROAS) is typically higher than that of search ads (though it depends on market conditions).

Still, the cost per lead from LSA ads can vary significantly by market, with the average range spanning $5-$150 per lead.

Display Ads

Google display ads reach a broader audience than either search or local service ads because they appear across Google’s display network, which includes platforms like Gmail and YouTube.

Because display ads generate more impressions, they generally yield a lower click-through rate than other ad types, with an average CTR of under 1%.

However, display ads also generally cost less than search ads and can be used in remarketing campaigns to retarget website visitors and others who’ve previously interacted with your brand.

Setting Up a Plumbing Google Ads Account

The first step in setting up your account is defining your budget and campaign objectives. You cannot enjoy success unless you set benchmarks for your goals through Google Ads.

Below, I will walk you through the process of setting up a Google Ads account:

Creating an Ad Campaign

Click “New Campaign”

Choosing an Ad Objective

A screen with different objectives will appear that includes:

Sales
Leads
Website Traffic
App Promotion
Awareness and Consideration
Local Store Visits and Promotions
Create a Campaign Without a Goal’s Guidance

After selecting an objective, you will be taken to another screen.

Choosing a Campaign Type

Now, you will be prompted to select your campaign type out of these choices:

Search
Performance Max
Display
Shopping
Video
App
Smart
Hotel
Demand Gen

Choosing Target Results

Now, you will be prompted to “select the results you want from this campaign” by either checking or not checking boxes next to the following options.

Website visits (with a field for your URL)
Phone calls (with a field for your phone number)
App downloads

Naming Your Ad Campaign

Next, you will be prompted to name your ad campaign, something like “Local Plumbing Services – Search Campaign” or anything that helps you distinguish this ad campaign from others.

Selecting Your Ad Networks

You will now be presented with checkboxes for the following ad networks:

Search Network
- Include Google Search Partners
Display Network
- Include Google Display Network
- Use Display Expansion

Most plumbing ad campaigns select the search network while leaving the other boxes unchecked, including “include Google search partners.”

Checking the “include Google search partners” box expands your ad’s reach to other search engines like Ask.com and Dogpile.com, though you cannot see exactly where it is distributed.

Selecting a Target Audience

Your location settings allow you to select your target city (i.e., Fort Worth, TX) where your ad will be shown.

Select “enter another location” and search for your target city.

Alternatively, you can select the entire United States as your ad’s target audience, but that would be a waste of money.

Choosing an Audience Segment

Next, you can choose from pre-existing audience segments via the search tab or create a new one by clicking “New Segment.”

Several plumbing-related segments already exist, such as Plumbing services and Plumbing Fixtures, which you can add to your campaign.

The bottom of this screen will provide two options for targeting settings, which are:

Targeting: Narrows your ad’s reach to only your selected segments
Observation: Don’t narrow the reach of your campaign

Google recommends selecting Observation as it allows its advertising algorithm to reach more potential customers.

Setting an Ad Budget

Google Ads calculates budgets by a daily limit rather than monthly or weekly. As a result, I recommend being conservative with your initial daily ad spend.

PPC ads can quickly drain your budget, and you will regret your investment if you don’t optimize your conversions correctly.

I recommend a daily ad spend of $10-$50 for novice plumbers.

Choosing a Bidding Priority

Next, you will choose a bidding priority from a dropdown menu that includes:

Clicks
Leads
Cost Per Acquisition
Conversions
Return on Ad Spend
Cost Per Click
Conversion Value
Impression Share

You will also see a checkbox to set a maximum cost-per-click bid limit. Beneath that, you will see another checkbox to bid for new customers only.

Including Ad Assets

Next, you can add “ad assets” to your campaign, which can consist of the following:

Sitelink Assets
Call Assets
Location Assets
Callout Assets
Structured Snippet Assets
Image Assets
Promotion Assets
Price Assets
Lead Form Assets
Affiliate Location Assets
Mobile App Assets
Hotel Callout Assets

Google Ad Groups for Plumbers

Once your initial settings are configured, you can set up your Ad Groups within the Google Ads platform.

Ad groups are related advertisements that navigate to a shared landing page. Considering this, grouping ads based on associated services like clogged rain repair, sewer line repair, and hydro jetting is ideal.

During the ad group set-up, you will be prompted to select keywords for which ads in this group will appear in search results.

Google provides a native keyword tool to generate terms and phrases; you can edit and refine this list.

Keywords can be added or removed at any point in your campaign.

Setting Up Final URLs

A Final URL is a term Google uses for your landing page, which you should enter as an HTTPS URL. An HTTP URL will prompt a warning because it is considered “non-secure.”

Considering this, your landing page must be hosted on a domain with an SSL certificate to serve an HTTPS URL.

Remember that your landing page is where the user will go after clicking on your ad, so make sure it is relevant.

Additionally, Google will ask for a “display path” for the URL, which will appear to users.

You want your display path to be simple and topical, so users know they are navigating to a relevant page.

Creating Headlines

Google recommends at least three headlines per ad campaign, but sometimes more is warranted.

Headlines are restricted to 30 characters, and plumbing ads work best when all or most of this space is occupied. Make sure to use title case in each headline.

Your headline should emphasize specific keywords, services, and a unique value proposition differentiating your ad and company from competing promotions.

Writing Descriptions

Google recommends a minimum of two descriptions per ad, highlighting your company’s expertise, experience, authority, and trust.

Examples of inserting E-E-A-T into your ad descriptions are quantifying how many customers you’ve served or highlighting how many years your company has been in business.

The goal is to demonstrate your company’s credibility to potential customers quickly.

Complete Billing Information

Finally, you will be prompted to enter your billing information, at which point you can officially launch your plumbing Google Ad.

Measuring Conversions

Once your ad has been running for 24 hours or more, I recommend monitoring its performance to maximize its ROI.

You can evaluate metrics such as clicks, click-through rate (CTR), conversions per click (CPC), impressions, and revenue.

You can use the +Conversions feature by clicking “Tools and Settings” at the top of the menu.

You will be prompted to select what kinds of conversions you want to track, with a choice between:

Website
App
Phone Calls

Next, you will name your conversion for a plumbing service ad: something like “Quote Request.”

In the value section, you can select from three options:

Use The Same Value for Each Conversion
Use Different Values for Each Conversion
Don’t Use a Value for This Conversion Action

Most plumbers select the first option and then enter a USD value to assign to that conversion action.

Selecting Google Ads Keywords

Plumbers can add and edit campaign keywords from the Google Ads campaign homepage.

You are not bound to your original selections, so you can update your keywords at any point in the campaign.

Select “audiences, keywords, and content on the left side of the menu.”
Select “Search Keywords”
Click the + button

From here, you will be taken to the Google keyword generator, where you can add keywords.

Exact Match Keywords

Exact match keywords are self-explanatory in that they prompt your ad to show up ONLY when the user searches for the exact term or phrase, such as “sewer line repair” or “burst pipe repair.”

Inserting your keywords in brackets tells Google that the term or phrase is an exact match.

For example:

[sewer line repair]

Negative Keywords

Negative keywords tell Google not to display your ad for specific terms and phrases. These help you optimize your budget by eliminating ad spend on terms or phrases you know won’t result in new customers.

Inserting the minus sign before the term or phrase signals to Google a negative keyword.

For example:

-diy plumbing repair

Landing Pages

Landing pages are where the user goes after clicking on your ad. Considering this, your landing page should match the topic of the ad and encourage the user to request a quote.

I recommend designing a specific landing page for each service type, like emergency plumbing services, hydro jetting, garbage disposal repair, etc.

Some plumbing companies make the mistake of sending every click to their website homepage, which lowers conversion rates due to a lack of specificity.

You can include a noindex tag on your landing pages so that they don’t cause keyword cannibalization within your SEO strategy.

The qualities of a strong PPC landing page include:

Clear and Relevant Copywriting
Immediate Loading
Simple Navigation
Clear Privacy Policy

The quality of your landing page can determine the success or failure of your entire ad campaign, so you should invest the necessary time and resources into perfecting it.

Plumber Google Ads Tips For Succesful Campaigns

You can follow the step-by-step Google Ads guide for plumbers but still not fully comprehend the nuances of a successful ad campaign.

While some larger plumbing companies spend ad money haphazardly, most plumbers are relatively careful with their ad spend.

Considering this, learning my tips and suggestions, based on 10+ years in the digital marketing industry, can help you avoid common PPC pitfalls and maximize your Google Ads ROI.

Check out my plumbing Google Ads tips below:

Exclude Keywords Based on User Intent

Understanding user intent empowers plumbers to select a long list of negative keywords, which would have wasted money if left off the list.

Any keywords with informational intent should be added to your negative keywords list because the user is not looking for a service.

Furthermore, navigational keywords like queries that include “YouTube” represent users seeking content on a specific platform other than yours.

Restrict Your Ad Location

Google Ads can quickly drain your marketing budget, so I recommend restricting your ad targeting to specific locations.

As a local plumbing company, homeowners outside your service area are of no value to your business, so serving ads to them is a waste of resources.

You can restrict your targeting locations with radius targeting (drawing a circle around your service area), manual city insertions, or postal codes.

Track Leads from Google Ads

Google Ads provides a call tracking feature for plumbers to see which keywords generate phone calls.

Whether you use Google’s native tracking platform or not, tracking leads generated from Google Ads is vital so you can compare them to prospects from other mediums.

Capturing this data will reveal that Google Ads cannot sustain an ROI on the level of SEO but that short-term campaigns can help spark your broader marketing efforts.

Utilize Ad Extensions

Google offers Ad extensions for free so you can expand the size of your search ad on SERPs.

Sitelinks and phone numbers are standard ad extensions for local plumbing companies, allowing them to add other useful links to their ads.

Including relevant ad extensions can increase your ad quality score, prompting Google to showcase your ad in a more prominent part of the SERP.

A/B Test Your Ad Copies

Google Ads testing is the most effective way to improve its performance over time.

However, plumbers often make the mistake of A/B testing two entirely different ads with their own unique copy, images, and CTAs.

A successful A/B test is a single-variable test in which you merely test a specific component of the same ad (and nothing else).

Create a Dedicated PPC Landing Page

PPC landing pages should heavily prioritize conversions, which slightly differs from the ideal website page optimized for SEO.

Considering this, I recommend creating a dedicated landing page for your Google Ads campaigns.

These landing pages will feature a noindex tag so that they won’t be indexed by Google in organic search results, preventing keyword cannibalization.

Integrate Google Ads With SEO

Running Google Ads as a standalone marketing campaign is its worst use case.

The most successful plumbers I’ve worked with integrate PPC with a broader marketing effort, specifically SEO.

Running Google search ads can help increase brand recognition, but this only benefits your business if you’ve established a website and Google Business Profile that reflect your brand’s best qualities.

Final Thoughts on Plumber Google Ads

Google Ads can be an impactful way for plumbing companies to generate leads in 2024.

After learning the various ad formats, targeting options, and budget control measures, plumbers can follow best practices to maximize their Google Ads campaigns.

As the founder and CEO of Plumbing Webmasters, I’ve worked with thousands of plumbing contractors on digital advertising campaigns.

While organic SEO produces a higher ROI and a sustainable business model for consistent lead generation, Google Ads is a useful short-term tactic to integrate within a broader marketing effort.

Still, local plumbers should be vigilant about not overspending on Google Ads, as they can quickly drain their budget and set back their business goals.

Nevertheless, when handled correctly, Google Ads remains a potent lead generation method.

To discuss my 10+ years of experience with Google Ads for plumbers, call my personal cell phone at (877) 388-9884.

Social Media for Plumbers (The 2024 Guide)

The secret is out: 55% of consumers discover small businesses on social media platforms like Facebook, Instagram, TikTok, and YouTube.

The behavior of the average consumer has shifted in recent years as homeowners spend more time scrolling through video shorts on the most popular platforms than they do working.

The problem for most plumbers is that they don’t have enough presence where their consumers spend most of their time.

Considering these factors, social media for plumbers has emerged as one of the most essential components of a successful digital marketing strategy in 2024.

I’m Nolen Walker – the founder of Plumbing Webmasters – a digital marketing agency I founded over ten years ago.

In the following guide, I’ll outline my cutting-edge plumbing social media marketing strategy, which thousands of local plumbers have used throughout my career.

Why Plumbers Need Social Media Marketing

Consumer Reach

Americans spend over 2 hours on social media daily, which is quite a conservative estimate.

This alone should encourage local plumbing companies to create a noteworthy presence on the platforms their consumers use daily.

The opportunity cost of not appearing on these people’s Facebook and Instagram feeds is significant and can result in competitors overtaking your service areas.

Google Rankings

Google’s algorithmic shift toward E-E-A-T increases the value of off-page signals like active social media profiles, which signal to Google and others that your brand is legitimate.

Google prefers to show plumbing companies established on other digital platforms (besides Google) to prevent SEO manipulation from giving users poor results.

Google has even introduced SERP features that feature social media content, especially from YouTube (which Google owns) and, in some cases, from Instagram, Facebook, and TikTok.

Customer Engagement

Your existing plumbing clients spend as much time on social media as your future ones, and they often look to engage with the services they utilize on these platforms.

It’s not uncommon for customers to direct message their plumbing company through a social media platform, asking for clarification about a service or an appointment.

Plumbers should also be aware of how social engagement may impact their reputation, as some customers may use these platforms to air grievances about a bad experience with the service.

Industry Influence

Plumbing companies that establish a social media presence can quickly expand their influence in the plumbing industry.

By showcasing testimonials from satisfied plumbing clients and engaging with present and future customers, local plumbers can heavily impact the perception of their brand.

Diversifying influence across multiple platforms, such as Google, Facebook, Instagram, and TikTok, can foster a stronger and more sustainable plumbing business.

Reaching Plumbing Customers Through Social Media

Organic Social Media Content

Plumbing companies can post on social media platforms for free, though the content reach will be limited, especially at the beginning.

Examples of organic social media content include customer reviews, infographics, short videos, and job photos.

Don’t be alarmed if your content gets limited engagement. It’s still sending positive brand signals to Google and other platforms.

Most importantly, your existing customers will take note of your activity and potentially share your posts with people in their community.

Paid Social Media Advertising

Paid Ads on social media significantly expand the reach of your plumbing company but require a legitimate budget and investment.

Considering this, plumbers should avoid running ads until they fully grasp the nuances of maximizing ROI and optimizing the cost per lead.

Meta ads, which handle advertisements on Facebook and Instagram, are widely regarded as the best social media advertising investment for local plumbers.

Meta platform ads can prioritize various goals, from brand awareness to direct lead capture, each of which may play a role in your digital advertising campaign.

Best Social Media Platforms for Plumbers

Facebook

Over 75% of American adults use Facebook, which makes it the best platform for plumbing companies to reach their consumers.

Facebook is unique from other social platforms in that it includes recommendations, essentially reviews of businesses.

As a result, your plumbing business page will include customer ratings, which are also part of your Bing knowledge panel results (when properly optimized).

Instagram

Almost 64% of U.S. adults use Instagram, and the platform’s popularity has continued to increase yearly.

Instagram is part of Meta, which also owns Facebook, meaning ads run on Facebook can also be run on the Instagram platform.

IG’s strict focus on visual content, such as videos, stories, reels, and images, makes it unique to Facebook.

YouTube

The second most utilized social platform by American adults is YouTube, with 65% engaging with it.

YouTube is a video platform, meaning content shared on YouTube will be either long-form videos or YouTube Shorts, up to 60-second video clips.

While video content once required a large budget to produce, modern smartphones allow almost any local plumbing company to film topical videos of their business.

Screenshot of Plumbing YouTube Video Used for Marketing and Lead Generation

TikTok

A little over 50% of U.S. adults use TikTok, which has emerged as one of the fastest-growing social media platforms.

What was once considered a platform reserved primarily for teenagers, TikTok’s relevance among adults has surprised many industry forecasters.

Regardless of the societal shifts that led us to this point, plumbing companies must now establish a presence on TikTok to be taken seriously as a brand.

X

Over 40% of American adults use X (formerly known as Twitter), though it’s not considered a must-be place for local plumbing companies as the content focuses more on breaking news.

Nevertheless, some of your customers may look to air their grievances about your plumbing staff on X, which is known for its argumentative tone from users.

Content shared on X is expected to emulate real-time posts, meaning cookie-cutter images or infographics will look more like spam on this app.

Roughly 31% of U.S. adults use LinkedIn, limiting its value within a social media marketing strategy for plumbers.

Creating a LinkedIn business page and a personal LinkedIn profile as the plumbing business owner still makes sense to send favorable brand signals to Google.

Your chances of generating plumbing leads through LinkedIn are slim to none, but that doesn’t negate its potential impact on your digital brand.

About 38% of American adults engage with Pinterest, which, like Instagram, is a strictly visual social media platform.

Much like LinkedIn, plumbers are highly unlikely to gain new customers through Pinterest, but sharing photos of plumbing jobs can generate positive brand signals in the online ecosystem.

Pinterest posts also allow plumbing companies to link back to their websites, which counts as a nofollow link in Google’s SEO algorithm.

Social Media Posts for Plumbing Businesses

Video Posts

Shorter consumer attention spans make video content the highest priority for plumbing social media posts.

Plumbers can create video tutorials or showcase videos of recent jobs to capture followers’ attention.

YouTube, Instagram, and TikTok are especially useful for video posts, as users tend to scroll through hundreds of short clips quickly.

Client Testimonials

Sharing client reviews and feedback is an effective use of social media posts on all platforms.

You can use a tool like Canva to create image files based on text reviews from Google, Yelp, and other credible review platforms and then share those on Instagram, Facebook, and Pinterest.

Evidence of other customers’ good experiences with your company can persuade homeowners to consider using your service.

Sometimes, you can secure video testimonials from your most loyal customers, which you can then share in video format across platforms like YouTube, TikTok, and Instagram.

Native Posts

The key to breaking through organic social media algorithms is to create posts native to each platform and blend in with their standard content.

For example, an Instagram post of your staff at a company activity is an excellent example of a native Instagram post.

Alternatively, a genuine breakdown of the different brands of showerheads for the average homeowner in your service area would make a great post on Facebook or X.

Promotional Posts

Once your plumbing company has generated enough followers and post engagement, you can sprinkle in timely promotional posts to leverage this visibility.

You must be careful not to post too many promotions or discounts on your social platforms (unless you do so with paid ads), as the algorithm will begin to throttle your organic visibility.

When you share promotional posts, make sure the CTA creates urgency for users, such as through limited-time offers, and provides unique value like a new service type.

Plumbing Social Media Ideas & Tips

Highlight Employees and Clients

If you struggle to find inspiration for social media content, start with your employees and loyal clients.

You can easily create images or videos around your top employees and customers with the help of tools like Canva and iMovie.

Plumbers who showcase real people in their social media content create a sense of community and trust with their followers.

Join Groups and Communities

One proactive way to leverage social media is to join groups and communities, like Facebook Groups, related to the plumbing industry or your service location.

When you post inside these groups, avoid promotional content and focus more on organic contributions, as these can lead to business in the long run.

Social media groups foster more intimate content than public posts and are comparable to Reddit and Nexdoor, in which the community holds posts to a higher standard.

Engage With Comments

Users who leave comments on your posts are more likely to reengage with future posts if you acknowledge them.

Considering this, try responding to users who leave comments under your videos, images, and posts, especially if their feedback is complimentary.

The one instance in which you want to avoid engagement is when people (or bots) leave negative or derogatory comments under your posts – a form of trolling or spamming.

Utilize Hashtags

Including hashtags in your posts is a way to increase your organic reach, especially when for new accounts.

Instagram, TikTok, and X are known for hashtags, which can help your post appear in search results on these platforms.

While hashtags can help you reach more users, they only pay off if they match the topic of your content.

Don’t include irrelevant hashtags. Doing so will cause people to resent your posts, reducing their visibility over time.

Post Plumbing Memes

Posting plumbing memes on your social media account is one way to get your followers laughing and engaging with your content.

When followers associate your post with laughter, they are more likely to view your company favorably.

Although memes can increase your engagement metrics, avoid becoming known only for memes. You want the focus to remain on the concept of your plumbing company and brand.

Publish DIY Tutorials

Nothing helps earn the good graces of followers by sharing free value through DIY video tutorials.

As a plumbing professional, you understand how to show people with basic handy skills how to complete minor plumbing repairs and can do so through video format.

Stress the importance of hiring a professional plumber (like you) for dangerous or complicated plumbing issues.

Funnel Users to Your Website

While most social media platforms aim to keep users on their platforms (instead of moving to yours), there are ways to funnel users to your website.

Maybe you’ve recently added a new service page to your plumbing website. In that case, you can share an infographic post highlighting the service and include “find out more through the link in the bio” within the caption.

Now, users can navigate to your main profile and click the link in your bio, which will take them directly to your website.

Social Media for The Anti-Social Plumber (Checklist Cover)

Free Checklist: Social Media for The Anti-Social Plumber

Next Steps for Plumber Social Media Success

Using the concepts outlined in this guide, local plumbers can leverage social media marketing to generate leads and expand brand awareness.

My agency, Plumbing Webmasters, helps local contractors maximize their online presence by building a digital brand.

Our services include social media marketing for plumbers, which is part of a broader digital marketing strategy to assist plumbers with consistently acquiring new customers.

The increasing popularity of social platforms like Instagram, Facebook, TikTok, and YouTube has required plumbers to take their social media strategies more seriously.

Plumbing companies can strengthen their digital brand and earn brand favorability by producing and sharing video content that appeals to homeowners and future customers.

Call my personal cell phone at (877) 388-9884 to discuss my detailed strategy for implementing social media for plumbers into your company’s online presence.

25 (Proven) Ways to Get Plumbing Leads in 2024

There are numerous exciting ways for local contractors to generate plumbing leads in 2024.

Plumbing is an essential service, meaning its demand can withstand almost any market conditions. As a result, homeowners will always seek access to a reliable plumber.

Plumbing impacts Americans ‘ everyday lives, whether it is a toilet, bathtub, shower, or sink.

Because the plumbing industry continues to grow at a faster rate than other home services, the opportunity is vast, and so is the competition.

I’m Nolen Walker, and I founded Plumbing Webmasters more than a decade ago. Since our opening, I’ve helped thousands of plumbers generate high-quality plumbing leads.

What are Plumbing Leads?

Plumbing leads are inquiries potential customers make to your business through various mediums, including phone calls, website form submissions, text messages, and emails.

Plumbing Lead Types

Numerous types of plumbing leads exist, including exclusive, shared, residential, and commercial. Your ideal inquiry may vary depending on your business type and sales structure.

Check out the types of plumbing leads below:

Shared Leads: Contact information forwarded to multiple plumbing companies by a 3rd party
Exclusive Leads. Contact information submitted directly to a plumbing company
Residential Leads: Inquiries made by residential homeowners
Commercial Leads: inquiries made by commercial business owners
Emergency Leads: Urgent inquiries requiring immediate response

Below, I’ll outline 25 proven ways to generate plumbing leads in 2024 based on my first-hand experience and expertise.

1) Local SEO

According to SEMRush, 46% of all search users are looking for a local business. As a result, most search marketing occurs on the regional level, especially for plumbers.

Claiming and verifying your Google Business Profile is the foundation of Local SEO for plumbers, but it expands beyond that to your website, citations, and reviews.

Helping Google and its users associate your company with your target service area is the key to unlocking local leads in 2024.

Local SEO Keyword Research

Keyword Targeting: Keyword research tools won’t pick up many local terms, so keyword targeting is more important than “research” at the regional level.

However, SEMRush’s location field allows you to estimate the volume of primary terms like “plumber” on a hyperlocal level.

Still, over half of all local clicks come from hidden terms or long-tail keywords, meaning your keyword strategy must expand beyond data from 3rd party research tools.

SEMRush Local Volume Feature (Screenshot)

Google Business Profile

Claiming and verifying your company’s Google Business Profile allows you to rank on Google Maps and the Google Map 3-Pack.

Please make sure to upload your company logo and other unique photos and include your website URL and social media links.

Your business address plays a significant role in your local rankings on Google Maps, so a legitimate address close to the city’s center is ideal for visibility.

With that said, using a fake address, a virtual address, or a friend or employee’s address may trigger a profile suspension.

Local Website Optimization

Your website’s homepage should feature your business address and include your target city within its title tag, H1, and primary content.

Including your location on your website helps you rank in organic results for local queries and also helps your Google Business Profile rank higher in Google Maps results.

You can expand your visibility into other nearby cities with local landing pages or “city pages.” Be careful with how many city pages you produce, as creating too many similar pages can make them appear as “doorway pages,” which violate Google’s guidelines.

2) Organic SEO

A Google Business Profile is not sufficient for earning local leads online. Your company must also invest in an organic search presence through traditional on-page SEO and content.

For example, Roto-Rooter Chattanooga hired Plumbing Webmasters to generate 7,000 website visits in 2024.

While organic SEO has earned a bad reputation because of bad actors throughout the industry, it is a wise long-term investment when adequately implemented.

On-Page SEO

SEO fundamentals like title tags, header tags, URL slugs, and meta descriptions remain integral to ranking on Google.

Ensuring each website page targets an exclusive user intent is essential to providing Google and its users with what it seeks.

Common-sense changes to website pages can make the difference between a top-three Google ranking and a page-two ranking.

On-Page SEO for Lead Generation (Screenshot)

Technical SEO

Plumbing business owners shouldn’t be expected to understand the intricacies of technical SEO, but their agency should.

After all, nothing you do matters if Google and other search engines cannot crawl and index your website.

As a result, it’s essential to cover technical basics like XML sitemaps, canonical tags, SSL certificates, and Google Search Console submissions.

Off-Page SEO

Organic rankings rely not just on on-page signals but also on off-page signals. For example, citations and backlinks help distribute credibility to your plumbing domain.

As a local plumber, you want to be listed in all the major directories with a consistent business name, address, and phone number.

From there, it helps to build legitimate local links with credible and authoritative websites like plumbing suppliers, adjacent local businesses, and other topically relevant entities.

3) Google Ads

Paying to appear at the top of Google search results can quickly generate leads.

Pay-per-click or PPC campaigns through Google Ads are one of the most reliable paid advertising platforms for plumbers.

Plumbing companies can strategically deploy Google Ads campaigns to complement or jumpstart their broader digital marketing efforts.

Search Campaigns

While it could take months or even years to rank in the top 3 organically for your primary keyword, Google Ads search campaigns can instantly make you visible.

Of course, this “jumping in front of the line” comes with a considerable price tag, something you must weigh into your broader financial projections and cost-per-lead appetite.

Nevertheless, the opportunity to secure a top position for your chosen keyword term is a surefire way to attract nearby customers.

Local Service Ads

Local Service Ads (LSA), sometimes called Google Guaranteed, is a unique Google advertising opportunity for plumbers.

LSA ads appear above standard PPC ads at the top of search engine results. Unlike search ads, local service ads utilize a pay-per-lead model, which changes the ROI dynamics.

Google’s LSA system ensures your plumbing company only pays for qualified leads, though the expenses can still add up quickly as the lead qualification process increases the cost per lead.

Landing Page Optimization

Maximizing the impact of Google Ads relies on landing pages optimized for conversions.

For example, search campaigns that generate clicks to a specific page will only convert if that page includes a unique value proposition (UVP) and a user-friendly call-to-action (CTA).

Unlike pages optimized for SEO, PPC landing pages should prioritize quick actions to secure as many lead captures as possible.

4) Social Media Ads

Social media users increased from 2.07 billion in 2015 to 5.17 billion in 2024, doubling the total number of users in a nine-year period.

As a result, plumbing company’s presence on social media is more critical today than ever in history.

While organic social media posts have limited reach for plumbing companies, investing in paid social media ads can break through to users scrolling through their social feeds.

Meta Ads

The Meta Ads platform consists of paid advertising campaigns for Facebook and Instagram and, when properly implemented, can yield the highest ROI of any social media advertising platform.

Meta offers various types of ad campaigns, from lead ads to image and video ads, each of which can be used within a plumbing advertising strategy.

Targeting is the key to efficient ad spending and ROI, and Meta’s Advantage+ targeting algorithm learns users’ behavior regarding your plumbing ad.

YouTube Ads

Nearly 60% of consumers consider YouTube Ads more relevant than TV ads. With this in mind, plumbers can advertise on YouTube to reach target customers.

YouTube offers various ad types, such as in-stream ads (skippable or non-skippable), bumper ads, shorts ads, and more.

For plumbers, the non-skippable in-stream ads can prove highly effective when combined with strategic targeting.

TikTok Ads

TikTok advertisers have the potential to reach over 1 billion adults monthly, creating an unforeseen opportunity for local plumbers.

The social platform was once populated mainly by younger people who were not yet homeowners, but the demographics have shifted in recent years.

While TikTok’s most popular content remains geared toward entertainment and social trends, “meeting people where they are” has never rung truer.

5) Email Marketing

Email marketing helps generate plumbing service leads based on simple math. About 88% of people check their email accounts daily, which makes it one of the few places where you can reach nearly all of your target customers.

The challenge with email marketing is getting people to subscribe to your email list and then open your emails.

You can generate more subscribers through paid advertising campaigns and email sign-up forms on your website.

To maximize your open rates, exceeding the industry average of about 25% requires personalization, list segmentation, and automation-based campaigns.

List Segmentation

Email marketing platforms like Aweber and Mailchimp allow list segmentation so that plumbers can segment subscribers by service type, home type, location, etc.

By segmenting subscribers, you can send target emails to each list, increasing open rates and engagement while reducing unsubscribed.

Personalization

Aweber and Mailchimp also allow for email personalization using shortcodes like (customer-name), which can be inserted into email templates.

Personalized emails are proven to increase open rates and avoid the pitfalls of “mass emails,” which are largely discarded by email users.

Addressing your customers by name can quickly foster a sense of customer care that is absent in generalized email copy.

Discounts

One way to increase open rates is to periodically offer subscribers something of value, like a discount on plumbing services.

By strategically including discount emails in your broader campaigns, you can keep subscribers engaged with your email schedule and build goodwill for future conversions.

Themed discounts typically perform best, especially when presented as a limited-time offer to encourage quick response.

6) Online Reviews and Reputation Management

About 99.9% of American consumers read online reviews before making a purchasing decision, such as hiring a local plumbing contractor.

Online reviews are one of the least expensive means of lead generation for local plumbers, as they can influence search engine visibility and conversion rates.

Google reviews are particularly impactful to lead generation as they can directly influence Google Maps rankings for plumbers.

Reputation management software with automated review requests can help increase your testimonials on platforms like Google, Yelp, and BBB.

Ensure your plumbing staff is trained to ask for reviews in person. This face-to-face or over-the-phone request can inspire your customers to act.

Once more customers use your services, your company will inevitably receive some negative reviews. An encouraging professional response will typically appease other consumers, weighing the pros and cons of the various testimonials.

Google Reviews for Plumbing Company (Screenshot)

7) Website Conversion Rate Optimization

A/B testing website pages can increase conversions by 30%. My agency, Plumbing Webmasters, has conducted these tests, so we have internal data that informs our website design practices.

Optimizing your plumbing website for conversion rate is an effective way to get more inquiries, as the number of visitors who call or submit a form will increase substantially.

While design is the main component of CRO, other factors, such as the website’s copywriting and narrative, also play a role.

Homeowners don’t want to read a boring novel about the intricacies of plumbing, but instead, what is the answer to the simple question: Is this plumbing company trustworthy?

Considering this, showcasing award badges, license numbers, and original photos can foster trust and increase conversions.

Of course, CTAs remain the most tangible factor in conversion rate, and red buttons have been shown to outperform other colors.

8) DataPins

Most plumbing websites feature cookie-cutter content, a quality that has only worsened with the emergence of AI-generated content.

This widespread issue has prompted Google’s algorithms to prioritize unique, people-first content that demonstrates experience, authority, and trust.

I spent millions developing a software tool called DataPins, which generates digital branded signals based on real plumbing jobs, including schema markup, geo-coordinates, mini-maps, job images, and job descriptions.

Each pin gets published to its corresponding website page, signaling fresh updates for each service and location with SEO-friendly signals.

Our clients who regularly use DataPins experience significant spikes in traffic, such as Steve’s WaterWorks Plumbing, which enjoyed a 122.6% increase in a 30-day span.

Pins are easy to create with the mobile web app and can be used by any plumber to generate more leads.

9) Social Media Marketing

Building a digital brand in 2024 requires a presence on social media platforms.

We mentioned social media ads earlier in this post as a method of generating plumbing leads, but a widespread marketing presence on the most popular social platforms also contributes to lead generation.

Social media profiles serve as a content hub for your business and a citation. For example, Facebook, Instagram, TikTok, and YouTube all leave space for your website URL.

Facebook even features a CTA that can prompt users to contact your business directly through their platform.

Other forms of social media marketing include posting videos, joining groups and engaging with followers.

Focusing on trending content types like Instagram Stories and Reels is an effective way to garner attention from homeowners seeking plumbing services.

10) E-E-A-T

For plumbers who believe SEO is dead, the concept of E-E-A-T should invigorate your quest for plumbing leads.

E-E-A-T is essentially the modern equivalent of SEO in that it’s what Google’s search quality raters look for when “grading” website pages.

Google’s algorithm favors websites that demonstrate experience, expertise, authoritativeness, and trustworthiness.

I spoke about how the DataPins software tool can insert E-E-A-T signals onto your plumbing website, and there are additional ways to showcase these qualities.

Award badges, review widgets, license numbers, and original photos are all examples of E-E-A-T.

Brand mentions, and backlinks can also contribute to E-E-A-T, so building a comprehensive digital brand for your plumbing business can pay major long-term dividends.

11) Local Directories

Industry experts have debated the value of local directories for plumbing lead generation.

As a long-time plumbing marketing agency owner, I can tell you that local directories are beneficial in generating leads.

First, local directories help send brand signals to search engines, which contribute to search visibility and potentially higher rankings.

Secondly, building general trust with your consumers is a great way to influence conversion rates.

While some directory listings are unnecessary (like those that Google doesn’t even bother to index), the well-known ones serve as valuable business citations.

In addition to Google Business Profile, Yelp, BBB, Angi’, HomeAdvisor, and Apple Maps are all great places to create citations.

12) Referral Programs

Creating a plumber referral program capitalizes on the most effective testimonial source, which is word of mouth.

Sure, most consumers check online reviews on platforms like Google, but recommendations from friends, family, and neighbors are even more influential.

As your digital marketing campaign generates new customers, you can use them to further expand your clientele through referrals.

Try offering incentives to existing customers using referral codes, which can yield significant returns.

Referrals also increase the ROI of other lead generation methods, such as local SEO and website CRO, as they expand the reach to those people’s inner circle.

The key to maintaining a successful referral program is customer service so that your customers feel validated for participating.

13) Retargeting

Most of your website visitors also spend time on social media platforms like Facebook and Instagram, which makes retargeting an intriguing way to generate more leads.

Installing a Meta pixel in your website code allows you to retarget visitors on Facebook and Instagram.

This way, someone who finds your website through SEO will then see your Facebook Ad.

Studies show that retargeted users are 8 times cheaper to reach per click than standard users.

In addition, the more a nearby homeowner sees your plumbing brand, the more likely they will recall it when a plumbing issue arises.

You can expand your plumbing business by driving down your cost per lead and focusing on consumers with clear interest.

14) YouTube Marketing

Video content creates an 85% increase in retention among consumers compared to text.

This statistic highlights the emerging importance of video content on plumbing websites and, specifically, YouTube video content.

For one thing, consumers spend nearly 49 minutes on YouTube per day. Uploading videos on your plumbing YouTube channel can attract leads directly on the platform.

Also, Google owns YouTube, which means that YouTube videos are part of search engine results pages (SERPs).

A well-optimized YouTUbe video can rank directly on search results for plumbing-relead queries.

Considering all these factors, embedding YouTube videos onto your plumbing business website is an outstanding strategy for increasing engagement and attracting more customers.

15) Truck Wraps

A single plumbing truck wrap can garner up to 80,000 daily impressions, making it one of the most undervalued lead generation methods.

Truck wraps serve as mobile advertisements for your plumbing company, featuring your brand logo, phone number, and website (in most cases).

Almost every American city has a vehicle wrap design business to help plumbers wrap their trucks and benefit from these vast impressions.

Aside from expanding brand awareness, truck wraps serve the purpose of traditional advertising platforms like billboards and print ads by working on the consumers’ subconscious.

Wraps work while you drive and when you’re parked in a public space, constantly reminding nearby prospects of your business.

Your previous legwork of choosing a memorable brand name and domain name is rewarded with vehicle wraps.

16) Local Sponsorships

Sponsorships build local authority both offline and online. For example, when you sponsor a Little League team, the team will wear your brand logo on its uniforms and potentially link to your website.

You want to negotiate these considerations within the sponsorship opportunities as your goal is to gain exposure and expand brand awareness.

The visual component of your sponsorships can increase trust in your services and prompt parents to search for your brand name online, sending credible signals to Google.

The links from your sponsored organizations are also influential in Google’s local algorithm, as these partnerships are far more trustworthy than a random “guest post” on an unrelated blog.

I recommend prioritizing local links, such as those you acquire through sponsorship opportunities, over other link-building techniques that some SEO agencies promote.

In summary, local sponsorships have widespread benefits for your local plumbing business and can produce qualified leads.

17) NextDoor

The NextDoor platform has 88 million users, of whom 79% were influenced by a neighbor’s business recommendation.

Marketing at the city or state level is one thing, but infiltrating neighborhoods can be more challenging for plumbing companies.

NextDoor’s platform is the digital doorway to influencing specific neighborhoods throughout your service area.

Nextdoor offers paid advertising opportunities to local businesses as a hyperlocal neighborhood platform.

While the cost per lead is estimated to be higher than Meta, the conversion rate is often also greater.

Strategically running Nextdoor ads is an effective way to attract hyperlocal plumbing prospects.

18) Promotions \ Special Offers

Over 70% of consumers say promotions and special offers are among the top three factors in their purchasing decisions.

Plumbers can benefit from first-time customer discounts, which are proven to incentivize prospects on the fence.

Running promotions on your website or social media pages can energize consumers about your services.

Some companies use coupon codes for an entry point service, like a free consultation, to get new customers “in the door” and earn their repeat business in the future.

Plumbing companies can expand this further by providing membership benefits like waived emergency fees to capture long-term prospects.

Integrating these promotions with your border digital marketing strategy can benefit your company in various ways.

19) Business Networking

Connecting with other businesses can result in a new stream of qualified plumbing leads. Building your network can pay off whether you attend trade shows like Flow Expo or other business networking events.

While these relationships are B2B – business to business rather than B2C – business to consumer, the one thing most companies share is access to consumers through digital branding, marketing, and word-of-mouth.

For example, you partner with a local real estate agent who recommends your plumbing company to its clients. You can build similar relationships with other complimentary industry tradesmen, like foundation repair specialists.

For a more aggressive networking approach, consider hosting your own event and promoting it through your website, email list, social media posts, and anywhere else you can reach potential guests.

These events can help foster new business network opportunities while expanding your company’s brand awareness.

20) Lead Generation Services

Buying plumbing leads from a third-party service can help you attract new customers, though this method has some downsides.

For instance, most 3rd party lead sellers provide shared leads, which means the customer’s information is also given to competitors.

Like pay-per-click advertising, lead generation services cannot be your only lead source if you plan to run a sustainable and profitable plumbing company.

However, leveraging your purchased leads into reviews, testimonials, and brand recognition can help spur your long-term lead-generation strategies like organic SEO and brand building.

If you do sign up with a lead generation service make sure they document what constitutes a lead and whether they have a system for detecting spam or bots that emulate prospects.

21) Word-of-Mouth Marketing

An estimated 88% of consumers trust word-of-mouth over any other marketing channel. Plumbing companies that can earn personal recommendations typically have a steady incoming stream of quality leads.

The challenge with word-of-mouth is ensuring it occurs at scale rather than merely in your close inner circle of friends and family.

For startup plumbing companies, initial word-of-mouth should be used for reviews, testimonials, and social proof as part of their broader digital marketing strategy.

When thinking more long-term, word-of-mouth at scale occurs when enough people in your service area learn about your company through advertising or organic marketing.

Once they have a good experience with your plumbing company, they are more likely to recommend it to others, which can happen in person or online.

22) Lead Magnets

Some studies have found that lead magnets can increase conversion by up to 785%, making them a surefire method for generating more leads.

If a plumbing website’s average conversion rate is roughly 4%, 96 out of every 100 visitors will leave the website without calling or submitting a contact form.

You can increase that conversion rate by offering lead magnets, which give a “middle option” for visitors who are not immediately ready for your services but are generally interested.

Examples of lead magnets are plumbing homeowner checklists or a homeowner plumbing quiz requiring the user to submit their email address or phone number in exchange for the content.

Once you have their contact information, you can gradually move them through a funnel so they can use your plumbing service when they are ready to choose a plumber.

23) CRMs

CRMs, or customer relationship management software, are tools widely used throughout the plumbing industry to organize existing customers, receive payments, and send out invoices.

Several modern CRMs include lead tracking analytics, which allows you to identify prospects’ sources by campaign types, such as email, flyer, or SEO.

These data points can inform your plumbing business on where to invest more marketing resources and increase lead volume.

For example, if you find that most of your best phone calls come from people who find you on Google Maps, you can invest more resources into ranking in the Google Map 3-Pack.

Some of the most popular CRMs for plumbers include ServiceTitan, Housecall Pro, and Jobber.

24) Artificial Intelligence / LLMO

AI has emerged as part of the national discourse in a way few predicted before 2024.

ChatGPT, Perplexity, Google Gemini, and other platforms have become part of homeowner’s regular online activity.

Optimizing your web presence to appear in answers from these platforms is a practice called Large Language Model Optimization or LLMO.

Large Language Models power tools like ChatGPT and Google Gemini to deliver answers based on training data and various online sources.

Google has started integrating AI overviews into its standard search results for plumbing-related queries, which appear above traditional search results.

This new SERP position gives plumbers an opportunity to capture new leads by appearing in these AI answers.

Plumbing Company AI Overview (Screenshot)

25) Hiring a Digital Marketing Agency

Hiring a digital marketing agency is a great way to get more plumbing leads. However, it’s critical that you choose the right provider.

Digital marketing agencies have generally lost the trust of plumbers because of overhyped services and overpromised results.

In addition, some agencies have misled plumbing companies about the efficacy of some “marketing tactics” like blogging, which violates Google’s Helpful Content Update.

The shaky foundation of the digital marketing industry makes signing up with one seem risky for plumbing companies.

However, the right digital marketing agency can implement all the most effective lead-generation methods in a comprehensive campaign that will outperform anything you can do alone.

Considering these variables, choosing a trusted digital marketing agency remains an excellent investment for plumbers.

How to Get Free Plumbing Leads

Startup plumbing companies often ask for ways to get free plumbing leads. I tell them the same thing: There are no genuine free leads.

While organic visibility on search engines can ultimately produce zero-dollar plumbing leads, the initial investment of building a digital brand worth that visibility costs money.

Word-of-mouth referrals from friends and family may also constitute “free leads,” though that is not a sustainable way to run a plumbing business.

Those jobs are only valuable if you can leverage them into a brand reinvestment through customer reviews and online reputation.

For newer plumbing contractors without a large budget, starting with the basics of a Google Business Profile and a one-page website can lay a solid foundation for future expansion.

Still, you will ultimately have to invest to get a return from quality leads.

Common Lead Generation Mistakes for Plumbers

After working directly with plumbing companies for over a decade, I can speak to the common mistakes plumbers make with lead generation.

It’s not always the plumber’s fault because sometimes their marketing company is investing in the wrong channels, but in many cases, it does come down to a business mindset.

Below, I’ll outline the most common lead generation mistakes I see from plumbers:

Gig Economy Mindset

Plumbing companies living “lead to lead” exist in the gig economy, preventing any business from scaling.

The business model cannot sustain itself when focusing on short-term lead acquisition rather than long-term lead abundance.

That’s why I discourage placing all your emphasis on short-term lead generation tactics like PPC and lead buying and promote long-term techniques like SEO and Google Maps.

Failure to Follow-Up

If it takes your office days or even weeks to follow up with a lead, they’ve probably already moved on to one of your competitors.

It’s essential to have a system to nurture leads and quickly respond to them in some fashion.

This may include CRM software and email or SMS automation to let the prospect know you value their inquiry.

Misinterpreting Lead Quality

Some plumbing companies try to get every possible lead – even for services their company does not provide.

This influx of bad leads can make attending to qualified prospects more challenging and create resentment toward people who feel misled by your content.

Qualified leads are homeowners who know their problem and that you can solve it. You should attract these prospects by creating suitable types of website pages, paid advertisements, and video content.

Next Steps for Plumbing Lead Generation

Over my decade-plus in the plumbing lead generation industry, I’ve witnessed each of these tactics succeed or fail, depending on the quality of the campaign and the service provider’s integrity.

I can assure you that plumbing leads are accessible to local companies that invest time, effort, and resources into building a digital brand.

I’ve seen it happen so many times, including when Westside Plumbing generated a 315% website traffic increase in a major metropolitan area.

You can take the next steps by assessing your current marketing presence and determining whether you have a digital brand.

From there, I recommend reaching out to a marketing professional who you trust.

If you want to further discuss how to get plumbing leads in 2024, call my personal cell phone at (877) 388-9884.

How Plumbers Can Choose The Perfect Domain Name

Choosing the right plumbing domain name is essential to building a digital brand and generating qualified local leads.

As the founder and CEO of Plumbing Webmasters – a digital marketing agency for plumbers, I’ve helped thousands of companies select the ideal domain name for their plumbing websites.

Based on my first-hand experience and expertise, the best domain names are concise, topical, and branded.

Qualities of an Ideal Domain Name for Plumbers

Short and Concise
.com Domain Extension
Brand Relevant
Topically Relevant (Plumbing, Plumber, etc.)
Original (Not Trademarked)

Keep Your Domain Name Concise

An ideal character length for a plumbing domain name is between 6 and 15 characters. A concise domain name is simpler to recall, share, and promote on marketing materials like truck wraps.

Balancing conciseness with other factors like topic, brand, and location can significantly challenge plumbing business owners.

A good rule of thumb for local plumbers is to avoid going over the 20-character mark, as names of this length can lead to a loss of traffic due to their lack of user-friendliness.

Choose a .Com Domain Extension

The .com extension is the most popular, resulting in the fewest available names. However, just because your preferred .com is taken does not mean you should take the .net or .org alternative.

Instead, you should choose the best available .com extension, as the .com evokes trust from internet users from a plumbing marketing perspective.

You are better off using your second or third name choice in a .com domain rather than settling for your first choice with a .net domain.

Select a Branded Domain Name

Your plumber domain name is part of your digital brand, which my agency has identified as the key to unlocking digital marketing success.

As a result, it is essential to fit some version of your company name within your URL. If you pick a name with zero references to your brand, you hurt your business in multiple ways.

First, other marketing channels will not correlate with your website, confusing potential customers. Secondly, website visitors are less likely to remember your brand if it is not in the domain.

Some companies make the mistake of choosing an exact-match domain like “miamiplumber.com,” thinking this will help them rank higher for the keyword and generate more customers.

Unfortunately, this strategy yields the opposite effect, as consumers cannot associate your brand with a unique name on SERPs and confuse your company with other local plumbers.

Prioritize a Topically Relevant Domain

While exact-match domain names rarely lead to sustained marketing success for plumbers, keywords within your domain name can provide an SEO advantage.

For marketing purposes, the keyword is more about the topic than the term itself. For example, it’s best to have plumber or plumbing in your domain name that is COMBINED WITH your unique brand identifier.

You can gain a further advantage by including your location within the name, but at some point, the name becomes too long to be worth that advantage.

With Location – jimbobsdenverplumbing.com

Without Location – jimbobsplumbingco.com

Weighing the pros and cons of these domain factors will lead you to the ideal domain name.

I personally recommend focusing more on your brand identifier (with the topic) than trying to shove your location into the name.

My agency helps plumbing companies build a sustainable digital brand, which is a long-term investment.

Ensure Originality and Avoid Trademarks

Originality is a critical component of branding in general. You would hate for your plumbing company to be confused with something else.

Additionally, if your domain name resembles a trendy brand, it will likely get buried in Google search results.

I’ve seen cases where Google confuses plumbing companies with nearby competitors because of similar names.

In the worst-case scenario, plumbers might accidentally purchase a trademarked domain name, which could result in legal action from another entity.

Before purchasing a domain name, you should search the trademark database from the United States Patent and Trademark Office.

Good Domain Name Examples

joesplumbingdfw.com
chetsplumbingco.com
txplumberguys.com

Bad Domain Name Examples

cheapplumbingny.net
miamiplumbers.net
davescompany.net

Source: GoDaddy

Final Thoughts on Domain Names for Plumbers

Don’t overthink it; check all of the boxes and keep it simple. Remember, your domain name is part of your digital brand, so it should include your brand identifier and industry.

Follow these guidelines, and you will be on your way to creating the perfect plumber domain name.

Some hosting platforms provide alternative recommendations for unavailable domain names.

At Plumbing Webmasters, our web designers and SEO specialists help you craft the perfect domain name.

34 Eye-Opening Marketing Statistics for Plumbers in 2024

Today, most plumbers are bombarded with sales calls and cold emails from marketing professionals seeking their business.

In an era of mass communication, artificial intelligence, and constant social media consumption, understanding what your plumbing company needs from its marketing services is becoming increasingly challenging.

With this in mind, local plumbers must consider marketing statistics before making any decisions or investments in a marketing service or agency.

Marketing Statistics for Plumbers (Blog Cover)

As the founder and CEO of Plumbing Webmasters – a digital marketing agency for plumbers, I’ve been working on campaigns for over ten years.

Throughout that time, I’ve been collecting internal data on campaigns while constantly adapting to algorithmic and technological advancements.

Check out some of the most applicable marketing statistics for plumbers below:

Local Marketing Statistics for Plumbers

Local marketing is essential for plumbers who serve homeowners within a defined service area.

Because nearly half of all searches are for local businesses or services like plumbers, appearing on Google’s Local Map 3-Pack, organic results, and AI Overviews for plumbing-related queries are crucial.

1) 42% of local queries result in map pack clicks
2) 70% of mobile searches for local businesses result in map pack clicks
3 Local 3-Pack listings receive a 44% CTR
3) 28% of local searches result in a transaction
5) 46% of Google searches are for local businesses or services (like plumbers)

Mobile Marketing Statistics for Plumbers

Most online searchers today use a mobile device that calls for local plumbers to appeal to them in that manner.

One way to achieve this is to prioritize a website design for mobile devices with easily clickable calls-to-action and simple navigation.

6) 51% of consumers have discovered a new business or product through mobile searches
7) In the United States, more searches are made on mobile devices than on desktop computers
8) 65% of mobile users look for the most relevant information, regardless of the source
9) 48% of consumers conduct their mobile research via a search engine
10) 30% of mobile searches are related to location
11) 87% of smartphone users use search engines at least once per day

Organic Marketing Statistics for Plumbers

Despite its decrease in popularity, organic SEO remains an essential part of a plumbing marketing campaign.

Despite the rise of social media and AI platforms and the emphasis on paid advertising, most traffic still comes through organic clicks.

12) SEO drives 300% more traffic than social media
13) 92% of searches containing “plumbing” and the city name yield Yelp results in the top 5
14) 50% of searches are either four words or more
15) 69.1% of Google clicks go to the top 5 organic results
16) 75% of search users never make it to the second page of results
17) The first organic result has a 37.7% higher click-through rate than the first ad result
18) 70.5% of American Google clicks go to organic results

Marketing Industry Statistics

Understanding what’s happening inside the marketing industry can help plumbers make informed decisions about what they are being told or “sold.”

For example, only 30% of plumbers are satisfied with their current SEO provider due to various factors, including a deteriorating public sentiment toward marketing agencies.

Furthermore, the emergence of ChatGPT and other AI platforms has inserted “FOMO,” or fear of missing out, into the collective psyche of plumbing contractors.

19) 70% of plumbers are unhappy with their SEO provider
20) Google has maintained a nearly 92% search engine market share
21) The SEO industry’s value is estimated at $77.6 billion.
22) The broader digital marketing and advertising industry is expected to reach $786.2 billion by 2026

Website Marketing Statistics

Plumbing companies have continued to invest in websites, sometimes at their peril.

For example, a simple website without optimization is better than nothing, but it won’t lead to new customers in the near term.

Similarly, over-optimizing your website or flooding it with mass-produced content like thin blog posts can harm your marketing efforts.

23) Nearly a quarter of all small business websites lack H1 tags
24) 96.55% of website pages don’t get any traffic
25) About 252,000 new websites are launched every day
26) 94% of users consider user-friendly navigation their top website priority

Google Marketing Statistics

Google remains the “big show” of plumbing marketing despite emerging rivals like ChatGPT, Bing, and Meta.

Google has adopted AI into its search landscape with AI Overviews, which should help it maintain its market share in the coming months.

Despite some negative press, most people still use Google to find local plumbing companies.

27) Google is responsible for nearly 64% of all website traffic
28) Google changes its algorithm an average of 6 times per day
29) Google processes about 99,000 search queries per second
30) The average user conducts 3.5 Google searches per day

AI Marketing Statistics

The most disruptive technology advancement to modern marketing is artificial intelligence (AI).

Large language models have powered tools like ChatGPT to capture the public attention and sentiment, prompting existing powerhouses like Google to fast-track its own LLM and AI models.

As a result, AI Ovierviews now appear on Google search results to compete with ChatGPT, Perplexity, and other AI platforms.

31) Google rolled out AI Overviews in May 2024
32) AI Overviews appear for an estimated 15% of searches
33) Less than 30% of small businesses use AI in their marketing strategy
34) The global AI market is estimated to reach $738.80 billion by 2030

Sources

How Marketing Statistics Impact Plumbing Companies

Marketing statistics help plumbers avoid false sales tactics and misinformation, resulting in better and more successful investments.

As for broader takeaways from these statistics, plumbers can notice that mobile search directly correlates with local business conversions.

Therefore, plumbers should have a functional mobile website to compete with online customers.

Plumbing companies must account for emerging marketing trends like AI, and partnering with the right digital marketing agency can help them face these challenges.

AI SEO for Plumbers (Rank in Google Overviews & ChatGPT)

AI SEO is a relatively new phenomenon for local plumbers but one you must take seriously if you plan to maintain or increase your online lead generation in 2025.

I’m Nolen Walker, the founder of Plumbing Webmasters, and I’ve been crafting SEO campaigns for plumbers for over a decade.

Google AI overviews have shifted how consumers find information about plumbing companies online.

AI overviews became universally available to Google users on May 14, 2024.

This new way of delivering search results followed the revolutionary technological emergence of artificial intelligence, popularized by the large language model web application, ChatGPT.

Because of these recent advancements, plumbers must expand their SEO strategies to include AI search engine optimization.

As the founder of Plumbing Webmasters – the top SEO agency for plumbers in the United States, I will help guide you through this new search engine terrain so your plumbing company can continue to thrive on Google search.

What is AI SEO for Plumbers?

AI SEO for plumbers involves optimizing web content to appear in artificial intelligence answers from Google AI Overviews, Gemini, ChatGPT, Perplexity, and other AI/LLM tools.

AI SEO aims for your plumbing company to show up in answers to these AI/LLM tools as their users ask questions.

How is AI SEO Different Than Traditional Search Optimization?

While traditional SEO efforts contribute to artificial intelligence optimization, AI tools use a different process for delivering answers than a standard search engine.

Unlike old-school search results, which use an algorithm to deliver website results based on on-page keyword relevance, links, and domain authority, AI tools use mentions across training data to prioritize results.

Furthermore, AI search results are less consistent than traditional search engines. For example, ten searches within an AI search tool might deliver ten different answer variations.

In contrast, a traditional search engine would generally deliver the same results repeatedly (until an algorithm update occurred).

AI Search Engines

One confusing aspect of AI’s emergence is distinguishing between a Large Language Model (LLM) and a search engine.

Tools like ChatGPT are technically “not search engines” even though users are asking it specific questions (including questions about local plumbers)

Meanwhile, Bing uses OpenAI’s GPT model (The LLM that powers ChatGPT) to deliver AI-driven search results.

Additionally, ChatGPT has launched a new search engine called SearchGPT on a limited basis (few people currently have access to it).

Google SGE (AI Overviews)

Google has branded the AI portion of its search results with several different names over a short span.

It was known as Bard, then SGE or Search Generative Experience, while most now refer to it simply as AI Overviews.

Users are growing increasingly accustomed to its results regardless of its official name.

Microsoft Bing with CoPilot

Like Google’s AI Overviews, Bing’s CoPilot delivers AI-driven answers to a standard Bing search query.

While Bing has failed to take many users away from Google, it receives enough usage for plumbers to be aware of.

Perplexity

Perplexity is both a search engine and an “AI tool” in that it cites sources based on search queries.

Plumbers want to appear in Perplexity’s AI answers but can also use it as a tool to help find relevant sources for external links.

SearchGPT

When SearchGPT launches to the general public, its impact will likely be greater than any search engine on this list (aside from Google).

ChatGPT already has significant brand recognition, and its development of a search engine will likely attract users after launch.

With this in mind, plumbing companies should focus on optimizing content for the future popularity of SearchGPT.

SEO Content and AI for Plumbing Companies

As Rand Fishkin cites “mentions across training data” as a prominent ranking factor for AI search results, it’s important to note that AI and Large Language Models (LLMs) are trained primarily by the internet (meaning web content).

With this in mind, it’s vital for local plumbers to refine their SEO content approach to maximize AI visibility.

My agency, Plumbing Webmasters, is on the cutting edge of this shift thanks to our SEO software tool, DataPins.

DataPins generates AI-friendly SEO content that AI tools can use for training data, resulting in local plumbing companies getting mentioned in AI answers.

AI Answer Examples for Local Plumbing Company

Take a look at this example of a local plumbing company in Waterford Township, Michigan.

This company used DataPins to detail the specific usage of a PVC pipe.

In another example, the company used DataPins to mention their use of a specific water heater brand, allowing them to show up in Google’s AI overviews.

These detailed examples train LLMs and AI tools to recognize local plumbing jobs for specific companies and brands, resulting in greater search engine visibility.

AI SEO Tools for Plumbers

Plumbing companies can use various AI tools like ChatGPT and Perplexity to assist with the AI process.

These tools can help create SEO content outlines, review content quality, and cite informative sources for external links.

However, when discussing AI tools for website SEO, plumbers should focus on DataPins.

ChatGPT

ChatGPT should not be used to generate your plumbing content without human oversight.

However, it can be used to generate SEO outlines, analyze content, and generate images.

The latest version of ChatGPT also cites sources from around the web, meaning it can be used to find valuable external links to include within your content.

Perplexity

Perplexity is a useful AI tool for SEO research and does a great job of citing sources that you can use for external links within your plumbing content.

While ChatGPT may have more extensive use cases, Perplexity is the best available AI tool for research and information gathering.

DataPins

DataPins is the most potent AI SEO tool for websites as it transforms recent plumbing jobs into AI-friendly SEO signals, allowing LLMs to train using specific job site information.

In my expert opinion, DataPins is the most powerful AI tool available to local plumbers.

The Future of Artificial Intelligence Search Engine Optimization

As local plumbers, we are merely in the beginning stages of AI search engine optimization.

The percentage of queries delivering AI overviews has fluctuated significantly throughout 2024, reaching a low of 7% in July but recently seeing an uptick in October.

Local queries generally have the lowest amount of AI overviews, which is of significant note to plumbers.

However, my agency has noticed more local queries delivering AI overviews recently.

With all that being said, plumbers must adjust to this new feature (and larger behavioral shift) without abandoning more traditional Local SEO concepts that remain integral to online success.

For example, plumbing companies must remain vigilant in their efforts to rank within Google’s Local Map 3-Pack while adding an AI and LLM strategy.

In other words, you are not replacing your existing Local SEO strategy but expanding it.

Final Thoughts on AI SEO for Plumbing Companies

While it’s clear that plumbers have entered a new frontier of search engine optimization with the emergence of AI search engines and tools, the optimization required to maximize visibility on these platforms remains murky.

My agency, Plumbing Webmasters, is on the cutting edge of this phenomenon.

Our software, DataPins, was engineered to simultaneously help plumbers rank well in AI and traditional search.

For plumbing companies seeking answers about the future of search and steps they can take to ensure visibility, Plumbing Webmasters can help.

You can call my personal cell phone at (877) 388-9884 to discuss how I can help your company rank with AI SEO.

Top 9 Plumbing Marketing Agencies for 2024

Choosing a plumbing marketing agency can be overwhelming, especially when many options are presented to local plumbing companies throughout the United States.

Local plumbers may realize they need SEO, PPC, website design, reputation management, and other marketing services, but they lack the expertise to determine which agency can best provide them.

Although fit will ultimately determine the best agency for your marketing campaign, choosing from a list of the best plumbing marketing agencies is a great place to start.

The Importance of Marketing for Plumbing Companies

Knowing you need a marketing agency is the first step in acknowledging the importance of marketing for plumbing companies.

In today’s competitive landscape, plumbers without a marketing presence, particularly a digital one, are at a massive disadvantage from competitors.

A plumbing marketing agency will establish your online presence through search engine optimization, website design, Google Business Profile optimization, and content marketing.

Of course, each agency also offers various additional services that can be customized to your specific needs.

Best Plumbing Marketing Agencies of 2024

There is no one-size-sits-all approach when it comes to selecting the ideal agency.

Each will offer different strengths and weaknesses, and some plumbers will have a better rapport with some agencies than others.

However, when identifying the best plumbing marketing agency, the best place to start is by compiling a list of reputable agencies with a proven track record of results.

Based on these criteria, I list the 9 best plumbing marketing agencies of 2024 below:

1) Plumbing Webmasters

As Plumbing Webmasters, we pride ourselves on being the leading digital marketing agency for plumbers in the United States, a position we’ve held since 2013.

We rank our agency #1 on this list because we’ve consistently delivered results using a proven marketing strategy tested on 1,500+ websites over the past 15 years.

Our founder, Nolen Walker, worked with plumbers even before launching this agency, so the system has been developed for even longer than the agency’s existence.

Our SEO strategies have been instrumental in securing the top spot for this article on plumbing marketing agencies, a real-time case study of their effectiveness.

Founded: 2013

Founder and CEO: Nolen Walker

Key Clients: Spot-on Plumbing, All-Star Plumbing Heating and Air, Enco Plumbing

Estimated Pricing: $2,500 per month

2) Plumbing & HVAC SEO

Plumbing & HVAC SEO is a long-time agency with an excellent reputation in the industry.

Founded in 2010, this agency constantly produces results for local plumbers through website design, search engine optimization, and PPC advertising.

The agency’s founder, Josh Nelson, also owns Seven Figure Agency, which helps other agencies streamline their digital marketing agency operations.

This company focuses strictly on plumbing and HVAC contractors, giving them years of experience navigating the unique pain points of local plumbing contractors.

Founded: 2010

Founder and CEO: Josh Nelson

Key Clients: Drip Plumbing, CBS Plumbing Company, Cardinal Plumbing & Drain

Estimated Pricing: $2,500-$5,000 per month

3) Service Direct

Service Direct is a lead generation marketing company for local service businesses.

Founded back in 2006, the agency helps plumbers get more customers through a pay-per-lead model.

Their hyper-local targeting strategies pinpoint plumbing prospects in a defined service area.

Business owners can track inquiry recordings and adjust their price per lead based on their service areas to maximize ROI.

Founded: 2006

CEO: Brian Abernethy

Key Clients: PIC Home Pros, American Air, Appliance ON

Estimated Pricing: Pay Per Lead (varies by location)

4) Lemonade Stand

Lemonade Stand is a full-service digital marketing company that helps plumbers grow their business online.

Using strategies like web design, SEO, social media management, and content marketing, Lemonade Stand creates custom marketing strategies for each client.

The agency’s client-first approach fosters a good rapport with local plumbing companies.

Founded in 2012, the agency’s long tenure in the industry has allowed it to foster trust and credibility.

Founded: 2012

CEO: Greg Trimble

Key Clients: RighTime Home Services

Estimated Pricing: Custom / Unknown

5) On The Map Marketing

On The Map Marketing specializes in SEO, web design, and online advertising for plumbing companies.

Founded in 2009, OTMM has assisted countless plumbing companies with their digital marketing campaigns.

The focus on SEO-optimized websites that generate leads helps this agency stand out.

With a team of experts on staff and a long-standing in the industry, On The Map Marketing has fostered trust.

Founded: 2009

CEO: Kristaps Brencans

Key Clients: Go Pro Plumbing

Estimated Pricing: Custom / Unknown

6) Scorpion

Scorpion has been one of the most well-known marketing agencies for plumbers since 2001.

Their long history of assisting plumbers with SEO, PPC, and website design has made their brand synonymous with digital marketing.

The agency’s data-driven approach and software integrations make it an intriguing option for plumbers.

Having worked with thousands of contractors over a 20+ year tenure, Scorpion has built authority in the marketing space.

Founded: 2001

CEO: Rustin Kretz

Key Clients: Blazer Heating, Air & Plumbing, Midwestern Mechanical, Dignity Plumbing

Estimated Pricing: Custom / Unknown

7) Levergy

Levergy specializes in plumbing marketing through SEO, PPC, and website design.

Founded back in 2014, Levergy has fostered trust and credibility throughout the industry.

The agency is committed to client vision and customizes marketing plans to fit local plumbers’ unique needs.

Most importantly, Levergy employs skilled professionals to execute each marketing campaign correctly.

Founded: 2014

CEO: Ryan Redding

Key Clients: Air Waves Heating and Cooling, MVP Plumbing, True Blue Heating and Cooling

Estimated Pricing: Custom / Unknown

8) Valve + Meter

Valve + Meter is coined as a performance-based marketing agency that focuses on data.

The agency offers PPC, SEO, content marketing, and outbound lead generation services.

Their performance-based model intrigues contractors who only want to pay for direct results.

They utilize analytics and ongoing analysis to monitor and improve campaigns continually.

Founded: 2017

CEO: Marcia Barnes

Key Clients: Evergreen Heating & Cooling, RPM Machinery

Estimated Pricing: Custom / Performance-Based

9) Relentless Digital

Relentless Digital offers marketing services to HVAC, plumbing, and electrical companies.

Their founder, Joshua Crouch, has over a decade of experience in the HVAC industry.

The agency focuses on website design, Google Business Prifle optimization, and Local Service Ads to drive new customers to plumbers.

Rooted in transparency and client success, Relentless Digital has garnered trust in the digital marketing landscape.

Founded: 2020

Founder and CEO: Joshua Crouch

Key Clients: Small Town Drain, Dial One Johnson, Champion Plumbing

Estimated Pricing: Custom / Unknown

Choosing The Best Marketing Company for Plumbers

Only 30% of business owners are happy with their plumbing marketing providers, which suggests most plumbers are making the wrong choice.

In vetting your potential agency, closely evaluate the following:

Pricing

Every plumbing contractor works within a budget.

That budget is sometimes significant for regional companies with dozens of technicians, and other times, it is relatively small.

Some plumbing marketing agencies list pricing on their website.

In contrast, others require plumbers to call in or fill out an online form that reveals your budget.

It may seem unfair that you have to display a budget before them.

Reviews

The fastest way to learn more about a marketing agency is to see what others say about them online.

The best places to go are Google Reviews, Facebook Recommendations, and sometimes Yelp. Steer clear of on-site testimonials, as those web admins can easily embellish them.

There’s no specific star rating that makes an agency the best option.

However, you can usually tell when the company has many upset clients.

For example, an aggregate star rating under 3.5 indicates that the company is unpopular.

Ultimately, use your best judgment with the help of review platforms.

For example, some plumbers want a big PPC advertising budget.

In contrast, others want to get their plumbing leads from Google Organic.

It always helps when an agency can separate itself with an uncommon feature.

Relationship

At the end of the day, your marketing agency will form a relationship with your plumbing business.

You have to ensure that it’s a positive relationship with mutual understanding.

You can only find this out by calling the agency owner and getting a rapport before buying.

Plumbing companies often make decisions solely based on reviews and pricing, and the relationship ends in disaster, resulting in termination and money loss.

You can prevent this by doing your due diligence and talking with the agency about your company.

Standard Plumbing Marketing Agency Services

It might seem like a simple concept, but your agency must provide the solutions you need for your plumbing company.

Maybe you already have a good website and only require SEO and Local SEO services to boost rankings.

Other companies may not have a website and require building one from scratch.

Website Design

Agencies often want to build a new website to work with their broader digital marketing strategy.

For example, it’s difficult to implement a WordPress-based SEO strategy on a Duda or Wix website.

Whether or not you want to change your website design may determine which agency you choose.

Search Engine Optimization

Search engine optimization or SEO can be a vague acronym that varies in meaning.

Some agencies consider SEO the process of filling in your title tags and meta descriptions, while others view it as mass-producing blog content to rank for national keywords.

Truthfully, SEO is about generating branded digital signals that help your customers find your business.

PPC Advertising

Pay-per-click advertising is where most plumbing companies run into trouble with their marketing agency.

It’s important to understand PPC pricing models, which may include Ad Spend and Ad management fees.

You should also avoid investing too much money into paid advertising, as it can quickly drain your budget.

Content Marketing

Over the last two years, Google has released algorithm updates that address standard agency practices regarding content.

The Helpful Content Update and the March 2024 Core Update both address content produced for search engines rather than people.

With this in mind, you should vet your potential agency’s content practices to ensure your website avoids an algorithmic disadvantage based on content mass-production.

Reputation Management

Reputation is a significant factor in promoting a modern plumbing company locally.

Most potential clients check reviews on multiple platforms before booking a plumbing service.

With this in mind, your agency must understand how to increase and automate review frequency while strengthing your reputation.

Final Thoughts

Successful plumbing companies understand the need for marketing but don’t always choose the right agency on the first try.

The list above narrows down your choices so you can select from a reputable group of providers with a proven track record of success.

Nevertheless, it’s essential to understand that there is no one-size-fits-all solution for plumbing marketing services.

Your ideal agency choice will likely depend on your budget, location, and marketing goals in 2024.

I encourage you to speak with the owner of each company before making a final decision.

In the spirit of reciprocity, I invite you to call my personal cell phone at (877) 388-9884 to discuss how Plumbing Webmasters separates itself from other plumbing marketing agencies.