Answering Your Marketing Questions: Social Media, Leads & Building Your Brand

Hey there, Tyler Williams here—your go-to marketing guy from Mammoth Marketing for Plumbers. If you’ve ever felt overwhelmed trying to figure out social media, lead generation, or what the heck you should even say in an ad, this blog is for you.

In this episode of the Mammoth Plumber Podcast, I sat down with Kirollos—our top sales guy—who brought in some of the best questions we hear from plumbers every week. We didn’t script anything. Just real talk, real questions, and (hopefully) some really helpful answers.

Let’s dive into the most common—and most misunderstood—marketing topics we get asked about.

What’s the Real Deal with Social Media Ads?

One of the first questions Kirollos asked was this:
"If I spend $1,000 on social media ads, how many leads should I get?"

And man, that’s a loaded one.

Marketing isn’t a vending machine where you stick a dollar in and out pops a lead. Social media, especially platforms like Facebook, work a little differently than traditional lead-gen sources like Google Search. With Facebook, the name of the game is awareness. You're building familiarity, not just chasing today's emergency call.

Now, yes—you can get leads. But more importantly, you're planting the seeds that grow into long-term recognition. Think about it: If nobody knows your plumbing business exists, how can they even call you?

Lead Gen vs. Brand Awareness: What’s the Difference?

Let’s break it down plumber-style.

Lead generation is like fishing with a spear—you’re going after the 1% of your market that needs a plumber right now.
Brand awareness is like fishing with a net—you’re building up recognition with the whole pond so that when those fish get hungry, you’re the first name they think of.

If you’re only doing lead gen, you’re competing for the scraps: a few hundred people, maybe, who are searching Google for “plumber near me” today—and so is every other plumber within a 30-mile radius.

Brand awareness makes it so that you’re the plumber they Google by name. That’s a huge difference.

Why Organic Posts Aren’t Enough

Now, organic content—posting photos of jobs, throwing up before-and-afters, etc.—that’s fine. It has its place. But here’s the reality: Facebook doesn’t exist to give you free reach. That platform wants you to pay.

That’s why I’m a big believer in ads. For $1,000, if you’re paying around $6 per CPM (that’s cost per thousand impressions), you can hit 5,500 people with your brand every single day for a month. Compare that to your organic posts reaching a couple hundred people maybe once a week.

It’s about scale. And you need it.

Warm Leads Come From Awareness

I always tell folks: You can get warm leads from Facebook, especially with creative offers.

Think free inspections, giveaways (seriously—give away a spa day, not a drain clean), or homeowner-specific promos. You’re not just attracting people who need you right now, you’re building a list of people who will need you—and when that day comes, they’ll remember you.

Warm leads can be followed up with emails, texts, or retargeting. And when you do this right, people start to know you—not just what you do.

When Should I Expect to See Leads?

Here’s the golden question:
“I started Facebook ads today. When will I start seeing leads?”

Short answer: it depends.
Long answer: it really depends.

Are you brand new in the market or an established name? Do you have 5 competitors or 50? Are you in a dense metro area or a rural region? These all play a role.

You also have to look at your creative, your offer, your targeting, and your budget. Most people underestimate how long it takes to truly build brand awareness. This isn’t a one-and-done game. You’re building trust—and trust takes time.

Facebook Builds Brand, Google Closes the Deal

Here’s something cool we’ve noticed. When you run great Facebook campaigns, you may not see the results on Facebook. You’ll see them in your Google Business profile.

Your direct search traffic goes up. Your Google Map clicks go up. People start typing your name into the search bar. That’s how you know brand awareness is working.

It’s not that Facebook isn’t “working”—it’s that it’s lifting everything else.

This is why we started bundling social media campaigns with SEO services. You want your name to be there when people search, and you want them to search for your name.

What the Heck Should I Post?

Now we’re getting into the fun part.

A lot of plumbing business owners ask, “Okay, I’m doing social media… what should I say?”

Here’s the deal: Don’t just talk about plumbing. Your customer doesn’t care that you’re “reliable” or “licensed.” Every plumber says that. She wants to know that you're human, relatable, and trustworthy.

Your target? It’s usually a homeowner—most often a woman managing the household chaos. Your content should entertain her, help her, or show that your team is full of real, good people.

Try:

• Funny, relatable stories (yes, poop jokes work—just be tasteful)

• Office life and team shoutouts

• Tools and equipment (show how they make her life easier)

• Customer success stories and happy reviews

• Behind-the-scenes clips of jobs done right

Don’t sell—connect.

Frequency > Reach: How Many People Should You Target?

Big question:
“If I’ve got 100,000 people in my service area, should I try to advertise to all of them?”

Nope. Not at once.

You want frequency, not just reach. That means showing up to the same people consistently. One impression won’t cut it. You need 15–30 impressions per person per month to actually influence buying behavior.

So if your budget is limited, shrink your geographic area and own it. Reach fewer people, but hit them more often. Then rotate to the next pocket of your service area.

This is how you make your brand stick. This is how you build trust and authority.

Creative is King

Let me wrap this up with a quote from Gary Vaynerchuk—one I live by:

“Creative is the variable of success.”

You can target the right people and have the right budget, but if your creative stinks, your results will too. That’s why your videos, photos, and captions have to be scroll-stopping, fun, and personal.

Because remember—your business is just a thumb-flick away from disappearing into the digital void. Make it count.

Ready to Get Serious About Your Marketing?

If you’re tired of guessing at what works and want a crew that lives and breathes plumber marketing every day—schedule a consultation with me and my team.

Schedule a strategy session with us at TylerWilliams.net

Let’s take a real look at your market, your brand, and how we can help you grow. Whether you’re starting from scratch or looking to scale, we’ve got your back.

Until next time—flush your doubts and let’s build something mammoth.