Google Ads for plumbers: how to set bids by job value
By Seam Media · Updated
Google Ads can put a plumbing business at the top of the page the moment someone searches for an emergency plumber. It can also spend a lot on clicks that never turn into work. The difference usually comes down to a few decisions: which jobs you advertise, how much you bid for each, which searches you block and what you count as a result.
Group searches by the job, not just the trade
Someone searching for hot water system replacement is worth more to most plumbers than someone asking about a dripping tap. Put high-value jobs such as hot water, gas fitting and blocked drains in their own ad groups, with ads and landing pages written for that job. That lets you see what each type of job costs and adjust it separately.
- Separate ad groups for your main job types.
- Ads that mention the specific job.
- Each ad group sending people to a matching page.
Bid more for the jobs worth more
With manual bidding you set what you are willing to pay per click for each keyword. Bid higher on searches tied to valuable work and lower on small call-outs. Automated bidding can work well later, once you have enough tracked enquiries for Google to learn from, but a new account usually needs that data first.
Block the searches you do not want
Negative keywords stop your ads showing for searches such as plumbing jobs, apprenticeships, courses, parts and DIY instructions. Check the search terms report every week or two in the first months and add anything irrelevant. This is one of the fastest ways to stop wasted spend.
- Add job, course and DIY negatives from day one.
- Review search terms regularly.
- Use phrase and exact match for core terms.
Show up when you can answer
If nobody can answer the phone at 2 am, think carefully before running ads at that time. Set an ad schedule that matches the hours calls are answered or returned quickly, and add a call asset so mobile searchers can call straight from the ad.
Count calls and forms, not phone-number clicks
Google Ads can measure calls from ads and set a minimum call length before a call counts as a conversion. Combined with completed enquiry forms, that gives you a real cost per enquiry. Clicks on a phone number on your website are a weak signal on their own, because many never become a call.
Seam Media's plumber marketing page explains our approach, including our enquiry guarantee for new Google Ads clients. Read the terms on that page for the details.
- Track calls from ads with a minimum call length.
- Track completed forms.
- Work out your cost per enquiry each month.
Sources and further reading
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