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Emergency calls, installs, and maintenance jobs from Google Ads - managed for a flat fee, tracked to booked jobs, not clicks.
Every plumber we talk to has run Google Ads once. Most of them quit after two months, and they were usually right to - the account was spending emergency-call money on people googling how to fix their own toilet.
“Emergency plumber” is among the most contested searches in home services, and the clicks are priced accordingly. That is money well spent when the click is a burst pipe and a homeowner who needs a van within the hour. It is money torched when broad match decides “how to unclog a drain” is close enough. Left on Google’s defaults, the account spends an emergency-job budget teaching people to fix their own taps. The fix is a keyword list built around hire intent and a negative keyword list that keeps the DIY crowd out.
Then there is the Local Service Ads question. Most plumbers run either LSAs or Search ads, badly, instead of both, deliberately. They do different jobs: LSAs charge per lead and sit at the very top of the page, but you get no say over which searches you show for or where the click lands. Search ads cost you the click, but you choose the keywords, the landing page and the jobs you want more of. Treating the two as interchangeable is how most plumbing accounts end up with neither one working.
The last leak has nothing to do with the account. Plumbing demand does not keep office hours, and when a 10pm emergency call rings through to voicemail, that lead does not leave a message. They call the next ad on the page, and you still paid for the click. Unless someone compares when the calls come in with when they get answered, the ad account takes the blame for a phone-coverage problem.
Google’s own dashboard surfaces none of this. It comes out in search term reports, call logs and conversion data, which is where our free audit starts.
The system is not complicated. Scale what books jobs, kill what doesn’t, test the landing page, and actually listen to the calls. The hard part is doing it every week, which is the part you’re paying us for.
None of it is secret, either. The full setup - ad groups, keywords, the four-step optimization loop - is public in our Google Ads walkthrough for plumbers. Nothing behind the curtain. If you read it and run it yourself, good, that is why we wrote it. Hiring us buys the execution, every week, by people who do nothing else.
The work starts with an audit of whatever account you have now, because the fastest wins are usually things to stop paying for. Then structure: campaigns split by urgency and job type, because a burst pipe at 2am and a bathroom refit quoted over three weeks have nothing in common except your phone number. Emergency, installation and maintenance each get their own campaigns, budgets and ads, so the jobs you want more of get the money and the ones you tolerate stop eating it.
Negative keyword management runs constantly against the DIY, parts and how-to searches that plumbing keywords attract, while keyword research stays aimed at the people hiring rather than the people learning. Conversion tracking gets rebuilt around what matters: calls and booked jobs, not page views. Once the account can tell a booked job from a click that went nowhere, bidding strategy has something real to optimize toward, and ad copy gets A/B tested against real search behavior, not defended in a meeting.
The click is only half the job. We analyze how your landing pages perform and tell you exactly what to change, and on the Advanced plan we design the pages ourselves. See what the best plumbing companies are running in our plumbing landing page teardown - your pages get held to the same standard.
Competitor analysis rounds it out: which plumbing companies bid on your searches, what they promise, and where their offer is beatable. And every month you get a report in plain numbers - what was spent, what it produced, and what changes next.
A plumber quotes the job before the van leaves the yard. Agency pricing should work the same way. $2,000 a month on Starter, $4,000 on Advanced, flat, and we never charge a percentage of ad spend - so we have no incentive to tell you to spend more.
That matters in a vertical where emergency clicks are this contested. A percentage deal quietly pays the agency more every time your market gets more expensive. On a flat fee, the only way we keep the account is to make the same spend produce more booked jobs.
Everything each package includes is on our PPC consulting page, and the reviews further down this page are clients in their own words.
Full Google Ads management: keyword research, negative keywords, ad copywriting and A/B testing, bidding strategy, conversion tracking and competitor reconnaissance.
Everything in Starter, plus social ad platforms, unlimited ad creative design and unlimited landing page design.
Both, run deliberately, because they do different jobs. Local Service Ads charge per lead and sit at the top of the page, but you cannot control which searches you show for or where the click lands, and the leads skew toward small emergency fixes. Search ads cost you the click, but you choose the keywords, the landing page and the types of jobs you want more of.
Most established plumbing companies run both. What we manage is the Google Ads side, built so the two are not competing for the same job.
It depends on your market, your competition and the job type. Emergency searches are among the most contested clicks in home services, so an emergency lead usually costs a multiple of a scheduled-job lead. Anyone quoting you a precise number before seeing your market is guessing.
The honest way to find out is to measure it in your own account, with your own call data, which is exactly what the audit we open every engagement with is for.
The ads, always: ad copywriting and A/B testing are part of both packages. Landing pages depend on the package. On Starter we analyze how your existing pages perform and tell you exactly what to change. On Advanced, landing page design is included, unlimited, so every service gets a page built for the ad traffic it receives.
Usually one of three things. The budget went to DIY searchers because nobody managed negative keywords. Emergency, installation and maintenance traffic sat in one campaign, so Google could not tell a burst pipe from a bathroom refit. Or conversion tracking counted clicks instead of calls and booked jobs, so the account optimized toward the wrong thing.
All three are fixable, and all three show up in a free audit before you commit to anything.
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They've helped us consult on PPC efficiency for some of our billion-dollar clients. Next-level strategies.
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