Industries · Plumbing
Plumbing is won on the second ring, not the second impression.
Water is moving through a floor and someone is calling down a list. Everything else about the campaign is secondary to whether you pick up.
Four things that decide a plumbing account.
Speed to lead beats every other lever
A burst pipe caller books whoever answers. Not the cheapest, not the highest rated — whoever answers. We have seen accounts where fixing call handling moved revenue more than doubling ad spend would have.
Local Services Ads sit above everything you buy
For plumbing, Google's Local Services placement runs above the paid results and charges per lead rather than per click. If you are not verified and running there, you are bidding for second place on the most valuable searches in the trade.
Drain calls and repipes need different math
A drain clear is a low-ticket job that pays for itself same day. A repipe or sewer line is worth twenty of them. Blending them into one cost-per-lead target means you either overpay for drains or underbid on the jobs that matter.
Emergency searches do not care about your brand
Nobody researches plumbers before their water heater fails. This is close to pure intent capture, which is good news — it means the campaign structure and the phone matter far more than the creative.
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What the searches look like
Emergency terms — burst, leaking, no hot water, backed up — convert within the hour and carry the highest cost per click in the trade. Scheduled work like water heater replacement and repiping is researched and needs a page that answers cost. Drain and inspection terms are the cheap volume that keeps techs busy between emergencies.
Specific to this trade.
- 01Google Local Services Ads setup, verification, and ongoing dispute of bad leads
- 02Emergency campaigns with call-only formats on mobile
- 03Call tracking with recording, so missed and mishandled calls are visible
- 04Speed-to-lead alerts by text to whoever is actually dispatching
- 05Separate cost targets for drain work, water heaters, and repipe or sewer jobs
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What ads can’t fix
If calls ring out to voicemail after hours, no amount of ad spend fixes it — we would be buying leads for your competitor. Fix the answering problem first, even if that means an answering service. We will say this before taking the account, not after.
Fifteen minutes on your plumbing market.
We will tell you roughly what a lead costs in your area and whether we think we can beat what you are paying now.
15 minutes. If we can't help, we'll say so.