How To Get Plumbing Leads: All Strategies in One Place

Published: March 5, 2024, Last Updated: April 12, 2024

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Writer: Martha Pierson
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Editor: Anais Osipova
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Reviewer: Michael Needham

Struggling to expand your customer base in the plumbing industry? More and more clients are turning to the Internet to find plumbing experts in their area – nearly 48% of consumers report that their first point of contact with a plumbing company is online. 

Smiling plumber with client

To enhance your lead-generation toolkit, you have to meet potential leads where they are – online. Whether you’re a seasoned plumber aiming or just entering the market, drawing in and securing leads lays the groundwork for expansion.

Diving into the digital marketing stream and optimizing your online visibility are just the start. I’m here to navigate you through the strategies that will have leads flowing your way, ensuring your plumbing services are a household name. Let’s turn that trickle of inquiries into a flood of business.

Why Lead Generation Matters for Plumbing Businesses

Lead generation serves as the engine driving new customer acquisition, enabling plumbers to expand their client base and secure a steady stream of projects. By effectively capturing and nurturing leads, plumbing companies can enhance their visibility, build strong relationships with potential customers, and increase their revenue opportunities – all key elements in sustaining business growth.

Types of Plumbing Leads

Plumbing leads fall into two primary categories: emergency and non-emergency. Emergency leads include burst pipes or clogged drains that require immediate attention. These leads typically convert the quickest.

Non-emergency leads are planned projects or routine maintenance, such as faucet installations or system upgrades. These plumbing leads typically require more time to convert.

11 Plumbing Lead Generation Strategies

In the competitive plumbing industry, a broad array of lead-generation tactics will set your business apart. By enhancing online visibility, fostering community connections, and converting prospects into customers, there are strategies to generate plumbing leads:

Develop a Conversion-Focused Website

As potential customers often turn to the Internet to find solutions to their plumbing problems, it’s imperative that your website attracts visitors and also converts them into leads.

Website traffic analytics

The following strategies are designed to enhance your website’s effectiveness in generating leads:

  • User-Friendly Design: Adopt an intuitive website layout with clear menus, mobile compatibility, and a search feature, ensuring easy navigation for users seeking plumbing solutions, from minor leaks to major emergencies.
  • Compelling CTAs: Strategically place direct and motivating call-to-actions throughout the site, prompting visitors to schedule consultations, request quotes, or call for services.
  • Speed and Performance Optimization: Improve user engagement with a fast-loading website by compressing images and using modern web technologies for quick and
  • Instant Communication Features: Integrate live chat or chatbot options for immediate visitor engagement, increasing the likelihood of converting inquiries into bookings.
  • Accessible Contact Information: Ensure that contact details and a contact form are easily reachable with a single click, providing reassurance of available assistance.
  • Online Booking System: Offer a hassle-free online booking mechanism to enhance user experience and conversion potential. 

Improve Organic SEO Efforts

Organic SEO aims to make your plumbing website more attractive to search engines. The goal is to rank higher in search results for keywords and phrases related to your services.

Here’s how you can improve your organic SEO efforts to attract more plumbing leads:

  • Keyword Research: Use Google Keyword Planner or SEMrush to find keywords potential customers use, such as “plumber near me” or “dripping faucet.” Integrate these keywords into your site’s content, titles, and meta descriptions to boost search visibility.
  • Website Structure Optimization: Ensure your website is easy for search engines to crawl and index by organizing content with clear menu hierarchies, creating a sitemap, and ensuring mobile responsiveness.
  • Content Marketing: Produce and distribute content like blogs, how-to guides, videos, and infographics on common plumbing issues and solutions. Use keywords to establish authority and improve search engine rankings.
  • Backlink Building: Acquire backlinks from reputable sites by sharing valuable content, participating in community events, or partnering with related businesses, enhancing your site’s search engine credibility.
  • Monitor and Adjust: Use Google Analytics and Google Search Console to track your website’s performance. Analyze traffic and lead sources to refine your SEO and content strategies.

Implement Local SEO Strategies

Local SEO is also designed to improve your visibility in local search results. Here’s how to implement local SEO to attract plumbing customers in your geographical area:

  • Google Business Profile Optimization: Claim and verify your listing to enhance visibility in local search results and Google Maps. Utilize the Google Business Profile interface to complete your profile with essential details such as your business name, address, phone number, hours, and services. This approach ensures your business information is accurate and comprehensive, making it easier for customers to find and engage with your business.
  • Local Keyword Optimization: Embed local keywords like “plumbers near me” or “plumbing services in [location]”  into your website’s content, titles, and descriptions. Develop pages for each location to enhance local search visibility.
  • Customer Reviews: Encourage satisfied customers to leave positive feedback on your online profiles and review sites. High ratings boost your service’s attractiveness to potential clients.
  • Local Directories: Register your plumbing service in local directories and business listings like,,, and Maintain consistent and accurate business details across all platforms to bolster local search rankings.

Consider PPC Advertising

With pay-per-click (PPC) advertising, plumbers pay a fee each time one of their ads is clicked. It’s a way of buying visits to your plumbing site rather than attempting to “earn” those visits organically.

Analytics from PPC ads

PPC allows you to place ads on search engines and social media platforms, targeting specific demographics, locations, and user behaviors. When users search for keywords like “emergency plumber” or “leak repair services,” your plumbing ad could appear at the top of search results, offering instant visibility.

Here’s how you can generate plumbing leads with PPC ads:

  • Keyword Research: Focus on both broad and long-tail keywords specific to plumbing, such as “clogged drain repair” or “bathroom remodeling plumber,” to capture various customer intents.
  • Geo-Targeting: Direct your ads to potential clients within your operational areas, honing in on leads that have real potential for your plumbing services.
  • Ad Extensions: Boost your ads with extra details like emergency contact numbers, service area locations, direct links to booking services, and verified customer reviews to enhance visibility and utility.
  • Dedicated Landing Pages: Develop landing pages that match your PPC ads, optimized for conversions with comprehensive service descriptions, transparent pricing, client testimonials, and compelling CTAs.

Re-engage Visitors with Remarketing and Retargeting Tactics

You can target previous visitors to your plumbing site who didn’t book a service by displaying your ads across the web to re-capture their interest. This strategy encourages them to return and convert into leads or customers, leveraging their initial interest for higher conversion rates compared to new visitors.

To re-engage visitors:

  • Audience Segmentation: Categorize your audience based on site behavior, such as views of specific plumbing services or visits to the contact page, to customize ads to their interests.
  • Dynamic Ads: Personalize ads with content relevant to the user’s interactions on your site, like targeting those who looked at emergency plumbing services with related ads or special discounts.
  • Social Media Retargeting: Utilize Facebook and Instagram to reconnect with previous site visitors by displaying your plumbing ads in their social feeds.
  • Special Offers in Ads: Boost your retargeting efforts with incentives specifically for plumbing services, such as discounts on leak repairs, free plumbing inspections, or limited-time offers on new installations to motivate site revisits and service bookings.
  • Cross-Channel Remarketing: Deploy a holistic retargeting strategy across search engines, social media, and email campaigns to engage potential leads on multiple platforms with your plumbing solutions. 

Invest in Targeted Email Marketing Campaigns

Email marketing is highly effective for plumbing lead generation as it allows for direct, personalized communication with individuals who have shown interest in your services. Whether they’ve subscribed through your website or are past customers, email marketing keeps your audience engaged and informed, encouraging repeat business and referrals.

Email marketing

Here’s how you can use email marketing to improve lead generation:

  • Segment Your Email List: Organize recipients by service interest, location, or past interactions to increase campaign relevance and impact.
  • Craft Compelling Subject Lines: Use action words, questions, or urgency in subject lines to enhance open rates.
  • Provide Value in Emails: Share plumbing maintenance tips, special offers, or new services to build trust and establish your authority.
  • Include Clear CTAs: Direct recipients with a clear call-to-action in every email, whether it’s to book a service or check out a limited-time offer.
  • Test Campaign Elements: Employ A/B testing on subject lines, email content, and timing to optimize audience engagement and improve future campaigns.
  • Monitor KPIs: Keep track of open rates, click-through rates, conversion rates, and unsubscribe rates to measure success and identify areas for improvement.

Utilize Plumbing Lead Generation Platforms

Lead generation platforms are online tools and services designed to connect businesses with potential customers. These platforms work by gathering information from individuals looking for specific services and matching them with plumbing businesses that can meet their needs.

By signing up for these platforms, you can tap into a broader pool of potential customers without the need for extensive marketing campaigns. The platforms handle the initial stages of the lead acquisition process, allowing you to focus on converting leads into customers.

Start by selecting lead generation platforms that cater specifically to the home services industry or have a strong track record with plumbing businesses like LeadStream, Houzz, Nextdoor, and Porch. This ensures the plumbing leads you receive are highly targeted and have a higher likelihood of conversion.

On any platform you choose, ensure your business profile is complete, up-to-date, and compelling. Include detailed service descriptions, areas served, business hours, and high-quality images of your work. Collecting and displaying positive reviews on these profiles can significantly enhance your credibility and attract more plumbing service leads.

Aim to respond to inquiries and quote requests as quickly as possible to increase your chances of winning the job. Also, make use of paid advertising options, enhanced listing placements, or premium memberships for greater visibility.

Network and Form Partnerships with Other Businesses

Networking involves building relationships with other professionals and companies within and outside your industry to create mutually beneficial opportunities. You can gain referrals, enhance your business’s reputation, and access new customer bases through effective networking.

Potential networking opportunities include real estate agents, contractors, or local businesses in related fields such as HVAC or landscaping.

Audience at a conference

Become an active member of local business associations, chambers of commerce, or trade groups. Also, participate in industry conferences, workshops, and trade shows related to plumbing or broader home services. Some well-known ones include the Plumbing-Heating-Cooling Contractors (PHCC West) conference, Flow Expo, and Service World Expo.

Finally, create a referral program that rewards other businesses for sending plumbing leads your way. Ensure the program has clear benefits for both businesses, such as commissions or discounts for clients.

Offer Promotions and Discounts

Promotions and discounts catch the attention of potential customers who might be comparing different plumbing services, making your offer stand out.

To attract more leads for your plumbing services, offer the following promotional offers:

  • First-Time Customer Discount: Encourage new clients with a 10% to 20% discount or fixed reduction on their initial service call.
  • Seasonal Promotions: Offer discounts ahead of high-demand seasons, such as pre-winter for frozen pipe prevention or early spring for sump pump inspections.
  • Bundle Deals: Promote package discounts for combined services like inspections, water heater maintenance, and drain cleaning, motivating more comprehensive plumbing service bookings.
  • Limited-Time Offers: Generate urgency with short-term discounts, for example, a 15% reduction for bookings made within 48 hours, promoted across email, social media, and your website.
  • Emergency Service Discount: Attract customers with urgent needs by offering special discounts for emergency services during off-peak times.
  • Exclusive Promotions: Distribute special offers solely through social media and email newsletters, incentivizing follower and subscriber growth and engagement.

Provide Customer Financing Options

Offering financing options can directly impact your plumbing lead generation efforts by removing financial barriers that might prevent potential customers from committing to your services. When customers know that financing is available, they may be more inclined to undertake larger projects or choose more comprehensive service packages, leading to increased business volume and higher average job values.

To begin offering plumbing financing to customers and attract more leads, consider the following:

  • Select a Specialized SaaS Platform: Choose a SaaS provider specializing in home improvement financing, ensuring easy integration with your website and sales processes.
  • Integration with Multiple Lenders: Opt for a SaaS platform connected to various lenders, offering a wide range of financing options and higher approval chances to accommodate different customer needs.
  • Promote Financing in Marketing: Highlight financing options across all marketing efforts to stand out and attract cost-conscious customers.


This guide has offered a comprehensive roadmap across various strategies – from digital marketing enhancements to optimizing your online presence, ensuring your plumbing business is poised to attract a steady flow of new plumbing leads. By adopting these practices, plumbing businesses can not only thrive but also secure a competitive edge in the bustling market.

Martha Pierson

Content CreatorMartha Pierson is a marketing strategist and business development expert based in Glendale, California. As a content creator for the Finturf blog, Martha shares her vast knowledge and experience with readers to help them build and sustain successful businesses. Her articles offer practical tips and actionable advice that entrepreneurs can implement immediately to achieve their goals. Martha also provides insightful analysis of current trends across different industries and offers expert guidance on how businesses can adapt to changing market conditions.

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