Unlocking the Pipeline: Proven Strategies To Earn More Plumbing Leads

Written by Matthew Ludden / January 14, 2022 / 10 Minute Read
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There’s no shortage of theories, methods, and tactics for gaining more plumbing leads for your business. When faced with so many options, how do you choose the best path forward? In this article, Valve+Meter Performance Marketing explores the most important, cost-effective, and sustainable lead generation strategies.


The Art of Generating Plumbing Leads

In a competitive industry, plumbing business owners are always striving to stand out from the crowd. There are many services ranging from paid advertising, full-service digital marketing agencies, and even specialty services that promise to generate exclusive plumbing leads for your business.

If you want to achieve sustainable growth, you need to design systems for generating plumbing leads consistently.

Valve+Meter Performance Marketing’s plumbing industry specialists use data to determine the best strategies to increase plumbing leads. When data guides decision-making, you can get more plumbing leads and gain insights into the most effective marketing for your unique business.

How To Build A Plumbing Lead Generation Machine

There’s no secret that the Internet has revolutionized how people search for products and services. Google isn’t just a search engine; it’s a verb. With 99,000 search queries every second, the key to getting more plumbing leads is to understand how to build an effective digital marketing strategy.

Let’s assume you are implementing the key methods to grow your plumbing business in all other areas of your plumbing business. When the challenge is not how to grow your plumbing business, but instead how to win more and higher-quality plumbing leads, there are several tools to consider.

In this article we will examine each element of lead generation, why each is important, and how to audit your current tactics for improvement. Let’s review each in the order of priority:

  1. Website: A lead generation website for plumbers must be visually appealing, exceptionally fast, and optimized for conversions.
  2. Google Business Profile: When fully optimized, your Google Business Profile can be a steady source of leads and provide great data about your customers.
  3. Search Engine Optimization: A great website cannot convert leads if no one can find your plumbing company on search engines.
  4. Pay-per-click Advertising: For key terms that don’t rank on organic search, pay-per-click ads can get your brand name in front of audiences.
  5. Social Media: Americans spend an average of 2 hours 24 minutes every day on social media. Converting leads from paid and organic social campaigns can be valuable.
  6. Creative Marketing: From graphic design to video, creative marketing discovers new platforms and methods to showcase your brand.

Why A Website Is Vital For Generating More Plumbing Leads

Regarding generating plumbing leads, your website is the hub for all activity. In a competitive industry, there simply is no such thing as “exclusive plumbing leads.” If the user experience on your plumbing website is flawed, don’t expect visitors to adapt to you.

Just like having the right plumbing tools to get the job done, a powerful website attracts prospects, converts plumbing leads, and leaves a lasting impression on your existing customers.

Let’s dive into why having an outstanding website is crucial for your plumbing business and how to audit and improve it:

First Impressions Matter

Your website is often the first interaction potential customers have with your plumbing business. A visually appealing and professional website creates a positive first impression and, if a website functions poorly, 42% of visitors will leave immediately.

  • Speed is Key – A slow plumbing website is slow, don’t expect people with a plumbing emergency to wait.
  • Conversion Optimization – All the pictures and content in the world mean nothing without strategy. Well-placed contact forms, clear calls-to-action (CTAs), and a prominent phone number improve conversion rates.
  • Mobile Optimization – Your plumbing website must be responsive on mobile devices. Consider this: 76% of people who do a local search on a mobile device contact a business within 24 hours.

Auditing Your Website

Consider three steps to optimizing your site for plumbing leads:

  • Visual Appeal – Compare your website against all local competitors. Does it stand out as modern and distinct? If your website looks outdated to you, then what will your target audience think of your business?
  • Speed Test – Use a tool like GTMetrix to analyze your website’s speed for both desktop and mobile users.
  • Conversion Elements – Examine each page on your website. Are the forms and phone numbers high on each page? How quickly can a homeowner in an emergency reach your team?

A well-crafted website is the foundation of successful lead generation for your plumbing business. It’s where potential customers learn about your services and take action.

Poor Performance 42%
42% of website visitors will leave a poorly functioning website.
Mobile Optimization 76%
76% of people who do a local search on a mobile device contact a business within 24 hours.

Using Google Business Profile To Capture Plumbing Leads

When fully optimized, Google Business Profile (GBP) can be a steady source of leads and provide valuable insights about your customers. Configuring your GBP results in more plumbing leads for a few reasons:

  • Local Visibility – Google Business Profiles appear in local searches for consumers looking for a plumbing professional. When consumers in your area search terms like “plumbing services near me” or your brand name, Google displays GBP.
  • Credibility and Trust – When your GBP profile is filled with positive customer reviews, you build trust with potential customers.
  • Valuable Data – Google Business Profile provides insights into how users interact with your listing including profile interactions and phone calls. This data can help you refine your lead-generation strategies and better understand your target audience.

Auditing Your Google Business Profile

Consider these 5 quick ways to improve and analyze your GBP:

  1. Complete Your Profile – Ensure all fields in your Google Business Profile are filled out accurately and completely. Add each plumbing service you offer. Include essential information such as contact details, business hours, and services offered.
  2. Gather Customer Reviews – Encourage satisfied customers to leave reviews on your profile. Respond to reviews, both positive and negative, to show your commitment to excellent customer service.
  3. Contact (Name, Address, Phone) – Add phone numbers to track exclusive phone leads from your GBP. You can also add booking features and answer messages directly on your GBP.
  4. Post Regular Updates – Utilize the “Posts” feature on your profile to share updates, promotions, and news about your plumbing services. You can see performance insights into your posts during a rolling period. Blogs are a great resource for fresh and engaging content.
  5. Use High-Quality Images – Include high-resolution images of your plumbing projects, team members, and your business premises. Visual content adds authenticity and professionalism.

By optimizing your Google Business Profile, you can transform it into a lead generation powerhouse. It not only attracts potential customers but also provides valuable data to refine your marketing efforts.

Zero Website Traffic 96.55%
An astounding 96.55% of all website content is never visited.

How Can SEO Increase Plumbing Leads?

Without effective Search Engine Optimization (SEO), your website may remain hidden in the vast sea of online content.

Did you know that 96.55% of all web content never wins traffic?

The most breathtaking website cannot generate quality plumbing leads if no one can find you. SEO focuses on using organic search engine results to get plumbing leads.

To grow your plumbing business, a robust on-page, off-page, and technical SEO campaign is important.

Let’s examine some key reasons:

  • Increased Visibility – SEO strategies boost your website’s ranking on search engine results pages (SERPs) promoting your business to new customers.
  • Targeted Traffic – To generate leads in your local area or to target commercial plumbing versus residential, you need to ensure your site is optimized for each plumbing service and ideal target audience.
  • Credibility and Trust – Websites that rank well in search results are often perceived as more credible and trustworthy by users. 63% of users say they never click on ads and instead choose Google organic results. A high-ranking website instills confidence in potential customers.

Auditing Your SEO for Improvement

Complete SEO services are incredibly complex, but instead of always relying on ads to buy plumbing leads, consider these strategies and start measuring how many new customers you earn from organic results:

  1. Keyword Research – Each service you offer should have a unique page on your website and each of those pages needs to be optimized with keywords that plumbing customers use to search. For example, “toilet installation” is searched over 8,100 times each month.
  2. On-Page Optimization – Review your website’s on-page elements, including meta titles, meta descriptions, header tags, and content. Using tools like Google Search Console, SemRush, AHRefs, and others can help you evaluate and improve content.
  3. Local SEO – Plumbers need new customers in the specific geographic areas you serve. Optimize website content to include each city in your service area.
  4. Quality Content – The primary directive of search engines is to direct people to accurate answers. Updating your website with informative, high-quality content related to plumbing services boost performance. Blog posts, service pages, and FAQs can all contribute to improved experiences for visitors and new customers.
  5. Technical SEO – Check for technical issues that may hinder your website’s performance, such as broken links, slow page loading times, and mobile-friendliness. Address these issues promptly.

By investing in SEO, you can ensure that your great website doesn’t disappear like so many others. Comprehensive SEO campaigns help you dominate local search results and win more plumbing customers.

SEO vs. PPC 63%
In a recent survey, 63% of users say they never click on search ads.
Social Media 144 mins/day
Americans spend an average of 2 hours and 24 minutes each day on social media platforms.

Using PPC To Generate Exclusive Plumbing Leads

Organic search is a marathon, but pay-per-click Advertising (PPC) can win plumbing leads almost instantly.

If your plumbing company cannot rank for key services in organic results, then you should use PPC for:

  • Instant Visibility – When you launch a PPC campaign, your plumbing company’s ads can appear at the top of search results within hours.
  • Targeted Approach – Plumbing companies need to research the keywords that are most likely to win, win quickly, and deliver more leads that convert to paying customers.
  • Control and Flexibility – Unlike traditional advertising, you have full control over your ad budget, schedule, and ad copy.

Auditing Your PPC Strategy for Improvement

If you are currently working with a plumbing lead generation company but not seeing results, then you need to audit your PPC strategy for:

  1. Keyword Research – Broad terms may seem valuable but only if your plumbing leads cost also maximize your ROI. Evaluate your current targeted ad groups and keywords.
  2. Ad Copy and Landing Pages – Plumbing lead generation companies may use generic ad copy and irrelevant landing pages. Plumbing companies should have a unique landing page for each service you promote.
  3. Budget Management – Evaluate your budget and adjust bid strategies around your customer service hours, most profitable ads, and even consider eliminating ads that do not yield profitable ROI.

PPC advertising can be a game-changer for plumbing businesses, especially when targeting key terms that may not rank organically. Tracking and analytics of PPC offers quick results, precise targeting, and the flexibility to adapt to changing market conditions.

Shifting Your Perspective On Social Media For Plumbing Leads

In today’s digital age, social media has become an integral part of our daily lives. Americans spend an average of 2 hours and 24 minutes each day on social media platforms. For generating plumbing leads, social media, both through paid and organic campaigns, can be a game-changer.

Social media platforms like Facebook, Instagram, and Twitter have billions of users. Reaching this enormous pool of potential plumbing leads can build engagement and trust in your brand.

Paid social is an alternative to PPC for search engines. Organic SEO includes regularly sharing valuable content, promoting a referral program, responding to inquiries, and showcasing positive customer experiences that can convert leads into paying customers.

Auditing Your Social Media Strategy for Improvement

Consider three keys to social media:

  1. Platform Selection – Are you using the right platforms? Facebook and Instagram are great for connecting with homeowners. TikTok and YouTube offer unique video platforms to address audiences. LinkedIn can connect with commercial leads and professional leaders of high-value accounts.
  2. Content Strategy – Are you consistently posting engaging content that resonates with your audience? Consider a mix of informative posts, client testimonials, and visually appealing images or videos.
  3. Paid Advertising – Explore the possibilities of paid social media advertising. Craft compelling ad campaigns that align with your lead generation goals and target specific demographics.

Social media offers a dynamic platform to connect with potential customers, showcase your plumbing services, and convert leads into loyal clients. By optimizing your social media strategy, you can unlock valuable opportunities to grow plumbing leads.

Can Creative Marketing Increase Plumbing Leads?

Creative marketing encompasses a wide range of visual and interactive elements, from graphic design to video content.

Do your plumbers travel in a plain white van or a dynamic warp with your brand clearly on display?

Creative marketing showcases your brand as a unique entity in the community and leaves an impression in every advertising campaign.

Consider these reasons to showcase your brand:

  • Visual Engagement – The human brain processes visual information up to 60,000 times faster than written words. Creative marketing captures attention and engages your audience on a visual and emotional level.
  • Differentiation – In a competitive market, creative marketing ensures your brand stands out from rivals.
  • Storytelling – Narratives and visuals can communicate your company’s values, mission, and commitment to excellent customer service.

Auditing Your Creative Marketing Strategy for Improvement

It isn’t just changing your plain white vans or refreshing your logo. Consider these elements to build brand awareness:

  1. Content Diversity – Are you diversifying your content types, such as videos, infographics, and interactive elements, or just using written text and stock images?
  2. Consistency and Branding – Consistency in branding helps build trust with your audience and demonstrate your core values.
  3. Engagement Analytics – Track engagement metrics for your creative marketing like videos, infographics, and other elements. Identify which types of content resonate most with your audience and refine your strategy accordingly.

Creative marketing offers endless possibilities to captivate your audience and leave a lasting impression. Embrace innovation and creativity to showcase your plumbing business in a unique and compelling way, ultimately driving lead generation.


There’s no trick to attracting more plumbing leads. Instead, lead generation is a multifaceted endeavor, and success lies in harnessing the full potential of each element discussed in this article.

From optimizing your website for SEO to tapping into the power of PPC, social media, and creative marketing, every tool at your disposal can contribute to your plumbing business’s growth.

Ready To Learn More?

To unlock the true potential of these strategies and take your plumbing lead generation to the next level, consider partnering with Valve+Meter Performance Marketing. Our expertise in digital marketing for plumbing businesses can help you generate quality leads, boost your customer base, and drive your plumbing business toward new heights.

Connect with Valve+Meter

FAQ Section

To increase your lead count, focus on a multi-channel approach. Start with optimizing your website for SEO to ensure you appear in local search results. Engage in social media marketing to build brand awareness. Consider investing in PPC campaigns for immediate visibility and lead generation. Don’t underestimate the power of positive customer reviews and referrals; encourage satisfied customers to spread the word about your services.

Identifying your target market is key. Utilize local SEO strategies to connect with customers in your service area. Networking with local businesses and real estate agents can also open doors to new clients. Offering exceptional service ensures word-of-mouth referrals. Additionally, using social media and email marketing can help you reach potential clients effectively.

To convert leads into customers, ensure your customer service is impeccable. Respond promptly to inquiries, provide clear and competitive quotes, and follow up with leads. Use email marketing to keep your business top-of-mind with potential customers. Personalize your communication to meet the specific needs of each lead, showing your expertise and reliability.

Yes, lead generation companies can be quite beneficial. They specialize in generating high-quality leads specifically for plumbing contractors. These companies use targeted marketing strategies to attract leads that are more likely to convert into paying customers, thereby saving you time and increasing your ROI.

Social media is a powerful tool for building brand awareness and engaging with potential customers. Platforms like Facebook and Instagram allow you to showcase your work, share customer testimonials, and post helpful plumbing tips. Paid social media advertising can also target specific demographics, increasing your reach and lead generation potential.

Despite the rise of digital marketing, direct mail remains an effective lead-generation strategy, especially for local audiences. It’s tangible and can stand out in a pile of mail. Tailored mail campaigns that highlight your services and special offers can grab the attention of potential customers who might not be active online.