Plumbing is a competitive business. Whether you focus on installation, renovation, or repair, you need a solid pipeline of quality leads to survive.
The good news? You can learn how to get more plumbing leads with a few simple, consistent steps — and without breaking the bank.
I worked as a contractor for more than a decade, and I know the frustration of getting stuck in that feast-or-famine cycle, suffering through the whiplash of too much work and then not enough. Eventually, I learned how to level out my leads and establish a consistent pipeline. And you can, too.
Why Lead Generation Matters for Plumbers
Too many plumbers find themselves trapped in a series of one-off jobs, finishing each one only to find themselves scrambling to turn up more work. The knowledge that you have one or more jobs lined up in advance can provide a sense of security, cashflow stability, and the leeway to focus on the job at hand. To do that, you need leads.
And by “lead,” we just mean any potential customer. There’s no shortage of ways to find leads, but don’t feel overwhelmed. Read through these strategies, and focus on two or three that resonate with you. Remember, the goal of lead generation is to reduce stress, not to pile on extra work.
Digital Plumbing Lead Generation Strategies
Local SEO and Google Business Profile optimization
Here, the emphasis is on “local.” This is all about showing up when someone searches online for plumbers in their area.
SEO stands for search engine optimization, which just means that your content includes the terms most likely searched by users on search engines, like Google.
Optimizing your Google Business Profile puts information about your business in front of potential customers. Plus, ranking high in maps and local results is the number one driver of leads, especially for repairs. No one with a burst pipe is taking time to research plumbers — they’re jumping online and grabbing the first two or three businesses they see.
To bolster your local rankings, ask previous customers to leave reviews, and if you have a website, update it occasionally, so Google identifies you as still active.
Content Marketing and SEO
Content marketing is simply sharing useful information with the public. As a plumber, you have knowledge that the average homeowner can use. Share that knowledge by posting to your site, and you’ll draw readers organically, showing the search engines that you’re an expert in plumbing-related questions.
Focus on common questions you get from customers. Think: “How to fix low water pressure?” or “How to stop a running toilet?” rather than a deep dive into code compliance and pressure tests.
Paid ads and lead services
Online ads typically work on a pay-per-click (PPC) model, meaning you pay for nothing unless someone clicks on your ad. Lead generating services, like Google’s Local Service Ads, display your ad when a user searches for plumbing services in an area you define.
One of the great things about a PPC campaign is you can choose to spend more during slow seasons and less when you’ve got plenty of work, combatingcombatting the old feast-or-famine cycle.
Lead generating services act as middlemen, connecting leads with contractors. Verify how the lead generator works before spending any money. If dozens of contractors are sharing a single lead, the customer will feel like shark bait in a feeding frenzy. Better to pay more for less competition or to have your info shared with the lead and let them call you directly.
Social media and community engagement
Social media can be a game changer if you use it properly. The trick is to understand that engagement matters, not follower count.
Talking to local residents on specialized social media, like Facebook Groups or the Nextdoor app, is more useful than a dozen one-liners posted on X. It may feel good to get likes from strangers on the other side of the country, but how many of them are going to turn into clients?
For top-notch posts, provide practical tips, before/after photos, or short videos showcasing your skills. Prove that you’re a trustworthy problem solver, and customers will turn to you when they have issues in their own home.
Traditional and Relationship-Based Lead Generation
Referral programs
Most people are suspicious of ads. I know I am, and you may be, too. While customer referrals feel far more trustworthy, getting them can be tricky. Even the happiest customer won’t necessarily recommend you unless you prompt them.
Nudge your customers by dropping an email or postcard asking for reviews and offering some kind of reward for referrals. That might be a discount on future work or a gift card. Anything that says “thank you” and reminds them of their positive experience with you.
Networking and partnerships
Homeowners aren’t your only source of referrals. General contractors often recommend plumbers for smaller jobs, and hardware stores may pass out recommendations and flyers.
If you know another contractor with overlapping services (ideally, not a direct competitor), consider co-branded offers, splitting marketing costs while reaching a broader audience. You can even trade off on emergency runs to lower the stress of being on-call.
Community presence
Put your name on a little league team or school athletic facility billboard, and you can gain a bit of local recognition. But those sponsorships really pay off when you’re deeply involved in those communities. Community presence is about accumulating many small interactions, each one building a little more trust.
Managing Leads Effectively
Respond to leads quickly. Non-emergency calls might have a 4-hour response time, while repairs should get an immediate response. But this can be tricky to do when you’re stubbing out a shower supply line and can’t answer the phone right away. How do you know which call is an emergency?
Answering services can take the load of lead processing off your shoulders. A live person collects lead details and routes emergencies to your phone. Honestly, hiring an answering service is one of the best things I ever did, and I recommend it to anyone stuck juggling incoming calls while working on a jobsite.
Once you’re generating leads, you’ll need a way to track and promptly respond to them. I use customer relationship management software, but a simple spreadsheet or even pen and paper can get the job done. What matters is that you make some system to track your leads and use it consistently.
Avoiding Common Lead Generation Mistakes
Avoid these mistakes to prevent lead generation from turning into more of a headache than it’s worth:
- “Shiny object syndrome.” You’ve probably noticed there’s no shortage of lead generation options. You’re better off focusing on a few strategies at a time rather than chasing after the next new thing.
- Not measuring results. Track how much you spend on lead generation and ask leads how they heard about you. Compare the spend to the revenue to find your Return on Ad Spend (ROAS). Chances are you’ll find that some strategies result in a steady stream of leads, while others don’t pan out.
- Ignoring online reviews. No one likes seeing bad reviews, but getting into a shouting match isn’t the solution. The best way to deal with a negative review is to bury it with positive ones. Always ask your customers to leave reviews.
Action Plan for Consistent Plumbing Leads
Okay, we covered a lot of ground. So, what’s the best path going forward?
Pick two to three strategies that work best for your business and your personality. Focus on implementing just those.
Build good habits. Whatever your chosen strategies, consistency (and persistence) is key.
Start Experimenting Today
If you need a nudge, here it is: Take the one strategy from this list that jumped out at you and implement it in some small way today.
A steady pipeline of work is like an insurance policy for your business. It keeps things moving and gives you peace of mind. You can rest easy when you know that, should something go wrong, you have other jobs waiting in the wings.
And it all starts with finding quality leads.