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Profitable AdWords Marketing for Plumbing Companies

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Profitable AdWords Marketing for Plumbing Companies

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Profitable AdWords Marketing for Plumbing Companies

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Attracting New Plumbing Customers with Google AdWords

Google AdWords is a powerful pay-per-click (PPC) advertising system that allows you to target key search terms that your customers use most often to find plumbers.

Keywords are bid upon, and advertisers are entered into a split-second auction during each Google search. It’s a highly effective form of advertising as it captures buyer’s intent at the time someone is actively looking for plumbing services.

As a plumbing professional, you understand how important it is to constantly attract new customers. But for someone to become a customer, there’s an entire process that a prospect goes through in the buyer’s funnel.

This funnel (also known as the marketing or sales funnel) characterizes the prospect’s state of mind as they move from knowing nothing about your plumbing company, to someone who not only uses your service, but recommends it enthusiastically to others.

Fortunately, we now live in a world where we can capture this need quickly. For smart plumbing marketers, this means creating profitable AdWords PPC campaigns that are optimized to attract the best prospects as they search for the right service provider.

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The Plumbing Prospect’s Mindset

As a plumbing company, you are at a distinct advantage when it comes to Google AdWords. Because AdWords is connected to Google search, advertising is bound tightly to buyer’s intent. In fact, most searches on Google are performed by people looking for something specific.

Let’s look at the buyer’s funnel, a visual representation of an individual’s psychological state during the journey from prospect to customer.

Google AdWords Funnel

As you can see, Google AdWords matches up with the middle to bottom of the funnel, a more engaged prospect typically between the consideration and purchase stage.

For plumbing companies in particular, there’s an immediate need for services. This is a perfect match for Google AdWords, but only when campaigns are configured correctly.

Plumbing Competitors and the Cost Per Click

This ability to reach prospects and convert them to customers quickly also means that you’re not alone as a plumbing marketer using AdWords PPC.

In fact, the CPC (cost per click) for plumbing services have often been bid up quite substantially by your competition.

With costs on a single click often exceeding $20, does it make sense for plumbers to invest in AdWords? Let’s take a close look.

Profitable Plumber Marketing with AdWords PPC Starts with Knowing Your Numbers

AdWords Costs and Conversions

What if I told you that cost per click doesn’t really matter?

Certainly, we see other industries where CPCs are in excess of $100, and the ads run continuously.

While cost is always a consideration, plumbing companies need to look beyond the cost per click and examine a much larger picture that centers around two numbers – customer acquisition cost (often referred to as CPA, or cost per acquisition) and customer lifetime value (CLV).

As a plumbing business, it pays dividends to know your numbers. In fact, this is what separates the professionals from the amateurs.

Let’s say that we know each customer represents not only the immediate revenue benefit for today’s service need, but also future service calls over the lifetime of the customer, plus any referral business once you’ve established credibility and trust.

A customer over 20 years can easily represent $20,000 in revenue based on service, maintenance, and referrals.

Customer Lifetime Value (CLV) = $20,000

Now let’s take a look at the marketing cost to acquire a customer for our plumbing service through Google Adwords.

In this example, we’ll use a $20 cost per click.

Cost Per Click (CPC) $20

Click to Lead Conversion Rate 10%

Lead to Sale Conversion Rate 10%

In this scenario, it will take 10 clicks to result in a single lead, and 10 leads to result in a single sale.

CPA = CPC / Conversion Rate

CPA = $20 / .01%

CPA = $2,000

We will spent $2,000 in AdWords PPC marketing in order to acquire a single plumbing customer; someone who represents an average of $20,000 in revenue over time.

As you can see, this is like buying customers off a shelf. First, you have to know the average value of each customer, as well as your average conversion percentages before you can accurately determine whether or not your cost per click is a worthwhile investment.

While a $20 CPC seemed high, the value received over time more than covered this expense.

With the same conversion percentages, even a $40 CPC would result in a CPA of $4,000. Compare this again to a customer lifetime value of $20,000, and we’re still ahead of the game.

Not All Plumbing Leads are Created Equally

AdWords Lead Quality

As you can see above, smart plumbing marketers know their numbers and do not make advertising decisions based on cost-per-click alone.

Once we have this baseline to work with, we can begin optimizing plumbing ads to make sure we’re reaching the right type of customers while providing a quality search experience.

All plumbing leads are not the same. Some prospects are price shopping or looking for do-it-yourself information about plumbing, while others are in an emergency situation and need help now.

Knowing how to attract the right customers is key to running an efficient and profitable Adwords account for your plumbing business.

With a crowded field of plumbing competitors all vying for the same customers, this is what separates you from the pack.

By focusing on targeting the right keywords at the right time, we increase our prospect quality by matching our ads and keywords to actual customer intent.

Anything else is incredibly wasteful, and most plumbing advertisers lack the knowledge, time, and discipline to structure campaigns in a way that attracts the best customers at the lowest price point.

For you, this is a great opportunity to think beyond the basics and create an AdWords account that drives more conversions, sales, and growth for your plumbing business.

“Knowing how to attract the right customers is key to running an efficient and profitable Adwords account for your plumbing business. With a crowded field of plumbing competitors all vying for the same customers, this is what separates you from the pack.”

Ensuring a Quality Search Experience

Google AdWords Quality Score

In the early days of search, companies competed for keywords in a common auction scenario.

While this was innovative at the time, the effectiveness of search was severely jeopardized when advertisers began to bid on unrelated keywords and ads no longer matched what a user was searching for.

There’s no better way to ensure a mass exodus from your search engine than serving up unrelated results, so Google made a brilliant change to their search engine that would encourage advertisers to create a quality search experience that was highly relevant.

The Quality Score was born. This resulted in relevancy between user search terms and the advertising experience, from the ad to the landing page.

The goal was simple. Create a quality search experience through ads and landing pages that accurately addressed the search term.

The click-through-rate (CTR) was added as a key performance metric as well, since this measures actual engagement and interest in the ad.

Here are the three main elements that comprise the Quality Score. The numbers are estimates derived from testing, as Google doesn’t divulge the actual formula.

Quality Score = Expected Click-through-rate (39%) + Landing Page Experience (39%) + Ad Relevance (22%)

For more information, check out this article titled Reverse-engineering AdWords Quality Score Factors from Search Engine Land.

For smart plumbing marketers, knowing how this works is another advantage over the competition.

By selecting the right keywords, crafting your ads to match specific search types, while delivering the right information on your landing pages, Google will reward you with a higher quality score, which in turn will lower your advertising costs.

Waste Drives the Plumbing Business, but It Has No Business in Your Advertising

Smart plumbing marketers understand that AdWords can do a fantastic job connecting with the right customers based on selecting the right keywords. But it can also burn a hole right through a company credit card when an account isn’t structured properly, and irrelevant search terms are not purged on a regular basis.

Using a plumbing analogy, if your constant flow of leads comes to you through a pipe, then any leaks that spring from this pipe represents your ads that display for the wrong search terms.

This happens quite often with inexperienced ad managers utilizing the wrong keyword match types.

For example, broad match keywords cast a very wide net and trigger ads on a full spectrum of search phrases that could be completely unrelated to the plumbing services you offer. (see Fishing with Dynamite. How to use Broad Match Keywords to your Advantage.)

Whether it’s a leaky pipe or leaky AdWords account, this is money drained away from campaigns that could be actively bringing in quality customers. This is another area where plumbing companies can gain a competitive advantage, as most accounts are not managed correctly.

In fact, most ad agencies are paid on a percentage of ad spend, and nothing increases wasteful spend like campaigns that are created to generate clicks instead of quality leads.

By monitoring the AdWords Search Terms Report, an ad manager can insert negative keywords to prevent ads from triggering when they shouldn’t. This is an ongoing process that constantly patches wasteful leaks.

As an example, keywords such as these should be added as negatives to prevent your ads from showing and generating clicks.

How to

DIY

Do it yourself

Installing yourself

BrandRocket has hundreds, if not thousands of negative keywords that are implemented immediately for our plumbing clients.

Your Time Belongs to Your Customers

AdWords Plumber Customer Service

At BrandRocket, all we do is PPC marketing. We believe that focus is the first step to mastery. By dedicating our time and resources in one particular area, we provide even greater value to you by refusing to spread ourselves thin. Trying to do too many things is often a recipe for mediocrity.

This is why we also believe that home service providers should also focus 100% on core competencies. Plumbing is hard work, and ensuring customer satisfaction in a social economy where testimonials can make or break you requires a commitment to clients through service excellence.

AdWords marketing is also hard, and is becoming increasingly complex. For example, plumbing companies posting an ad for the very first time are presented with SEVEN different bidding options – before your ad is even created! (Check out our AdWords Bidding Option Guide to learn more)

Connect with Customers Quickly Through Call-Only Campaigns

While standard AdWords marketing is a powerful way for plumbing companies to reach prospects looking for help, time is of the essence when it comes to plumbing leaks and broken toilets.

To address this urgency, another option exists with mobile ads that make it even easier to connect.

Call-Only Campaigns contain a button that activates a call rather than a click, connecting customers to you immediately. The call is counted as a click, and the conversion is registered when a certain amount of time has elapsed.

Let’s take a quick look at the steps involved with a standard AdWords ad vs. a Call-Only ad. As you can see, this ad format reduces the steps involved for a prospect to reach you.

Standard AdWords Ads

Search for “plumbers”
Click ad
View landing page
Find proper contact info
Call the company

Call-Only Ads

Search for “plumbers”
Click ad to call the company

Note: Call-Only ads don’t work for all companies and markets, so we suggest creating a few test campaigns in the beginning.

AdWords Remarketing for Maintaining a “Top of Mind” Presence with Plumbing Prospects

In the ultra-competitive landscape of Google AdWords, smart marketers in plumbing know that winning often requires a multifaceted plan that goes beyond standard keyword targeting.

We often need to look beyond the click, and AdWords remarketing allows us to advertise to prospects who’ve already interacted with your company.

In PPC advertising, every click represents an expense. When a prospect clicks your ad and gets transported to a landing page, it’s show time! The right information needs to be communicated that addresses a distinct need in order to result in higher conversion rates.

But not all plumbing prospects are in buying mode. Looking at the buyer’s funnel again, we can see that most of the searches happen within the consideration to purchase stages.

Google AdWords Funnel

During consideration, prospects will view your landing page and possibly check out specific service pages on your website. We use this information as engagement markers, noting services of interest, then run advertising to previous visitors that match intent.

As an example, a prospect clicks your ad, then views a landing page. They explore even further to learn more about garbage disposal replacements.

Using Google remarketing, this activity is noted, and advertising that addresses this specific need is shown to this prospect throughout the Internet and mobile apps.

Google remarketing is a powerful way to stay top-of-mind while delivering relevance and value.

Plumbing Company Branded Searches

Branded searches are another way plumbing companies can target prospects who are actively searching for help and are engaged in research and comparison shopping.

For some prospects, they might be searching based on brand recall or familiarity. By targeting your competitor names, you can provide an alternate choice, especially if the prospect is evaluating options.

As a word of caution, understand that by targeting competitor names, you can easily trigger a counter-campaign where competitors begin to target your company as well.

Always give this quality thought and make sure it aligns properly with your company’s strategy before employing campaigns of this nature.

In addition, advertisers should avoid using competitor names in their ads. Doing so could put you in violation of trademark law and Google ad policy. We recommend branded terms as keywords only.

Custom Intent Audiences for Plumbing Related Searches

In November of 2017, Google introduced a brand new targeting option that exists within the new ad interface. Custom intent audiences are Google’s answer to Facebook’s powerful trove of demographic and intent-based targeting.

By using AI and predictive analytics, Google is able to identify and target users who show a high amount of conversion interest in products or services similar to your offerings.

Here’s how Google describes this exciting new feature:

“Custom intent audiences help you define and reach the ideal audience for your business. Built with performance advertisers in mind, custom intent audiences allow you to go beyond predefined audience categories and reach people as they’re making a purchase decision.”

In order to harness the power of this new targeting option, plumbing marketers have two options.

A) Create Your Own. Using this option, you can combine plumbing topics together, along with competitive URLs. This provides a starting point for Google to identify and track traffic that is more likely to convert.

B) Auto-created. If you’re not sure where to start, Google provides an automated option where the search giant taps into the power of machine learning to calculate commercial intent markers, then creates audiences specifically for your account.

As one can imagine, there’s a tremendous amount of math and calculations that go into predictive analytics, and many times results fall short of the vision.

But in Google’s case, the custom intent audiences seem to be a unique offering that has already shown great potential. The audience segments are narrow and specific, creating audiences that are highly related to the characteristics of a specific business.

Top Mistakes Made by Plumbing Marketers with AdWords PPC

AdWords Mistakes

To round out this guide, we’d like to share with you the top mistakes we’ve witnessed in AdWords PPC marketing for plumbing companies.

Funneling all Traffic to the Home Page

As mentioned in the section above about Quality Score, Google puts significant weight on the relevance of the search experience. Plumbing companies that route traffic to their home page hurt themselves on many fronts.

First, a home page is designed to provide an overview of all services. Its goals are to communicate a great deal of information to prospects searching for a wide variety of subject matter.

Landing pages, by contrast, should be laser targeted to a single topic. This topic aligns with the search intent and ad copy, addressing the prospect’s unique needs.

Landing pages that broadly present a wide array of information not only confuse the user, but also fail to extend the cohesiveness of the overall search experience.

Google applies a penalty in the form of a lower quality score, and it’s very likely that the plumbing company will spend more for each ad click.

An unfocused landing page also results in prospects not finding what they wanted, so they hit the back button and return to the search results. Google marks this as a poor search experience and the plumbing advertiser again suffers in terms of cost and exposure.

Conversion Rate Optimization (CRO) is a very important element in running profitable PPC accounts for plumbing companies. This starts with creating high-quality landing pages that are focused and relevant to specific topics.

Showing Generic Ads for All Keywords

Writing effective ads is hard work, and often requires a creative mind that is much different than all of the other skills within AdWords PPC.

It also requires patience and tenacity to test, refine, and test again in an ongoing effort to create ads that resonate with the right types of plumbing prospects.

Fortunately for you, most of your competitors are coming up short on ad copy, often showing the same generic ads for all keywords. This is a great opportunity to gain a competitive advantage in creating ads that truly speak to unique and often urgent situations that your plumbing prospects find themselves in.

Like the landing page example above, the quality of your ad copy is also a significant contributor to Google’s Quality Score.

By developing the right ads for the right keywords and transporting prospects to a landing page that actually addresses their plumbing issues, you’ll see better quality scores, lower click prices, and an increase in conversions, sales, and growth.

Lack of Conversion Tracking

The ability to measure conversions is essential to understanding whether or not a plumbing company’s AdWords investment is producing the desired result. Without conversion tracking, advertisers are stumbling around in the dark.

Calls and form leads might come in from the website, but there’s no way to know if they originated from an investment in advertising or organic SEO. On a more advanced level, there’s no way to track which campaigns are driving the most conversions and revenue.

Conversion tracking is as simple as inserting a small piece of code from Google on a specific page within a plumbing company’s website – most often a thank you page.

When this happens, Google is able to track clicks to conversions, showing which campaigns and ad groups are truly driving prospects to become customers.

Conversion tracking can also extend into a CRM like Salesforce with a full view from click to sale.

Lack of Call Tracking

When prospects click your ads, they generally contact you one of two ways; through a form on your website, or by calling you directly.

With call tracking, a piece of code is inserted on your website that substitutes your regular phone number with a tracking number provided by Google or a third party service.

This records proper attribution for phone calls, and allows you to set the required length of each call to define it properly as a conversion. This also prevents hang-ups or misdialed calls to be counted.

Google provides call tracking free of charge for all advertisers, but the numbers are part of a shared pool. Numbers also expire and are reused on a regular basis.

By contrast, third-party companies provide a set of call tracking numbers that are exclusive for each plumbing company. This ensures that a number that could have been written down by your prospect remains tied to your account.

In addition, many call tracking companies offer the option to record all inbound calls. This is helpful for companies looking to monitor and improve inbound sales on a regular basis.

Bad Keyword Strategy (or none at all)

Choosing the right keywords is essential to running a profitable account for your plumbing business. Some keywords are too broad and can be very expensive and wasteful, while others are too narrow and won’t drive the required volume.

The right keyword strategy is imperative for plumbers looking to drive sales and growth through Google AdWords. This requires a great deal of keyword research early on through the Google Keyword Planner, and other tools like SEMRush, AHREFS, and Moz.

Another strategy includes selecting the right keyword match types. For plumbing advertisers who accept broad match as the AdWords default, the floodgates open with a large swath of irrelevant search terms attempting to match on keyword bids.

This is fine for some accounts, but it requires ongoing vigilance and a commitment to sculpting an account with the right negative keywords to prevent waste.

Plumbing keyword examples:

I need a plumber

Plumber near me

Need a plumber now

I need a plumber in my area

Service plumbers needed

Need Water Heater Installed

Plumbing Negative keyword examples:

Plumber jobs

Careers in plumbing

Do it yourself plumbing

DIY plumbing

How to do my own plumbing

No Remarketing Campaigns

Attracting prospects to your website is hard work. You have to select the right keywords, create ads that resonate, and landing pages that are relevant and on point.

But what if the prospect is comparing services and just isn’t ready to commit to a purchase yet?

Yes, your ads will still run, and hopefully, they display when and if this person searches for the services you provide.

But the smarter, more cost-effective approach is through remarketing your plumbing services via the Google Display Network (GDN).

Many of the plumbing advertisers on AdWords are not taking advantage of the power of remarketing. They are missing out on the ability to maintain a presence in the mind of someone who had expressed interest in plumbing services.

Furthermore, they aren’t taking full advantage of remarketing at the service level. Plumbing prospects self-identify through engagement and activity within certain sections of a website.

This is the perfect opportunity for smart marketers in plumbing to laser-target messaging through remarketing for a set period of time in order to stay top-of-mind until the prospect is ready to move forward with a purchase.

In Conclusion

Adwords is a powerful form of marketing that captures commercial intent. But with any benefit comes an inevitable drawback, and with Adwords for plumbing companies, this often manifests itself in cost.

We hope the tips here will help all plumbing marketers to truly harness the power of Google AdWords at a level rarely seen.

The plumbing business is ultra-competitive on AdWords, but by adopting several advanced techniques for proper account management and optimizations, advertisers can gain a quick advantage in profitable targeting while reducing spend on wasteful clicks.

By understanding customer acquisition costs, marketers can do a better job selecting the right keywords to drive higher profits over the lifetime of each customer.

By creating a quality search experience, Google will also reward plumbing advertisers who take the time to create ads and landing page that truly address prospect search intent with lower click costs.

In addition, there are many features of AdWords that are either not deployed or underutilized by plumbing companies. By exploring options like advanced remarketing or custom intent audiences, plumbing advertisers can do a better job maintaining a top-of-mind position as prospects explore and compare options.

Work with our Plumbing Marketing Experts

The plumbing business is ultra-competitive, which requires a high level of performance optimization.

Contact one of our plumbing marketing experts at BrandRocket to discuss how we can structure or enhanced your AdWords PPC advertising to drive conversions, sales, and growth.

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