Originally published in July 2020. Last updated on November 29, 2024.
Looking to attract new customers, re-engage customers who booked one-off jobs, and grow your plumbing business? Plumbing ads are a great place to start.
Advertising your plumbing company helps you spread the word about your business, connect with past and new customers, and encourage potential customers to use your services.
Use this guide to learn the best channels plumbers can use for traditional and digital advertising. We’ll share 11 proven tips for creating the best plumbing ads for your business, along with plumbing ad examples.
1. Facebook advertising
Facebook ads are a popular type of digital marketing. You can target specific groups, maximize your budget, and test what works to create a winning plumber marketing strategy for your plumbing business.
There are many ways to advertise your plumbing company on Facebook. One way is to boost a post on your Facebook timeline. This means investing money to share the post with your specific audience.
You can also run a sponsored ad through Meta Ads Manager. You’re able to customize your message, your audience, and your call to action to reach your business goals.
READ MORE: 10 ways to optimize your Facebook business page
Griswold Well & Plumbing Services uses humorous ads to address a common customer pain point in this Facebook ad. They give users the option to learn more or call to book a service.
Pro Service Plumbing uses its Facebook page to promote and post time-lapse videos of services, share valuable content, and even recruit new plumbers for their business.
It’s easy to turn one of these posts into a Facebook ad by boosting it for as little as $1 a day.
2. Instagram advertising
Instagram is an image-based social media platform. To stand out from other plumbing contractors, you’ll want to use strong images and videos that tell the story of the work you’ve done for past clients.
For example, Impetus Plumbing uses Instagram ads to highlight positive reviews and build trust in their business.
Here’s another example of a post that can work well as a boosted post or ad. Butler Plumbing shared an image of a real boiler they repaired.
This addresses a specific customer concern with a clear call to action (“contact us”) that tells the customer how to get in touch.
We were an early adopter to being an online presence with Instagram.
At first we got made fun of. That was challenging. And then when you roll it through now people are like, wow, this company’s doing great.
3. Google Local Services Ads
Google Local Service Ads are a type of digital ad that appears at the very top of Google’s search results page. This ad shows up when people search for a specific service in their area (e.g., “plumbers in Chicago”).
These are the easiest ads for plumbers to create, as they don’t require graphics or text. Local Services Ads also run on a pay-per-lead model, so you only pay when a potential customer contacts you for a service.
You can use Local Services Ads to promote your business for the first time, attract local customers, and book more jobs in your area—all while making the most of a small ad budget.
Your Google Local Services Ads will include:
- Your plumbing company name
- Your Google rating
- Your service area
- Your operating hours
- Your phone number
- A Google Guaranteed badge showing you’ve been vetted by Google
4. Google Search Ads
Search Ads appear at the top of Google’s search results, between Local Services Ads and organic (unpaid) results.
With Google Search Ads, you bid on specific keywords or phrases you know your customers use to search for your services. Examples of these search terms could include:
- Plumbing service
- Plumbers near me
- Emergency plumbing services
- Drain cleaning
- Plumbing repair
When someone searches for one of these terms, an ad for your plumbing company will appear. Search ads run on a cost-per-click (CPC) model, so you only pay when a potential customer clicks your ad and visits your plumbing website.
You can use Google Search Ads to target customers actively looking for plumbing services, reach a bigger audience, and make the most of a larger marketing budget.
Your Google Search Ads will include:
- A headline that includes the keyword a customer is using to search for your services
- A description that shares the unique value of your plumbing services
- A call to action that encourages users to click on your webpage
- A URL that brings potential customers to an online booking form where they can request your services
5. Google Display Ads
Unlike search ads (which appear in Google search results), Google Display ads appear as graphics, banners, or videos to ideal customers as they browse the internet.
With Google Display Ads, you can target a specific demographic, interests, and even users who have interacted with your plumbing website before.
You can use Google Display Ads to increase traffic to your plumbing website and grow your plumbing business’s visibility online.
Your ad should include your company name, logo, message, relevant imagery, and a concise call to action that tells the reader what to do next.
Whether or not you decide to experiment with Google Display Ads, you should have a Google Business (formerly Google My Business) profile. It’s a free way to ensure local customers can find your business on Google Maps.
READ MORE: How to get free website traffic with Google Business Listings
6. Quora answers
Quora is an online community where users can ask questions about any topic—and that includes plumbing.
You can respond to relevant plumbing questions with thoughtful, detailed answers to show off your expertise. Make sure to mention the company name and how you would approach the customer’s unique situation.
This is one example of a quick yet satisfying answer to a location-specific plumbing question:
7. Lead generation websites
Lead generation websites are a popular way for plumbing business owners to market their businesses. These platforms help connect you with consumers who are actively searching for your services.
One popular lead generation site is Thumbtack. Thumbtack for contractors lets homeowners search for plumbers who may be a good fit for their job.
At the same time, Thumbtack lets you adjust your target preferences to choose the types of plumbing leads you want to pay for.
You can also advertise on Nextdoor to help your plumbing business get noticed by local homeowners or businesses that need your services.
Sign up for Nextdoor, define your service area, and introduce your business to your local community. Try posting ads and building your reputation by commenting on relevant topics.
8. Postcard advertising
Postcards are easy to create using Mailchimp’s free templates. They’re also affordable to distribute since you can mail them out in bulk.
Here’s a great example of postcard marketing from Modern Plumbing and Heating. The photo of Master Plumber Raun Grover and his son adds a nice personal touch to the ad.
9. Lawn sign advertising
Every time you finish a job, ask the owner (ideally a satisfied customer) if you can place a sign on their front lawn. This helps grow brand awareness for any ideal customers passing by.
Your sign should include your business name and logo, phone number, and website URL. That way potential customers can find out more about you and get in touch to book services.
Pure Plomberie uses lawn signs as part of their plumbing advertising strategy. It’s a win-win for customers—in exchange for allowing the sign, they’re entered into a draw to win a gift card from a local restaurant.
10. Vehicle wraps
A vehicle wrap or decal advertises your plumbing business wherever you go. After the up-front printing and installation costs, it’s a free ad that lasts for years.
Your vehicle wrap should include your business name and logo, slogan, services, phone number, website URL, and any other information that potential customers should know.
That said, keep the design as simple and eye-catching as you can. People may drive past it quickly, so they should be able to absorb the information in a few seconds.
Here’s one example of a van wrap from Guest Plumbing:
Our vans are big, white, big blue leaf all over them, very well branded.
Once you see us once, you’re going to see us every day.
11. TV and newspaper ads
If your business operates in a high-competition area and you have a large enough budget, you should consider large-scale newspaper and TV advertising.
This is an expensive option that will likely cost upwards of $1,000 for one ad. That said, it’s a great way to quickly share your message with a very large group of people.
You can also make your budget go a little further by purchasing ad space with local papers and smaller independent TV networks. Your message won’t go as far, but you can try a few
plumbing ad ideas and see what works best.
Plumbing ad tips to help you get started
Not sure where to begin advertising your plumbing business? Just follow these simple steps:
1. Understand your ideal customers
Your advertising method will depend on who your target customers are. For example, if the residents in your service area are older adults, physical ads may be more effective than digital ads.
So whether you decide to use Facebook ads, Google ads, Thumbtack, or lawn signs, you’ll need to define your target audience first.
Try to get more customers like the ones you already have. Write down everything you know about your current and best plumbing customers. Answer these questions to understand who you’re advertising to:
- Which neighborhoods do they live in?
- What type of home or business do they have?
- How old are they? Do they have a family?
- What is their income bracket?
- Where do they spend their free time (e.g., online, on Facebook or Instagram, or in person at a local library or community center)?
- What kind of plumbing services do they usually need?
If you’re constantly having to go out and find new clients instead of nurturing the ones that you have, that really changes your strategy.
2. Know what makes your plumbing business different
Think about why your current customers choose your business for their plumbing needs. What makes you stand out from the competition?
The thing that sets you apart is called your unique selling proposition (USP). Write down your USP in a few words or a sentence and include it in your plumbing ads.
Maybe you provide 24/7 emergency service while your competitors don’t. This is important for customers to know when their water heater is leaking at 3 am.
3. Define your advertising goals
Understanding your marketing goals will help you design an effective plumber advertising campaign, choose the right platforms, and reach the right customers.
Here are a few examples of possible advertising goals you might want to achieve:
- You have a new service or product to promote
- You’re just starting a plumbing business and you need plumbing leads fast
- You’ve expanded your business into a new region and you need to stand out from established competitors
Next, consider which advertising channel will be most effective to reach your goals.
For example, if you’re looking to grow your brand awareness, Google Display ads are a great option. If you need leads fast, Google’s Local Service Ads or Search ads may be a better fit.
4. Design your plumbing ads
Use these tips to create a professional ad for your plumbing business:
- Keep your design and ad copy simple by focusing on one message (e.g., a product or service, a testimonial, or before and after photos).
- Use Canva’s free templates to design a professional plumbing advertisement.
- Add a call to action that encourages potential customers to visit your website or call to book your services.
- Use your brand colors for all your ads to stay consistent and memorable.
Plumbing slogans
If you have a plumbing slogan, include it in your ads. If you don’t, pick a memorable slogan that says something important about your business. Here are a few ideas to inspire you:
- Plumbers On Duty
- Your First, Last & Only Call
- #1 In [CITY NAME]
- Your Plumbing Pros
- Emergency Experts
- Available. Affordable. Always.
- On Time, Every Time
- The Customer Comes First
- [CITY NAME]’s Favorite Plumber
- Water You Waiting For?
- No Pain, All Drain
- Nip That Drip
5. Set your advertising budget
To set your advertising budget, you should know how much you’re able to spend to get a new lead. This is your customer acquisition cost (CAC).
Next, consider how many new customers you need each month. Do this quick calculation to get your monthly advertising budget:
CAC x desired number of new customers = monthly ad budget
Once your budget is set, stick to it. Online advertising can get pricey very quickly and you don’t want to spend more than you can afford.
6. Track your plumbing ad campaigns
To make the most of your plumbing advertising investment, you’ll need to track the performance of your ads and make adjustments as needed.
This will show you if you’re achieving your goals, let you make the most of your ad spend, and help you focus on the advertising channels that work best for your plumbing business.
Here are a few key metrics you should be tracking:
- Click-through rate (CTR): Indicates how effective your ad is at engaging your audience
- Cost-per-click (CPC): The amount you spend every time someone clicks on your ad
- Cost-per-conversion: How much it costs to get a new customer through an ad
- Conversion rate: The percentage of users who interacted with your ad before becoming a customer
- Impressions: The number of users that view your ad
- Social engagement: This could include likes, shares, or saves of a social post. This indicates how users are engaging with the ad
- Return-on-investment (ROI): The total amount of revenue gained from your ads
It’s always better to be calculated.
You don’t have to be too calculated, but just a little bit of time at the early stages of your business goes a really long way.
Add plumbing ads to your marketing strategy
Ads are only one part of your plumbing marketing strategy. But if done effectively, they can grow your brand awareness and bring in more business.
To round out your marketing efforts, you’ll want to improve your ranking in search engine results with SEO for plumbers and find other ways to generate more plumbing leads.