A Practical Marketing Guide To Attract More Plumbing Leads

Running a plumbing business means embracing new ways to keep the phones ringing. In an industry where every new job counts, attracting quality leads has become both more digital and more data-driven. Homeowners today jump online whenever they need a plumber, so your online presence and marketing strategy can make or break your pipeline of customers.

The good news? By using the right marketing channels—like paid search ads, local SEO, a strong website, email, reviews, and social media—you can consistently generate leads and convert them into revenue. In this guide, we’ll break down each channel, explain its benefits, when to use it, and offer actionable tips to help you succeed. Think of it as a how-to manual for filling your schedule with high-quality plumbing leads.

1. Paid Search Advertising (PPC) – Fast Visibility and High-Intent Leads

Paid search advertising (like Google Ads) is one of the quickest ways to get your phone ringing. By bidding on keywords such as “emergency plumber near me” or “water heater repair [city]”, your ads can appear at the very top of Google’s results. The major benefit here is speed and intent: you’re reaching people exactly when they need a plumber and are actively searching for one.

For a plumbing business looking to increase leads immediately, PPC is often the go-to channel.

Why Use Paid Search

If you want instant visibility on page one of search results, PPC delivers. Unlike SEO (which takes time), paid ads can start generating clicks and calls as soon as your campaign goes live. It’s especially useful for targeting emergency services or high-value jobs (think burst pipes or sump pump installations) where customers need help right now. These leads tend to be high-intent and ready to book, which often means a higher conversion rate from click to customer.

Benefits

With PPC, you have full control over your budget and targeting. You can show ads only in your service areas, set the times of day you want them to run, and even adjust for specific demographics or devices. Done right, the return on investment can be substantial – Google’s own data shows businesses can earn about $2 in revenue for every $1 spent on search ads on average​. In home services, even though cost-per-click can be fairly high, the jobs you land from those clicks (e.g. a $5,000 sewer line replacement) make the investment well worth it.

When to Use

Paid search is ideal when you need leads quickly or want to boost business during slow seasons. It’s also great for promoting specific high-margin services (like water heater installations or trenchless sewer repairs) – you can run a dedicated campaign for each service. Keep in mind that PPC works best with a sufficient budget and active management. If your budget is too low, your ads might not show frequently enough to make an impact.

For emergency 24/7 services, running ads outside of normal business hours can capture those late-night “plumber near me” searches.

Actionable Tips for PPC Success

• Use Local Services Ads: In addition to traditional pay-per-click text ads, take advantage of Google’s Local Services Ads (LSAs) for plumbers. These appear at the very top with a “Google Guaranteed” badge and show your business’s rating and phone number. LSAs operate on a pay-per-lead model (you pay only if a customer calls or messages you through the ad), often delivering a favorable ROI by generating high-quality plumbing leads that turn directly into booked jobs​. It’s a perfect fit for local plumbers and builds instant trust.
• Target high-intent keywords: Focus your budget on keywords indicating the customer needs service now. For example, “emergency plumber [town]” or “fix burst pipe” signals urgency. These terms might cost more per click, but they also tend to convert at a higher rate. On the flip side, add negative keywords to filter out irrelevant searches (for instance, add “salary” or “training” as negatives to avoid showing up for “plumber salary” or “plumbing training courses”). This way, you pay only for clicks likely to turn into customers.

• Optimize your ad copy and landing pages: Make sure your ad text highlights what customers care about: 24/7 service, free estimates, fast response, licensed and insured, etc. Then, when they click, send them to a dedicated landing page relevant to their search (e.g. a page all about your emergency plumbing services if they searched “emergency plumber”). A tailored landing page with a clear call-to-action (“Call now for immediate help”) will convert far better than a generic homepage.

Pro Tip: Keep a close eye on your cost-per-lead and which keywords produce actual jobs.

This is where working with an expert can pay off. Scorpion’s Advertising AI (part of our RevenueMAX solutions) uses AI to continuously move your budget toward the best-performing keywords and channels, improving your ROI over time.

In other words, it automatically puts more money into what’s driving calls and pulls back on what isn’t – something that’s tough to do manually. This kind of intelligent budget allocation helped one of our clients achieve a 17x ROI on their paid advertising (more on that in the case study below!). PPC can drive real jobs, but it requires active tuning. If managing bids and keywords isn’t your forte, consider getting help so no dollars are wasted.

2. Local SEO – Be the Go-To Plumber in Your Area

Local SEO means making sure your business shows up in the unpaid organic search results and Google Maps when people search for plumbers in your service area. Think of the last time you searched “[city] plumber” – you probably saw a map pack with the top 3 local listings and some below that. Local SEO is all about getting your business into those spots without paying per click. The benefit is clear: free traffic and leads from people in your community. But it requires an upfront investment of time and effort to optimize your online presence.

Why Use Local SEO

If you’re aiming for long-term lead generation, local SEO is essential. Many plumbing businesses get a significant share of their customers from organic search and Google Maps. That means showing up prominently gives you a chance to win brand-new customers who would otherwise never hear of you.

Local searches have strong intent – 54% of consumers choose a home services provider in less than 4 hours.

For a plumber, that often means a call or online booking within a day. If your website and Google Business Profile are well-optimized, you can capture those high-intent prospects without paying for ads each time.

Benefits

The trust factor of appearing in organic results is high. Many searchers skip past the ads and go straight to the map and organic listings because they trust Google’s ranking. Being in the “3-Pack” (the map results) or ranking #1 organically can yield a steady stream of leads who view you as a top local authority.

Another benefit is cost efficiency: after the initial optimization work, leads from organic search are essentially free. Also, SEO improvements tend to have a compounding effect and longer shelf life – a well-optimized service page or a bunch of good Google reviews keep working for you month after month.

Key Components

Local SEO for a plumbing business primarily revolves around your Google Business Profile (GBP) (formerly Google My Business), on-site optimization, and local citations. Ensuring your GBP is claimed, verified, and optimized with correct contact info, service areas, hours, and plenty of photos is step one.

You’ll want to gather Google reviews (more on that in the Reviews section) because they heavily influence local rankings. On your website, optimize important pages (like “Plumbing Services in [Your City]”) with relevant keywords and location mentions. Earning mentions of your business on other websites (directories like Yelp, Angi, HomeAdvisor, or local chambers of commerce) also signals to search engines that you’re a reputable local provider. All these factors together help you climb the rankings.

Actionable Tips for Local SEO Success

• Optimize your Google Business Profile: Make sure your profile is 100% complete. Choose the right categories (e.g. “Plumber” as the primary category), upload photos of your team, truck, and work, and write a clear description of your services. Keep your business name, address, and phone number consistent across all online platforms (website, directories, Facebook, etc.) – consistency boosts your credibility in Google’s eyes. And regularly post updates or offers to your GBP; active profiles can get a slight edge in engagement.
• Build local citations and backlinks: List your business on reputable directories like Yelp, BBB, Angi, and industry-specific ones. This not only helps customers find you but also improves SEO. Whenever possible, get backlinks to your site from local blogs or partners (e.g. a local hardware store mentions your business on their site). A link from a local newspaper’s “Best Plumbers in Town” article or a community blog is SEO gold.
• Create location-specific content: If you serve multiple cities or neighborhoods, consider making a page for each area (e.g., “Plumber in Scottsdale” and “Plumber in Mesa” if those are different parts of your service region). Optimize each with unique content about your work in that area (mention landmarks or common local plumbing issues like “older homes in X subdivision often face sewer line tree root intrusion – we’ve helped many homeowners there”). This helps you rank for searches in each locality. And don’t forget to add your city name in important places like page titles, headings, and meta descriptions.

Being prominent in local SEO means you’re capturing those ready-to-act customers. Also, many of those searches will surface the Google Map pack, where having a lot of good reviews and a well-filled profile can catapult you ahead of competitors.

If managing SEO feels overwhelming, you’re not alone. Our approach with Scorpion’s RevenueMAX includes an AI-driven SEO component that identifies the optimal local keywords and content strategy to get better rankings faster.

The goal isn’t just more traffic, but attracting high-quality local leads who are likely to call. In short: invest in local SEO and your future self (and phone line) will thank you.

3. Modern Website Design – Your 24/7 Salesperson

Your website is the hub of all your digital marketing. Whether someone finds you via search, sees an ad, or hears about you through word-of-mouth, nearly all roads lead to your website. Think of it as your 24/7 salesperson – if it’s effective, visitors will turn into leads (by calling, filling out a form, or booking an appointment). If it’s not, you could be losing leads you’ve already attracted. In 2025, an effective plumbing website isn’t just about looking pretty; it’s about providing a fast, mobile-friendly, and conversion-optimized experience that guides the visitor to contact you.

Why Use a Well-Designed Website

First impressions matter – and many users admit they judge a company’s credibility based on its website design​. For a plumbing business, a polished, professional site can immediately set you apart from that independent guy on Craigslist. It signals legitimacy and trustworthiness, which are huge factors when a homeowner is letting someone into their home.

Plus, your website is always on, capturing inquiries after hours or when your office is closed. A site with online booking or a contact form essentially lets you “take calls” while you sleep. On the flip side, a poorly designed or slow site can drive prospects away.

In short, you could be paying for ads or working hard on SEO, but if your site loads slowly or is hard to use, those marketing dollars are wasted as visitors hit the back button. A great website makes all your other marketing more effective by converting more of your traffic into actual leads.

Key Elements to Focus On

For plumbers, some website must-haves include: mobile-responsive design, fast load times, clear calls-to-action, and trust elements like reviews or badges.

Your phone number should be prominent and clickable (nothing beats a one-tap “Call Now” button for a customer with a leak gushing!). Easy navigation is important too – visitors should find your “Services” menu, the areas you serve, and your contact page without any guesswork. Including customer testimonials or displaying your best Google review rating on the site can reinforce that a prospect is making the right choice. Lastly, consider implementing online scheduling or at least a contact form. Many people, especially younger customers, appreciate the convenience of booking without a phone call.

If a competitor offers online booking and you don’t, you might lose that lead.

Benefits

A well-structured website acts as a lead-generation machine on its own. It can rank on Google (through good content and SEO), inform visitors about why they should choose you, and funnel them toward contacting you – all without any manual intervention. It’s also cost-effective: making improvements to your site (better content, adding an FAQ, etc.) has an upfront cost but continues to pay off over time through higher conversion rates.

Plus, your website can host tracking tools (like analytics, call tracking scripts, chatbots) that give you insight into your marketing. For example, by using unique tracking phone numbers, you can see exactly how many calls came from your site and which pages they were on – invaluable data for refining your strategy. Modern platforms, including Scorpion’s website technology, even use AI to dynamically improve landing pages, testing different layouts or messages to see what drives more conversions.

This kind of data-driven tweaking can significantly boost your lead volume without increasing traffic, simply by getting more out of the visitors you already have.

Actionable Tips for an Effective Plumbing Website

• Prioritize speed and mobile: Compress images, minify code, and use fast hosting – aim for a load time under 3 seconds on mobile. Remember that many customers might be searching while on cellular data standing in a flooded basement – if your homepage drags, they’ll bounce to someone else. Also, check that all features (forms, click-to-call buttons, maps) work smoothly on a smartphone. Google now uses mobile-first indexing, meaning your mobile site is the primary version it evaluates for SEO, so performance there is key.
• Put contact info front and center: Every page of your site should have your phone number and a “Schedule Service” button visible without scrolling (this is often in the header). Don’t hide your contact page in a menu – surface some contact options on the homepage and sidebar. Many plumbers find success with a persistent “Book Now” or “Request Service” form that’s available on every page. The fewer clicks a user needs to get in touch, the higher your conversion rate will be.
• Build trust with content: Include an “About Us” story with your credentials (e.g. years in business, licenses, insurance, any accolades). Feature a few real customer reviews or case studies on the site – a quote like “Fixed my broken water line in under an hour – life saver!” with a name and city adds credibility. If you have affiliations (like being BBB accredited or a member of a plumbing association) or offer guarantees, display those badges. A frequently asked questions (FAQ) section can also help persuade hesitant visitors (cover things like “Do you offer free estimates?”, “Are your plumbers certified?”, “Do you have after-hours service?”). By addressing common concerns, you remove friction in the decision to call you.

Keep in mind, your website doesn’t need to win design awards; it needs to win customers. Simple, clean, and customer-focused is the way to go. One client, for instance, revamped their website with Scorpion and saw immediate improvements – not necessarily an influx of new traffic, but a sizable jump in the percentage of visitors converting into leads.

This is the power of a well-designed site: it multiplies the effectiveness of all your other marketing efforts.

If you’re unsure how your site stacks up, Scorpion offers a free website assessment to identify quick wins. Sometimes small tweaks – like adding a prominent “Email us” button or speeding up an image-heavy page – can yield big gains in revenue. In short, think of your website as the foundation; once it’s solid, you can confidently pour more into SEO, ads, and other channels knowing the traffic will turn into tangible leads.

4. Email Marketing – Nurture Leads and Past Customers for Repeat Business

Email marketing might not be the first thing plumbers think of for lead generation, but it’s a powerful and cost-effective tool for staying connected with your audience. While paid ads and SEO help you find new customers, email helps you retain and maximize value from existing ones. Consider this: homeowners who used you once for a repair might need you again for maintenance or a new project – staying in their inbox keeps you top-of-mind. Also, not all leads hire a plumber immediately; some gather quotes or research. Capturing their email and following up can turn an initial inquiry into a booked job down the line.

Why Use Email Marketing

The primary reason is the incredible ROI and low cost. Email is often cited as one of the highest ROI marketing channels across industries.

On average, businesses see a $36 return for every $1 spent on email marketing​. That 3,600% ROI is higher than just about any other channel.

For a plumbing business, the actual mechanics of email marketing are straightforward and affordable – you might use a tool like Mailchimp or Constant Contact, which is inexpensive, and you can reach hundreds or thousands of people with a single click. It’s essentially free touchpoints after the initial setup. Secondly, email allows you to target specific messages to specific groups. For example, you can email only your past customers with a “Winterizing Your Home Plumbing” tips newsletter (subtly reminding them you can help with any issues). Or email unconverted leads with a special offer (“Still need a plumber? Here’s 10% off your next service as a thank-you for considering us”). This kind of segmentation and follow-up can capture additional revenue that would otherwise be lost.

Benefits

Email shines at building relationships and trust over time. Maybe a homeowner had you out for a quote but went with another plumber – if they’re on your email list and they see your helpful monthly tips or a holiday greeting, who do you think they’ll call if the other plumber didn’t work out? You. Email keeps the line of communication open in a polite, low-pressure way.

It’s also great for generating word-of-mouth referrals: people might forward your helpful content to a neighbor, or mention “Oh I get emails from Joe’s Plumbing with useful tips” in conversation. Additionally, email can bolster your online reviews: sending a quick follow-up email after a job, thanking the customer and kindly asking for a review with a direct link, can dramatically increase the number of reviews you collect.

Some of our clients saw their review counts double after implementing automated emails post-service. Lastly, email marketing is measurable – you can see who opened, who clicked, and tailor your approach. It provides insights into what services customers are interested in (if your email about drain cleaning got 50 clicks on “Book now”, that’s useful demand info).

When to Use Email

• Maintenance and seasonal campaigns: Plumbers often have seasonal swings – think of reaching out in fall about “prevent frozen pipes this winter” or in spring about “sump pump check-up before the rainy season”. These reminders can generate leads from people who weren’t even thinking about needing a plumber.
• Commercial or contract work: Staying in touch with property managers via a quarterly newsletter can make sure you get that call for their next project.
• Promotions: Any time you run a special (like a discount on water heater installs for a month), emailing your list ensures you get the word out to folks who already know your name.

Essentially, use email to leverage your existing customer base – it’s far easier to get a repeat job or a referral than a completely cold lead, and email is how you gently cultivate those opportunities.

Actionable Tips for Email Marketing Success

• Build and segment your list: Start collecting emails wherever you can. Have a field for email on your website contact form (most people will provide it). When on the job, if you use digital invoices, ask customers if they’d like to “receive occasional tips and discounts via email” and add them if they consent. Over time, build segments: e.g., Past Customers, New Leads/Estimates, and perhaps Commercial Clients. This lets you tailor messages (you might send a different email to someone you gave an estimate to last month vs. a loyal customer of 5 years).
• Provide value in your content: People will stay subscribed (and even look forward to your emails) if you offer useful information, not just sales pitches. For example, send a “monthly plumbing tip”: how to unclog a drain naturally, signs of a hidden leak, DIY maintenance checklist, etc. This positions you as a helpful expert. Of course, you can subtly remind them that you’re just a call away if it’s more than they want to handle themselves. Mix in an occasional promotion or referral incentive: “Refer a friend, get $25 off your next service.” Keeping emails informative 80% of the time and promotional 20% of the time is a good balance.
• Automate follow-ups: Set up a simple drip campaign for new leads. For instance, when someone contacts you but doesn’t book immediately, you could schedule a series of two or three follow-up emails. The first might thank them for considering you and share a link to your reviews (“In case you want to see what other customers say about us”).

The second, a week later, might offer a limited-time discount or remind them of the benefits of your service (e.g. “We stock 99% of parts on our trucks, meaning faster fixes and less time out of your day!”). This gentle nudge can often convert indecisive prospects. Also, always send a thank-you email after completing a job – express appreciation for their business and explicitly invite them to reach out for any future needs. You’d be surprised how much a friendly thank-you reinforces their positive impression of your company (and primes them to leave a 5-star review).

One more thing: if you’re worried about time, note that modern email platforms and services like Scorpion’s RevenueMAX can handle a lot of this heavy lifting through automation. We often set up email workflows that run in the background – essentially “lead nurturing on autopilot.” And the results speak for themselves, as email not only drives repeat bookings but also helps capture leads that might have otherwise slipped away. Every plumbing business – even one with a modest marketing budget – should be doing some form of email outreach.

It’s like keeping a conversation going with your community of customers so that when they need service, you’re the first (and only) name they think of.

5. Online Reviews and Reputation Management – Let Your Happy Customers Sell for You

In the plumbing business, trust is everything. Homeowners need to trust that the person they hire will be honest, skilled, and respectful of their home. Since they can’t judge that upfront, they turn to the experiences of others – your online reviews. Whether it’s Google, Yelp, Facebook, or specialized sites like Angi, your reviews and ratings heavily influence potential customers’ decisions.

In fact, 64% of consumers only consider providers with at least a 4-star rating. So managing your reputation online isn’t optional – it’s a necessity and, when done right, a lead-generating engine of its own. (The Scorpion Pulse)

Why Reviews Matter for Lead Generation

Reviews are today’s word-of-mouth. A strong rating and recent positive comments can tip the scales in your favor when a prospect is comparing you with a competitor. Many customers will outright filter out businesses that have too low of a rating. And it’s not just the rating – people read the content of reviews.

On average, 50% of consumers read at least seven reviews before feeling confident in their decision. (The Scorpion Pulse)

So those detailed stories about how you went above and beyond in an emergency, or how friendly and clean your team was, do get read and can win you the job. Reviews also improve your visibility: a business with more high-quality reviews can rank higher in the Google Maps results. Google’s algorithm acknowledges that if customers like you, you’re probably a reputable result to show to others.

Lastly, let’s not forget quantity: a steady flow of new reviews signals that you’re active and popular. If one plumber has 15 reviews and another has 150, and both have similar scores, the one with 150 looks more established and trustworthy. In short, reviews turn your customers into your marketing team – their voice persuades new customers in a way your own advertising cannot.

Benefits

Having great reviews creates a virtuous cycle. It not only attracts leads but also reduces resistance during the sales process. By the time someone with a broken water heater calls you after reading your reviews, they’re already inclined to trust you (they might even reference a review: “I saw you helped someone with the same issue and they praised your work—so I feel confident calling”). This makes it easier to book jobs and even justify your pricing (people are often willing to pay a bit more for a top-rated service because they expect a smooth experience).

Additionally, reviews provide feedback loop benefits: you learn what you’re doing well (to continue it) and where you can improve. If a few reviews mention that customers wished you offered financing options for big jobs, that’s valuable insight.

Publicly visible positive reviews can also improve team morale – your plumbers seeing their name praised in a review encourages them to deliver that level of service consistently.

And, a strong online reputation can open doors to other opportunities like commercial contracts or partnerships (a property manager looking for a reliable plumber is definitely checking reviews as part of their vetting). Lastly, from a pure revenue standpoint, businesses with excellent reputations tend to grow faster​ – a testament to how choosing the right company often comes down to trust.

Actionable Tips for Getting and Managing Reviews

• Ask every happy customer: Develop a habit (and process) of requesting reviews. The best time is right after you’ve completed a job and the customer is expressing gratitude. You or your technician can say, “We’re so glad we could help. It would mean a lot to us if you could share your experience in a quick review – I can text or email you a link to make it easy.” Most people are willing when asked politely. Use a direct link to your Google review page to remove friction. There are tools (and it’s also a feature in Scorpion’s platform) that can automate sending that “review invite” via text or email as soon as a job is closed. Consistently asking is key – not everyone will do it, but the numbers add up.
• Respond to Reviews (All of Them): Reply to every review, positive or negative. Thank people for positive feedback, use it to reiterate your values (“Thanks for the kind words about our team – we pride ourselves on prompt, professional service!”). For the occasional negative review, respond calmly and helpfully; apologize if you were at fault or offer to make it right. Your professionalism in responses can actually win over readers (“Even when something went wrong, this company tried to fix it – that’s the kind of plumber I want”). Never get defensive or argue publicly; remember, the response is as much for future customers as it is for the one who left the review.
• Highlight reviews in your marketing: Don’t just let reviews sit on Google – leverage them. Showcase a few 5-star reviews on your website (with permission if needed). Share particularly glowing reviews on your social media (“Thank you CustomerNameCustomer NameCustomerName for the wonderful review! We’re thrilled we could help.”).

In email newsletters, you can feature a “Customer Spotlight” with a review quote. This not only markets your reputation but also encourages other customers to leave their feedback (everyone likes to be recognized). Additionally, if you have video testimonial opportunities (maybe a loyal customer willing to speak on camera), those can be gold for your website or ads.

• Managing negative feedback: Every business gets the occasional unhappy customer. The key is damage control and learning. Respond to the review as mentioned, and if the situation warrants, take it offline (call the customer to discuss and resolve). If you make it right, sometimes they will update their review to a higher rating. Even if they don’t, future prospects can see if you tried.

Also, a mix of reviews (some critical) actually makes your profile look more authentic – people are skeptical of a perfect 5.0 score with hundreds of reviews (it looks “too good to be true”).

So don’t be overly distressed by a couple of 1-star outliers; just overwhelm them with positive ones. And internally, treat constructive criticism as a free business improvement tip. If multiple people mention that it was hard to reach you after hours, maybe it’s time to implement an answering service or Scorpion’s AI Chat.

In summary, a strong review profile is like a magnet for new leads. It boosts your local SEO, increases conversion rates, and even helps justify your value to customers. Think of building your online reputation as planting seeds that keep yielding fruit: each new 5-star review can bring you multiple new customers over its lifespan. So water that garden regularly!

6. Social Media – Engage Your Local Community and Build Your Brand

When it comes to social media, plumbers might wonder, “Do people really want to hear from a plumbing company on Facebook or Instagram?” The answer in 2025 is yes – if you do it right.

Social media isn’t typically a direct lead generator like search ads or SEO (few people hop on Facebook specifically to find a plumber at that moment). However, it plays a crucial supporting role in your marketing mix. It builds familiarity and trust, fosters referrals, and lets you engage with your local community.

An active social media presence can make your business feel more approachable and credible, which means when someone does need a plumber, they’re more likely to remember and contact you.

Why Use Social Media

First off, your customers are on social media – probably daily. Platforms like Facebook and Instagram are the modern town square where people ask for recommendations, share experiences, and local groups discuss community needs. Having your business present there means you can be part of those conversations.

Consider a local Facebook group where someone posts, “Can anyone recommend a good plumber?,” which happens all the time. If you have a Facebook Page with lots of positive reviews and maybe a community presence (like answering some homeowner questions or sharing helpful tips), it’s likely your name will be dropped in that recommendation thread.

Social media also helps humanize your business. You can show photos of your team, projects you’ve completed, or even a funny plumbing meme – things that give a personality to your company beyond just a listing in Google. This builds a connection with potential customers.

Importantly, social media can drive referrals: a person who follows your page might tag your company when their friend needs a plumber, or they might share one of your helpful posts with a neighbor.

Plus, let’s not forget about paid social advertising – even a modest budget on targeted Facebook ads in your local area can increase awareness and generate some leads (for example, a Facebook ad about a summer discount on A/C plumbing check-ups targeted to homeowners in your ZIP codes).

Benefits

The cost of social media marketing can be relatively low for the return. Organic posting is essentially free aside from your time, and even boosting posts or running ads is usually cheaper per impression than many other forms of advertising. It’s also a great channel for re-engaging past customers in a subtle way; when your customers follow your page after a job, your future posts are gentle reminders of your services.

Social media allows for quick communication too – customers might reach out via Facebook Messenger with a question, giving you another avenue to capture a lead. Another benefit is social proof; a page with an active following and engagement signals that people trust and like your business. If a potential customer is vetting you, a lively Facebook page with recent posts and positive comments adds to their confidence, whereas a dormant or non-existent social page might do nothing for you.

Additionally, being active on social helps your content spread. For instance, you post a “How to prevent basement floods” video – one of your followers finds it useful and shares it – now their friends (who are likely in the same local area) see your brand.

This kind of exposure is hard to get elsewhere without paying.

Actionable Tips for Social Media Marketing

• Choose the right platforms: You don’t have to be on every network. For local plumbing services, Facebook is a must (huge user base, community groups, and the recommendation feature). Instagram can be useful too – surprisingly, people enjoy before-and-after photos (think a corroded pipe vs. a new installation) and short video clips of interesting jobs.

Nextdoor is another powerful platform for local businesses – ensure your business is listed there, as neighbors often ask for local service recommendations. If you serve commercial clients, you might even use LinkedIn to network with property managers or builders. Start with Facebook and one other platform that you’re comfortable with, and do those well rather than stretching thin across five platforms.

• Post engaging content consistently: Aim to post something at least once a week to keep your page active. Content ideas: Quick plumbing tips (“Did you know you can extend your water heater’s life by flushing it once a year? Here’s how…”), seasonal advisories (“Temperatures are dropping to freezing this week – remember to drip your faucets tonight to avoid pipe bursts!”), showcasing a successful project (with customer permission, share a photo of that new tankless water heater you installed and caption the problem/solution), meet-the-team spotlights (introduce one of your technicians with a fun fact about them), or community involvement (share a photo of your team at the local charity 5K you sponsored).

Use a friendly, conversational tone – social media is more casual. Visuals are key: photos or short videos get more attention than text-only posts. Over time, you’ll learn what your audience engages with.

• Encourage interaction and respond: Social media is meant to be social. Ask questions in your posts (e.g. “What’s one plumbing question you’ve always wanted to ask a pro?”) to invite comments. When people do comment or message you, respond promptly. This shows excellent customer service and can turn an inquiry into a lead quickly. Also, monitor your mentions – if someone tags your business or leaves a review on your Facebook page, acknowledge it. Even a simple “Thanks for the shout-out!” on a referral post can make a positive impression on not just that person but everyone else reading the thread.

And don’t shy away from a bit of personality or humor when appropriate – plumbing can have its funny moments, and sharing a light-hearted plumbing joke or meme occasionally can make your brand more relatable (just keep it professional and in good taste).

• Leverage paid social and local targeting: If you want to amplify your reach, consider boosting high-performing posts or running targeted ads. For example, you could run a Facebook ad targeting homeowners aged 30-65 within a 15-mile radius of your shop, with an ad creative that says “ Have you checked your water heater lately? Don’t get caught in the cold! Schedule your Water Heater Tune-Up – 10% off this month for [CityName] residents.” This kind of local, seasonal offer can generate inquiries. The advantage is you’re proactively reaching people who might not yet be searching on Google, but have the need.

Social platforms also allow retargeting – showing ads to people who visited your website but didn’t convert, which can be very effective for staying top-of-mind.

For a relatively small spend, you can keep your name in front of prospects as they browse their feed.

In essence, social media is about community engagement and brand building. It complements your direct lead-gen efforts by nurturing a recognizable brand that people feel positively toward. It’s also an area where you can get creative and show your company’s values (for instance, posting about supporting a local charity or offering a pro bono service for a community cause). This humanizes your business and can create emotional goodwill, which is invaluable.

If managing social media feels like a lot, start small or assign it to someone on your team who enjoys it. And remember, tools and services exist to help schedule posts and even provide you with content ideas.

Case Study: How Dyess Air & Plumbing Achieved 40x ROI

To see how these channels can come together and drive real growth, let’s look at Dyess Air & Plumbing, a long-time Scorpion client. By leveraging a comprehensive marketing strategy (powered by Scorpion’s RevenueMAX), Dyess transformed their online presence and lead generation, leading to remarkable business results:

• 21% increase in revenue
• 40x ROI on digital marketing
• 17x ROI on paid advertising

What’s the big takeaway from Dyess’s success? It’s that a comprehensive marketing approach yields the best results. By combining paid search, SEO, a conversion-friendly website, email follow-ups, active social media, and reputation management, they covered every stage of the customer journey. And with Scorpion’s RevenueMAX, all these pieces were coordinated – the data from one channel informed decisions in another, and tasks like tracking and adjusting bids or sending review requests were largely automated. As a busy business owner, you can appreciate how valuable that is. Dyess Air & Plumbing didn’t have to guess what was working; they could see the data and results in black and white, and they had a dedicated team (backed by technology) adjusting the dials to keep improving outcomes.

The result was real, measurable growth – not just in leads, but in actual revenue and profitability.

Watch Your Leads (and Revenue) Grow

By now, it’s clear that attracting more plumbing leads in 2025 isn’t about one silver-bullet tactic – it’s about orchestrating multiple channels that work in harmony. Each channel feeds the others: your great reviews improve your SEO, your emails can remind people to leave reviews, your social presence can drive visits to your website, and so on. When all these gears are turning together, your marketing machine runs smoothly and efficiently – and the result is a steady stream of leads and a growing customer base.

Importantly, data and tracking tie everything together. As a plumbing business owner, you don’t just want more leads, you want the right leads that turn into paying jobs. That’s why focusing on metrics like ROI is so crucial. Throughout this guide, we shared real-world data and insights – because making marketing decisions informed by data (rather than hunches) will save you money and time.

If you’re excited by the possibilities but unsure where to start or how to manage it all, we’re here to help. Scorpion has partnered with hundreds of home services businesses to do exactly this, and we’d love to chat about how we can help you reach your goals .

Call Scorpion today or schedule your free demo of RevenueMAX.