Google Ads vs. Facebook Ads for Plumbers: Which One is Right for You?

In today’s competitive digital landscape, plumbers must leverage online advertising to generate leads and grow their business. Two of the most effective platforms for advertising plumbing services are Google Ads and Facebook Ads. But which one is better? The truth is, both have unique advantages depending on your goals. Let’s break it down.

Key Differences Between Google Ads & Facebook Ads

Google Ads = People actively searching for plumbing services (Intent-based).
- When someone searches “Emergency plumber near me” or “boiler repair,” they need immediate help. Google Ads put your business at the top of search results.
Facebook Ads = People aren’t actively searching but can be targeted based on interests, behaviors, and demographics (Interruption-based).
- Facebook is great for reaching potential customers before they even realize they need a plumber.
Google = Higher intent but more competition.
- Leads from Google Ads are often ready to buy, but the cost per lead is generally higher due to competition.
Facebook = Lower intent but great for brand awareness and nurturing leads.
- Facebook helps build long-term relationships and keeps your business top of mind.

When to Use Google Ads for Plumbing

✅ Best for Emergency Leads & High-Intent Customers

Google Ads are perfect for customers who need plumbing services immediately.
Search Ads (text-based) work well for direct lead generation.
Google Local Service Ads (LSAs) are a great trust-building option, as you pay per lead, not per click.
Google Ads also allow location-based targeting, ensuring your business appears in searches from customers within your service area.
Call-Only Ads are another powerful option, allowing potential customers to directly call your business with one click.

🚀 What Campaigns Work Best?

Search Ads targeting high-intent keywords (e.g., “plumber near me,” “boiler installation,” “24-hour plumber”).
Retargeting Ads to follow up with website visitors who didn’t convert.
Google Display Ads can work for branding, but they aren’t as strong for immediate leads.
Local Service Ads (LSAs) work particularly well for trust-building, as they display verified businesses with ratings and reviews.
Performance Max Campaigns use automation to place ads across Search, Display, YouTube, and more, optimizing for conversions.

💰 Budget Expectation

Higher cost per lead but higher-quality leads ready to book.
Cost per click (CPC) for plumbing services typically ranges between £5–£30, depending on location and competition.
The average conversion rate for plumbing businesses on Google Ads is around 3.4%–5%, meaning it’s crucial to have strong ad copy and landing pages.
Local Service Ads often provide a lower cost per lead compared to traditional search ads, as you’re only paying for qualified inquiries.

When to Use Facebook Ads for Plumbing

✅ Best for Brand Awareness, Nurturing & Lead Generation

People don’t typically search for plumbers on Facebook, so ads need to capture attention.
Facebook allows for precise audience targeting based on demographics, location, interests, and online behaviors.
Ideal for promoting maintenance plans, boiler installations, seasonal offers, and special discounts.
Great for showcasing customer testimonials, before-and-after project images, and educational content.
Provides a cost-effective way to stay in front of potential customers and build trust over time.

🚀 What Campaigns Work Best?

Lead Generation Ads – Built-in forms capture inquiries without leaving Facebook, increasing conversions.
Awareness Campaigns – Videos showing work, before/after transformations, customer testimonials, and behind-the-scenes content.
Retargeting Ads – Following up with people who visited your site but didn’t book a service, keeping your business top of mind.
‘Neighbourhood Targeting’ Ads – Running ads to people in specific areas, ensuring you reach local homeowners.
Engagement Ads – Encouraging interactions, such as comments, shares, and likes, which boost organic reach.
Messenger Ads – Allowing potential customers to start a direct conversation with your business via Facebook Messenger.

💰 Budget Expectation

Lower cost per lead, but requires nurturing (not all leads will be ready to book instantly).
Cost per lead (CPL) on Facebook is generally lower than Google Ads, making it an effective option for top-of-funnel marketing.
Average cost per click (CPC) for plumbing-related ads on Facebook ranges from £1–£5, depending on the targeting and ad quality.
Best results come from a combination of brand awareness, lead nurturing, and retargeting campaigns.

What’s Better for Plumbers – Facebook or Google Ads?

Choosing the Right Platform Based on Your Goals

For emergency work & high-intent leads? → Google Ads is the best choice because it targets people who are actively searching for plumbing services. These leads are ready to take action, making it an ideal platform for direct lead generation.
For brand awareness, retargeting, & generating demand? → Facebook Ads work well for reaching potential customers before they need a plumber. By showcasing your services through engaging content, you can build trust and nurture leads over time.

Why the Best Strategy Uses BOTH Google & Facebook Ads

Google Ads captures people when they are actively searching for a plumber, resulting in high-intent leads that convert quickly.
Facebook Ads help build long-term relationships, keeping your business top-of-mind and creating demand for your services before the need arises.
Running both platforms together ensures a balanced marketing funnel, combining immediate lead capture (Google) with long-term brand engagement (Facebook).
Facebook retargeting ads can nurture website visitors who initially found your business through Google but weren’t ready to book yet.
Google’s Performance Max and Facebook’s Lookalike Audiences can work together to expand your reach while keeping your targeting refined and effective.

The Winning Formula

Use Google Ads to capture leads who need immediate service.
Use Facebook Ads to keep your brand in front of potential customers and nurture leads over time.
Implement retargeting ads on both platforms to maximize conversions and stay in front of potential customers.
Monitor and optimise campaign performance regularly to ensure you’re getting the best return on investment.
Use a multi-touch strategy where Facebook Ads create awareness, and Google Ads close the deal with high-intent searches.

The Winning Strategy

If you’re a plumber and only have the budget for one platform, start with Google Ads for instant lead generation. However, if you want to build your brand, generate cheaper leads, and market long-term, Facebook Ads are a must.

The most effective approach is to use both platforms together. Google Ads will bring in high-intent leads who are ready to book immediately, while Facebook Ads keep your business in front of potential customers, nurture relationships, and create demand before they need your services.

By leveraging both platforms strategically, you create a balanced marketing funnel—Google captures the demand, and Facebook nurtures and expands it. This ensures a steady flow of new leads and long-term business growth.

🚀 Want help setting up your ads?

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