As a plumber, you've mastered the technical side of the job. But attracting a steady stream of customers requires a completely different skill set. Understanding how to market a plumbing business effectively can make the difference between a packed schedule and scrambling for work.
Most plumbing enquiries happen during emergencies. A boiler breaks down in winter, a pipe bursts, or a blocked drain floods the kitchen. When these situations arise, customers search for the nearest available plumber, and if your business isn't visible at that moment, the job goes to someone else.
Getting your marketing right means your plumbing business shows up when it matters most. This guide walks through 17 practical tactics that successful UK plumbing businesses use to attract customers, maintain consistent work, and scale their operations.
TL;DR: Quick-Start Marketing Guide for UK Plumbers
Most plumbing enquiries happen during emergencies, so being visible at the right moment is crucial. Start with these fundamentals:
Digital essentials (do these first):
- Build a mobile-friendly website with clear service pages and prominent contact details
- Set up and optimise your Google Business Profile with accurate categories, photos and opening hours
- Use local SEO with town-specific keywords throughout your site
Get found when it matters:
- Run Google Ads or Local Services Ads for emergency work and high-intent searches
- Test small social media campaigns (Facebook/Instagram) for planned work like boiler servicing
Build long-term trust:
- Request reviews after every job and respond to all feedback
- Create simple referral rewards for existing customers
- Post regular content showing real work and your team
Stay visible locally:
- Keep your vans professionally branded with Gas Safe badges
- Sponsor local clubs and events in your service area
- Partner with estate agents, landlords and other trades
Track your results: Monitor which channels bring enquiries, cost per lead, and job conversion rates so you can focus your budget on what works.
Most successful plumbing businesses don't do everything at once. Pick 3-4 tactics that suit your goals, implement them consistently, and expand from there.
Build Your Digital Foundations
1. Strengthen your website with the right essentials
A strong website is the foundation of your marketing. It’s where people look for reassurance, clear pricing information, proof of qualifications, and fast ways to get in touch.
A good plumbing website must be:
- Easy to read and simple to navigate
- Be clear about what you offer
- Optimised for mobile (most emergency searches happen on phones)
Include the right service information
Break down your services clearly. Typical UK plumbing categories include emergency plumbing, boiler servicing, installations and replacements, central heating work, bathroom plumbing, drainage and unblocking, landlord certificates, and commercial plumbing.
Give each service its own section or page. This helps search engines understand your site and gives customers confidence that you handle their specific issue.
Add highly visible calls to action
Your calls to action should be obvious: "Call now", "Request a quote", "Book an engineer", or "24/7 emergency line". If you offer round-the-clock service, put it at the top of the page.
Make mobile layout a priority
A website that isn't usable on a phone costs you enquiries. Check that phone numbers are clickable, buttons are large enough to tap, forms are short and simple, and important details appear without zooming.
Use proof that builds trust
Include clear photos of your team, vans and jobs, accreditation badges (Gas Safe, CIPHE, WRAS, TrustMark), real customer reviews, and a short "About us" section.
Think of your website as the equivalent of pulling up in a clean van with your ID badge visible - customers should know instantly that you’re legitimate and capable.
Real-world impact: Taylor Pickering, a Leicestershire plumbing business, deployed a lead generation website and saw remarkable results within the first month: 733% increase in leads, £5,602 profit in the first month, and growth requiring them to hire 3 new engineers to handle the consistent flow of customers for boiler repairs, installations and servicing.
2. Google Business Profile setup & optimisation
A well-built Google Business Profile makes it easier for local customers to find and contact you, especially during urgent situations. It’s often the first touchpoint a customer sees in search results, so each element of the profile plays a part in helping them feel confident enough to call.
Choose accurate service categories - Categories such as Plumber, Emergency Plumber, Drainage Service or Gas Installation Service ensure your profile appears for the work you actually handle. When these are correct, customers immediately know you can help with their specific issue.
Add real, up-to-date photos - Show clear images of your vans, engineers and current jobs to give customers an immediate sense of your professionalism. Most people scan photos before they read a word, so authentic visuals build trust fast. Businesses with verified Google profiles and 15+ photos per location consistently see higher engagement across all customer actions.
Write a simple and clear business description - Explain what you do, where you work and any key qualifications. Customers skim this section to confirm you cover their area and their type of job, so clarity helps reduce hesitation.
Keep your opening hours accurate - Whether you run standard hours or provide callouts, make sure your profile shows your true availability. Customers rely on these details when deciding whether to call.
Collect reviews regularly and respond to them - Reviews are one of the first things people check when comparing local trades. Asking for feedback after each job - and replying to it - shows you value customer experience and keeps your reputation current. This matters: businesses with 200+ Google reviews are far more likely to appear in the top three search results.
Use posts occasionally to keep the profile active - Short posts, such as seasonal reminders or examples of recent work, signal that your business is active and engaged. Even occasional updates help keep the profile current.
3. Improve your Local SEO basics
Local SEO helps your plumbing business show up when someone types “plumber near me” or a town-specific search into Google.
At a basic level, local SEO means:
- Using location keywords on your website
- Keeping your business details consistent across the web
- Building trustworthy mentions and links from other UK sites
Use UK-specific geo-keywords
Rather than only targeting broad keywords like “plumber” or “boiler repair”, weave in phrases that reflect where you actually work.
Examples of UK-style geo-keywords:
- “Emergency plumber in Leeds city centre”
- “Boiler installation in South Manchester”
- “Blocked drain specialist in Reading”
- “Gas engineer in Croydon”
You can work these into service, location and blog posts. Keep the language natural. If it reads like it was written for a human rather than a search engine, you’re generally on the right track.
Keep NAP details consistent
NAP stands for Name, Address and Phone number. Search engines use this information to confirm that your business is real and active.
Check that your NAP is identical across:
- Your website
- Google Business Profile
- Facebook page
- Online directories
- Any local chamber of commerce or business listings
Small inconsistencies (different phone numbers, abbreviations of your address) can weaken your local signals over time.
Build local mentions and links
Search engines look at who else is mentioning and linking to your business.
Good UK sources for plumbers include:
- Online trade directories (Checkatrade, TrustATrader, MyBuilder, Rated People, Yell)
- Local business directories from your council or BID (Business Improvement District)
- Local newspapers or online community news sites
- Sponsorship listings for youth football teams or community events
- Trade associations (for example, CIPHE, APHC) with member directories
You do not need hundreds of links. A smaller number of genuine, relevant UK links is more useful than a long list of poor-quality ones.
Real-world results: A Derbyshire plumber working with Peak District SEO used a small Google Ads budget to fill diary time consistently, serving an increased number of customers in their target region.
Invest in Paid Visibility
4. Google Ads vs Local Services Ads: Which is right for you?
Both Google Ads and Local Services Ads can help UK plumbing businesses get in front of customers at the exact moment they search. They work differently though, so it helps to be clear on what each one does.
Key differences at a glance
You can use a simple side-by-side view to think about which one fits your goals.
When to use Google Ads
Google Ads is usually a good fit if you:
- Want to target specific services, such as “boiler replacement”, “bathroom installation” or “commercial plumbing contract”
- Need to drive traffic to particular pages (for example, a boiler finance page)
- Want to test different messages, offers, or service bundles
- Prefer detailed control over:
- Keywords
- Locations (postcode-level targeting)
- Schedules and times of day
- Devices (mobile vs desktop)
Typical keyword themes a UK plumber might explore:
- “boiler service [town]”
- “new boiler cost [county]”
- “plumbing company for landlords [city]”
- “commercial drainage contractor [region]”
You can start with a small daily budget, see which keywords generate relevant enquiries, and gradually refine.
When to use Local Services Ads
Local Services Ads sit above regular Google Ads and are designed for local service providers such as plumbers. They show your business name, star rating, service area and phone number.
They are often a good choice if you:
- Receive a lot of emergency or urgent calls (burst pipes, no heating, severe leaks)
- Want to appear prominently for “plumber near me” searches in your area
- Prefer paying per lead rather than per click
- Are happy to handle enquiries mainly by phone or messaging rather than via a website form
To run LSAs, you need to:
- Complete Google’s verification and checks
- Confirm your service areas and categories
- Keep your reviews and profile up to date
5. Paid social: Facebook and Instagram for local targeting
Paid social is less about catching people in the middle of a plumbing emergency and more about staying on their radar and building trust before they need you.
Why Facebook and Instagram?
- Strong local targeting: you can target by postcode, radius around your business, town, or region
- Visual: before-and-after photos, short videos, vans, team shots all work well
- Social proof: reviews, comments and shares help build trust
Campaign ideas that suit plumbers
Rather than generic ads, think in terms of specific campaigns such as:
- “Winter boiler service check” for specific postcodes
- “Pre-summer outdoor tap and garden plumbing check”
- “Local landlord packages” for areas with a lot of rentals
- “Drain unblocking special” for particular neighbourhoods
Each campaign can:
- Target a local radius or specific postcodes
- Run on both Facebook and Instagram feeds and stories
- Link to a simple booking form or a “Call now” action
Best practices for paid social
To keep it practical and realistic:
- Use clear photos and short videos
Show real jobs, vans, engineers, and local streets rather than generic stock photos. - Include one simple message per ad
For example, “Book your boiler service in [Town] from £X” with a clear call to action. - Always include your local area
Add town names or “Serving [Area]” in the headline or image so people know you are nearby. - Test different creatives
Try a few image and headline combinations. You do not need dozens of variations, just enough to see what people respond to. - Set frequency and budget caps
Avoid showing the same ad to the same person too many times. Small daily budgets are enough to keep your brand visible locally.
GOOD TO KNOW: Paid social is not about instant volume in the way Google search can be. It works best as a supporting channel that keeps your name familiar, so when people do need a plumber, they recognise you.
6. Plan your marketing budget strategically
Most small plumbing firms do not have a dedicated marketing department. That makes it even more important to think about how you allocate your spend.
You can break your budget planning into three simple questions:
- How much can we realistically invest each month?
- Which channels are most likely to reach our ideal customer?
- How will we track whether this spend is worthwhile?
How much should you spend?
There is no single right number, but a common starting point for small service businesses is to invest a small percentage of revenue into marketing and then adjust based on results.
For example:
- New or growth-focused firms might spend a higher percentage for a period (for example, when entering a new area).
- Established firms may spend less and rely more on repeat business and referrals.
The key is consistency. Short bursts of spending followed by long gaps make it harder to measure what worked.
Real-world insight: D&F Plumbing achieved an average call volume increase of 149% each year since 2019 through combined efforts across their website, Google Business Profile, PPC/LSA campaigns, and programmatic advertising.
Allocate by intent and timeframe
A simple way to split your budget is:
- High-intent, short-term channels
Google Ads and Local Services Ads catch people who are actively looking for a plumber right now. - Mid-term brand channels
Facebook and Instagram raise awareness and support referrals. - Long-term foundations
Website improvements, local SEO and reviews keep delivering value over time.
Track your numbers properly
Once you see, for example, that £200 in Google Ads produced four good boiler installs, and £200 in social ads produced mostly early-stage enquiries, you can start adjusting your spend based on real outcomes rather than guesswork.
You do not have to be a data scientist, but you should know:
- How many enquiries came from each source (Google, Facebook, Checkatrade, referrals)
- Rough cost per lead for each paid channel
- How many leads turned into paying jobs
- Average value of those jobs
Budgeting rules of thumb:
- Start with £10–£25 per day on Google Ads
- Allocate small seasonal campaigns for social ads (£50–£200 per month)
- Invest in your website as a one-off cost, then maintain it regularly
- Track lead cost and close rates so you know which channels are working
Win with Content & Social Media
7. Publish helpful blogs and practical tips
Blog content and advice pieces give you more chances to appear in search, and they help customers feel confident that you know what you are doing before they pick up the phone.
The goal is not to “go viral”. The goal is to answer very specific questions that your ideal customer is likely to have.
Topic ideas grounded in common customer questions
Rather than promising that certain topics “work best”, you can build your content plan around the questions customers actually ask you on the phone or during quotes. For example:
- “What is the difference between a power flush and a chemical flush?”
- “How to prevent frozen pipes in older UK homes”
- “What to check before calling an emergency plumber”
If your team finds themselves explaining the same thing several times a week, that is usually a good sign that it could make a useful blog or short guide.
Make articles practical and local
For each topic:
- Explain the issue in plain English
- Include clear, safe steps a homeowner can take before calling a plumber
- Clarify when they should stop and call a professional (especially for gas or complex work)
- Mention local factors where relevant, such as the typical housing stock in your area or local water hardness
You can link each article to relevant services and encourage readers to request a quote or book a visit.
8. Use YouTube & short-form video
Video helps customers understand your work quickly. It shows the quality of your workmanship, how you communicate and the types of jobs you handle, which can make it easier for someone to choose you over another local plumber.
Show real jobs - Short clips of everyday work - boiler diagnostics, drain unblocking, heating checks, small repairs - help customers see the kind of issues you deal with. Real footage builds trust far more effectively than stock images.
Create simple, helpful explanations - Short videos that answer common questions, like topping up boiler pressure or spotting early heating problems, position you as knowledgeable and easy to work with. These don’t need professional editing - clarity matters more than production.
Use before-and-after moments - Where appropriate, quick before-and-after clips can demonstrate the impact of your work, especially for drainage fixes, heating improvements or bathroom plumbing.
Keep videos short and focused - Attention spans online are limited. One clear point per video helps people understand the message quickly without losing interest.
Share across multiple platforms - The same clip can be used on YouTube, Instagram Reels, Facebook and TikTok. Re-using content keeps your workload manageable while increasing how many customers see it.
9. Use social media to stay front-of-mind
Social media helps customers get a sense of how active, reliable and established your plumbing business is. Even if people don’t search for a plumber directly on platforms like Facebook or Instagram, they often check these profiles before choosing who to call. A well-maintained presence gives them confidence that you’re genuine and easy to contact.
Post real work and day-to-day activity
Customers want to see the kind of jobs you handle and how you work. Real content builds far more trust than polished marketing visuals. Useful post ideas include:
- Photos of recent boiler repairs or heating work
- Drain unblocking, leak fixes or installation jobs
- Short clips of diagnostics or testing
- Vans and team members on the job
- Sharing customer feedback
- Showing the people behind the business
Authentic posts help people understand your workmanship and professionalism at a glance.
Use location tags and hashtags
Tagging the towns, neighbourhoods or areas you serve helps your posts show up for local audiences. This is especially useful for plumbers covering specific zones.
It’s a simple way to increase visibility with the right people.
Respond to messages and comments
Many enquiries begin with a simple question in a comment or direct message. Quick replies help convert interest into booked jobs and show customers that you’re attentive.
Post consistently, not constantly
You don’t need daily posts. A steady stream - even once a week - keeps your profile active and reassures customers that the business is operating regularly.
Harness Reviews & Referrals
10. Asking customers for business reviews
Reviews play a major role in how customers compare local plumbing businesses. In fact, 88% of customers read Google reviews to determine the status and quality of a local business before engaging with them. They help people see recent experiences, judge reliability and feel confident they’re choosing a professional. Encouraging reviews regularly keeps your business visible and builds a strong track record.
Ask at the right moment
The most effective time to request a review is immediately after completing a job, while the customer’s positive experience is fresh. A simple follow-up text or email with your review link makes it easy for them to respond.
Make leaving a review simple
People are far more likely to leave a review when the process is straightforward. Provide direct links to your Google and Checkatrade review pages so they don’t need to search for your profile.
Useful ways to share links:
- A follow-up text message
- A short email thanking them for choosing your business
- QR codes on invoices or service reports
Removing friction leads to more consistent feedback.
Respond to reviews when they come in
Replying to feedback — both positive and negative — shows that you take customer service seriously. Even brief responses signal that your business is attentive and values the people it works with.
This helps future customers see how you handle real interactions.
11. Run a simple referral programme
A simple referral programme encourages satisfied customers to recommend you to friends, neighbours and family when they need help.
Keep the incentive straightforward
Referral rewards don’t need to be complicated. Small, clear incentives are usually enough to encourage customers to pass your name on.
Common options include:
- A discount on their next service
- A small gift card
- A reduced-rate boiler check
- Priority booking for future work
Customers are more likely to refer when they understand the benefit immediately.
Promote the programme at the right touchpoints
People are most willing to refer you after a positive experience. A short mention during the job or a follow-up message is often all that’s needed.
Useful moments to promote referrals:
- After completing a repair or installation
- When issuing the final invoice or report
- In follow-up texts or emails thanking them for the job
Keeping the reminder light and friendly helps it feel natural rather than sales-driven.
Make referrals easy to share
The simpler it is to pass your details on, the more referrals you’ll receive. Provide a link, QR code or short explanation that customers can quickly forward to others.
Examples:
- “If you know anyone who needs plumbing or heating help, feel free to share this link.”
- A small card left behind after the job
- A referral link in your email signature
Ease of sharing plays a big part in how many referrals you get.
Thank the customers who refer you
A quick thank-you message, even without a reward, helps reinforce the relationship. It shows customers that their support is noticed and appreciated, which can encourage further referrals.
12. Responding to feedback
How you respond to feedback plays a big role in how customers perceive your business. Reviews, both positive and negative, give potential customers a glimpse into how you handle real situations. Thoughtful replies show professionalism and help build trust before anyone even contacts you.
Acknowledge positive reviews
A quick thank-you goes a long way. Replying to positive feedback shows that you value the customer’s effort and take pride in your service.
Simple, effective responses can include:
- Thanking them for choosing your business
- Highlighting a detail they mentioned
- Letting them know you’re available if they need anything in future
Short, genuine replies make a strong impression without needing to be lengthy.
Handle negative feedback calmly and professionally
Not every job goes perfectly, and customers appreciate a business that takes responsibility when something hasn’t met expectations. Your response can help future customers understand how you deal with issues.
In a negative review, focus on:
- Acknowledging their experience
- Offering to discuss the problem privately
- Clarifying any steps you’ve taken to resolve the situation
Staying calm and practical shows that you’re committed to customer service.
Don’t Forget Offline Marketing
13. Vehicle wraps & signage
Your vans act as moving advertisements. Clear, professional signage helps people recognise your business around town and creates trust before you even arrive at a job.
Use clear, easy-to-read branding
Bold lettering, a visible phone number and a short list of core services make it easy for people to understand what you do in seconds. Simple, tidy designs stand out far better than overly detailed graphics.
Include key accreditations
Badges such as Gas Safe, CIPHE or TrustMark reinforce your professionalism. Customers often look for these signs of competence, and seeing them on your van strengthens confidence.
Keep branding consistent across all vehicles
Using the same colours, fonts and layout across your fleet helps people recognise your business instantly. Consistency is especially useful when you have multiple vans working across different areas.
14. Local sponsorships
Sponsoring community groups, clubs or events is a simple way to build name recognition in the areas you serve.
Examples include:
- Youth football or rugby teams
- Local school events
- Community fairs or charity fundraisers
- Local business association events
These environments naturally attract local families, homeowners and landlords - the customers most likely to call you.
Provide something useful, not just a logo
Sponsorship doesn’t have to be limited to banners. You can offer practical contributions that get noticed, such as:
- Branded water bottles or kit bags
- Funding for equipment or uniforms
- Support for raffle prizes or giveaways
Use the sponsorship to strengthen your local presence
If the group shares updates online, ask whether you can provide a short introduction that they can post with your logo.
If there’s an event, attending in person, even briefly, helps people put a face to the business.
Most importantly, local sponsorships show that you’re invested in the community rather than just advertising in it, which can influence how customers perceive your business.
15. Direct mail & flyers
Direct mail may feel old-fashioned, but it’s still effective for plumbing businesses because it reaches people right where your services are needed - at home. A well-designed flyer can prompt customers to get in touch, especially for seasonal work or routine maintenance.
Keep the message simple and practical
The best-performing flyers tend to make one clear offer or highlight one key service. Like:
- Fixed-price boiler servicing
- Drain unblocking
- Pre-winter heating checks
- Landlord certificates
A clear headline and large phone number make it easy for someone to take action quickly.
Include small trust signals - Accreditations and customer reviews help reassure people that you’re a credible choice. Flyers often get kept on fridges or noticeboards, so small trust cues make a difference over time.
Measure whether it works - Adding a unique phone number, QR code or small discount code can help you track which neighbourhoods respond best. This lets you refine your approach for future drops without increasing spend.
Use Partnerships & Networking
16. Collaborating with builders, electricians, and estate agents.
Working alongside other local trades and property professionals helps broaden your network and puts your business in front of people who regularly deal with plumbing-related issues. These relationships create opportunities to be considered when plumbing support is required.
Estate agents, landlords and property managers frequently arrange maintenance, safety checks or repairs across various properties. Being known to them increases the chance they will contact you when plumbing work arises.
Typical tasks they organise include:
- Boiler servicing
- Leak investigations
- Pre-tenancy checks
- Minor repairs before property listings
Working with property professionals simply places your business in front of people who regularly coordinate home repairs.
17. Local trade associations & trust schemes
Trade associations and trust schemes help customers verify your credentials and understand the standards you work to. These memberships also provide technical guidance and industry updates that support good practice.
Show essential qualifications and badges clearly
For any gas-related work, Gas Safe registration is a legal requirement in the UK. Displaying your Gas Safe number on your website, vans, quotes, and online profiles helps customers confirm you are authorised to work safely on gas appliances.
Join relevant industry bodies
Industry associations offer technical resources, training and updates that support your day-to-day work. They also maintain public directories, giving customers a simple way to check credentials.
Relevant organisations include:
- CIPHE (Chartered Institute of Plumbing and Heating Engineering)
- APHC (Association of Plumbing & Heating Contractors)
- WRAS (Water Regulations Advisory Scheme)
- SNIPEF (Scotland)
Use consumer trust schemes
Schemes such as TrustMark provide an additional framework that helps customers feel confident when choosing a tradesperson. These schemes outline certain requirements that help customers understand the level of professionalism a business works to.
Automate and Simplify with BigChange
Marketing brings new enquiries into your business, but the way you manage jobs, communicate with customers and follow up after each visit plays a huge role in turning those enquiries into repeat work. Tools that help you stay organised, respond quickly and present your business professionally can support the reputation you’re building through your marketing efforts.
BigChange brings key parts of your operation into one place, making it easier to stay consistent as your workload grows. Features such as automated appointment reminders, simple review request workflows and branded quotes and invoices help maintain strong communication with customers. Fleet management tools also support your on-the-road branding by keeping track of vehicles and helping you plan routes efficiently.
These tools don’t replace good marketing, but they do support it. Clear communication, organised scheduling and professional documentation all help reinforce the positive impression your marketing creates.
If you’d like to explore how BigChange supports plumbing businesses across the UK, you can book a demo.
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