Most never make it past $1M. Fewer reach $5M. Only a handful crack $10M.
🚀 But those that do?
They’re not guessing. They’re strategic. Relentless. Focused.
They know exactly:
- Who they are
- Who they serve
- Where their best leads come from
- And what they’re willing to invest to win them
If you’re serious about scaling your plumbing business, this guide breaks down what high-growth companies do differently, so you can shortcut the learning curve and build a brand that dominates, not just survives.
Reverse Engineer Your $10M Goal
Hitting $5 million in annual revenue is a huge accomplishment. But here’s the hard truth: that next leap to $10M? It’s where many plumbing companies get stuck, or worse, burn out. Why?
Because what got you to $5M won’t get you to $10M. At this stage, your systems start to show cracks. Your referrals alone won’t sustain growth. You’re managing more techs, more jobs, more chaos… and if you’re still running on hustle instead of a well-oiled strategy, everything feels stretched thin.
To get past this plateau, you need clarity, not just effort. That starts by breaking the $10M goal down into numbers that drive action.
Break Down the $10M Math: Leads per Month, Job Size, and Close Rate
Let’s say your average plumbing job brings in $1,200 in revenue. To hit $10 million in a year, here’s how the math works out:
- $10,000,000 ÷ $1,200 = 8,333 jobs per year
- Divide that by 12 months = roughly 695 jobs per month
Now, let’s say your team converts 60% of qualified leads into paying jobs. To hit 695 jobs/month, you’d need about:
- 695 ÷ 0.6 = 1,159 leads per month
This is where it gets real. That number of leads won’t just show up from word-of-mouth or a boosted Facebook post. You need a multi-channel engine with local SEO, PPC, referrals, and more working in sync to consistently drive over 1,000 leads a month.
Adjust the numbers based on your actual average ticket and close rate, but the process is the same: break the revenue into achievable parts so you can build the machine to support it.
Set Quarterly Benchmarks That Drive Marketing Focus
You’re not going to jump from 300 leads/month to 1,200 overnight. That’s why quarterly benchmarks are critical.
Instead of “Let’s try to grow this year,” it becomes:
- Q1: Improve conversion rate from 45% to 55%
- Q2: Increase Google Ads budget by 25% and test new landing pages
- Q3: Launch a referral incentive program and add 50 reviews
- Q4: Rank on page 1 for 5 new high-intent local keywords
Each goal should tie back to the bigger revenue number. This structure keeps your team focused, shows progress, and lets you pivot based on performance.
Develop a Predictable Lead Flow Model
Most plumbing businesses at the $5M mark are still relying on inconsistent lead sources: seasonal spikes, emergency calls, or just hoping the phone rings.
That’s not scalable.
At $10M+, companies operate with predictable lead flow models. This means:
- You know where leads are coming from (Google Ads, SEO, referrals, etc.)
- You track volume, cost per lead, and close rate on each channel
- You have systems in place so that no single marketing source controls your fate
If you suddenly lose one ad campaign or a referral source dries up, the machine still runs. That’s the key difference between a business that survives and one that scales.
Dominate Your Market with a Scalable Marketing System
Growing your plumbing business past $5M and toward $10M means you can’t just “do more of the same.” You need a repeatable, scalable marketing system that brings in qualified leads month after month, without guesswork or burnout. Here’s how to build it:
Own Local SEO and Google Search
When homeowners in your area Google “plumber near me” or “water heater installation,” your company should be everywhere. That means:
- You rank on Google Maps with dozens (or hundreds) of 5-star reviews
- Your website shows up for high-intent searches like “emergency plumber [city]”
- When people search your brand name, it looks sharp and trustworthy
Start by targeting the right keywords, creating location-specific service pages, and publishing helpful content (like blog posts and FAQs) that answer the real questions customers are Googling. This guide to plumbing advertising ideas offers a solid starting point for dominating search locally.
Pair this with a smart Google Ads strategy:
- Use strategic bidding to go after jobs with the highest margins
- Set up geo-targeting so you only pay for clicks in your best neighborhoods
- Constantly test ad copy, keywords, and landing pages to lower your cost per lead
Together, SEO and Google Ads create a powerful one-two punch for predictable lead generation.
Turn Happy Customers into a Marketing Flywheel
Your past customers are one of your greatest marketing assets but only if you build systems to leverage them.
Start with a review engine. After each job, trigger automated email or SMS review requests. Keep it simple. Even better, train your technicians to ask for a review on the spot, especially when a customer is visibly happy. A quick “Would you mind leaving us a review while I’m still here?” can go a long way.
Why does this matter? Because a business with a 5-star rating on Google Maps receives 69% of the attention in the “local 3-pack.” That means more clicks, more calls, and more booked jobs, all without spending more on ads.
Next, build a referral flywheel. This means:
- Offering small thank-you gifts for referrals (like gift cards or service credits)
- Promoting referral programs through email, invoices, and service techs
- Celebrating customers who refer others on social media
Many companies fall into the trap of chasing cheap leads with no long-term value. But this article on the “cheap leads trap” explains why investing in quality lead sources like referrals and reviews pays off long-term.
Also, don’t ignore the offline visibility piece:
- Use branded yard signs at job sites in high-end neighborhoods
- Wrap your trucks so they serve as rolling billboards
- Sponsor local events or sports teams for community credibility
The goal? Your company becomes unmissable in your target area.
Go Pro: Build a Content + Partnership Strategy (and Hire for It)
Trust sells. Publishing helpful, educational content not only improves SEO, it positions your brand as the go-to expert.
Start simple:
- Record short videos explaining common plumbing issues
- Post before/after photos on social media
- Share testimonials from happy clients
- Write blog posts answering common homeowner questions
This content builds credibility and gives potential customers a reason to choose you, especially if they’re comparing multiple companies.
Meanwhile, invest in strategic partnerships:
- Realtors often need quick plumbing repairs before closings
- Builders and remodelers need reliable subs they can count on
- Property managers deal with ongoing plumbing issues across multiple units
Set up a repeatable outreach system (even just a few cold calls or emails a week) and nurture those relationships over time.
Finally, stop trying to duct-tape your marketing efforts yourself.
At the $5M+ level, you need a full-time marketing manager or a trusted agency, not a random freelancer or your cousin who “knows social media.” You’ve outgrown patchwork efforts. It’s time for a coordinated, strategic approach. Here’s a great breakdown of the best plumbing marketing agencies to consider when you’re ready to level up.
Track, Tweak, and Scale What Works
If you don’t measure your marketing, you’re flying blind. To grow past $5M to $10M, you need to treat your marketing like an investment, not a gamble.
Know your cost per lead and ROI by channel
Start by tracking basic metrics: cost per lead (CPL), cost per acquisition (CPA), and ROI for each channel such as Google Ads, SEO, social media, and referrals. Even rough estimates can show you what’s driving real growth.
Set up simple dashboards to measure effectiveness
Use tools like Google Sheets, job management software, or CRMs to create weekly dashboards. You don’t need to be a data expert, you just need clear visibility into performance.
Double down on winners, cut underperforming tactics
When something performs well, like branded SEO or a referral program, scale it up. When a strategy consistently underperforms, either improve it or eliminate it. Don’t hold on to tactics just because they’re familiar.
Embrace the mindset shift from tradesperson to CEO
You’re not just running jobs anymore, you’re running a business. That means thinking in terms of systems, margins, and long-term strategy. Marketing should be treated as a growth engine you fine-tune over time.
Want a visual breakdown?
Ready to Lead, Not Just Compete?
Growing a service business past $5M to $10M is about strategy, systems, and the mindset to scale. The companies that thrive aren’t doing random acts of marketing. They’re building reliable lead machines, tracking what works, and stepping into true leadership.
The playbook is here: reverse engineer your goals, dominate your local market with scalable marketing, and stay sharp by measuring and adjusting constantly. Don’t settle for short-term spikes. Build a system that brings in leads while you sleep.
Work with us on your marketing strategy and let’s build a growth engine that fuels your business for years to come.
