Local Service Ads for Plumbers in 2025: The Ultimate Google Ads Guide
If you're a plumber looking to flood your business with high-quality leads (pun fully intended), you need to be using Google’s Local Service Ads (LSAs).
As the owner of Mammoth Marketing for Plumbers, I've helped hundreds of plumbing companies dominate their local markets with LSAs. And in this guide, I'll walk you through exactly how to set them up, optimize them, and avoid costly mistakes—all in plain English.
Why Local Service Ads Are a Plumbing Business's Best Friend
Imagine this: Someone in your area searches "emergency plumber near me." Where do you want your business to appear?
Option 1: Buried on page 2 of Google (aka the plumbing business graveyard)
Option 2: At the very top of Google, above paid ads and the map pack, with a shiny "Google Guaranteed" badge
If you picked Option 2, you’re in the right place.
How LSAs Work (In Simple Terms)
You only pay for qualified leads (calls, messages, or bookings)
Your ad appears above everything else on Google
Google pre-verifies you, so customers trust you instantly
But here’s the catch—Google doesn’t just hand these leads to anyone. You’ve got to play by their rules.
Step 1: Getting Approved for Local Service Ads
Before you can start getting leads, Google needs to verify your business. Here’s what they check:
Proof of Insurance
Upload a current certificate of insurance (COI)
No insurance? No ads.
Background Checks
Required for owners & lead technicians (not every employee)
Google uses a third-party service (currently Evident)
Google Business Profile (GBP)
Must be active & in good standing
Reviews matter! Google requires:
5+ reviews for HVAC
3+ reviews for plumbing
⚠️ Pro Tip: Don’t have your family leave reviews—Google flags same-last-name reviews as fake.
Business License
If you’re unlicensed, you won’t get approved
Step 2: Setting Up Your LSA Profile for Maximum Leads
Once approved, it’s time to optimize your profile. This is where most plumbers mess up.
Upload High-Quality Photos
Google’s AI scans your images, so:
Show clear shots of your work (water heaters, pipe repairs, etc.)
Include team photos (smiling techs = trustworthy)
Set Your Service Areas Strategically
Include affluent neighborhoods (better leads)
Exclude areas where you don’t work
Enable 24/7 Ads (Even If You’re Not 24/7)
If you turn off ads outside business hours, you disappear from searches.
Solution: Use an answering service to capture after-hours leads.
Step 3: Bidding & Budgeting the Right Way
Unlike regular Google Ads, LSAs aren’t just about budget. Google rewards performance.
Two Bidding Options:
Automated Bidding (Best for beginners) – Google sets your cost per lead (CPL)
Manual Bidding (Advanced) – You set a max CPL
My Recommendation: Start with automated bidding and adjust later.
Budget Reality Check
Just because you set a $20,000/week budget doesn’t mean Google will spend it. They’ll only send leads if they trust your business.
Step 4: Avoiding Costly LSA Mistakes
I’ve seen plumbers waste thousands on LSAs by making these mistakes:
❌ Not Marking Leads as “Booked”
Google rewards businesses that confirm bookings
If you ignore this, your ad rank drops
❌ Rating Good Leads as “Bad”
If a lead had real intent (even if they didn’t book), mark it as “Satisfied”
Otherwise, Google sends you worse leads over time
❌ Ignoring Messages
If you enable messaging, respond within minutes—not hours
Final Verdict: Are LSAs Worth It in 2025?
100% yes.
LSAs are one of the cheapest, highest-converting lead sources for plumbers. But they require active management.
Need Help? Let’s Talk!
If you’re struggling with LSAs (or just want an expert to take over), let’s chat!
