Plumbing is a highly skilled trade, and most homeowners and business owners will use the internet to find trusted local plumbers for their plumbing needs.
Using Google Adwords as a lead generation tool is a fantastic way to grow your plumbing business. Here is a detailed look at how we help local plumbing companies with lead generation.
A couple of background points:
- Google Search Likelihood: High
- Decision Making Process: Short
- Key Selling Points: Speed, Availability, Cost, Reviews, Experience
- Competition Index: Moderate
- Invoice Range: $200 – $5k+
Characteristics of an Ideal PPC Advertiser:
- 24/7 call handling
- Strong geographic covering (not limited to one town, for ex)
- Rapid response time / multiple teams in place
- Scalable based on demand
- Industry accredited in some way that increases perceived value
Consumer Avatar & Psychology:
- Plumbers are often required to fix an immediate problem such as a leaky pipe, overflowing toilet, etc.
- As such, consumers will make a decision on who to call very quickly, usually during their initial search.
- Depending on the severity of the issue, some consumers may be looking for a do it yourself solution, which is something we definitely keep in mind when creating ad copy.
- How quickly the problem can be fixed is critical. A consumer is likely to pay more to have the problem addressed quicker than pay less to have it take longer.
- Non-emergency opportunities also definitely exist for upgrades, remodels, etc.
Buyer Anti-Avatar (not ideal prospects):
These are people we don’t want to advertise to.
- Anyone looking for parts, supplies, etc.
- Job seekers
- Limited only by where business is willing to travel, but…
- How quickly someone can be dispatched to each targeted area should be taken into consideration as speed is a factor
Case Study Metrics:
- Inherited account conversion rate: 5% (we took over this account from another provider and they were getting a 5% conversion)
- Industry average conversion rate: 20%
- After 30 days: 10% (+100%)
- After 90 days: 50% (+900%)
- Inherited account CPC: $6.59
- Current account CPC: $4.98 (-25%)
Recommended Campaign Focus:
- Best plumber
- Plumber near me
- Plumber in ________
- Emergency plumber
- 24 hour plumber
- Plumbing Issues
- Clogged drain
- Overflowing Toilet
- Products & Services
- Water heater repair/replacement
- Tankless water heater
- Bathroom remodeling
Recommended Campaign Types:
- General – Call Only
- Remarketing – Mainly for optional services / not effective for emergency
- Display – not recommended initially
Recommended Media Budget:
At least $2000/mo.
Can scale based on services offered/geography/volume.
- Use a unique landing page built for conversion. This is a MUST. We will build you a landing page to use in your campaign.
- Have a clear promotional offer
- Answer the phone every time – missed calls = missed opportunity
- Track your phone calls
- Respond to email inquiries within 30 minutes max
- Be polite and courteous – it’s highly likely the customer is stressed
- Clearly identify the issue
- Don’t give over the phone estimates
- If pressed, provide price range without committing and while reminding of promotional offer
- Confirm and agree on time service can be completed
- Avoid having to get back to the customer – they will move on
Download our infographic
Questions? Give us a call at 503.581.4554 or fill out the form below to get started: