Google Ads for Plumbers
Local Plumbers often use Google Ads to drive calls to them for emergency services. Some use Google Ads for clicks to their websites. Most report having difficulty getting QUALIFIED clicks and calls, so we decided to create something to help.
Note: The information provided on this page was developed using Lake Charles, LA Nielsen® DMA® regional information.
Filtering local Google Ads for plumbers
The first thing plumbers should remember when creating a Google ad is to make sure that the right location is chosen. This does not happen often, but sometimes it does. To check your locations, go to your Ad Group on the Left Menu bar in Google Ads.
Then along the menu bar just to the right of this, click "Locations."
A map should appear to the right showing the locations you have chosen. In many cases, a local plumber will choose the widest range possible. However, this is a mistake.
Statistics show that for most trade and craft services like plumbing companies, the majority of business will come from within a 4 mile radius of the business location. This happens for a couple of reasons.
- People pass the shop when going about their daily activities and so know it is local.
- When looking for a service "near me" in a search, the closest appear at the top of the results.
- People prefer to do business with neighbors.
This all means that the BEST possible traffic for your clicks or calls will be people closest to you. If an entire metro area has been chosen. like Lake Charles Nielsen® DMA®, many people will see the ad for a plumber, perhaps click on it, but never use the service because it is too far from them. Thus, you will want to narrow your Google Ad location for your plumbing business.
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To narrow the location down, your Google ad can be filtered to one zip code. The way to do this is to set it by Zip (Postal) Code or filter all others out which are too far away.
As you can see from the screen shot to the right, this must be done from the campaign level dashboard. The best method is to include the regional area like Lake Charles (if that is where your plumbing company is located) then filter out zip codes further than four miles out from you.
Doing this is a bit tedious and will result in fewer clicks, but it will also result in fewer wasted clicks. Your results will improve (more customers) and your costs will go down (better Return-on-Ad-Spend - ROAS). This is what you want. If you need help with this, Oakes Writing is happy to either manage your Google Ads campaigns or teach you how to do it yourself. Contact us now for help.
Pay Close Attention to Keywords Related to Plumbing
Another thing to consider when setting up a Google Ads campaign for a Plumbing Company are the keywords chosen. Not all plumbing keywords are created equal and some will hurt rather than help your efforts.
For instance, if your plumbing ad is promoting residential water softener systems, be sure to make "residential" part of the keyword search. If the company provides ONLY commercial systems, be sure THAT is part of the keywords chosen.
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Also, make sure to include negative keywords that are already likely to appear if using a broad set of keywords and watch for new ones to exclude daily. Negative keywords are those which are related to the keyword string used, but not directly related to the service rendered. These will happen and if left unchecked, will drive costs much higher than is reasonable.
Examples of negative keywords which may appear when running a Google Ads campaign for your plumbing company include:
- plumbing and heating
- delta shower faucet
- roto rooter near me
- affordable plumbing
- precision plumbing
- superior plumbing
Why may these keywords need to be excluded from your Google Ad?
In the case of the first one, if your plumbing company does not provide also heating services, anyone searching this term specifically will not likely be a customer. This will result in a wasted click. If you DO provide them, leave it.
The next two are for brands. If you do not provide Delta faucets, this will likely result in a wasted click, though not necessarily. You will just need to convert the call from a person seeking that brand to whatever brand you carry. As for Roto Rooter, unless that is the name of your plumbing company, leaving this keyword combo will only help your competition and likely result in a wasted click.
When people seek a brand, they usually want that brand and converting them hurts your ROAS. In other words, you spend more on Google Ads than you should.
Likewise with the generic terms "affordable," "precision" and "superior." In most markets, these terms are often used in the name of the plumbing company. Not removing them from your Google Ads campaign is likely to harm rather than help you. You will spend more money.
Pay Attention to Demographics Etc.
Finally, be sure to pay attention to the demographics when creating or working in Google Ads. If your plumbing company mostly works with homeowners, the typical customer may
- be married
- be within a certain age group
- make a certain income, or
- perhaps be of a certain gender.
Do not leave anything to chance. These elements can be accounted for when creating Google Ads for your plumbing company.
For instance, if you are promoting a high-end residential water hot water heater capable of handling large quantities, you will likely want to find people with large homes and families.
Why let your ads be seen by single people living in apartments because they are in college? Sure, they may click on your ad, but are unlikely to buy from you. This will only result in your plumbing company spending more than it should on Google Ads.
Bottom Line for Plumbers
A big part of the reason we see so many plumbing companies using Google ads is because they either
A) do not have a website or
B) have a website that is underperforming
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A common reason we see so many struggling with Google Ads is because they are too busy with what they do best: Plumbing.
Why not outsource Google Ads campaigns?
Many plumbers do not outsource because they believe it will cost them too much. This makes sense because most traditional ad agencies do charge outlandish rates. But this is only because they do not really know how to use Google Ads. Traditional agencies are those which formerly relied on advertising and often do not really understand modern, attraction marketing via online tools. They are usually stuck in the past and serve to drive your marketing costs up, not down.
The simple fact is that if Google Ads is run properly, it is the most cost effective way to advertise in the world. And this includes charges by your marketing company. If it is not the most cost effective method, your ad agency is NOT doing its job right. Fire them.
At Oakes Writing Website Serivces, we not only run your Google Ads campaign in a cost-effective and results-effective way, but even help you with your website. The best part of having a properly run website is that in time, Google Ads will not even be needed.
Alternately, if you really want to understand Google Ads or any aspect of online marketing, we are happy to teach. If you or your staff live in Lake Charles, Alexandria, Lafayette, LA, Beaumont, TX or nearby, we are delighted to do so in person. Learn more about our consulting service.
Most of our clients are able to reduce their marketing budgets by as much as 75% within three years.
This happens because we develop a sound content marketing plan for their plumbing company, something no other digital marketing company does. Part of that plan includes a proper mix of content marketing and Google Ads. Most companies rely on one or the other, usually just the Google Ads portion.
But this is a mistake. Sending people to a website using Google Ads without addressing the issues on the website is a recipe for driving up advertising costs over time. Our goal is to drive them down.
And we are so good at doing that, we even guarantee it in writing.
If you would like to learn more, call 337-660-4774, email us at firstname.lastname@example.org, chat live or complete the form below. Either way, we can help your plumbing company find success using Google Ads.