Google Ads can be a useful way for plumbing companies and contractors to receive more enquiries. As with any paid advertising however, it’s easy to burn through ad spend and achieve minimal to no results unless your campaigns are setup correctly and maintained regularly.
Fortunately, we’ve had plenty of experience managing PPC accounts for plumbing companies so understand what it takes to get the best return on investment from your PPC ad spend.
In this post we’ll be looking at seven actionable tips that ensure you cut away wasted spend, save money and generate more high-quality leads.
We also offer a FREE PPC Account Review for plumbing companies.
Having a good campaign structure for your plumbing PPC campaigns will seriously help when navigating and optimising your campaigns. In this section, we’ll talk about two different campaign structures that we like to use with plumbing companies.
To begin with, you need to have your campaigns clearly labelled based on the location they’re targeting. For example, you may have a search campaign that is targeting a specific location in the South-East of England – you will want to have this campaign clearly labelled for easy navigation in the future. You would then label your ad groups based on the services you are offering, such as:
- General Plumbing Services (ad group dedicated to the ‘generic’ plumbing service keywords you bid on)
- Emergency Plumbing (ad group dedicated for the ‘emergency’ style keywords you bid on)
…and any other plumbing services you wish to promote.
The second plumbing PPC campaign structure that we like to use looks like this:
Label your campaign based on the service (i.e. Emergency Plumbing), then have separate ad groups for the keyword match types that are in each. The image above shows that we have a campaign targeting ‘Emergency Plumbing’ keywords, then have split these keywords into two ad groups based on two different keyword match-types – Broad Match Modified & Exact Match. We’ll go into more detail around keyword match types in the next section.
Top Tip – We recommend starting with local PPC campaigns, then scaling your location targeting based on results and capability to service clients further afield.
Organising ad groups by keyword match type
As covered briefly in the ‘Campaign Structure’ section, having your ad groups labelled by match type will help not only from an organisation point of view, but also from a bidding perspective.
After creating a PPC campaign, it’s important you take full advantage of different keyword match types within Google Ads so that your ads are showing for searches related to your service offerings.
There are four keyword match types currently available within Google Ads:
[Exact Match] – Exact match of the term or close variants.
“Phrase Match” – The exact phrase with any other text before or after.
+Broad +Match +Modified – These keywords can be used in any order and can contain other words.
Broad Match – This will trigger misspellings, synonyms and related searches.
Consider the match types as levels of confidence – you should be more confident in the exact match keywords you’re using, and less confident in phrase and broad match keywords.
Top Tip – Adjust your keywords bids based on how much ‘confidence’ you hold in each keyword. For example, you could bid higher on exact match keywords then reduce the bids for your phrase and broad match keywords.
We recommend using broad match modified and exact match keywords for plumbing PPC campaigns – this will ultimately help you reduce wasted spend on irrelevant searches that the broad and phrase match keywords would generate. Generally speaking, you will also be able to cover a wide variety of relevant searches by just using broad match modified and exact match keywords – certainly enough to generate plenty of enquiries.
Google Keyword Planner
Thinking of new keywords to add into your plumbing PPC campaign can be tricky, as it is with any PPC campaign. Thankfully, Google has a free-to-use keyword research tool called the ‘Keyword Planner’ – this tool allows you to find keywords worth adding into your campaigns, as well as keyword search volumes and average cost per click prices. This is extremely useful when calculating how much to set as your ad budget as you can work out an estimate number of clicks and for what cost.
Utilising negative keywords in PPC campaigns is absolutely vital – it helps not only reduce wasted spend, but also prevents your ads from showing in irrelevant user searches.
When adding negative keywords to your campaigns, we recommend having a standard list of keywords that you can apply to all campaigns. This list from TechWyse gives you 75 negative keywords worth adding into your PPC campaigns to begin with.
It’s also important to regularly check search term reports when completing your PPC maintenance checks as you will find more negative keywords worth adding to your negative keyword list!
Google ad campaigns allow you to add specific location targeting, therefore allowing you to target your plumbing services to the specific areas that you service only. This feature is useful for plumbing companies in particular as they often service a local area and rarely service customers nationwide.
When completing your PPC management tasks regularly, it’s important to check which locations convert well as you can add bid adjustments to specific locations, therefore increasing your chances of more conversions in chosen areas. You may also decide in the future to split out your campaigns further based on more specific locations – we recommend doing this if one location has been converting well continually over a long period of time.
Search Ads & Ad Extensions
Use a variety of ad types
Using a variety of ads in your ad groups is now a vital part to any successful plumbing PPC campaign. A good variety of both ads and keywords puts your plumbing company in good stand to have the best coverage possible in Google search results.
For plumbing companies, we recommend having both responsive search ads and expanded text ads to begin with, then later using dynamic search ads once your campaigns have high conversion rates.
Expanded text ads are essentially the ‘go-to’ ad choice in Google Ads – to set one up you simply have to input your ad URL, headlines and descriptions.
Responsive search ads are slightly different to expanded text ads in that they are modified based on how a user searches. To set one up, you input one ad URL and several different headlines and descriptions. Google will then optimise your ads based on each individual search, and will pick from your list of headlines and descriptions to match the search term the user has entered, therefore more likely resulting in a click-through to your website.
Top Tip – Use 2-3 expanded text ads and 1 responsive search ad when first launching your plumbing PPC campaign. Trial new ads expanded text ads on a regular basis to see if you can improve your click-through rates!
Making the most of the allocated character limits
Google ads can vary in size depending on their placement in search results and how much you utilise the character limits when creating ads. Here is an example of both a small and large search ad for two different plumbing companies:
Small plumbing company search ad:
Large plumbing company expanded text ad:
As you can imagine, the larger your ads are the more visibility you have in search results – this will result in more clicks and potentially more enquiries.
To achieve the most visibility in search results, use expanded text ads and a range of ad extensions – this will really help increase the amount of space your ads take up in search results.
Expanded text ads allow you to have up to three headlines and two 90-character descriptions, compared to the 2 headlines and one 90-character description that standard search ads offer.
Top Tip – Offer an incentive in your ad headline (e.g. ‘Get A Free Quote Now’)
Google Ads allows you to add a range of manual ad extensions to your ads. We recommend using call extensions, sitelink extensions, callout extensions and location extensions – here’s why:
Sitelink extensions – Promote multiple links to your website, allowing a user to navigate to different pages of their choice.
Callout extensions – Highlight your businesses unique-selling-points and benefits.
Location extensions – Attract local customers by showcasing your business location.
Call extensions – Offer the option for users to call your business by using call extensions.
Top Tip – Call extensions can be particularly useful for users who require emergency plumbing services outside of your usual business hours.
Conversion tracking is a vital part of any Google Ads campaign. It allows you to see which keywords convert which in turn, allow you to optimise your campaigns accordingly.
Tracking can be set up relatively easily too – either through Google Ads or Google Tag Manager.
For precise conversion tracking that is easily editable, we recommend using Google Tag Manager to setup conversion tags. You can then create ‘Goals’ in Google Analytics with the same variables as the tags you’ve set up in Google Tag Manager – this will allow conversion data to show in Google Analytics. Once you’ve created your Goals in Google Analytics, simply link your Google Analytics account to your Google Ads account and you’re all set!
Conversion data in Google Ads enables easy optimisation – you can easily see which areas of your campaigns are under-performing and and tweak them where necessary.
User-Friendly Landing Pages
When a user lands on your website, that’s your chance to encourage them to enquire. Make sure you have these landing page fundamentals in place to achieve more enquiries:
Your landing pages need to have clear headlines that relate to the page content and your PPC ads. This will help from not only a Quality Score perspective, but also from a user experience perspective – a landing page headline needs to directly relate to the users search. For example, a user searches ‘plumber in Manchester’ – a good landing page headline to have would be ‘Plumbing Services in Manchester’.
Making sure you have contact options on your plumbing landing pages is like making sure you put the icing on the cake – it’s essential!
It’s important to include at least two contact options for users to enquire – this may be a contact form, phone number or live chat. By having multiple contact options you’re giving the user different ways to contact you based on what’s convenient to them.
Providing a list of plumbing services that you offer can be vital in encouraging a website user to convert. If a user is aware that you offer a specific service (i.e. blocked toilets), it could encourage them to convert if they are having that particular issue.
Here’s a list of some plumbing services you could include on your landing pages:
- Power flushing
- Blocked sinks
- Plumbing leaks
- Shower installation
- Bathroom plumbing
- Blocked toilets
- Kitchen plumbing
Testimonials are a great way to fill the user with confidence in your services and provide insight into the satisfaction of previous customers. For best practise, aim to have at least 3 testimonials on your landing page.
Landing Page Examples
These plumbing companies that have good landing pages that incorporate the recommendations above:
Enhance your PPC results today!
Follow these tips and we guarantee you will save money and increase results from your Google Ads. Want to find out more about how you can improve your PPC account? Request a FREE PPC Account Review.