Facebook Ads for Plumbers: Do They Work?

Let's start with the honest answer: Facebook Ads work for some plumbing companies and not for others. The difference isn't budget or luck — it's whether you're advertising services that make sense on a demand-generation platform vs. a demand-capture one.

The plumbers who fail at Facebook Ads try to run them like Google Ads. They target "anyone who needs a plumber" with generic messaging and wonder why nobody calls. The plumbers who succeed understand that Facebook requires a fundamentally different approach — and they use it only for the services where that approach makes sense.

We've managed PPC for plumbers across both platforms, and we've seen the patterns clearly. Here's the complete guide to when Facebook works for plumbing, when it doesn't, and how to execute if you decide to try it.

The Core Problem: Most Plumbing Work Is Emergency Work

Think about when people need plumbers:

• Toilet overflowing at 6 AM
• Water heater stopped working
• Pipe burst under the sink
• Drain completely backed up

None of these situations involve checking Facebook. When someone's bathroom is flooding, they Google "emergency plumber near me" and call the first number they see. No amount of Facebook advertising will intercept that search — and if your ad happens to appear in their feed during the crisis, they're not stopping to click it. They're Googling.

This is why most plumbers try Facebook Ads once, get zero calls, and conclude it doesn't work. They were trying to capture emergency demand on a platform that can't capture emergency demand.

Google Ads captures existing demand — people who have a problem right now. Facebook Ads creates demand — people who might consider taking action.

For the majority of plumbing services, people don't "consider" calling a plumber. They call when there's a crisis. That's fundamentally incompatible with Facebook's model.

When Facebook Ads DO Work for Plumbers

That said, there are specific scenarios where Facebook can generate profitable leads for plumbing companies.

1. Water Heater Replacements

Water heaters last 10–15 years. Homeowners with old units know replacement is coming, but they're procrastinating. Unlike a burst pipe, a declining water heater gives warning signs: less hot water, strange noises, higher energy bills.

Facebook can target homeowners in the consideration phase before their water heater completely fails.

Why it works:

• Longer decision timeline (not emergency)
• High-ticket service ($3,000–$8,000+)
• Visual content opportunities (before/after, efficiency comparisons)
• Financing offers reduce friction
• Proactive homeowners save money by planning vs. emergency replacement

What to run:

• "Is Your Water Heater Over 10 Years Old? Signs It's Time to Replace"
• "$0 Down Financing on Tankless Water Heater Installation"
• "Replace Before It Fails — Save $500 on Water Heater Installation This Month"

2. Drain and Sewer Line Services

Annual drain cleaning and sewer line inspections are proactive maintenance services — perfect for Facebook.

Why it works:

• Prevents emergencies rather than responding to them
• Homeowners know they should do this but forget
• Low-commitment entry point ($99–$199 drain cleaning)
• Seasonal timing creates urgency (before holiday guests, spring cleaning)

What to run:

• "$79 Whole-Home Drain Cleaning — Prevent Holiday Backups"
• "Free Sewer Line Camera Inspection with Any Service"
• "Clear Your Drains Before They Clear Your Wallet"

Wondering if Facebook makes sense for your plumbing company? We'll analyze your service mix and recommend the right advertising strategy. Our PPC management for plumbers covers Google, Facebook, and Local Service Ads. Get a free consultation →

3. Water Filtration and Softener Systems

This is a pure demand-generation opportunity. Most homeowners don't know they have hard water problems or that filtration can improve their water quality. They're not searching Google because they don't know what to search for.

Why it works:

• Education-based selling (Facebook excels at this)
• High margins on equipment and installation
• Appeal to health-conscious homeowners
• Subscription opportunity for filter replacements

What to run:

• "Is Your Tap Water Actually Clean? Free Water Quality Test"
• "Hard Water Destroying Your Appliances? Get a Free Assessment"
• "Whole-Home Water Filtration — Financing from $39/Month"

4. Bathroom and Kitchen Remodels

If your plumbing company offers remodeling services, Facebook becomes much more viable. Remodels are planned, researched, and considered — exactly the buyer journey Facebook supports.

Why it works:

• Long consideration cycle (weeks to months)
• Visually driven decision (before/after photos perform well)
• High-ticket service ($10,000–$50,000+)
• Homeowners browse inspiration on social media

What to run:

• Before/after bathroom remodel photos and videos
• "Transform Your Bathroom in 5 Days — Free Design Consultation"
• Carousel ads showcasing recent projects

5. Retargeting Website Visitors

Even if you don't run cold prospecting on Facebook, retargeting makes sense for every plumber.

Someone visited your website but didn't call. They were considering you but got distracted or decided to think about it. Facebook retargeting follows them, keeping your company visible until they're ready to act.

Why it works:

• Warms up cold leads
• Low cost ($3–$10/day can be effective)
• Works for all services, including emergency
• Reminds people who you are when the need becomes urgent

Facebook vs. Google for Plumbing: The Comparison

The Verdict

For most plumbers: Google Ads should be your primary paid channel. Emergency and repair services are your bread and butter, and Google captures that demand.

Add Facebook when:

• You want to promote water heater replacements or upgrades
• You offer maintenance plans or drain cleaning services
• You do bathroom/kitchen remodels
• You've maxed out Google's search volume in your market
• You want to retarget website visitors who didn't convert

How to Set Up Facebook Ads for Plumbers

If you've decided Facebook makes sense for some of your services, here's how to execute.

Targeting

Geography: 15–20 mile radius around your service area. Plumbing is hyperlocal.

Demographics:

• Age: 30–65
• Homeowners (essential — renters don't hire plumbers)
• Household income: Top 50% (for premium services like water heaters and remodels)

Interests:

• Home improvement
• DIY home improvement
• Home maintenance
• New homeowners

Lookalike audiences: Upload your customer email list (even 200–300 emails works) and create a 1% lookalike. This finds people demographically similar to your existing customers.

Campaign Structure

Campaign 1: Water Heater Replacement

• Objective: Leads (Facebook lead forms)
• Audience: Homeowners, age 35–65, HHI top 50%
• Creative: "Water heater over 10 years old?" messaging, financing offer
• Budget: $15–$30/day
• Expected CPL: $30–$60

Campaign 2: Drain Cleaning Special

• Objective: Leads
• Audience: Homeowners, age 30–60, 15-mile radius
• Creative: Seasonal urgency, discount offer ($79–$99)
• Budget: $10–$20/day
• Expected CPL: $20–$40

Campaign 3: Retargeting

• Objective: Leads or Traffic
• Audience: Website visitors in last 30 days
• Creative: Testimonials, urgency messaging, reminder of services viewed
• Budget: $5–$10/day
• Expected CPL: $15–$30

Creative That Works

Video: 15–30 second clips of your team at work, customer testimonials, or explainers ("3 signs your water heater is failing"). Video consistently outperforms static images.

Real photos: Your trucks, your technicians, real jobs. Not stock photos.

Clear offers: "$79 Drain Cleaning" or "$500 Off Water Heater Installation" should be impossible to miss.

Social proof: "500+ 5-Star Reviews" or "Serving [City] for 15 Years" builds immediate trust.

The Follow-Up System (Critical)

Facebook leads are not ready to buy — they're interested. Without aggressive follow-up, you'll book almost none of them.

0–5 minutes: Automated text message. "Hi [Name], thanks for your interest in our [service]! We'll call you shortly to answer any questions."

5–15 minutes: Phone call from your team. Book the appointment or answer questions.

1 hour (if no answer): Second text. "Hey [Name], we tried reaching you about your [service]. What time works to chat?"

24 hours: Follow-up call attempt.

48 hours: Final text with offer expiration.

Without this sequence, expect 10–20% of leads to book. With it, 35–50% is achievable.

Common Mistakes Plumbers Make with Facebook Ads

Advertising Emergency Services

"Burst pipe? Call us!" doesn't work on Facebook. Nobody's scrolling Instagram when their house is flooding. Save emergency messaging for Google.

Boosting Posts Instead of Running Ads

The "Boost" button is a trap. It gives you no targeting control, no conversion optimization, and no ability to test. Always use Meta Ads Manager.

Generic "We Do It All" Messaging

"Full-service plumber" tells nobody why they should care. Lead with specific services and specific offers.

Expecting Google-Quality Leads

Facebook leads are lower intent. They need nurturing. If you're used to Google leads who call ready to schedule, Facebook will feel disappointing until you adjust your follow-up process.

Running Ads Without Call Tracking

If you can't track which ads generate calls and which calls become jobs, you can't optimize. Set up call tracking before spending a dollar on ads.

Targeting Too Narrow

An audience of 10,000 people doesn't give Facebook's algorithm enough room to optimize. Aim for 50,000–200,000 in your geographic area.

Budgeting for Facebook Ads

Testing budget: $500–$1,000/month for 2–3 months. Enough to test one or two service-specific campaigns.

If it works: Scale to $1,000–$2,500/month. Monitor cost per booked job, not just cost per lead.

Budget allocation:

• 70% on cold prospecting (new audiences)
• 20% on retargeting
• 10% on testing new creative/offers

The Final Answer: Should Plumbers Use Facebook Ads?

Yes, if:

• You offer water heater replacements, remodels, or maintenance services
• You have a follow-up system that can handle lower-intent leads
• You've already maximized Google Ads and want to scale further
• You're willing to run it for 2–3 months before judging results

No, if:

• You only do emergency repairs
• You don't have capacity for aggressive lead follow-up
• Your budget is under $1,000/month (focus on Google first)
• You expect Facebook leads to behave like Google leads

For most plumbing companies, the ideal mix is 70–80% Google Ads for emergency and repair work, with 20–30% on Facebook for demand-generation services and retargeting. This gives you the best of both platforms without over-investing in a channel that won't perform for your core services.

Ready to build an advertising strategy that works for your plumbing company? We specialize in PPC for plumbers — from Google Ads and Local Service Ads to Facebook retargeting. We'll help you figure out the right channel mix and manage it all so you can focus on running jobs. Request your free audit →