Best Practices in PPC for Plumbers

PPC stands for Pay Per Click, and is one of the more effective ways for plumbing business owners to advertise their services online. By using specific keywords, PPC can help with brand awareness, increase plumbing sales, and generate more plumbing calls in as little as 14 days. 

Not sure how PPC works for Plumbers? Keep reading to discover the 4 best practices we use at Strictly Plumbers to deliver cost-effective, quality plumbing leads.

In pay-per-click marketing, everything begins with a keyword. With effective PPC, you can have keywords related to your plumbing company organized. This way, when a customer wants to type in a plumbing related keyword into the search engine, the chances of your plumbing ad getting noticed increases. The better the keywords, the more clicks and conversions for your plumbing company. 

Effective PPC for Plumbers will have expertise in expanding the negative keywords list. Having a negative keyword list can expand the return on investment for your Google ads. Negative keywords can help refine your advertisements and tell Google what searches are irrelevant to your business. This way, you don’t amass impressions and searches that don’t convert to sales. However, a lot of plumbers tend to add too many phrases and keywords that can otherwise be useful for effective PPC campaigning. Rather than just adding an entire search phrase to the negative keyword, try actively expanding the negative keyword list with a single broad match of keywords. A PPC expert for Plumbers can help oversee your Search Terms Report and make sure your keywords are refined to generate your plumbing business the most quality plumbing leads.  

Each campaign should focus on 1 service or location so that the advertisement can be refined and targeted to your exact audience. Typically, Strictly Plumbers PPC experts have seen plumbing businesses only have 1 service area, but they will create a Google Ads campaign and try to put in all of their services (i.e., water heaters, re-pipe, drain cleaning). Unlike SEO for plumbers, adding all of your services to a single campaign isn’t as effective as plumbers think because the cost per click and search demand for each one of those services will be very different. It is best to have only 1 service per location so that keyword can dominate your local area.

The national average cost per conversion for plumbing businesses is about $100, and the average cost per click for plumbers is usually $40. It is extremely unlikely that the conversion rate will be above 30%. For your plumbing business, the effective PPC campaigns will have a conversion rate between 5% -10%. When signing up for PPC for Plumbers, it’s important for plumbing business owners to understand that if the conversion rate is 10%, that means 1 out of 10 clicks will call. 

Even though the average cost per click is $40, it doesn’t mean you’ll be spending that much for every click. The range of cost per click can range from $3 to $200, and it just depends on the plumbing keywords you use, the current market, and your competition. Having the right PPC expert can help you better understand the cost per click and ensure you’re getting the best opportunities for your plumbing business to be seen with Google ads. 

Conversion tracking is the most important part of PPC. Having good call tracking can help prevent repeat callers as multiple conversions. A good phone tracking system will help you generate more quality plumbing calls and help collect data about your customers on top of the people who visit your plumbing website. Luckily, Strictly Plumbers is already equipped with the best phone tracking systems so you can keep track of your plumbing calls. 

PPC can be complex, but talking to the experts can help open the door to opportunity for more plumbing leads and increased sales per year. To talk with a PPC Plumbing expert, click here.