Let’s be honest. Nobody searches for a plumber unless something’s already gone wrong. A pipe has burst; the toilet’s doing that gurgling thing again; or someone’s toddler has flushed a toy dinosaur. So when people Google “emergency plumber near me,” they’re not browsing. They’re begging for help. Which is exactly why Google Ads can work brilliantly for plumbers, if you set it up with a little precision and a lot of common sense.
Let’s get into how to do that without lighting your ad budget on fire.
Start with keywords that scream “I need help now.”
Here’s the first mistake: bidding on vague, expensive terms like “plumber.” That’s like standing in a crowd and yelling “Hey!” You might get attention, but not the kind you want.
Instead, go for high-intent, location-specific keywords. Think “emergency plumber near me,” “water heater repair Dallas,” or “clogged drain service 90210.” These are the phrases people type when they’re ready to hire someone. Not tomorrow; now.
You can use Google’s Keyword Planner or SEMrush to figure out which phrases get decent traffic without costing a fortune.
Geo-target like your gas bill depends on it.
You don’t want to show up in searches from people three towns over unless you’re actually willing to drive there. In Google Ads, set your campaign to target only the zip codes or cities you serve. And here’s the setting most people miss: under location options, choose “People in or regularly in your targeted locations.” That way, you’re not paying for clicks from someone planning a hypothetical move to your area.
Send people to a page that actually sells the
service.
Don’t just send ad traffic to your homepage. That’s like inviting someone into your garage and hoping they figure out which door leads to the kitchen. Instead, build dedicated landing pages for each service. “24-Hour Emergency Plumbing in Austin” should have its own page, with a clear headline, trust signals (like reviews or
certifications), and a giant “Call Now” button.
And yes, it needs to work on mobile. Most people will be on their phones, possibly standing in a puddle.
Tools like Unbounce and Instapage make it easy to build and test these pages without needing to code anything.
Call-only ads: because nobody wants to fill out a form when the sink is flooding.
Plumbing leads come through phone calls. Always have; probably always will. Google’s Call-Only Ads let people tap your ad and call you directly. No website needed. This is perfect for emergency services, where speed matters more than anything.
Pair these with call tracking tools like CallRail. That way, you’ll know exactly which keywords are making your phone ring, and which ones are just draining your budget.
Don’t run ads while you’re asleep; unless you’re actually on call.
If you’re not answering the phone at 3 a.m., don’t let your ads run at 3 a.m. Use ad scheduling to make sure your ads only show when someone can pick up. That’s basic, but often ignored.
If you do offer 24/7 service, great. But make sure someone’s awake, alert, and not going to answer the phone with a groggy “…hello?” That won’t inspire confidence.
Use negative keywords like a bouncer at a bad club.
Negative keywords are how you keep out the riffraff. If someone’s searching “DIY plumbing fix” or “plumbing apprenticeship,” you don’t want to pay for that click. Add those terms to your negative keyword list.
Check your Search Terms Report in Google Ads regularly. It’ll show you the actual searches triggering your ads. That’s where you’ll find the weird stuff, like “how to become a plumber in Canada” when you’re based in Tampa.
Track everything, or you’re just guessing.
Set up conversion tracking in Google Ads and Google Analytics. Track phone calls, form submissions, chat messages—whatever counts as a lead for you.
Then, watch your cost per conversion and return on ad spend. If something’s not working, pause it. If something is, double down. This isn’t a “set it and forget it” tool; it’s a weekly check-in, at minimum.
Local Services Ads: a different beast, worth
considering.
Separate from regular Google Ads, Local Services Ads (LSAs) show up at the very top of search results. They’re pay-per-lead, not pay-per-click. And they come with a “Google Guaranteed” badge that builds trust fast.
For plumbers, this can be gold. You do have to apply and pass a background check, but once you’re in, you’re in.
Keep your hands on the wheel.
Google Ads isn’t a crockpot. You can’t just set it and walk away. If you don’t have time to manage it, hire someone who does. Preferably someone who knows the home services space, not just someone who read a blog post and calls themselves a “growth hacker.”
Because here’s the thing: when it’s done right, Google Ads doesn’t just drive traffic; it earns trust.
That’s the view from the ground.
We’ll be back soon with more real-world insights.
Until then, keep building.
– Perfect Sites Blog