How to Market Your Plumbing Business to Stand Out and Win More Jobs

You need more jobs on the books. You’re out there advertising, trying to fill your schedule, but your employees are still spending more time washing vans than bringing in revenue. If this sounds familiar, there’s often a simple reason why you’re stuck in this predicament. And while it’s not easy to fix, it’s crucial for your growth.

I’m Tyler Williams, and I run Mammoth Marketing, a marketing agency specifically for plumbers like you. Over the years, I’ve noticed a recurring issue that keeps many plumbing businesses from reaching their full potential.

The Problem: Blending In

When I look around the internet—at social feeds, ads, and websites—I see the same thing over and over again. You’re all the same. By extension, you’re boring. Every plumber out there is claiming to be “reliable, professional, honest, ethical, hard-working…” But if everyone is saying the same thing, then none of you are standing out.

This uniformity makes you forgettable. Potential customers aren’t connecting with you because there’s nothing unique about your messaging. So, instead of advertising as just another “reliable plumber in Bloomington, Indiana,” let’s start saying something that actually resonates with your customers.

Targeting the Right Audience

For residential service work, the target audience is typically the middle-aged woman who is most likely a housewife. Think of a husband who can’t fix anything and a dog who’s equally unhelpful. If we want to connect with her, we need to craft a message that speaks directly to her.

Crafting a Message That Connects

Always start with a headline that matters. Let’s look at some examples:

• “Plumbers a mom would love.” — It’s okay, but it could be stronger.

• “Plumbers your kids would invite to their birthday party.” — Too creepy.

• “Plumbers so nice your mom made us cookies.” — Better, but a bit clunky.

• “Your mom called. She loves us. She still loves you more.” — Perfect.

This headline works because it taps into the psychology of your audience. She loves her mom, her mom loves us, so by extension, she can trust us. Even if we’re the ones saying it in a light-hearted ad, that trust is extended.

Designing the Perfect Ad

Now that we have the message, it’s time to bring it to life with design. Faces are crucial in ads—without a face, there’s no connection. We need a plumber who looks like he won’t rob you, who’s friendly, approachable, and wears your brand colors.

Next, add a mom, a home, and our headline. Design the ad for platforms like Facebook and Google in multiple sizes. Make sure you have a landing page that aligns with the ad’s message. And don’t forget to include retargeting so your ad follows people around the internet, keeping your brand top-of-mind.

Understanding the Purpose of Your Ads

Ads like this might seem silly or even stupid, but they’re also catchy. These kinds of ads build a relationship with your audience. If you send this to 10,000 people once a day for 30 days, you’re engineering influence. That influence means when those 10,000 people wake up and need a plumber, they won’t go looking around. Instead, they’ll come straight to you because you took the time to build a relationship.

Conclusion: Be the Plumber People Love

Don’t settle for being just another plumber in the market. Be THE plumber that people love to call. When you create a campaign that resonates with your audience, your crew won’t have time to wash vans that are already clean. They’ll be too busy answering calls from customers who know, like, and trust you.

Hope this helps. Ciao.