Plumbers compete on speed and trust — homeowners with an active leak call until someone answers. This playbook focuses on channels that deliver intent and systems that book the job before the next company picks up.
At a Glance
- Top channels: LSA → GBP + reviews → speed-to-lead → Search Ads for overflow keywords
- Typical LSA CPL: $25–$55 (emergency markets higher)
- Target cost per booked job: Often $80–$140 for residential service
- Response rule: <5 minutes on LSA and ad leads
- Review velocity: 3–5 new Google reviews per week fuels local pack + LSA
Top Channels for Plumbers (Ranked)
1. Google Local Services Ads — Often #1 for emergency plumbing. Pay per lead, Google Guaranteed badge, mobile-first placement. See LSA setup.
2. Google Business Profile + reviews — Free compounding visibility. Primary category Plumber; add every service area you actually cover. Full walkthrough: GBP Mastery.
3. Speed-to-lead — Missed-call text-back + two-time booking ask on every inbound call. Speed-to-Lead · Scripts.
4. Google Search Ads — Supplement LSA for terms like water heater install [city] or brand defense. Search Ads guide · LSA vs Ads.
GBP Services & Keywords to List
Use names customers search, not internal codes:
- Emergency plumber / 24-hour plumber
- Drain cleaning / clogged drain
- Water heater repair & installation
- Slab leak detection & repair
- Sewer line repair / camera inspection
- Toilet repair / faucet repair
- Garbage disposal installation
Upload truck photos, uniformed techs, and before/after at 720×720 (cover 1024×576). Post weekly with neighborhood proof — see GBP Posts.
Long-Tail Playbooks
Service-specific tactics with higher search intent:
- Drain Cleaning Lead Gen — emergency LSA, jetting upsell
- Water Heater Lead Gen — no-hot-water dispatch + replacement follow-up
Pro Tips Specific to Plumbing
- Lead with same-day and 24/7 emergency in ads, GBP posts, and your site headline.
- Train intake: active leak (dispatch now) vs slow drain (schedule window) — scripts on Templates.
- Ask for reviews on every completed drain/water heater job — SMS template on Reviews & Referrals.
- Dispute irrelevant LSA leads (wrong geography, wrong trade) within 30 days.
- Record calls; coach the booking ask weekly.
Metrics to Watch
| Metric | Typical target |
|---|---|
| LSA CPL | $25–$55 |
| Lead → booked (LSA) | 30–45% with <5 min response |
| Cost per booked job | <$140 residential service |
| Median response time | <5 minutes |
| New Google reviews / week | 3–5 |
Run your numbers in Metrics and ROI.
Quick Win
Turn on LSA notifications and missed-call text-back today. Run one test: call your main line from a cell and confirm text arrives in under 60 seconds.
Next Steps
- 7-Day Quickstart — foundation week
- Case Study: 3x Leads — plumber-specific narrative
- Lead Gen Scorecard — personalized priority
- Printable Checklists — LSA ops · weekly metrics
- Ultimate Guide — full system
Related trades: HVAC · Electricians