Introduction
For plumbing businesses looking to generate more leads, Google Ads is a powerful tool. However, choosing the right ad format can make a significant difference in your conversion rates and return on investment (ROI). Two of the most effective options for plumbers are Call-Only Ads and Click-to-Website Ads. But which one is better for your business?
What Are Call-Only Ads?
Call-Only Ads are designed specifically to generate direct phone calls from potential customers. Instead of clicking through to a website, users see your phone number in the ad and can call your business instantly.
Benefits of Call-Only Ads for Plumbers
- Instant Customer Connection: Potential customers can call you directly, which is ideal for emergency plumbing services.
- Higher Conversion Rates: Phone calls typically result in faster bookings compared to website visits.
- Mobile-Friendly: These ads appear prominently on mobile devices, where most local searches for plumbers happen.
- Less Competition: Since fewer businesses use Call-Only Ads, you may face lower competition in bidding.
Drawbacks of Call-Only Ads
- No Website Engagement: You miss out on potential customers who prefer to research before calling.
- Limited Tracking: While call tracking is available, it may not provide as much detailed user behavior insight as website analytics.
- Business Hours Limitation: If your business isn’t available 24/7, you might miss out on calls when your office is closed.
What Are Click-to-Website Ads?
Click-to-Website Ads direct users to a landing page or website when they click on your ad. These ads give potential customers more information before they decide to call or book a service.
Benefits of Click-to-Website Ads for Plumbers
- More Information for Customers: Users can read about your services, pricing, and reviews before contacting you.
- Better Lead Nurturing: Website visitors who don’t book immediately can be retargeted with follow-up ads.
- Enhanced Tracking & Analytics: You can measure website behavior, conversion rates, and optimize your ads accordingly.
- Works Well for Non-Emergency Services: If a customer is planning a plumbing project (like remodeling), they may prefer researching first.
Drawbacks of Click-to-Website Ads
- Slower Conversions: Some users may leave your site without taking action.
- Higher Cost-Per-Conversion: Not every website visit leads to a call or booking.
- Website Optimization Required: A poorly designed website can result in lost leads and wasted ad spend.
Call-Only Ads vs. Click-to-Website Ads: Which Should You Choose?
The right choice depends on your business goals, target audience, and service type. Here’s a comparison to help you decide:
| Feature | Call-Only Ads | Click-to-Website Ads |
|---|---|---|
| Best For | Emergency services, immediate bookings | Informational searches, planned services |
| Conversion Speed | Fast | Slower |
| Cost Efficiency | Higher conversion rate, lower wasted spend | May require retargeting for conversions |
| Tracking & Analytics | Limited to call tracking | Full website tracking available |
| Customer Behavior | Users ready to call immediately | Users researching before making a decision |
The Best Strategy: Use Both Ads Together
Instead of choosing just one, the most effective strategy is to use both Call-Only Ads and Click-to-Website Ads in your Google Ads campaign. Here’s how:
- Call-Only Ads for Emergency Plumbing Services: If a customer has a burst pipe or clogged drain, they need immediate help. Call-Only Ads ensure they can reach you instantly.
- Click-to-Website Ads for General Plumbing Services: For services like bathroom remodeling or routine maintenance, a website visit allows users to explore your offerings and make informed decisions.
- Geo-Targeting & Ad Scheduling: Run Call-Only Ads during business hours and Click-to-Website Ads 24/7 to capture leads at all times.
- Retargeting Campaigns: Use website visit data to retarget users who didn’t convert immediately, increasing your chances of booking more jobs.
Conclusion
Both Call-Only Ads and Click-to-Website Ads have their advantages and drawbacks. If you’re a plumber focused on emergency services, Call-Only Ads are ideal. If you offer general plumbing services, Click-to-Website Ads provide more flexibility and insights.
For the best results, combining both ad formats ensures you reach customers at different stages of their decision-making process.
