Plumbing Keywords That Drive Phone Calls
The best Google Ads keywords for plumbing companies — organized by service type, intent level, and conversion rate. Target the keywords that make your phone ring with real customers.
Plumbing Keywords That Drive Phone Calls
Plumbing is one of the most search-driven industries in home services. When a pipe bursts or a toilet backs up, homeowners don't browse Facebook or flip through mailers — they grab their phone and Google for help. That makes keyword selection the most important decision in your Google Ads campaign. The right keywords connect you with homeowners who need a plumber right now. The wrong ones burn through your budget on DIYers, tire-kickers, and people who will never call.
We've managed PPC for plumbers across markets of every size, and we've built deep data on which keywords actually generate phone calls and booked jobs. Here's the complete keyword playbook.
How Plumbing Keywords Work
Plumbing searches have a unique characteristic: the vast majority are urgent. Unlike dentistry or HVAC where some searches are proactive, most plumbing searches happen because something is already broken. This means:
Conversion rates are high. Plumbing keywords convert at 10–20% on average — significantly higher than most home service categories.
Speed wins. The first plumber who answers gets the job. Call-only ads and immediate call tracking are essential.
"Near me" is dominant. Plumbing is the most hyperlocal home service. Homeowners want someone who can arrive within the hour, not someone 30 miles away.
Mobile dominates. 75–85% of plumbing searches happen on mobile devices, often from the room where the problem is happening.
Emergency Plumbing Keywords
The bread and butter of plumbing PPC. Emergency keywords have the highest intent and highest conversion rates of any plumbing search.
Top Performers
| Keyword | Avg. CPC | Intent | Call Rate |
|---|---|---|---|
| emergency plumber near me | $20–$50 | Urgent | Very High |
| 24 hour plumber | $15–$40 | Urgent | Very High |
| plumber near me now | $15–$40 | Urgent | Very High |
| emergency plumbing service | $15–$40 | Urgent | Very High |
| after hours plumber | $12–$30 | Urgent | High |
| weekend plumber near me | $10–$25 | Urgent | High |
| same day plumber | $12–$30 | Urgent | Very High |
Strategy Notes
Emergency keywords should be your highest-priority campaign. Bid aggressively and run ads 24/7 if you offer after-hours service. These leads close at 50–70% because the homeowner is in crisis mode.
Use call-only ads during non-business hours. Someone searching "24 hour plumber" at 2 AM doesn't want to fill out a form — they want to talk to someone immediately.
Set bid adjustments to increase 20–30% on mobile devices, where most emergency searches originate.
Drain and Sewer Keywords
Drain issues are the most common reason homeowners call plumbers. These keywords generate consistent volume year-round.
Top Performers
| Keyword | Avg. CPC | Intent | Call Rate |
|---|---|---|---|
| drain cleaning near me | $10–$25 | High | High |
| clogged drain plumber | $8–$20 | Urgent | High |
| sewer line repair near me | $15–$35 | Urgent | Very High |
| drain unclog service | $8–$20 | Urgent | High |
| sewer camera inspection | $8–$18 | High | High |
| sewer line replacement | $12–$30 | High | High |
| main line clog | $8–$18 | Urgent | High |
| hydro jetting near me | $8–$20 | High | High |
| slow drain repair | $6–$15 | High | Medium |
| drain cleaning cost | $6–$15 | High | High |
Keywords to Avoid
- "how to unclog a drain" (DIYers)
- "drain cleaner" (searching for a product, not a plumber)
- "drain snake" (retail shoppers buying tools)
- "homemade drain cleaner" (DIY solutions)
Strategy Notes
Sewer line keywords deserve special attention because of job value. A drain cleaning runs $100–$300, but a sewer line replacement can be $5,000–$15,000+. Separate these into different ad groups with different bids and landing pages.
"Sewer camera inspection" is a strategic keyword — it's often the entry point to a larger sewer line replacement job. The inspection itself generates $200–$400 but leads to high-ticket work.
Want more calls from the right plumbing customers? We build keyword strategies for PPC campaigns for plumbers that focus on calls and booked jobs, not clicks. Get a free keyword audit →
Water Heater Keywords
Water heater work is the highest-ticket residential plumbing service for most companies. Replacements run $2,000–$8,000+, making these keywords worth aggressive bidding.
Top Performers
| Keyword | Avg. CPC | Intent | Call Rate |
|---|---|---|---|
| water heater repair near me | $12–$30 | Urgent | Very High |
| water heater replacement | $10–$25 | High | High |
| no hot water | $8–$18 | Urgent | High |
| water heater installation near me | $10–$25 | High | High |
| tankless water heater installation | $10–$25 | High | High |
| water heater leaking | $8–$18 | Urgent | Very High |
| water heater cost | $8–$18 | High | High |
| hot water heater not working | $8–$18 | Urgent | High |
| tankless water heater cost | $8–$18 | High | High |
Strategy Notes
Water heater keywords split into two categories: emergency ("water heater leaking," "no hot water") and planned ("water heater installation cost," "tankless water heater"). Create separate ad groups for each because the messaging and urgency are different.
Tankless water heater keywords attract higher-income homeowners willing to invest in premium systems. These jobs average $4,000–$8,000 vs. $1,500–$3,000 for standard tank replacements. They deserve dedicated ads highlighting efficiency savings and premium service.
Toilet and Fixture Keywords
High-frequency, lower-value keywords that keep your schedule full.
Top Performers
| Keyword | Avg. CPC | Intent | Call Rate |
|---|---|---|---|
| toilet repair near me | $8–$18 | Urgent | High |
| toilet installation | $6–$15 | High | Medium |
| toilet clogged plumber | $8–$18 | Urgent | High |
| faucet repair near me | $6–$15 | High | Medium |
| running toilet repair | $6–$15 | Urgent | High |
| garbage disposal repair | $6–$12 | High | Medium |
| toilet not flushing | $6–$15 | Urgent | High |
| leaking faucet repair | $6–$15 | High | Medium |
Strategy Notes
These keywords have lower job values ($100–$400) but high conversion rates and can fill gaps in your schedule. They're also relationship starters — a homeowner who calls you for a toilet repair may call you for a water heater replacement next year.
Don't over-bid on fixture keywords. They should supplement your higher-value campaigns, not consume the majority of your budget.
Pipe and Leak Keywords
Leak-related keywords signal varying degrees of urgency and job size. A dripping faucet is a $150 fix; a burst pipe is a $2,000 emergency.
Top Performers
| Keyword | Avg. CPC | Intent | Call Rate |
|---|---|---|---|
| burst pipe plumber | $15–$35 | Urgent | Very High |
| water leak repair near me | $10–$25 | Urgent | Very High |
| pipe repair plumber | $10–$25 | Urgent | High |
| leak detection plumber | $10–$25 | High | High |
| repiping cost | $8–$20 | High | High |
| pipe replacement plumber | $10–$25 | High | High |
| slab leak repair | $12–$30 | Urgent | Very High |
| frozen pipe repair | $8–$20 | Urgent (seasonal) | Very High |
| gas line repair plumber | $10–$25 | Urgent | High |
Strategy Notes
"Slab leak" keywords are gold — these jobs run $2,000–$6,000+ and require specialized equipment. If you offer slab leak detection and repair, create a dedicated campaign for these keywords.
"Repiping" keywords attract homeowners considering major plumbing overhauls ($5,000–$15,000+). These have longer sales cycles but very high job values.
Gas line keywords are high-value and lower competition. If you're licensed for gas work, these are some of the most profitable keywords available.
General Plumber Keywords
Broad service keywords that capture homeowners who know they need a plumber but haven't specified the problem.
Top Performers
| Keyword | Avg. CPC | Intent | Call Rate |
|---|---|---|---|
| plumber near me | $15–$35 | High | High |
| plumbing company [city] | $12–$30 | High | High |
| best plumber near me | $15–$35 | High | High |
| licensed plumber [city] | $10–$25 | High | High |
| local plumber | $12–$30 | High | High |
| plumbing service near me | $10–$25 | High | High |
| residential plumber | $8–$20 | High | Medium |
Strategy Notes
"Plumber near me" is the highest-volume plumbing keyword in every market. It's also the most competitive. Your quality score, ad relevance, and landing page experience matter enormously here — they determine whether you pay $15 or $35 per click.
Include your city name in ad headlines and landing pages. Searchers want to confirm you're local before clicking. "Licensed Plumber in [City] — Available Today" outperforms generic messaging.
Building Your Plumbing Keyword Strategy
Campaign Structure
Campaign 1: Emergency (Highest Priority)
- Emergency, 24-hour, burst pipe, water leak keywords
- Budget: 35% of spend
- Run 24/7, call-only ads during off-hours
Campaign 2: Water Heater
- Water heater repair, replacement, installation keywords
- Budget: 20% of spend
- Separate ad groups for emergency vs. planned
Campaign 3: Drain and Sewer
- Drain cleaning, sewer repair, sewer line keywords
- Budget: 20% of spend
- Separate ad groups for cleaning vs. replacement
Campaign 4: General Plumbing
- Plumber near me, plumbing company, general service keywords
- Budget: 15% of spend
Campaign 5: Brand
- Company name, common misspellings
- Budget: 10% of spend
Negative Keywords for Plumbers
Add these before launching:
- DIY: how to, DIY, yourself, fix it, tutorial, guide
- Career: jobs, hiring, salary, apprentice, training, license, union
- Retail: Home Depot, Lowes, Amazon, parts, supply
- Unrelated: plumber's crack, plumber butt, Mario, game
- Non-Customer: free, complaints, lawsuit, scam, reviews reddit
- Products: drain cleaner, plunger, snake, pipe wrench, plumbing tape
Call Tracking Is Non-Negotiable
85% of plumbing leads come through phone calls. If you're only tracking form submissions, you're missing almost everything. Set up:
- Dynamic number insertion on your website
- Call conversion tracking imported to Google Ads
- Minimum call duration of 60 seconds to filter out non-leads
- Call recording for quality review
Without call tracking, you have no idea which keywords generate actual business. You're optimizing blindly.
Bid Adjustments That Matter
- Mobile: +20–30% (most plumbing searches are mobile)
- After hours: +15–25% (less competition, higher urgency)
- Within 10 miles: +20% (closest prospects are most likely to book)
- Peak seasons: Adjust for freeze warnings, heavy rain, and holiday weekends
Ready to build a keyword strategy that keeps your phone ringing? We specialize in PPC for plumbers — from keyword research and campaign setup to ongoing optimization and call tracking. We know which keywords generate calls and which burn money. Schedule your free consultation →
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