How Much Should Plumbers Spend on Marketing?

Most plumbing businesses? They run on referrals. Uncle Joe tells his neighbor. A past customer calls you back. That’s fine… until you want to grow.

If you want to scale? You need a real marketing budget. Period.

Here’s why it matters now: competition’s heavier than ever. Google owns the customer journey. Lead costs? Climbing every year. If you’re not showing up online, your competitor is. And they’re grabbing the calls that should’ve been yours.

That’s where a plumbing marketing budget comes in. How much should a plumber actually spend? Where should that money go? And how do you know if it’s paying off?

Let’s break it down.

What Percentage of Revenue Should Plumbers Spend on Marketing?

So, how much should you actually set aside for marketing? The truth: there’s no one-size-fits-all answer. But there are benchmarks that give us a solid starting point.

• Industry benchmarks → Plumbing companies typically land in the 8–15% range of revenue for marketing. That’s right in line with the broader construction industry, which sits around 13%.
• Comparison to other industries → Some industries go way higher. Consumer packaged goods (CPG)? Think food, cosmetics, household items — they push 24%+ into marketing. On the flip side, utilities and energy providers only spend about 4–8% because they’ve got captive markets.
• Tie to business stage → Where your plumbing business is at matters. A scrappy startup? You’ll spend differently than a $5M shop trying to dominate a metro area. Growth mode usually demands more aggressive investment, while an established company might dial in and maintain steady spend.

Small Plumbing Business (Under $1M Revenue)

If you’re pulling in under a million a year, keep it lean. 5–8% of revenue is usually the sweet spot.

At this stage, you don’t need to be everywhere. You just need the basics locked down.

• Website that converts → Not fancy. Not bloated. Just clean, fast, and designed to get calls.
• Local SEO → Show up when someone searches “plumber near me.” Service pages, Google Business Profile, reviews — that’s your bread and butter.

The goal? Get found. Get the phone ringing. Don’t overspend until you’ve got steady cash flow.

Mid-Sized Plumbing Company ($1M–$5M Revenue)

Now you’re in growth mode. Revenue’s steady, trucks are rolling, and you want more market share. Time to invest heavier — 8–12% of revenue is the target.

This isn’t just “have a website and hope.” You layer on:

• SEO that scales → Blog posts, service pages, link building. You want to rank for every “plumber + [city]” combo in your area.
• PPC & Local Service Ads → Immediate lead flow while SEO builds.
• Reputation management → More reviews, better reviews, everywhere. Google, Yelp, Facebook.

The mix here gives you both short-term wins and long-term compounding growth.

Large Plumbing Contractor ($5M+ Revenue)

If you’re past the $5M mark, you’re playing a different game. At this level, marketing isn’t an expense — it’s fuel. Plan to spend 10–15%+ of revenue if you want to stay on top.

That means going all-in with the full digital stack:

• SEO + content machine → Not just service pages, but city pages, blogs, video transcripts, everything optimized.
• PPC + LSAs → Own the top of Google, 24/7.
• Social ads + retargeting → Stay visible everywhere your customers hang out.
• Video marketing → Brand stories, testimonials, jobsite walkthroughs.
• Branding campaigns → Billboards, trucks, uniforms — everything polished and consistent.

Big shops need big visibility. And the bigger the spend, the more data you get to refine what’s actually working.

No matter where you land — small, mid-sized, or big player — the question is always the same: “How much should I actually spend?”

That’s where our Marketing Budget Calculator comes in.

Punch in your revenue, choose whether you want to play it safe or go aggressive, and it’ll show you what your plumbing marketing spend should look like. Straightforward. Easy. Actionable.

👉 Try the Marketing Budget Calculator now

What Types of Marketing Should Plumbers Invest In?

So you’ve got your budget. Now the real question: where should that money actually go? Let’s break down the channels that give plumbers the best return.

Website Design

First stop? Your website.

Think of it as your storefront. If it looks outdated, clunky, or slow — customers bounce. And they bounce fast.

What you need:

• Conversion-first → Every page should make it easy to call, book, or request service.
• Mobile-friendly → Most homeowners are Googling “plumber near me” on their phone, not a desktop.
• Branded → Colors, photos, copy — it should feel like your company, not a cookie-cutter template.

Typical investment: $5K–$30K. Sounds steep, but a well-built site can pay for itself in months when the calls start rolling in.

SEO for Plumbing Companies

Once your site’s dialed in, the next move is SEO.

Why? Because when someone types “plumber near me” or “emergency plumbing” into Google, you want your business showing up — not the guy down the street.

Here’s what matters most:

• Keywords → Service + city combos. “Water heater repair Dallas,” “drain cleaning Chicago.”
• Content → Service pages, blog posts, even FAQs. The more you answer what people are searching, the more you’ll rank.
• Reviews + citations → Google loves fresh reviews and consistent business listings.

Cost? Plan for $1.5K–$5K per month. It’s a steady investment, but it compounds — rankings stack, leads multiply, and over time, SEO often beats paid ads for ROI.

Google Ads & Local Services Ads (PPC/LSA)

Need calls now? This is where PPC and LSAs come in.

• Google Ads (PPC) → You bid on keywords like “plumber near me,” and your ad shows up at the very top. You only pay when someone clicks.
• Local Services Ads (LSAs) → Even better for plumbers. You show up with the little “Google Guaranteed” badge, right above PPC ads. Customers can click to call you directly.

Expect to pay $40–$100 per lead depending on the job type and market. Pricey? Sure. But unlike SEO, which takes months, paid ads can fill your schedule this week.

Best play? Run PPC + LSAs while your SEO builds. Short-term wins plus long-term growth.

Social Media for Plumbers

Social media isn’t just for memes and family photos, it’s a trust builder.

The basics:

• Free marketing → Post jobsite before-and-afters, crew highlights, customer shoutouts.
• Paid ads → Boost your reach with hyper-local targeting. Great for seasonal promos or brand awareness.
• Consistency → Match your profiles to your website. Clean cover photos, branded logos, steady posting.

Think of it as your digital word of mouth. When people see your name pop up in their feed, it feels familiar, and familiar companies get the call.

Video Marketing

Video? It’s not just flashy. It’s trust on steroids.

• DIY plumbing tips → trust + SEO → Homeowners love seeing how things are done. Fixing a leaky faucet? Replacing a trap? Make a quick video. Helps them trust you before they even call.
• Employee spotlights, job-site walkthroughs → Show your crew. Show real work. Show before/after. Let people see that you actually know what you’re doing.
• YouTube + TikTok SEO → Don’t just post; optimize. Use relevant keywords in titles, descriptions. Localize your videos. Get them to show up when someone searches “how to fix clogged drain” or “plumber emergency [your city]”.

Want proof this works? Check out our recent blog, How To Use YouTube For Home Services To Drive More Leads, real ideas for video content, tips on metadata, and how contractors are using video to grow.

Email Marketing

Email doesn’t sound sexy. But it keeps customers coming back.

Here’s how to use it right:

• Retention → Send seasonal reminders: “Flush your water heater,” “Winterize your pipes,” “Schedule spring drain cleaning.”
• Upsells → Offer maintenance plans, inspections, or discounts on add-on services.
• Staying top of mind → Even if someone doesn’t need a plumber today, your name in their inbox makes sure they remember you when they do.

Keep it short. Keep it useful. One solid email a month is better than five fluffy ones nobody opens.

How to Track ROI on Plumbing Marketing Spend

Spending money is easy. Knowing if it’s working? That’s where most plumbing companies slip up. Here’s how to actually track ROI so you know what’s paying off and what’s just burning cash.

Call Tracking

Every call should be tracked back to its source. Was it SEO? PPC? Google Business Profile? With tools like CallRail, you can assign unique numbers to each channel and see exactly where the leads are coming from. No more guessing.

Cost Per Lead (CPL)

Simple math: total marketing spend ÷ number of leads = CPL. If you spent $5,000 and got 100 leads, that’s $50 per lead. Knowing your CPL helps you figure out if PPC is worth it or if SEO is outperforming.

Customer Lifetime Value (CLV)

One customer isn’t just one job. If your average plumbing customer calls you back three times over five years, the value of that customer might be $2,000+. CLV tells you how much you can afford to spend to win that customer in the first place.

Which Campaigns Are Profitable

At the end of the day, you want to know what channels are making you money. Tie your CPL and CLV together. If your PPC leads cost $90 each but turn into $2,000 customers, that’s profit. If your Facebook ads are cheap but never convert? Cut them.

Invest Smart, Grow Fast

Most plumbing companies should plan to spend 8–15% of revenue on marketing. Small shops can start lean, bigger contractors can go big — but the key is consistency.

The right mix of SEO, PPC, and reputation building isn’t just about getting leads today. It’s about stacking growth year over year so your business is the one people trust and remember.

Ready to put it into action? Book a call with us today

Frequently Asked Questions About Plumbing Marketing