Google Ads for plumbers, built around the call you can answer

The click is only half the job

A plumber pays for the click and wins the job with the answer. If the phone rings out, the money is gone. So we start an account by asking when someone picks up, and we build the ad schedule from that. Emergency ads run in those hours and in no others.

On the ad itself we use call extensions, so a caller can ring from the results page. We count those calls and keep them separate from taps on the phone number on your site. Both are real enquiries. Google's other engagement actions are not, and we keep them out of what the account bids toward. On an appliance repair account we run, those extras made the total look about nine times the real number of enquiries.

Ad groups by symptom

A plumber's customer describes a symptom. We build one ad group for each: blocked drain, burst pipe, leaking tap, toilet that will not flush, no hot water. Each has its own ads and its own page. The person who typed blocked drain lands on a page about blocked drains, with a phone number that dials on a tap and a short form.

Hot water has shoppers in it

Hot water is the job many plumbers want more of, and the search mixes buyers with browsers. Someone typing hot water system may want a price for a unit, a manual for the one they own or a plumber to fit it. We write ads that speak to the installer search and add negatives for manuals, parts and retail as the search terms report shows them.

Because the buyer is comparing, the landing page matters more here. It covers the systems you fit, what changes the price, how long a swap takes and who turns up, with photos of your own installs.

Licence classes decide what the ads can say

Gas fitting, drainage and other plumbing work sit under licences that differ by state. Our rule is simple. An ad promises only work your licence covers. If you want gas fitting leads and your licence includes it, you get an ad group for gas fitting. If you do not hold it, there is no ad, and no wasted click from a customer you must turn away.

Weather and seasons

Hot water systems fail more often in winter, so the budget for hot water ads goes up before the cold months. Storm weeks bring blocked stormwater and roof leaks in a rush, and those weeks can swallow a budget fast. We set daily caps so a burst of clicks does not spend your month in two days. Over Christmas, when other plumbers close, an open phone is worth more.

Repeat accounts after the first job

An ad can find a landlord with a leaking tap. Whether that landlord stays with you depends on the next visit. Property managers want photos, a clear invoice and no calls to the tenant at odd hours. A short page for managers, linked from the landing page, gives them that.

Your account, your spend

You create the Google Ads account and add your own card. You pay Google for every click, and we are added as a manager. If you cancel, you remove our access and keep the account and its history. Each month you receive a short report with spend, enquiries, cost per enquiry and the changes we made.

Before we start

We ask what you want more of. A plumber who wants hot water replacements gets a different account from one who wants blocked drains or gas work. We also ask how far you will drive, because a click from a suburb you do not service is a cost with no return. Then we write the first ads with you, and you approve them before they run.

Reading the search terms

Each week we read the searches that triggered your ads. Plumbing throws up odd ones: a sewer in a game, a tap part, a council form. Each odd search is either a customer we missed or a cost we can cut. We look at every one and make the call against your jobs, so the account gets sharper each month.