The Power of Brands: Why Plumbers Need More Than Just Lead Generation
Hey there, I’m Tyler Williams, owner of Mammoth Marketing for Plumbers, and today I want to talk about something that can make or break your business—your brand. A recent study from Search Engine Land showed that people are twice as likely to click on a brand they recognize. That means no matter how good your Google Ads are, if your competitor has a stronger brand, they might steal your clicks (and your customers). Let’s break down why brand-building is essential for plumbers and how you can dominate your market.
Brand vs. Lead Generation: The Long-Term Strategy
I’ve always been a brand-first marketer. Sure, lead generation is great, but relying solely on paid leads is like renting your customers—it's expensive, and there’s no loyalty. When people know your brand, they search for you directly, trust your service, and call you first when they need a plumber.
If you’re only running ads without a strong brand presence, you’re missing out on long-term growth. It’s like being a ghost—sure, you might show up in search results, but if people don’t recognize you, they’ll click on someone else.
Your Competitor’s Brand Might Be Stealing Your Clicks
Imagine this: you’ve got a well-optimized Google Ad, ranking above your competitor, with a ton of great reviews. But your competitor has been running social media ads and branding campaigns for six months. When someone searches for a plumber, they see both of you—but they recognize your competitor. Guess who they click on?
That’s right. Even if you’re technically “winning” the ranking game, brand recognition trumps positioning. If your brand isn’t well-known, you’re playing an uphill battle.
Why Branding Is a Trust Factor
Customers don’t just buy services—they buy trust. Your brand tells a story before they even pick up the phone. When people see consistent branding on your:
Work trucks
Website
Social media
Mailers
Online ads
They start associating your business with reliability. It’s the difference between being just another plumber and being THE plumber in your area.
The Shift Back to Branding in Marketing
Branding isn’t new—it’s been the foundation of marketing since the days of print, radio, and TV. But when digital marketing came along, lead generation became the shiny new toy. It was cheap, it was trackable, and it worked like magic—for a while.
Fast forward to today, and lead generation costs are skyrocketing. In many markets, you’re looking at $400+ per customer acquisition through Google Ads alone. If you’re only relying on paid leads, you’re spending more and more just to stay in the game.
That’s why branding is making a comeback—because it’s always been the most effective long-term strategy.
Why Cheap Lead Generation Isn’t Sustainable
If you jumped into lead gen 10 years ago, you probably rode the wave while it was cheap and easy. But as competition increased, costs went up, and now it’s a different ballgame. The companies that invested in branding early are now winning because they don’t need to rely as heavily on paid leads.
Think about it—when people already know and trust your brand, they search for you directly. That means lower ad costs, higher conversions, and better customer loyalty.
McDonald’s Doesn’t Expect You to Eat Burgers Every Day
Here’s a branding lesson from the fast-food world: McDonald’s runs ads all the time, even though they know you’re not eating their food daily. Why? Because the moment you do want a burger, they want to be the first name that pops into your head.
The same applies to your plumbing business. Customers might not need you today, but when they do, your brand should be the first thing they think of.
(Also, side note: Taco Bell is far superior to McDonald's. Just my personal opinion, but hey, branding matters, right?)
Why You Should Focus on a Smaller Service Area First
One common mistake I see is trying to brand too wide too fast. If you want to dominate your market, own a smaller area first. Hit the best neighborhoods again and again with your brand message.
Think of it like this:
If you try to be everywhere at once, you spread your budget too thin.
If you focus on key neighborhoods, you become the go-to plumber in those areas.
Once you dominate locally, you can expand outward strategically.
Branding is a marathon, not a sprint. Build momentum, get known, and then scale up.
The Takeaway: Brand First, Leads Second
At the end of the day, lead generation is a tool—but branding is the foundation. If you want to stop chasing expensive leads and start attracting loyal customers, invest in your brand. It takes time, but the payoff is huge.
So, if you’re a plumber looking to scale your business and win the long game, let’s talk. Head over to https://tylerwilliams.net/ and schedule a consultation with my team. We’ll take a deep dive into your marketing and show you exactly what to focus on to grow your brand—and your business.
See you there!
