If you’re looking to attract new customers or re-engage customers who booked one-off jobs, ads are a great place to start for your plumbing business.
Plumbing ads give you target precision, for a reasonable price. The beauty of digital ads is that you can test and play around with what works so you end up with a winning formula for your plumbing business.
This guide will help you understand the basics of plumbing ads, and show you examples of ads you can test on your target market.
Let’s get started!
Plumbing Ads: What to know before you start
1. Who is your target market?
Whether you use Facebook ads, Google ads, HomeAdvisor, or a local newspaper, you’ll need to define your target market.
- Write down everything you know about your current or best plumbing business customers:
- What specific geographic region 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? (Online? On Facebook or Instagram? Or in person at local community centres?
- What kinds of plumbing services do they need?
- Do they hire other home services, such as HVAC or lawn care businesses? (If yes, can you partner with them?)
These answers will come in handy as you create your ads. Remember, you can always come back as you test ads and see which ads are performing better than others. You’ll get a better idea of which target market assumptions need to be updated.
2. What is your USP (unique selling proposition)?
Think about why your current customers choose your business for their plumbing needs. What makes you stand out from the competition? You can use this USP to your advantage in your plumbing ads.
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3. How much can you afford for your advertising budget?
How much are you able to spend to get a new lead? This amount 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:
Remember: stick to your budget once it’s set. Advertising online can get pricey very quickly and you don’t want to spend more than you can afford.
4. What are your advertising goals?
Consider why you’re exploring plumbing ads as a marketing channel for your business. Here are some examples of advertising goals you may have:
- You have a new service or product to promote
- You have just started your business and need new customers fast
- You just expanded your business into a new region and you need to stand out from the well-established competition
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How to Start and Track your Plumbing Ads
There are lots of different ways you can advertise your plumbing business. It’s important to start slow and choose one method to begin with, see how it goes, and then increase your efforts.
To keep track of new leads and what’s working, take thorough notes. You can do this in a spreadsheet or for an easier approach, you can use a CRM (client relationship manager) to keep track of lead sources.
In your online booking form, you can create a custom section in the request form called “How did you hear about us”. This is a great way to keep track of how many leads have come through from a specific advertising channel.
Plumbing Ads: 5 Tips and Examples
1. Book more work with Local Services Ads (LSA) and Google Ads
You have two ad options when you advertise with Google: Local Services Ads (LSA) and Google Ads.
Local Services Ads (LSA) are digital ads that cater to local businesses in certain industries, such as plumbing. They appear above organic search results and Google Ads.
The biggest difference is that with Google Ads, you pay per click (PPC). With Google LSA, you pay per lead (PPL).
When to use LSA:
- You plan to advertise locally
- You are promoting your business for the first time
- You have a smaller advertising budget
When to use Google Ads:
- You have a larger budget
- You have goals to reach a bigger audience
2. Get more leads with lead generation sites
Lead generation websites are a popular way owners can market their plumbing business. They’re platforms that provide a way for consumers to find your business and contact you.
You might have heard of some of them before: Yelp, Porch, TaskRabbit, Thumbtack, Angie’s List, HomeAdvisor, and HomeStars (Canada only.
But which is the best plumbing lead generation site? The honest answer is, there’s no clear cut winner — it all depends on what’s right for you and your business.
Scott Robillard Plumbing & Heating use Angie’s List for some of their lead generation.
Butler Plumbing, Heating & Gasfitting have also claimed their business name on Yelp so they can collect reviews and allow potential customers to request quotes.
For a lot of plumbing businesses, success with these sites vary. It’s reliant on the region, services, and the type of clients you want to attract.
The best advice we can give with lead generation websites is to experiment with multiple websites and see which one brings in the most leads (at a reasonable price).
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3. Experiment with Facebook and Instagram plumbing ads
Social media can be an effective tool to advertise your plumbing business because it can be hyper targeted, it’s measurable, and it’s easy to use.
There are a lot of different ways you can advertise to your ideal customers on Facebook. You can boost specific posts or you can create specific and catchy ads.
Here’s an example of a post that could work well as a boosted post or an ad from Jake’s Plumbing:
We also love how Pure Plomberie showcases customer reviews from Google and repurposes them for Facebook posts. This is an easy and effective way to put your reviews front and center, while also amplifying your brand.
Keeping in mind that Instagram is an image-based platform, strong imagery (including videos) with messages overlaid on top of photos can help get more eyes on your business page.
Butler Plumbing shows us an example of an Instagram post that can be turned into an ad. It provides value to homeowners (their target audience) by sharing helpful information on how to care for your plumbing.
Another example from Butler Plumbing of a post that can work well as a boosted post or ad. The message is clear with good contrast over the image, there’s a call to action (contact number), and it’s a relevant issue many customers face.
How to manage your social media ads: Sync your Facebook and Instagram ads with your client list, then create, manage, and publish all types of ads in one place, thanks to Jobber and Mailchimp. Learn more about our integration here.
If you’re new to social media marketing, get started creating your Facebook Business Page with this helpful guide. No plumbing business is complete without a Facebook page!
4. Stay top of mind with physical ads
Plumbing advertising is all about trying new techniques — one that might be successful for you are physical ads. You can go door-to-door (e.g., flyers and door hangers) or you could use postcard marketing. But you have to understand your target market and their behaviours to determine if this will work for you.
Door hangers can be great but it takes time to drop them off at each property and many potential customers may throw them out.
Postcards are easier and more affordable to distribute since you can mail them out in bulk.
We like this example from Modern Plumbing and Heating. The photo of Master Plumber Raun Grover and his son ads a nice personal touch to the ad.
Postcards use a nostalgic and personal touch that makes potential clients feel valued. You can also use postcards to promote a new service, reconnect with someone who hasn’t heard from you in a while, and grow your lead list with a referral program.
You can use postcard templates on Mailchimp to make your own.
Pure Plomberie takes a unique approach to their physical plumbing ads: every time they service a property, they ask if they can put up a lawn sign on their property. In exchange for the advertising, Pure Plomberie enters their customers in a draw to win a gift card from a local restaurant.
This is a great way to engage your current customers and attract new ones. It allows you to spread the word about your business (complete with contact information) and it shows that you’re local, and a trusted plumber.
Think of it as a physical Google review — only your happy customers would be willing to have your business name on display in their front lawn!
5. Re-engage your customers with email marketing
Repeat customers help keep your small business alive and help fuel your bottom line.
As more plumbing businesses turn to contactless methods, email marketing might be the advertising answer you are looking for.
Use email marketing to remind one-time customers of their service with you or let them know about a new service you’re offering. For example, have you branched out into HVAC work? Tell your customers about your new service offerings in an email campaign.
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