A GUIDE TO GROWING YOUR PLUMBING BUSINESS
Having a solid online presence is absolutely key for your business in the digital era that we currently live in. Even for traditional, non-digital jobs such as plumbing, making sure that you know how to advertise your services online is key to bringing in new customers.
Think about it - how often do you go straight to Google to find something out, whether that be a bit of general knowledge, which football match is on tonight, or if there is a tradesperson in your area who can assist you with, let’s say, plumbing? Exactly!
Being able to make the most of Google Ads can be an incredibly useful skill set to have, so that you can effectively advertise your business online. The primary aim of this article is to guide you through how you can get the most out of Google Ads for plumbers.
As with any sort of business strategy, you need a firm understanding of who your target audience is. There are various factors which determine your target audience, and these will be discussed in greater detail below.
Are you targeting a certain age range? As a plumber, you are probably not - but perhaps you are planning on undertaking work in an industrial estate or a city centre - therefore, advertising your services as plumbing for businesses will direct you towards the right audience.
Another way in which you can target your audience is through a specific location. Perhaps you are a plumber based in London - but do you want to target the whole of London?
Are you willing to travel from Dagenham to Mayfair and Croydon to Enfield as your radius? You can specifically target your radius down to the postcode where you are based at, and then your ad will only be displayed to people in these areas.
Another way in which you can utilise Google Ads for your plumbing business is by listing the specific services that you offer.
Maybe you specialise in bathrooms, or perhaps you are more of a specialist at fixing and/or fitting boilers. Whichever your specialist services are, it is a good idea to focus on them, so that you can reach your target audience easier and generate a higher click-through rate.
“An image speaks a thousand words” - or rather, helps to say what 35 characters can’t! Using images as part of your ad not only makes it more visually appealing to prospective customers, but can help people remember your business better too.
You could use your company’s logo, or perhaps a good-quality image of a previous job that you have done.
While the headline is going to grab your audience’s attention first, it is important in order to generate a good headline in the first place, to do some keyword research. Google Ads has an inbuilt keyword research tool, which takes keywords based off of your website - or you can use other tools such as SEMrush which can help you to discover some of the highest ranking keywords for your industry.
A good place to start if you are unsure about keywords is to look into any USPs (unique selling points) that your plumbing business has. For example, are you an emergency plumber, and available 24/7? Or maybe you offer a cheaper rate than your competitors, for the same level of workmanship?
A good way in which to craft the Ad is based around using a strong CTA (call to action) which will make potential customers want to click on your ad rather than a competitors’. Examples of this could include “Book Your Appointment Here” or “Call Me Now”.
As a plumber, you’ll know how important extensions are…no, don’t worry, we’re not talking about extension cables here!
In Google Ads, an ad extension helps to make your ad more visible, by incorporating bits of extra information into it. This includes being able to link to a specific page on your site, so if you have an online form for customers to fill in in order to book an appointment with you, you can link them straight to this page from the original ad.
Furthermore, you can also add a call button if you are wanting to make appointments over the phone, so that customers can call you directly from the ad itself.
Ensuring that you have carefully crafted landing pages is also important when it comes to creating Google Ads. You will want to direct any prospective customers or clients towards the right pages - so if they are searching for a boiler to be replaced, they do not want to be redirected to a page where they can buy a new bath, for example.
Another way in which you can create an engaging landing page is by making sure that it is optimised for the prospective customer - things such as making it mobile-friendly as well as desktop friendly and ensuring that it loads quickly means there is less chance of a potential customer leaving your landing page and clicking off your ad.
What do you want to see when you Google a new business? Perhaps you also need some plumbing work undertaken at your property or your business, and you’ve found some Google Ads for plumbers online after your search.
One of the first things that you are likely to want to see is contact information - how you can get in touch with the plumber, and where they are based. Usually leaving a phone number, an email address or even creating a form for customers to fill in is incredibly useful to have on one of your landing pages.
You may also want to work on what is known as social proof. This is where you promote client reviews, testimonials and other forms of customer feedback (such as Google Reviews) so that Google - and your potential customers - know that you are genuine.
Just think about it - how many times have you been put off a business, whether that be a service such as a plumber, or a restaurant, because you have noticed a number of poor reviews online? On the other hand, how many times have you decided to go to a certain business or eat at a particular restaurant because you’ve seen their many positive reviews online?
By adding in popular customer reviews onto your landing page, prospective customers can see right away why others are recommending you - and this could well be the deciding factor which closes another sale for you.
It is all well and good setting up Google Ads for plumbers, but don’t make the mistake of thinking the job is done there and then!
In order to really define your Google Ads goals, and to gather data on how to improve or to see how well your campaign is going, you need to analyse it. This is not as difficult as it seems - Google Ads has some really useful tools as part of its software which can help you monitor and analyse the performance of your ads.
Some of the tools which are included are analytics tools which can help you to track the performance of your ad in general, and make any tweaks where necessary, as well as ways in which you can optimise your landing pages. You can also create targeted ad campaigns if you so wish, which can narrow down your target audience to be as specific as you want it.
As a plumber, creating Google Ads can help you transform your business - from identifying your target audience via their location, to undertaking some keyword research prior to creating the ad, you can help to get your business out there on Google to numerous potential customers who are just waiting to discover your plumbing services via Google Ads.
For any more information, please do not hesitate to get in touch.
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