Plumbing leads come from two kinds of customer: the one with water on the floor who needs you now, and the one planning a bathroom or boiler who will compare three quotes. The best lead sources differ for each, so start by deciding which work you want more of.
1. Google Business Profile
It is free and it is where "plumber near me" searches land. Fill in every service, add photos of recent jobs, set your service areas and keep your hours accurate. Then ask every customer for a review. Profiles with more recent reviews tend to get more calls.
2. Google Ads
Search ads put you at the top for the exact jobs you choose: emergency callouts, boiler repair, bathroom fitting. Published UK estimates put plumbing clicks at £2 to £8, rising to £8 to £25 for emergency searches in a city. You control the area, the hours and the services, which is the main advantage over every other paid source.
3. Local Services Ads
Plumbers are on Google's UK list for Local Services Ads. You pay per lead, with UK estimates of £25 to £45, and appear above normal ads with a Google badge. Good for callout work, with less control over which jobs you get.
4. Reviews and referrals
Your cheapest lead is a past customer's neighbour. Send a text after each job with your review link. Leave a card. Ask landlords and letting agents you have worked for whether they manage other properties.
5. Trade directories
Checkatrade, MyBuilder and similar sites bring leads for a membership or per-lead fee. Leads are often shared with other trades, so speed of reply decides who wins. Track cost per booked job from each one and drop the ones that do not pay.
6. Your website
A website turns interest into a call. It needs your phone number at the top, the areas you cover, your Gas Safe number if you do gas work, reviews and a page for each main service.
7. Partnerships
Builders, kitchen fitters, estate agents and property managers all need a reliable plumber. One good relationship can be worth more than a month of ads.
Which to do first
- Need work this week: Google Ads and Local Services Ads.
- Building for the year: Google Business Profile, reviews and a proper website.
- Want bigger jobs: service pages and ads for boiler installs and bathrooms, not callouts.
Track every lead source
Ask every caller how they found you, or use call tracking numbers. Without this you cannot tell which source to put more money into.
Common questions
What is a good cost per plumbing lead? It depends on the job. A lead cost that suits a boiler install is too high for a tap washer. Work it out from your profit per job.
Are bought leads worth it? Sometimes. Shared leads go to several plumbers at once, so only buy them if you can call back within minutes.
Related guides
- How to Get More Leads for My Plumbing Business: A Google Ads Plan
- The Best Way to Advertise a Plumbing Business
- 15 Plumbing Marketing Ideas That Work in the UK
- Google Local Services Ads UK: What They Are, Who They Suit and What They Cost
Next step
AdsFlair runs Google Ads for UK trades and local service businesses. Ask for a free Google Ads audit and we will show you where your budget is going and what to fix first. There is no cost and no obligation. See our page on Google Ads for plumbers and gas engineers for how we work.