Growing a residential plumbing business is no small feat. To achieve real growth in this competitive, digital-driven landscape, plumbing business owners must balance two priorities: scaling their operations (more jobs, more staff, possibly new locations or services) and amplifying their marketing (so customers find and choose them first). This article breaks down what to consider when growing your plumbing business and highlight which marketing channels and investments drive the best results. Along the way, we’ll show how Scorpion’s RevenueMAX plays a key role in sustained growth, including a real case study of a plumbing company that achieved 20% year-over-year growth.
Let’s dive into the strategies and actionable steps that can take your plumbing business to the next level.
Plumbing business owners must balance two priorities: scaling their operations and amplifying their marketing.
Increasing Revenue and Booked Jobs
For any plumbing company, growth starts with filling your schedule and increasing revenue. In practical terms, that means getting more calls and booking more jobs on a consistent basis. Here are key points to consider for driving revenue and job growth:
- Maximize lead generation: Evaluate how you’re currently getting leads. Are you relying solely on word-of-mouth? To grow, you’ll need to expand your lead sources. This includes having a strong online presence (your website, search engine visibility, local service ads, etc.) and possibly some traditional methods (like referrals or community events). The goal is to ensure your phone is ringing or inquiries are coming in via web forms/chat regularly.
Many successful plumbing businesses treat their marketing spend as an investment in keeping the pipeline of jobs full.
- Respond quickly to every inquiry: When those leads start coming in, speed matters. Prospective customers often have an urgent need (a leak, a clogged drain) and will move on to the next company if you don’t respond. In fact, we found 54% of consumers choose a home services provider in under 4 hours of starting their search, and 90% expect a response within 24 hours. Make it a priority to answer the phone on every call (or call back in minutes, not days).
If you’re too busy to answer, consider solutions like an answering service or an AI-driven website chat that can assist customers 24/7.
- Improve your booking rate: Generating leads is only half the battle; converting those leads into booked appointments is equally crucial. Take a hard look at your customer service and sales process. Is your office (or whoever answers calls) trained to instill trust and confidently book the job? Simple improvements like a friendly phone script, asking for the business at the end of a call, and offering convenient scheduling options can bump up your conversion rate.
Ensure you have a smooth system for booking jobs – whether it’s software that your team uses or an online booking option on your website. The easier you make it for a customer to say “yes, book me in,” the more jobs you’ll land from the leads you already get.
- Track the metrics that matter: To grow revenue, you should track key metrics around your lead and job flow. Know your call volume, booking rate, average job value, and close rate (how many estimates or quotes turn into paying jobs). By monitoring these, you can identify bottlenecks. For example, if you’re getting plenty of inquiries but only converting 50%, you might focus on sales training or follow-up processes. If your average ticket price is low, perhaps you can introduce higher-value services or upsell maintenance plans to boost revenue per customer. Data-driven insights will tell you where to focus for the biggest revenue gains.
Ultimately, increasing booked jobs and revenue comes down to a combination of marketing and execution.
Marketing generates the opportunities, and excellent service and sales execution turn those opportunities into dollars. By maximizing how many people call you and how many of those calls you turn into appointments, you create a strong foundation for growth.
Dominating Your Local Market
One of the smartest growth strategies for a plumbing business is to become the go-to provider in your local market. “Dominating” your market doesn’t necessarily mean you’re the only plumber in town, but it means when people in your area think “plumber,” your company is the first that comes to mind (or the first they find online). Achieving this kind of local prominence involves marketing, branding, and reputation management. Here’s how to work toward local market dominance:
- Build a strong local brand: Take a moment to consider your branding and how it appears to local customers. This includes your business name, logo, truck wraps, uniforms, and even the friendliness of your techs on site. A memorable, professional brand presence can stick in people’s minds. For example, having clean, well-marked trucks and uniformed technicians signals that you’re an established, trustworthy business. Sponsor local community events or sports teams if budget allows – seeing your name around town builds familiarity. The idea is to make your company highly visible in the community so that when a plumbing need arises, homeowners feel like they know you. Even small touches, like sending a thank-you note or follow-up email after a job, reinforce that you care about your customers.
Over time, this local brand strength translates into more referrals and repeat business, which are the easiest jobs to book.
- Dominate local search results (SEO): These days, being known in your market also means being found online. Local SEO (Search Engine Optimization) is critical. Ensure that when someone searches “plumber near me” or “plumbing in [Your City]”, your business shows up prominently. This involves optimizing your Google Business Profile with up-to-date information, lots of positive reviews, and regular posts or photos. It also means having your website optimized for the keywords and service areas you care about. For example, include the neighborhoods or cities you serve on your site, and create content about the specific plumbing services you offer. Earning a spot in Google’s Local Pack (the map and 3-pack of listings) can dramatically increase calls. This is a core part of dominating a local market – essentially owning as much online real estate as possible when locals search for plumbing. Scorpion’s platform, for instance, uses Ranking AI to identify the best local keywords and SEO tactics to get clients ranking higher faster.
The easier it is to find you online, the more market share you’ll grab from less savvy competitors.
- Cultivate rave reviews and reputation: In the plumbing business, trust is everything. Homeowners need to feel confident that the person they let into their home will fix their problem correctly and treat them honestly. That’s why online reviews carry so much weight. A dominant local player typically has dozens or hundreds of 5-star reviews across Google, Yelp, Facebook, and other platforms. In fact, Scorpion’s recent consumer report found 67% of people check at least three different review sources before choosing a service, and 50% read at least seven reviews. Make it part of your process to request reviews from happy customers – often they’re glad to help a local business. Respond to reviews, good and bad, to show you’re engaged.
A strong collection of positive reviews not only convinces individual prospects, it also increases your visibility on Google.
- Outshine competitors with service and extras: To truly dominate, go above and beyond where others don’t. Maybe that means you offer 24/7 emergency service with a real person answering phones at midnight. Or you guarantee same-day service for calls before noon. Perhaps you provide a little extra, like a free home plumbing inspection with every service call, or you leave behind a small thank-you gift (like a fridge magnet and a discount coupon for next time). These differentiators give customers reasons to choose you over the competition. Dominating a market isn’t about squeezing others out unethically; it’s about providing such superior value and experience that customers naturally gravitate to you. Over time, your company develops a reputation as “the plumbing company that [always shows up on time/has the friendliest techs/does the neatest work].”
A good reputation, combined with strong marketing, makes you the top choice in your area.
Remember, local dominance is usually achieved neighborhood by neighborhood, review by review. It’s a gradual build, but the payoff is huge: steady inbound business without needing to always outspend on advertising. By focusing on your local brand, online visibility, and customer experience, you lay claim to your home turf.
By executing well in your local market, you ensure that you’re not on an island – you’re deeply connected to your community and top of mind for anyone who needs plumbing help.
Expanding to New Service Areas or Trades
Once your business is running smoothly and generating steady leads, growth may mean expanding your footprint or services. This can take the form of:
- Geographic expansion: If you’ve saturated your current market, consider serving neighboring towns or opening a second location. Before expanding, research demand, local competition, and logistics. Start by widening your service radius and later invest in a satellite office as volume grows. You’ll also need to invest in location-specific SEO pages and local ads.
Carry your strong reputation into the new area, but treat it like building your business from scratch—reviews, awareness, and trust take time.
- Service or trade expansion: You might grow by offering new services like drain cleaning or water heater installs, or by branching into related trades like HVAC or electrical. This strategy can increase revenue per customer and open new job types, but success depends on having qualified staff and the right licenses.
Start small, market the new service clearly, and prioritize quality to maintain your reputation.
When to expand: Timing matters. Make sure your current operation is strong—solid team, steady leads, reliable cash flow—before you take on more. Test the waters with phased expansion or subcontracting, and develop a simple plan to measure success.
Track performance across markets: Tools like Scorpion’s RevenueMAX help multi-location businesses compare performance, identify opportunities, and adjust strategy in real time. Expansion works best when guided by clear data, not guesswork.
The bottom line: expand one step at a time, with purpose and planning. That’s how small shops grow into regional leaders.
Marketing Channels and Investments That Drive Results
Marketing is the growth motor of a plumbing business – it brings in the customers that make expansion possible. But not all marketing is equal, especially for a local home services company. It’s crucial to invest in the channels that actually drive results (calls, leads, and booked jobs). Generally, digital marketing has far outpaced traditional advertising for local service providers in terms of ROI, but within digital, you have many options. Let’s break down the most effective marketing channels and strategies for plumbers, and where you should focus your budget and effort:
Your website and local SEO – Foundation of Online Presence
Think of your website as your digital storefront and local SEO as the road leading to it. A professional, fast, mobile-friendly website with clear information about your services and service area is a must-have. Invest in quality content (service pages, helpful blog posts answering common plumbing questions, etc.) that can rank on Google and educate customers.
Optimize for local keywords (e.g., “water heater repair in Dallas”) and make sure your NAP (Name, Address, Phone) information is consistent across the web.
The payoff: appearing in organic search results when locals search for plumbing help. These organic leads are essentially “free” (no direct advertising cost) and can be very high intent. It’s worth investing in SEO expertise or tools – for example, using an AI-based SEO tool that identifies what content you need to outrank competitors can save time. The goal is to show up where and when it matters most to your customers. If someone in your town searches at 2 a.m. for an emergency plumber, you want your site to be the one they click. Local SEO tends to have one of the best long-term returns on investment for plumbers, even though it can take some months to see results.
Google Local Services Ads (LSA) – High-Intent Leads
Google’s Local Services Ads (the “Google Guaranteed” results that appear at the very top of search) have become a game-changer for home services. These ads operate on a pay-per-lead basis (you pay only when a customer calls or messages through the ad), and they display your reviews and Google Guarantee badge prominently.
Research shows that Local Services Ads often deliver a higher return on ad spend than traditional pay-per-click ads – an optimized LSA campaign can achieve above a 3x ROI, compared to the ~2x ROI average for Google Ads as a whole.
Plumbers who use LSAs benefit from appearing right at the top of results with trust factors visible (stars, “Google Guaranteed”), which often leads to a surge in calls. To succeed with LSAs, make sure you go through Google’s verification process (background checks, proof of license and insurance) to get the Google Guarantee. Also, respond promptly to leads that come in, as your responsiveness can affect your ad ranking.
Pay-Per-Click Advertising (Search Ads) – Immediate Visibility
Traditional PPC platforms like Google Ads and Microsoft (Bing) Ads allow you to bid on keywords so your ad appears in search results. While you pay per click (not per lead), search ads are still very effective for capturing high-intent customers – for example, someone searching “24/7 plumber near me” is likely in immediate need. PPC can get you instant visibility even if your SEO is new or your business is just entering a market. The key is to manage your campaigns so you’re bidding on relevant keywords and not overspending on broad terms that don’t convert. For instance, bidding on “plumber” alone might drain your budget on people just looking up the definition of plumber, whereas “plumber in [Your Town]” or “fix burst pipe [Your Town]” are more likely to yield actual jobs.
Craft compelling ad copy (highlight your fast response, 5-star service, etc.) and use ad extensions (like call extensions so mobile users can tap to call you directly). Importantly, make sure the clicks go to a dedicated landing page relevant to the ad, not just your homepage. If someone clicked an ad for “drain cleaning,” send them to a page all about your drain cleaning services. This improves conversion rates. PPC requires active management – if you’re not comfortable doing it yourself, consider hiring an expert or using an intelligent ad platform. For example, Scorpion’s Advertising AI will automatically move your budget toward the keywords and channels that are generating the most customers and revenue (using AI to do the heavy lifting). That kind of tool can improve your PPC efficiency significantly over time.
Social Media & Display Advertising – Visibility and Retargeting
While most plumbing leads will come from search (since people look for plumbers when they have a need), social media can play a supporting role in your marketing. Platforms like Facebook or Instagram let you run localized ads that can build awareness of your brand (“Oh, I’ve heard of this plumbing company somewhere”).
Social media is also great for retargeting – showing ads to people who already visited your website or interacted with your content.
Maybe someone visited your site looking at tankless water heaters but didn’t call; you can have a follow-up ad, “Thinking about a tankless water heater? Call us for a free consult!” appear in their Facebook feed later. This keeps your business top-of-mind. Additionally, having an active social media presence (even organically, by posting tips, project photos, customer testimonials, etc.) improves your credibility. Potential customers often glance at a company’s Facebook or Instagram to see if they’re legit and engaged. If they see recent posts and helpful content, it builds trust.
Social media is also a place to generate referrals – local community groups often have people asking for plumber recommendations. Being present and well-reviewed on social can lead to your name being tagged in those referral requests. While social media might not drive as many direct “emergency plumbing” calls, it’s a long-term brand-building and engagement channel. Allocate a smaller portion of your budget here compared to search, but don’t ignore it. It can drive leads for maintenance or non-urgent services and strengthens your overall marketing funnel (for example, someone who clicked a Google ad and didn’t convert might later convert after seeing your Facebook content).
Online Directories and Lead Aggregators – Supplemental Lead Sources
Many plumbers are familiar with services like Angi (Angie’s List), HomeAdvisor, Thumbtack, or Yelp. These platforms can generate leads, though often they are shared leads (the customer may contact multiple pros) and sometimes have lower intent. Still, they shouldn’t be dismissed outright. Claim and optimize your profiles on any major directory relevant to home services – it’s usually free to at least be listed. Encourage happy customers to drop reviews on these platforms as well, since some consumers trust specific sites.
For instance, Yelp is popular in some metro areas for finding local businesses, and having a solid Yelp profile can net you organic leads. If you choose to pay for leads or ads on these platforms, measure the results carefully. Some plumbers find success with them; others find the ROI poor. The key is to treat these as bonus lead sources to diversify your intake. One advantage: Scorpion’s RevenueMAX platform integrates with many third-party lead sources (like Thumbtack and others) and can funnel all your leads into one place. This helps you track how those sources perform compared to your own website or ads.
Reputation and Referrals – Low-Cost, High-Value Marketing
Don’t overlook the marketing power of a good reputation (we touched on reviews earlier) and referral programs. This isn’t a “channel” you buy ads on, but it’s something you invest effort into. A large portion of a mature plumbing company’s business often comes from repeat customers and referrals. You can encourage this by staying in touch with past customers – for example, via email newsletters that provide seasonal tips (“How to winterize your plumbing”) and perhaps special offers. This keeps your name in their inbox so they remember you next time. You can also initiate a referral reward program: “Refer a friend and you both get $50 off your next service.” Such programs can be promoted on your website or social media.
The cost to acquire a referred customer is very low, and they come in with trust already established. It’s worth “marketing” to your existing customer base, not just new prospects. Regular follow-ups, postcards, or emails can gently remind them that you’re available for any plumbing needs. Many businesses use CRM systems or even simple spreadsheets to track and follow up with past clients at intervals (e.g., sending a check-in email 6 months after a water heater install to ask if everything’s running smoothly). This kind of personal touch often leads to repeat business and referrals organically.
In summary, diversify your marketing across the channels that make sense, but weight your investments toward what drives immediate, high-quality leads (typically SEO, LSAs, and PPC for plumbers). Modern marketing isn’t set-and-forget; it requires tuning and adjustment. That’s why many growing businesses turn to marketing partners or sophisticated tools to help manage this complexity – which brings us to the next point: the role of marketing in sustained growth and how partnering with experts can amplify your success.
The Key Role of Marketing in Sustained Growth
Marketing isn’t a one-time push—it’s an ongoing strategy that fuels consistent growth year after year.
One strong quarter is great, but real success comes from staying visible, competitive, and relevant over time.
Here’s why ongoing marketing is so critical to sustained growth:
- Consumer behavior is constantly evolving: Voice search, AI-assisted search, and new platforms are reshaping how homeowners find plumbers. In fact, 75% of consumers say AI improves their experience searching for local businesses. To stay competitive, your marketing has to evolve with those habits. This means your marketing strategy must adapt (ensuring your information is accessible to voice search and AI platforms, for instance). By committing to marketing continuously, you stay ahead of these trends.
If you were to stop investing in marketing, you’d likely fall behind as technology and consumer preferences shift.
- Maintaining visibility against competitors: Even if you rank #1 for “plumber near me” today, someone else is trying to take your spot tomorrow. Consistently investing in SEO, reviews, and ads helps you maintain your edge and keeps your brand top-of-mind with both new and returning customers. Businesses that maintain growth don’t treat marketing as optional or only when business is slow; they treat it as a fixed part of their growth strategy. This consistent drumbeat not only helps win new business but also reinforces your brand to past customers (so they come back).
Investing in SEO, reviews, and ads helps you maintain your edge.
- Budgeting for growth: While budgets vary, many businesses reinvest 6–12% of their revenue into marketing. Newer companies may need to invest more to gain traction. The key is to invest consistently, monitor what’s working, and adjust based on performance, not guesswork.
Many businesses reinvest 6–12% of their revenue into marketing efforts.
Continual optimization and data insights: The longer your campaigns run, the more you learn. You’ll see which services drive the most profit, which zip codes convert, and where to double down. Tools like Scorpion’s RevenueMAX provide clear insights so you can adjust your spend for maximum impact.
Marketing is your flywheel. Once it's in motion, it creates momentum—but only if you keep it going. Partnering with experts like Scorpion helps ensure you’re not just staying in the game—you’re setting the pace.
How Scorpion’s RevenueMAX Helps Plumbing Businesses Grow
Running a plumbing business means juggling a lot, and marketing often gets pushed to the back burner. Scorpion’s RevenueMAX was built to change that. With more than 20 years of experience and AI-powered technology, RevenueMAX helps plumbing businesses attract the right customers, drive more booked jobs, and increase revenue without guesswork.
Rather than focusing on clicks or impressions, RevenueMAX looks at what matters most—revenue.
The platform connects your website, SEO, ads, lead tracking, and chat into one system designed to turn interest into booked jobs. It uses real-time data to shift strategy based on performance, so you always know where your marketing dollars are going and what they’re returning.
More visibility, more conversions: RevenueMAX improves your search rankings and online ads, then ensures your website and landing pages are designed to convert visitors. With tools like Scorpion Connect with AI Chat, you can respond to potential customers 24/7 and never miss an opportunity.
Better lead management: All your leads—from forms, calls, chat, and third-party sources—are tracked in one place. Scorpion’s Leads AI scores lead quality and even transcribes calls to help you follow up faster and focus on high-value opportunities.
Marketing that’s tied to revenue: You’ll see exactly how much revenue each marketing channel drives, allowing you to double down on what’s working. The system continuously adjusts campaigns to prioritize what drives results.
Support from experts: Scorpion’s team becomes an extension of yours—providing strategy, clear reporting, and proactive adjustments. As Marv Colby of Evergreen Plumbing put it, “I couldn’t ask for anything else.”
Marv’s results speak for themselves:
- 20% year-over-year revenue growth
- 100% increase in organic web traffic
- 10% increase in organic leads
With Scorpion handling the marketing, Evergreen was able to scale confidently—from a one-truck operation to a growing team with strong lead flow and a clear path forward. That’s the power of marketing built around revenue, not vanity metrics.
If you’re ready to grow with purpose, Scorpion’s RevenueMAX is the partner to help you get there.
Ready to Grow? Let’s Talk
Let’s turn your growth goals into a reality. Contact Scorpion today to see how RevenueMAX can be tailored to your business’s needs and start driving the results that truly matter. We’ll analyze where you are now, discuss where you want to go, and show you a roadmap of how we can get you there – from more calls and booked jobs to higher revenue and market share. With the right strategy in place, you could be our next success story, enjoying sustainable growth and a dominant presence in your market.