Running a successful plumbing business takes more than just skill with pipes and spanners. It also requires smart marketing. Whether you’re a solo plumber or managing a growing team, the right marketing strategies can help you attract more customers, build your brand and boost revenue.
For many plumbers, marketing isn’t one of their professional strengths. But as a plumbing business owner, you need to spend less time on the tools and more time on the business side. Here, I’ll share my advice on creating an effective marketing strategy. It’s easy to throw money at marketing efforts without seeing a decent return on that investment. I’m here to help you find the right marketing strategies for your plumbing company.
Marketing strategy research stage
First things first. Stop and think before you start marketing to potential customers. This strategic thinking is an essential stage. It helps you understand who you should be marketing to, what you should say, and which channels to use.
Who’s your ideal customer?
Marketing to the wrong people in the wrong places won’t get the results you want. Start by defining your target audience.
If you’re a residential plumber, think about the local area you want to work in. Do you want to work on new housing developments or home maintenance and renovations? That means either generating relationships with developers and building companies, or direct with homeowners.
Commercial plumbers may specialise in warehouses, industrial units, or offices for example. Understanding that will help you to picture your potential customers to reach.
How can you help solve their problems?
You’ve worked out who you need to reach. What are their pain points? Why do they need plumbing work? Why should they choose you over the competition? Think about your pricing strategy here too – are you looking for high end clients, mass market or niche clientele for example?
Where’s your ideal customer?
Next, you need to figure out where to reach those potential customers. That could be online or in person. Commercial plumbers may build their network in a particular pub on a Friday evening. Domestic plumbers may need to join local social media groups for example.
This handy one-page marketing plan will get you started.
What are the most effective online marketing strategies for plumbers?
When you want to know the answer to something, who do you turn to? Often, the answer to that is Google (or another search engine, but mainly Google). If you want to be the answer to someone’s pain point, you need a decent online presence.
Get an effective plumbing website
When I say ‘effective’, I’m talking about web design that’s clear, easy to navigate, and easily read by search engines. You want to be found in Google rankings when your target audience searches for plumbing services that you offer. I’ve learnt that organic SEO is great for high-quality lead generation.
With a trade like plumbing, local search engine optimisation is essential. You want to reach people in your area, rather than people on the other side of the world. Set up landing pages focused on your specific plumbing services and the local areas you service. An SEO marketing agency can help you to find the best search terms and to implement them effectively.
Build trust by showing examples of your work and your plumbing industry credentials. Include customer testimonials as they can really influence potential customers.
Set up your Google Business Profile
When you search for a business on Google, a select few appear at the top of the rankings next to a Google map. Aim for that spot by creating your Google Business Profile with key information. It’s free, effective and impactful.
Include your company name, business address, phone number and other contact information as that helps you rank in your local area. Add high-quality photos of your team, vans, and recent plumbing jobs. Encourage happy customers to leave Google online reviews. Positive customer reviews help massively as people turn to businesses that they know and/or trust.
Join local business listings
Another local SEO tactic, is to have an online presence on a home service directory. Directories like CheckaTrade, Houzz, Nextdoor or Yelp often get picked up when you Google search for “plumbers in my area.” Make sure your business is on that listing page.
Email previous or potential customers
If you’ve collected email addresses from people who’ve bought from you before, or expressed an interest, use that valuable information. Email marketing can be a good way to get repeat business from previous clients. It’s also a chance to connect with qualified new leads that may convert into new customers.
Be present on social media platforms
I’ve been asked, “How can I use social media to promote my plumbing business?” It all depends on your business aim and who you’d like to reach.
Use your digital marketing strategy work. Work out where your target audience hangs out on social media. LinkedIn can be a useful platform to connect with commercial business owners or facilities managers for example.
Facebook’s a better social media platform for residential plumbers. I suggest joining local residential groups. Learn their rules as there are usually restrictions around promotional posts (a certain day a week for example). Then post before and after photos and customer testimonials (case study photos make brilliant content marketing).
Try Google Ads
Boost your online presence by spending some marketing budget on Google Ads. These pay-per-click (PPC) local service ads mean you pay a set amount when someone clicks on your ad. Target search terms like “emergency plumbing services near me” to appear at the top of rankings when homeowners or local business owners really need a plumbing company like yours.
Residential plumbers may find Facebook ads a cost-effective social media marketing tactic too.
Offline plumber marketing efforts
Even in 2025, you can conduct successful marketing campaigns that aren’t online. I’m a big fan of in-person events and conversations.
Explore local networking groups
BNI is the biggest business networking organisation in the world. See if there’s one in your local area. It’s a way to meet other local business owners who may recommend you for work opportunities. I know many tradespeople who’ve expanded their small business through networking.
Word of mouth
Word of mouth remains one of the most powerful tools in the plumbing industry. People buy from people ultimately. A referral from a trusted source is incredibly valuable.
After a good plumbing job, ask your happy customer to provide a positive review or to refer you to others. It’s very influential when people are considering which plumbing company to choose. Good reviews boost your credibility and local SEO rankings.
Speak to neighbours
I recommend the ‘3 up 3 down’ marketing tactic for residential plumbing jobs. When you’re working on a domestic plumbing project, make sure you knock on the neighbours’ doors. Visit 3 doors up the street and 3 doors down.
Introduce yourself, explain what you’re working on, assure them that you’ll minimise noise and disruption, and ask them to contact you if they experience any issues. Importantly, leave them with your business card with contact information.
Return to those neighbours to check in at the end of the plumbing job. Ask them to remember you if they need a plumber. Hey presto! Six households know you and your business, and could be prospective customers.
Build relationships with other tradespeople
This works whether your focus is residential or commercial plumbing. Connect with others who work in the same space – be that property developers, builders, office managers or commercial business owners. That could be as simple as having a chat in the pub on a Friday night or inviting someone to have a coffee and chat with you. If you share common values and feel you could work together, you can send business to each other.
Ready to grow your plumbing business?
Want to generate more plumbing leads? Start by creating a marketing strategy that reflects your plumbing company, its aims, and promotes your plumbing services. Keep your target audience in mind when planning every marketing activity.
If you’d like some guidance with your marketing strategy, I’m here to help. I know how overwhelming it can be for plumbers turned business owners. I’ve helped numerous trade business owners and I can work with you to market your plumbing company effectively too.
