Most plumbers get their first jobs through word of mouth. Someone mentions you to a neighbour, a mate passes on your number, and the phone starts ringing. That works well until it doesn’t — when work dries up, when a slow month hits, or when a competitor starts appearing at the top of Google and takes calls you used to get.
Marketing for plumbers means building lead sources that don’t depend on knowing the right people. This guide covers 10 practical things you can do to get more plumbing work — starting with the ones that make the biggest difference quickly.
Key Takeaways
- Your Google Business Profile is free and controls whether you appear on Google Maps when people search “plumber near me” — set it up first
- Plumbers with 40+ Google reviews consistently outrank local competitors with fewer reviews, even when other factors are similar
- According to BrightLocal’s Local Consumer Review Survey, 79% of consumers trust online reviews as much as a personal recommendation — your review count matters
- Trade directories like Checkatrade and TrustATrader still drive a significant share of domestic plumbing enquiries, particularly from older homeowners
- A professional website converts enquiries better than a Facebook page, and unlike paid directories, it doesn’t charge per lead or per year
- Van branding is one of the lowest-cost, longest-lasting forms of local advertising for any trade
1. Set Up Your Google Business Profile
Your Google Business Profile (GBP) controls whether you appear in Google Maps and the local pack — the three businesses shown under the map when someone nearby searches for a plumber. It’s free to set up and it’s the single highest-impact marketing move available to most plumbers.
Claim your profile at business.google.com. Set your primary category to Plumber, add secondary categories like Drainage Service and Heating Contractor, and list every area you cover. Upload photos of your work and van. The more complete your profile, the better it ranks.
According to Google, businesses with complete, optimised profiles are 2.7x more likely to be considered reputable by customers. If you haven’t claimed yours yet, do it today.
2. Build Up Your Google Reviews
Reviews are the second-biggest factor in your Google Maps ranking — and they’re what convert someone browsing into someone calling. A plumber with 45 reviews at 4.8 stars will almost always get the call over a competitor with 8 reviews.
The most effective way to get reviews is simply to ask, right after you finish a job. Text or WhatsApp the customer: “Really glad you’re happy — if you have 2 minutes, a Google review makes a big difference to my business.” Include a direct link to your Google review page so they don’t have to search.
Aim for 40+ reviews as a baseline. For more detail on the full process, see our guide on how to get more Google reviews as a tradesman.
3. Get a Professional Website
A Facebook page or Checkatrade profile tells people you exist. A proper website tells them you’re credible — and it converts enquiries. When someone searches “plumber in [your town]”, a website with your services, area coverage, and real photos of your work gives you a far better chance of getting the call than a directory listing that looks the same as every competitor.
A good plumber website doesn’t need to be complicated. Five pages covers it: homepage, services, about, gallery, and contact. It needs to load fast, look clean on mobile (that’s where most people find you), and make it easy to call or message.
Managed services like Digital Tradies build plumber websites from £49/month with no upfront cost — you get a professional site, hosting, and ongoing support, live within 3 days. If you want to understand what makes a strong plumber site, read our plumber web design guide.
4. Invest in Local SEO
SEO means appearing in Google search results without paying per click. For plumbers, local SEO is what matters — ranking when someone in your area searches “plumber [town]” or “emergency plumber near me.”
The main levers are your Google Business Profile (see above), your website (service pages for each main job type, e.g., boiler repairs, bathroom installation, leak detection), and your review count. Local SEO takes 3-6 months to build, but once you’re ranking well, you get enquiries without paying per lead.
Our SEO for plumbers guide covers each step in detail, including which keywords matter most and how to structure your website for local rankings.
5. Try Google Local Services Ads
Google Local Services Ads (LSAs) are pay-per-lead adverts that appear above regular Google Ads. You pay only when a customer contacts you directly through the ad — not per click. For plumbing, this tends to give a better cost per enquiry than standard Google Ads, especially for emergency work.
LSAs require a background check and Google verification, which actually helps your credibility — verified businesses show a “Google Guaranteed” badge in the ad. Budget around £200-400/month to start gathering data on what a qualified lead costs you.
For a deeper look at paid search, including how to structure campaigns and what to spend, see our Google Ads for plumbers guide.
6. List on Trade Directories
Checkatrade, MyBuilder, and TrustATrader still drive a meaningful share of domestic plumbing work — particularly from homeowners who prefer the reassurance of a vetted directory over a cold Google search.
Checkatrade costs around £50-80/month depending on your area and trade. MyBuilder is cheaper (around £25/month) and works on a job-browsing model. TrustATrader is cheaper still, from around £20/month. None of these should be your only marketing — costs add up and you’re competing with every other plumber on the platform — but they’re worth having alongside a website and Google presence.
| Directory | Model | Approx Cost |
|---|---|---|
| Checkatrade | Leads sent to you | £50-80/month |
| MyBuilder | Browse and quote | £25/month |
| TrustATrader | Profile + leads | £20/month |
| Rated People | Buy lead credits | £2-10/lead |
7. Use Facebook and Local Groups
Facebook isn’t the best channel for finding plumbers — most people go straight to Google. But Facebook community groups (every town has several) are where homeowners post “anyone know a good plumber?” questions. Being active in local groups, or having a business page that shows up when someone searches your name on Facebook, builds trust.
Instagram is more useful for before/after photos of bathroom refits, underfloor heating installs, and similar visual work. Even 1-2 posts a week can build a following of local homeowners who’ll think of you when they need plumbing work.
8. Ask for Referrals
Word of mouth doesn’t just happen passively. You can nudge it. After a job, tell the customer directly: “If you know anyone who needs a plumber, I’d really appreciate you passing on my number.” Most happy customers are glad to help — they just don’t think to unless you ask.
Some plumbers offer a £20 Amazon voucher or similar for referrals that turn into jobs. It costs less than a lead from Checkatrade and tends to generate higher-quality enquiries, since a personal recommendation carries weight.
9. Brand Your Van
A branded van drives around your working area all day. Every street you park on, every job you attend — people see the name, number, and services. Over time, repeated exposure builds familiarity, and familiarity builds trust.
Full van wraps cost £600-1,200 typically. Partial wraps or printed vinyl panels are cheaper, from around £150-300. Even a set of magnetic signs (£50-100) is better than a plain white van. Include your name, phone number, and 2-3 key services — keep it simple enough to read from a car.
10. Track Where Your Work Comes From
You can’t improve your marketing if you don’t know which channels are producing enquiries. When a new customer calls, ask how they found you. Log it — even just in a spreadsheet or notes app. After 3 months, you’ll see clearly whether most jobs come from Google, Checkatrade, referrals, your website, or elsewhere.
This tells you where to spend more and where to stop spending. A plumber paying £80/month for Checkatrade who hasn’t had a job from it in 3 months is better off redirecting that budget to Google Ads or a better website.
Frequently Asked Questions
How do I market myself as a plumber? Start with the free channels: claim your Google Business Profile, build up your Google reviews, and make sure your business appears in local search. Once those are working, a professional website gives you a lead source you own without paying per enquiry. Trade directories like Checkatrade and MyBuilder can supplement, but shouldn’t be your only source.
What’s the best marketing strategy for a plumbing business? For most UK plumbers, the highest-return combination is: Google Business Profile (free) + Google reviews + a professional website. These three work together — your website backs up your Google Maps listing, and your reviews convert visitors into callers. Once that foundation is in place, Google Local Services Ads or SEO can accelerate growth.
How much should a plumber spend on marketing? There’s no single right answer, but a reasonable starting point for a sole-trader plumber is £100-300/month. That could cover a professional website (around £49-80/month) and a test budget for Google Local Services Ads. Checkatrade on top would add £50-80/month. Track every enquiry so you know what’s working.
Do plumbers need a website or is a Facebook page enough? A Facebook page is better than nothing, but it’s not enough on its own. Most people searching for a plumber go to Google, not Facebook. A website gives you a permanent presence in Google search results that a Facebook page doesn’t. It also lets you showcase your work, list your services and coverage area, and convert visitors into calls on your own terms — without competing with every other plumber on the same platform.
Marketing a plumbing business doesn’t have to be complicated or expensive. The foundation — Google Business Profile, reviews, and a proper website — is available to any plumber willing to set it up. Once that’s in place, the rest is about picking the additional channels that fit your budget and the type of work you want to attract.
If you want a professional website that’s live within 3 days and built specifically for plumbers, Digital Tradies handles everything from design to hosting from £49/month, with no upfront cost.
