AdWords for Plumbers

Last Updated On : 2017 Aug. 25

Is Investing in AdWords a good choice for Plumbers

AdWords for Plumbing is one field that is considered in great demand, despite being a very niche field. Plumbers and plumbing companies use AdWords to greatly improve their demand of services.

If you are someone in the plumbing business and you haven’t yet set up an AdWords campaign for your service region, you are practically missing out on a lot of potential customers. Having said that, It is very important to use this tool efficiently or else it may end up costing you.

If you are practicing any kind of plumbing services, you are likely to do good in PPC marketing as plumbing related searches are huge in online search traffic. If you fall under this category and still haven’t been able to achieve success, it may be because your ads or landing pages are not optimized.

So without further ado, let’s begin with the basics and the best industry practices in AdWords for Plumbers.

Right PPC Keywords for Plumbers

Choosing right keywords for your AdWords campaign can be an intimidating task. It comes with confusing questions like, should you go for long tail keywords for more visibility or more mainstream keywords with high competition? The key here is to strike a balance between the two. You should target both long tail as well short tail keywords. It will help you get the most out of your campaign. There are 4 major practices for Plumbers to keep in mind:

Note: Avoid using one-word keywords which are highly searched for, as these search terms aren’t very informative about the kind of services you are offering for your prospect.

For example, if you use Plumber as a keyword for plumbing services, your ads can be triggered for search terms like, Plumber qualification or Plumber tools or Plumber jobs, etc. which are not even close to what you want to target for. Therefore choosing the keywords carefully is very important.

AdNabu takes care of this from the very beginning itself. It creates the structure of the campaign such that each keyword type has 3 different AdGroup (one for each match type) ensuring that you target the right keyword for the right search term.

Advantage of using Broad Match Modifier over Broad match

Broad match modifier (a.k.a BMM) is a variation of Broad match. Broad match triggers ads for all searches around the keyword, keyword idea, synonyms, grammatical forms as well as related words, etc. BMM gives you much more control over the search terms for which your ads will be a trigger. It excludes synonyms but allows variations. For Example, If you target Broad match-type for keyword plumber services, it might trigger for search term like plumber which may or may not be relevant for you. Instead, BMM will ensure that the word plumber and services are present in the search. AdNabu automatically creates campaigns which use BMM instead of Broad match.

Best Negative Keywords for Plumbing firms

The importance of negative keywords cannot be ignored, especially when each click  costs a fortune. Though accumulating Negative Keyword is an ongoing process, but to begin with, below are a  few points to consider.  

What is a good landing page for you?

A landing page should use numerous parts like trust badges, result-oriented headlines, explainer videos, testimonials, etc. Such landing web pages are aimed at driving visitors to take an worthy action.  Since every click will cost you a fortune, there’s no room for an error when designing a landing page for your business. Below are some Do’s and Don’ts to follow:


Landing page form for Plumbers 1


Structuring Google Ads for a Plumbing service

Ad copy is extremely important because it is the initial touch point where the content of the ad compels the client to click on our ad instead of the competitor’s Ads. Below are the few pointers you must keep in mind:

Effective Google Ad sample for Plumbers

What ad extension should a Plumbing Service Provider use?

Google ad extensions add life to your ads and make them more professional looking and trustworthy. When used the right way, they can make you easily approachable and hence lead to better visibility for your potential customers. Ad extensions work differently for different Industries. Some deliver a better result than others. For Plumbing industry, best working extensions are:

Location extension:

Location extension enables Plumbers to add a physical location besides their ads. This helps you in numerous ways:

Sitelink extension:

The Sitelink extension enables Plumbers to add extra links to share achievements or additional sub-categories of services(In case targeting for a generic keyword).

Callout extension:

Callout extension gives plumbers an additional 25 characters of space to add beyond the basic description of the add. It is recommended to use this space to encourage the prospect to take action.

Call extension:

Call extension allows plumbers to add a contact number to their Ads. It works much effectively for mobile devices as Google adds a clickable call button to the ad. This allows the customer to call you instantly. For Plumbing service providers, it is considered to be very effective because usually clients have personalized problems/ questions which encourage them to call. For example:

Google Call extension for Plumbers

Structured snippet extension:

Structured snippets allow advertisers to describe brief and specific features of the product or service offerings. It provides viewers with a direct access to the information about the nature and variety of services offered. In plumbing cases, structured snippets can show potential clients the specific information such as neighborhoods where the plumber does his services, service catalogs, insurance coverage or even special offers.

Google structured snippet extension for Plumbers

Conversion Tracking for Plumbing Service Providers

Now that the campaign is ready to work its wonders, conversion tracking is very important and the last thing to set up as it will help you analyze your performance and optimize later. Depending on the business type, different conversion types are tracked. For a plumber, it mainly works in two ways:

Conversion Pixel

It helps track which keywords resulted in leads. This can further help in optimizing your campaigns. Setting up conversion pixel required some amount of technical effort (You would need the person handling your lead page). Having said that, benefits of results from it overpowers the hassle. Here is a guide to help you setup conversion pixel.

Call conversion Tracking

This will help if you are allowing customers to make a business call directly from their phone. Calls are extremely beneficial for a plumbing service provider and luckily Google makes tracking calls even from a website easy. Check out how to setup call conversion tracking here.   


This was a short guide to get started with your AdWords campaign, keeping in mind all the best practices for Plumbers. Plumbing industry is a one of the industries which are highly benefited from AdWords. In case you haven’t tried your hands on AdWords for your business, we suggest you to consider setting a campaign right now!  

If you are still not sure about how to start or to take your AdWords campaign to next level, sign up with AdNabu & automate campaign creation and optimize within minutes.