A great reputation and quality service aren’t enough to grow your plumbing business—you need a strategic marketing plan to attract the right customers and keep your schedule full. With more homeowners and businesses turning to online searches, social media, and reviews to find a plumber, having a clear, consistent marketing strategy ensures your business stands out.
A well-planned marketing approach helps you generate leads, build trust, and increase revenue while minimizing wasted time and money. Instead of relying on word-of-mouth alone, a multi-channel strategy—including SEO, paid ads, and local outreach—puts your business in front of customers exactly when they need plumbing services. In this guide, we’ll explore 15 of the best plumbing marketing strategies to help your business grow, stay competitive, and drive real results.
1. Develop Your Brand
Every business has a brand, whether they know it or not. It is the mental picture people have when they think of your company. Think of McDonald's friendly cheer or Apple's sleek finish.
A strong and consistent brand makes your plumbing business more memorable, resulting in more income. Brand consistency means using the same color scheme, logo, and fonts across your plumbing marketing materials. It also means having a unique brand voice.
Your brand voice is how you talk and write to your customers. Some brands are more casual. Others are more formal. Some are playful, and some are serious.
Your brand expresses your small business's values, priorities, and personality. Find a style that feels right and use it in everything you put out - from brochures to social media. The more consistent you are, the more your brand will stick in people's minds.
2. Claim Your Google Business Profile (formerly Google My Business)
If you search for a business name in your area, you'll see a special section on the right of your screen. That's the company's Google Business Profile - an eye-catching sidebar with photos, links, and details about the business. Having one makes you instantly more visible to searchers.
Of all the plumbing marketing strategies out there, this is one of the easiest to do. Just Google the words "my business" and click on the Google Business Profile link. Click Manage Now to start setting up your listing.
Here are some helpful tips when setting up your profile:
1. Complete Every Section of Your Profile
Many businesses claim their profile but don’t fill out all the details. A fully completed listing ranks higher in local searches. Ensure you include:
Accurate business name, address, and phone number (NAP) – Keep this consistent across all online platforms.
Service area – Define the specific locations you serve to appear in relevant local searches.
Hours of operation – Update these regularly, including special holiday hours.
Business categories – Select “Plumber” as your primary category and add secondary services like “Water Heater Installation” or “Drain Cleaning.
Website and appointment link – Add direct links so customers can contact you with one click
2. Add High-Quality Photos and Videos
Google prioritizes listings with visual content. Businesses with updated photos get more engagement than those without. Add:
Before and after service photos – Show pipe repairs, installations, or water heater replacements
Your team in action – Helps build trust and a personal connection
Your logo and work vehicles – Makes your brand easily recognizable
Short videos – Introduce your team, show a service in progress, or explain common plumbing issues
3. Collect and Respond to Reviews
Google reviews impact rankings and customer trust. Encourage happy customers to leave a detailed review by asking in person right after a job. You can also follow up with an email or text and provide a direct Google review link. Make sure to thank customers for positive feedback and address concerns professionally.
4. Post Updates and Offers Regularly
Google allows businesses to publish updates, promotions, and service announcements directly on their GBP. You can post about seasonal maintenance reminders, limited-time offers, company updates and hiring notices.
5. Enable Google Messaging and Call Tracking
Turn on Google Messaging so potential customers can text you directly from your listing. Also, use call tracking to measure how many inquiries come from GBP.
By fully optimizing your Google Business Profile, your plumbing business will rank higher in local search results, attract more qualified leads, and build stronger trust with potential customers.
3. Run Local Services Ads
Google local service ads also help searchers notice your business. When someone searches for a type of service near them, these ads pop up at the top of the page. Google designed them specifically for local in-person businesses like your plumbing company.
Go to Google's Local Services Ads site and click Get Started to discover if your plumbing business is eligible. If so, set up an account and create a budget. You only pay if someone contacts you through the ad.
Running a local services ad also lets you apply for the Google Guarantee. If you apply and pass Google's background check, Google will place a badge on your ad. That badge says Google will reimburse eligible customers who aren't happy with your service. It can help a new customer trust you enough to try out your plumbing service.
4. Run Search Ads
Another way to help people find your plumbing business website is to run Google search ads. They're also known as pay-per-click ads or PPC ads.
They're called pay-per-click because you only pay when someone clicks on them. Take Google, for example - it's the world's most popular search engine and the best place to start search ads.
When you run a Google Ad, you choose:
How much you want to pay per click
What search terms you want your ad to appear for
For example, you might bid 60 cents per click on the keyword "home plumber Milwaukee." Google decides what ads to show based on your budget and Quality Score. You can set a daily budget so you never pay more than you can afford.
If your ad makes the cut, Google will show it above the non-paid results. It can help you get traffic before your plumbing SEO kicks in.
Get More of the Customers You Want With Scorpion’s Advertising AI
Scorpion’s Advertising AI instantly lets you know what’s working and what’s not. More importantly, it teaches every part of your advertising strategy what drives the best results for your business, so you get more revenue.
Advertising AI gets you:
Better leads: Advertising AI works with Scorpion's Leads AI technology to immediately identify which leads are good and which leads are not.
More customers: By knowing what’s driving the most value for your business, Advertising AI trains each channel (like Google, Bing, and Meta) about who and what is driving customers to your business so you can get more.
Increased ROI: Advertising AI moves your spend to the channels most likely to generate more customers and more revenue, continually driving a better return on your ad spend.
Since 2020, Scorpion has generated for all clients 64.7 million organic leads, 14.6 million paid leads, and 2.3 million reviews with an average score of 4.7.
5. Ask for Customer Reviews
According to our team's research, 64% of consumers only consider providers with at least a 4 out of 5-star rating. It makes sense. If you're going to trust someone with your toilet or shower, you want reassurance that they know what they're doing. This is why reputation management is a vital component of your digital marketing strategy.
Online reviews are how people get that trust. Don't wait for people to think of reviewing you themselves - ask them directly, either verbally or by email.
Google is the most popular review source, followed by Yelp and Facebook. Point them there first, and respond to each online review. The same study showed that 89% of people are more willing to use a business if it responds to reviews. Almost 60% won't use one that doesn't.
Take your best reviews and highlight them on your plumbing website. You can also post some on your favorite social media platform and in other print and digital marketing materials.
6. Revamp Your Website
People who see your ads or reviews will probably go to your website to check you out before booking. Make a good impression with a website that's informative, easy to navigate, and has a beautiful website design. Include a menu bar at the top with your logo and link to each page.
Your pages should include:
An "About Us" page that shows why customers should choose you (including any certifications or awards)
A Contact page with a phone number, email address, and/or contact form
A Testimonials page with customer reviews
Also, create at least one page describing your services. If you offer very different service types, like residential and commercial plumbing, make a separate page for each.
Make sure each page includes links to your contact information. If you have social media accounts, link to those too. Like all plumbing marketing strategies, it's about making your business easy to find.
Allow Scorpion To Maximize Your Website Presence
At Scorpion, we design and build your website so you can tell the right story, generate more leads, and increase your revenue. We work to improve bounce rates, site speed, and user experience so you are free to get back to your business. You can stay informed on your site’s ranking, lead flow, and return on investment with reports in your dashboard.
Plus, you can take advantage of features like live chat and online scheduling to improve customer experience and create a credible first impression. Pair your website with our other marketing services, and you will be perfectly positioned to rise to the top of search engines with SEO, informative content, a better social media presence, and ads that drive even more traffic to your business.
7. Make Your Site Attractive to Search Engines
Your website is only effective if people see it, which means ranking high on Google. Think of someone needing your services and Googling "plumbers near me" or "plumbers in [your city]." That business will probably go to someone on the first page.
Getting on that first page requires search engine optimization, better known as SEO. Local SEO is the process of designing your site for Google's bots. It's one of the most important plumbing marketing strategies out there. If you do it well, your site ranks high when someone searches for one of the above phrases.
The first step is to have a Google Business Profile that links back to your website. Also:
Check the accuracy of your listings on map sites like Google Maps and Apple Maps
Use possible search terms like "24/7 emergency plumbing" or "home plumbers" in your site content
Make sure your site looks good on smartphones and tablets
Create links from pages on your site to other pages (for example, link to your "Contact Us" page from your home page)
Get as many links back to your site as possible (also known as backlinking)
Don't worry about doing all of this at once. Local SEO takes time, and every small change helps.
Rank Higher, Faster with Scorpion’s Ranking AI
Ranking AI is Scorpion’s SEO solution that ensures more of the right people discover your business when they need you most. Powered by RevenueMAX, Ranking AI improves your visibility and turns visitors into customers.
Ranking AI helps you:
Get found online: Higher search rankings mean your business shows up before your competitors.
Know what’s working (and what’s not): AI-powered tracking shows which SEO efforts are getting you results and where you can improve.
Attract more leads without the extra cost: SEO brings in more customers at a lower cost than traditional advertising.
Stay ahead of search engine changes: Ranking AI continuously adapts to Google’s updates.
8. Start a Blog
Blogging is a great way to improve your SEO while offering value to your customers. People with plumbing problems don't always search for a plumber first. Sometimes they Google questions like "Why is my faucet running?"
Starting a blog lets you be the one to answer those questions. It attracts traffic, bringing people to your website so they can see that you know your stuff. Maximize that confidence by linking to your services or other informational pages in each post.
Blogs are an important part of a content marketing strategy that makes you more visible to search engines. That's especially true now that Google has launched a major update that rewards great content. A blog lets you add fresh, high-quality content regularly.
To get the most out of your blog, focus each article on a phrase that's relevant to your business, like "leaky faucet" or "plumbing upgrades." Write some how-to's, myth-busting posts, and answers to common questions.
For inspiration, Google questions your customers often ask. Look at Google's "people also ask" section and write posts on those topics. Keep it varied, and always link back to your services.
9. Start a YouTube Channel
Video marketing is one of the most effective plumbing marketing strategies available. Don't worry - you don't need a fancy camera or even an "influencer" personality to make videos. Just grab your smartphone and video yourself:
Teaching common DIY tasks
Completing a service call, talking through it as you go
Answering common customer questions
Reviewing plumbing tools and products
Create a YouTube channel and host your videos there. Link to your channel from your website. You can also share your videos on social media and in featured blog posts.
Watch your post activity and reply to comments and questions. Comments let you start conversations with your customers and build relationships.
10. Send Regular Emails
There are plenty of email marketing services, like the offering from Scorpion, that make it easy to build and send professional-quality emails. All you need is a list of email addresses. Start with your existing customer list and start sending useful content like:
Seasonal maintenance reminders: Send reminders before winter and summer to prevent frozen pipes or plumbing issues caused by extreme weather. Offer a special discount for seasonal maintenance services.
Exclusive discounts and promotions: Reward loyal customers or first-time clients with exclusive discounts on common plumbing services. Run holiday promotions (e.g., “New Year, New Pipes—10% Off All Services This Month”).
Emergency plumbing services: Educate customers about what to do in a plumbing emergency and how to contact you immediately. Include a one-click emergency call button for easy access to your services.
Customer referral program: Encourage customers to refer friends or family by offering discounts or service credits. Use an easy-to-share referral link in your email.
Plumbing tips and DIY advice: Provide valuable content like how to avoid clogged drains, detect leaks early, or improve water efficiency. Position yourself as a trusted expert by sharing maintenance tips.
Post-service follow-up and review requests: After completing a job, send a follow-up email to ensure customer satisfaction. Ask for a Google or Yelp review and offer a small incentive if necessary.
Plumbing service membership plans: Introduce a subscription plan offering routine maintenance and priority service for a monthly or yearly fee. Highlight the cost savings and exclusive benefits of signing up.
Reminder for regular plumbing maintenance: Send automated reminders for recurring services like water heater flushes or sump pump inspections. Offer a small discount for early bookings to increase conversions.
New service announcements: Announce new plumbing services and their benefits to encourage upgrades or installations.
Local community engagement and events: Promote your community involvement by sponsoring local events or providing free plumbing advice. Build trust by showcasing your team’s engagement with customers.
Services like MailChimp and Constant Contact give you data about your emails. Keep an eye on what emails do well, then send more like them.
Remember, don't spam your audience. Sending an email once every few weeks is often enough. But be as regular as possible so that your company stays top of mind.
Allow ServiceTitan + Scorpion To Take Care of Your Email Marketing
Scorpion is the only preferred digital marketing partner of ServiceTitan and when you use ServiceTitan’s Marketing Pro, you can take advantage of Scorpion’s Direct Marketing Services.
With Direct Marketing Services, our team will handle your email marketing, direct mail, reputation management, and SMS, so you can devote more time to growing your business.
How Scorpion + ServiceTitan Help You Grow:
Personalized support – VIP onboarding, expert recommendations, and dedicated account management
Maximize every dollar – Comprehensive campaigns that generate leads and increase revenue.
Clear, actionable insights – Track performance and make informed marketing decisions.
More booked jobs – Drive revenue with timely promotions and reminders.
Transparent ROI – Seamlessly track your marketing spend through ServiceTitan integration.
Direct Marketing Services Case Study: Bayside Comfort
In their first month of service, they saw +15K in attributed revenue and 1,525% ROI.
Plus:
15% increase in total revenue
12% increase in booked jobs
15% increase in leads
Spend less time managing marketing and more time growing your business with Scorpion + ServiceTitan.
11. Make Email Sign-Up Forms
Your email marketing is only as good as your list, so ensure that you have as many sign-ups as possible. One of the best ways to build your list is with a lead capture form. It's a form on your website where people can sign up to hear from you.
There are usually only a few fields. Sometimes it's just an email. Other businesses ask for names and phone numbers.
The most important part is an offer. If you want people to share their information, you have to make it worthwhile. At the top of the form, let them know what's in it for them:
Sign up to receive updates
Become an insider
Stay in touch
Get special offers
You can even use the space below the form to expand on what people get as a member of your contact list. You might mention discounts, new blog posts, or insider advice.
If possible, use your email marketing service to send messages automatically. Many services can even divide your list by interest, such as residential versus commercial clients or current customers versus a potential customer. Doing this makes your messages more relevant and valuable.
12. Pay for Connections to Possible Customers
In home services marketing, there's something called a "lead generation service." It's a company that finds potential customers - "leads," in marketing lingo - and sells their information to service providers.
Say someone wants to renovate their bathroom. They might describe the project on a lead generation website. Someone from that website would look at the project and think about who might be able to do the job. They would then send the project to a few people, and those people would bid.
Google "lead generation services for plumbers" for more ideas. Look at a few options and try out one or two. You can always add more if it works out.
13. Make a Facebook Page for Your Plumbing Business
Creating a page for your plumbing business is quick and easy. All you need is an account, and Facebook will walk you through the setup process. Be sure to add all the details that would help people find you - your business name, phone number, email, and service area.
Your logo makes a great profile picture. For your cover photo - the bigger photo across the top of your page - use a polished image that represents the work you do. A beautiful bathroom makes a great cover photo for plumbers.
Fill in your About and Our Story sections with as many details as you can. Email your customers announcing your new page and inviting them to follow you. You can also send invites directly through Facebook.
Then, start creating posts. Make a calendar to remind yourself to post regularly. A few times per week is ideal, but consistency is key. Vary the format - images, videos, and text-based posts.
Post organically but also consider paid Facebook ads. You'll reach beyond your current audience and possibly get new followers. And remember to respond to comments, especially questions. Smart answers are a great way to build authority.
Here are some key techniques to build engagement:
Respond to comments and messages promptly: Quick responses show professionalism and customer care. Whether it’s a simple thank-you or answering a question about a service, engaging with your audience builds credibility.
Encourage user-generated content: Ask customers to share photos of their completed plumbing jobs and tag your business. Feature these posts to create a sense of community and trust.
Go live for Q&A sessions: Hosting live streams where customers can ask plumbing-related questions in real time helps establish authority and build rapport.
Run contests and giveaways: Offering free tune-ups or discounted services in exchange for engagement (likes, shares, or referrals) can expand your reach and attract new customers.
Create interactive polls and surveys: Engage your audience by asking fun and useful questions, such as “What’s the biggest plumbing issue you’ve faced?”
We partner with the platforms you use to run your business. As ServiceTitan's Preferred Digital Marketing Partner, we provide integrations into their platform that allow you to get the most powerful software and marketing tools. Learn more.
14. Start a Referral Program
How often does your social media feed include questions like, "Can anyone recommend a carpenter?" or "Who do you use for landscaping?" You've probably asked questions like these yourself, online or in person. Recommendations are a time-tested and trusted way of finding service providers.
If you provide great customer service, your customers likely already recommend you to their friends. But, if you're not actively encouraging them to do so, they might forget, and you could miss out on business.
A great way to get more referrals is to start an incentive program. Offer a thank-you gift to everyone who sends you business; it doesn't have to be big. People appreciate small tokens, like gift cards to local businesses and discounts on future services.
15. Partner with Local Professionals
People also trust recommendations from trusted professionals. Consider making an arrangement with a professional in your area whose clients often need plumbers. Contractors, architecture firms, and even mortgage lenders can send people your way. In exchange, you can recommend their services to your clients.
You can even take the relationship to the digital space. For example, if you work on the same building project as a contractor partner, tag them in any social media posts about the project. Ask them to do the same for your plumbing business.
Bonus! Be Consistent
Whatever you choose to do for your plumber marketing plan, make sure to stay consistent.
Marketing tends to build on itself and if you quit with something too early you will never see the rewards.
If you need some help you can always reach out to us at Scorpion.
Creating a Great Plumber Marketing Strategy
Expanding your plumbing business is an ongoing job. It's not always easy, especially when you're also busy providing great customer service.
However, these 15 business tips will get you started. Don't feel like you have to do them all at once. Pick the ones that seem most doable and track the results.
And don't worry - you don't have to go it alone. Scorpion has more than 20 years of experience and can help you launch a plan that works. Let's get started!
