As the owner of a plumbing company, you may not think of Facebook as a first place to spend some of your marketing budget to get in front of more potential customers—but what if I told you could get in front of real homeowners, needing plumbing services, in your service area? And then what if I told you could get them at a really low cost per lead?
That’s where Facebook paid ads come in—because they work for plumbers. And I’m going to tell you how.
Most of the plumbing companies we work with came to us with either a non-existent or borderline abysmal Facebook presence. I’m guessing you have maybe 300 likes (at most!) on your page, too? I get that it can be hard to wrap your head around Facebook as a viable marketing strategy whenever you typically associate the platform with being forced to view photos of your neighbor’s week at the beach or your niece’s prom photos.
And admittedly, the way most small businesses carry out their social media strategy (a.k.a. sporadic and ad-hoc posts without proper promotion) is probably a waste of time and unlikely to generate leads.
But Facebook advertising is different—or at least worth testing for your plumbing company. There are several different types of Facebook ads your contracting business can take out depending on your objectives. Some of the Facebook ad types aren’t going to be super relevant to your plumbing business, so for the sake of saving you time, I’m only going to include the ones we’ve had success with for plumbers.
And just as a preface: All of Facebook’s ads allow you to customize your audience by your target audience’s:
Facebook Ads for Plumbers if You Want to Get More Website Visits in Your Service Area
Take out a Facebook Clicks to Website ad.
These ads send people to a designated page on your website, rather than sending them your plumbing company’s Facebook page.
Pages you might want to send people to on your site:
Your homepage – I used this option recently on a Clicks to Website Ad when I wanted to get people to visit our new website. If you don’t have a lot of organic traffic right now because your website is new, this can be a good way to boost visitors in your location and increase awareness of your company in the area.
A product or service page– This can be especially helpful for contractors with seasonal lines of business. For example, if you’re wanting to promote your emergency plumbing services offered in your area during the holidays (because you know at least a few families out there are going to put too many leftovers down the garbage disposal or wreak havoc on their pipes with 20+ family members in town), you can send your Clicks to Website Ad right to your emergency plumbing page with the number they should call to request service.
A promotions page – Maybe someone wasn’t planning on having their drains inspected and cleaned this month—in fact they were going to deal with the clogged shower with waiting it out and another bottle of drain cleaner—that is, until they saw your Click to Website Ad that sent them to your limited-time-only drain cleaning special page on your website.
Facebook Ads for Plumbers if You Want to Get More Website Conversions
Facebook offers an option to add a snippet of code to your website’s HTML to figure out if people who clicked your Facebook ad completed a desired task, such as:
Viewing a key page
Filling out a contact form
Adding an item to a shopping cart or completing a checkout
Registering for an event
Signing up for an email newsletter
For plumbers, sometimes people won’t fill out a form, but instead pick up the phone and call you. For this reason, it’s important you have the proper call tracking set up to get your true return on ad spend from your social media marketing services.
Facebook Ads for Plumbers if You Want to Get More Facebook Business Page Likes
Like I said before, I’m guessing that your plumbing company has less than 300 likes on its Facebook page—and I’m willing to bet real money that it has less than 1,000 at least. Getting likes to your company’s Facebook page shouldn’t be your first priority if you’re just bursting onto the online marketing scene (I recommend you start with a website optimized for conversions and for search engines), but if you’re well established in the search engine results page and you need to compete with other contractors with 1,000s of likes, take out a Page Likes Ad. This allows you to target homeowners in the area (yes, you can select if they own the home and even exclude renters!) who may need your services, or may have seen your trucks around their neighborhood. With proper ad set up and calls to action on your Page Likes Ad, you can increase the size of your Facebook page community and increase the voice you have for other ads you run, and even organic posts and reviews to your page.
Facebook Ads for Plumbers if You Want to Get More Likes on Your Posts
We wrote an entire blog in the past called “Why Nobody Likes Your Facebook Posts.” Facebook newsfeed has an algorithm to determine exactly what content to display in each user’s feed. Imagine how overwhelming it would be to see every update from every person, business, and organization you follow!
This is a common misunderstanding about social media amongst most business owners, not even just plumbers—that if you have 350 followers, all 350 of them will see your posts. In reality, unless you pay to promote your posts, only about 2% of your followers will see them. And they can’t like what they don’t see!
To get more likes, consider a Page Post Engagement Ad.
Types of posts you might want to promote from your Facebook:
All of them– Seriously, put at least a few bucks behind all of your posts or else no one is going to see or engage with them.
Awards you’ve won – a local Chamber of Commerce award, Angie’s List Super Service Award, etc.—doesn’t matter what the award is, it just matters that you show your Facebook fans you’re a winner and provide award-winning service.
Recent projects – I hope you took some good before and after photos!
Recent blog posts –You are blogging, right?
Testimonials– OH HAPPY DAY, someone has taken the time to give your plumbing business a raving review. You should be screaming it from a mountain top, and if you don’t have a mountain top, you can promote it on Facebook.
Contests – Here’s an easy way to get engagement—a caption contest. Post a fun photo and ask your fans to try and come up with the best caption for the photo. Mail the winner some company swag, like a tshirt, hat, or if you’re alcoholics like us—a branded bottle opener and koozie (Relax: we’re not alcoholics but our company name has the word “Corona” in it. It’s only natural).
Plumbers: Get a Free Social Media Analysis
If you’re like most plumbers, you probably don’t have time to be messing around on Facebook and don’t have the resources to hire a full-time person to do it. Do your family, your bottom line, and yourself a favor and start with a free social media analysis from Blue Corona or download one of our social media case studies today.
About The Author: Hannah is the SEO Team Lead at Blue Corona. If she's not busy daydreaming about the training session for her team, you can find her improving client conversion rates and planning her next trip.
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“Would you ask a plumber to install a air conditioner? As a mechanical contractor we are technically literate in our field of HVAC not SEO. This is why we chose Blue Corona. After phone interviews with several SEO companies we chose Blue Corona based on their professionalism and confidence to design and deliver a site based on our needs. The entire process to date has been more than expected and we are extremely happy with the staff's expertise, friendliness and professionalism. All expectations were clearly defined from the beginning and everyone at Blue Corona has been awesome to work with. It is very refreshing to work with a professional group that delivers on their word. ”