Running Google Ads for your plumbing business can be a great way to generate leads and grow your customer base. However, many plumbing companies unknowingly waste their marketing budget due to common mistakes in their ad campaigns. These errors lead to low-quality leads, poor conversions, and high costs without delivering the expected return on investment. In this article, we will explore the most common Google Ads mistakes that could be draining your plumbing marketing budget and how to fix them.
Targeting the Wrong Keywords
One of the biggest mistakes plumbing businesses make is targeting the wrong keywords. Many plumbers bid on broad or irrelevant keywords that bring in traffic but not potential customers. For example, bidding on the keyword “plumbing” might attract people looking for DIY solutions rather than someone actively seeking professional plumbing services.
To avoid this, focus on high-intent keywords such as “emergency plumber near me,” “water heater repair in [city],” and “drain cleaning service near me.” Using long-tail keywords helps target customers who are ready to book a plumbing service rather than those just browsing.
Not Using Negative Keywords
Negative keywords are essential in preventing your ads from showing up in irrelevant searches. Without setting negative keywords, you might be wasting your budget on searches that won’t convert into leads. For example, searches like “DIY plumbing repair,” “plumbing jobs,” or “cheap plumbing services” might attract unqualified traffic.
By adding negative keywords, you ensure that your ads only appear for searches that have a higher likelihood of turning into actual customers. Regularly review your search terms report in Google Ads and update your negative keyword list to prevent wasted spending.
Ignoring Geo-Targeting Settings
Many plumbing companies forget to properly configure geo-targeting, which leads to wasted ad spend on users outside their service area. If your business only serves a specific city or region, but your ads are appearing in searches across the country, you are throwing away money.
To fix this, adjust your location settings in Google Ads to target only the areas you serve. Use the “People in or regularly in your targeted locations” setting to make sure your ads reach potential customers who are actually within your service area. This prevents irrelevant clicks and increases the likelihood of qualified leads.
Poorly Written Ad Copy
Your ad copy plays a crucial role in attracting clicks and conversions. Many plumbing businesses use generic or unclear ad text that fails to grab attention or provide compelling reasons for a customer to choose their service.
To improve your ad copy:
- Highlight unique selling points such as “24/7 emergency service,” “licensed and insured plumbers,” or “same-day repairs.”
- Include a strong call-to-action like “Call Now for a Free Estimate” or “Schedule Your Service Today!”
- Use numbers and offers to make your ad more appealing, such as “$50 Off First Service Call” or “10% Discount for New Customers.”
Not Utilizing Ad Extensions
Google Ads allows you to use ad extensions to provide additional information and increase visibility. Many plumbing businesses fail to take advantage of these extensions, making their ads less effective.
Some essential ad extensions for plumbers include:
- Call Extensions – Allows users to call your business directly from the ad.
- Location Extensions – Displays your business address and helps potential customers find you easily.
- Sitelink Extensions – Links to specific pages on your website, such as “Emergency Plumbing” or “Water Heater Repair.”
- Callout Extensions – Highlights key benefits like “No Hidden Fees” or “Satisfaction Guaranteed.”
Using ad extensions makes your ad more informative and engaging, increasing click-through rates and conversions.
Failing to Track Conversions
Many plumbing businesses run Google Ads campaigns without tracking conversions properly. If you’re not tracking phone calls, form submissions, or bookings, you have no way of measuring whether your ads are actually generating paying customers.
Set up conversion tracking in Google Ads to monitor how many leads and phone calls your ads generate. Use call tracking software to measure the effectiveness of your campaigns, and analyze which keywords and ads are bringing in the most conversions. Without this data, you could be wasting money on campaigns that aren’t driving actual business.
Not Adjusting Bids Based on Performance
Google Ads operates on a pay-per-click (PPC) model, meaning you are charged every time someone clicks on your ad. If you set your bids too high for low-performing keywords, you may be overpaying for leads that don’t convert.
Regularly review your bid strategy and adjust bids based on keyword performance. Focus your budget on high-converting keywords and lower bids on those that are underperforming. Using automated bidding strategies like Target CPA (Cost Per Acquisition) can also help optimize your spending by ensuring you’re paying the right amount for each conversion.
Running Ads Without Landing Pages
Sending traffic directly to your homepage instead of a dedicated landing page is a common mistake that can hurt conversions. A landing page is designed to match the ad’s message and provide clear next steps for potential customers.
A well-optimized landing page should:
- Match the ad’s messaging and keywords.
- Have a clear and compelling headline.
- Include a strong call-to-action (e.g., “Request a Free Estimate Now”).
- Feature customer testimonials and trust signals (e.g., “5-Star Reviews on Google”).
- Minimize distractions and focus on lead generation.
Creating tailored landing pages for different services (e.g., “Drain Cleaning” or “Emergency Plumbing”) can significantly improve conversion rates and reduce wasted ad spend.
Ignoring Mobile Optimization
Most customers searching for plumbing services do so on their mobile devices. If your website or landing page isn’t optimized for mobile users, you could be losing valuable leads.
Ensure that your landing pages:
- Load quickly (under 3 seconds).
- Have click-to-call buttons for easy contact.
- Display key information clearly without excessive scrolling.
Google prioritizes mobile-friendly pages in rankings, so optimizing your mobile experience is essential for both paid and organic search success.
Not Testing and Optimizing Ads
Another major mistake is setting up Google Ads campaigns and leaving them untouched. Without A/B testing and ongoing optimization, you won’t know what’s working and what needs improvement.
Regularly test different:
- Ad copy variations to see which messages resonate best with customers.
- Bidding strategies to optimize cost-per-click (CPC) and cost-per-acquisition (CPA).
- Landing page designs to improve conversion rates.
- Audience targeting settings to ensure your ads reach the right people.
By continuously refining your campaign, you can maximize the effectiveness of your ad spend and reduce wasted budget.
Conclusion
Google Ads can be a powerful tool for growing your plumbing business, but common mistakes can lead to wasted budget and poor results. By avoiding these errors—targeting the right keywords, using negative keywords, optimizing geo-targeting, improving ad copy, utilizing ad extensions, tracking conversions, adjusting bids, using dedicated landing pages, optimizing for mobile, and regularly testing—you can significantly improve your ROI and attract more high-quality leads.
If managing Google Ads seems overwhelming, Plumber Marketing Co. specializes in Google Ads management for plumbers, ensuring that every dollar of your budget is spent wisely. Contact us today to get expert help in running high-performing Google Ads campaigns that drive real results.
