Running a plumbing business means you’re constantly competing for local visibility, and Google Ads can be a powerful tool for achieving that visibility. However, like any advertising platform, it’s easy to make mistakes that can waste your budget, reduce your return on investment (ROI), and leave your plumbing business in the dust. In this article, we’ll explore the top 5 mistakes plumbers make in Google Ads and how to avoid them to ensure that your investment delivers results.
1. Ignoring Local Targeting
The Mistake: One of the most significant mistakes plumbers make when using Google Ads is failing to properly target their ads to a local audience. Plumbing services are typically needed by people within a specific geographic area, so targeting beyond your local service area is not only ineffective but also a waste of resources.
How to Avoid It: To avoid this mistake, ensure your Google Ads campaigns are set up with location targeting that limits the ads to users in your service area. You can define the geographic area as a specific city, radius around your business, or even zip codes you service. Google Ads allows you to adjust your location targeting settings to show ads only to people within these defined areas.
By targeting your ads only to local users, you can ensure your plumbing services are visible to people who are most likely to need them. Plus, you avoid spending money on clicks from individuals who are too far away to benefit from your services.
2. Not Using Negative Keywords
The Mistake: Another common mistake is failing to use negative keywords. Without negative keywords, your ads might show up for irrelevant searches that don’t align with your plumbing business. For example, if you’re running ads for “emergency plumbing services,” your ads might be triggered by searches like “cheap plumbing supplies” or “plumbing jobs hiring,” neither of which will convert into paying customers.
How to Avoid It: Make sure to add a list of negative keywords to your campaign. Negative keywords are terms that you don’t want your ads to show up for. For instance, you might add keywords like “jobs,” “cheap,” or “free” to avoid people looking for job listings or free services.
Google Ads offers a feature called keyword match types that helps control how specific your keywords are. However using negative keywords allows you to take control of irrelevant search terms, saving you money and making sure your ads reach the right audience.
3. Not Optimizing Ad Copy for Conversions
The Mistake: It’s easy to overlook the importance of writing compelling ad copy that converts. Many plumbers make the mistake of creating generic ads that don’t appeal to the emotions of potential customers. Ads that lack a strong call-to-action (CTA), unique value proposition, or clear messaging fail to attract the attention they deserve. This could lead to high impressions but poor click-through rates (CTR).
How to Avoid It: When writing your ad copy, always focus on what makes your plumbing services stand out. Here are some tips to improve your ad copy:
- Include a clear call to action: Phrases like “Call Now for Same-Day Service” or “Get a Free Quote” can encourage customers to take immediate action.
- Highlight your unique selling points: Whether it’s 24/7 service, emergency plumbing, or a no-hassle guarantee, make sure to mention what sets you apart.
- Use relevant keywords: Incorporate important keywords like “emergency plumber” or “drain cleaning” to ensure your ad resonates with users’ search queries.
Remember, your Google Ads copy should answer the question: “Why should I choose this plumbing service over others?” Crafting ads that are clear, specific, and persuasive will help increase the number of clicks and conversions.
4. Overlooking Mobile Optimization
The Mistake: In today’s world, many people search for services on their mobile devices while on the go. Unfortunately, many plumbers make the mistake of not optimizing their Google Ads campaigns for mobile users. If your ads aren’t properly set up for mobile, potential customers may find it difficult to click through, or worse, your website may be hard to navigate on a smartphone, leading to a high bounce rate.
How to Avoid It: Ensure that your Google Ads are mobile-optimized. Start by checking your landing pages to ensure they load quickly and are easy to navigate on smaller screens. You can also adjust your bidding strategy to allocate more budget to mobile users, as they may be more likely to call or request services on the spot.
Google Ads allows you to set mobile-specific bids, so if you notice that most of your traffic comes from mobile devices, consider increasing your bid for mobile users to ensure your ads are visible to them.
Additionally, ensure your phone number is prominently displayed and easy to click on, allowing users to call you directly from their mobile devices.
5. Failing to Track and Analyze Results
The Mistake: One of the biggest mistakes plumbers make is not regularly tracking and analyzing the results of their Google Ads campaigns. Without monitoring the performance of your ads, you have no way of knowing which keywords, ad copy, or targeting strategies are working and which are not. This can lead to wasted ad spend and missed opportunities to optimize your campaigns for better performance.
How to Avoid It: Make it a priority to track key performance indicators (KPIs) like CTR, conversion rates, cost-per-click (CPC), and return on investment (ROI). Google Ads provides detailed analytics that allows you to see exactly how your ads are performing.
Use Google Analytics to track what happens after a user clicks on your ad. Are they calling you, filling out a contact form, or making a booking? Knowing which actions are being taken can help you fine-tune your ad campaigns and focus on the elements that bring in the most conversions.
Additionally, A/B testing (also known as split testing) is an essential part of ongoing optimization. Test different ad copy variations, keywords, and landing pages to see which combinations produce the best results.
Final Thoughts
Google Ads can be an invaluable tool for plumbers looking to improve their business, but only if it’s done right. By avoiding the five common mistakes outlined above—ignoring local targeting, not using negative keywords, neglecting ad copy optimization, overlooking mobile optimization, and failing to track results you can ensure that your ads are working hard for you and driving real, measurable results. If you’re unsure about how to get started or how to avoid these mistakes, consider working with a professional Google Ads manager. They can help create a customized strategy for your plumbing business, optimize your campaigns for maximum efficiency, and guide you toward long-term success. With the right approach, Google Ads can help you reach more customers, increase bookings, and grow your plumbing business.
