Hi there,
Thanks for getting in touch! Happy to give you some initial thoughts and guidance on your situation. I understand you've been running your plumbing business for five years and have been experimenting with LinkedIn ads, but the cost per lead is high, and the leads aren't converting.
You probably should focus on Google Ads...
First off, you're probably right in thinking that LinkedIn isn't the best platform for your business if you're trying to get leads for a plumbing business. LinkedIn *can* work, but it's more suited to getting bigger commercial plumbing contracts – new builds, refurbs etc.
Google is likely going to be a better bet for your plumbing business in general. People usually search Google when their boiler's leaking, not scroll LinkedIn.
If you aren’t running Google Ads currently, that's something you should look into. Google Ads works by showing your ads to people who are actively searching for plumbing services. This means that you're more likely to reach people who are actually interested in what you have to offer.
If you're already running Google Ads, you need to consider whether you're targetting the right kind of search terms. Something like "commercial plumbing contractors near me" or "plumbing services for office buildings" - that sort of thing. Also, have a look at your ad copy - is it speaking directly to that commercial audience?
I remember one campaign where we helped an environmental controls company reduce their cost per lead by 84% by targeting the right audience on the right platform. The key is to tailor your messaging to the specific needs of your target audience.
We'll need to look at your targeting...
If you still want to use LinkedIn, maybe try refining your targeting. Instead of just targeting anyone in construction, try targeting people with titles like "Facilities Manager", "Property Developer", or "Construction Project Manager". It could also be the add copy; maybe focus on large-scale project capabilities.
Think about the companies that would benefit most from your plumbing services. Who are the decision-makers at those companies? Once you have a good understanding of your ideal customer, you can start to target them more effectively on LinkedIn.
And also look at your ad copy on Linkedin. Does it speak directly to the pain points of your ideal customer? Does it clearly communicate the value that you offer? If not, you need to make some changes.
I'd say you need better lead qualification...
One of the biggest challenges with LinkedIn ads is that the leads can be unqualified. People might click on your ad out of curiosity, but they're not actually interested in your services.
There are a few things you can do to improve the quality of your leads. First, you can use lead forms to pre-qualify leads. By asking a few simple questions, you can weed out the people who aren't serious about hiring a plumber.
Second, you can use retargeting to target people who have already shown an interest in your services. For example, you could retarget people who have visited your website or watched your videos. This will help you reach people who are more likely to convert into customers.
However, as mentioned before, Google Ads are generally much better for plumbing businesses, especially for those seeking immediate assistance.
You'll need to build Trust...
In addition to targeting the right people and saying the right things, you also need to build trust. People are more likely to hire a plumber they trust.
There are a few things you can do to build trust. First, you can share testimonials from satisfied customers. Second, you can offer a guarantee on your work. Third, you can make sure your website is professional and informative.
By building trust, you'll be more likely to convert leads into customers.
I've detailed my main recommendations for you below:
| Recommendation | Details |
|---|---|
| Focus on Google Ads | Prioritize Google Ads to capture immediate needs of customers searching for plumbing services. Ensure you target the right search terms and tailor ad copy to commercial clients if that's your focus. |
| Refine LinkedIn Targeting (If Used) | If continuing with LinkedIn, refine your targeting to specific roles like Facilities Managers or Property Developers. Adjust ad copy to focus on large-scale project capabilities. |
| Improve Lead Qualification | Implement lead qualification methods such as lead forms to pre-qualify leads and retargeting to focus on those who've already shown interest. |
| Build Trust | Share testimonials, offer guarantees, and maintain a professional and informative website to build trust with potential clients. |
These initial pointers should give you a great headstart in improving your paid advertising strategy. Often, businesses find that having an expert eye can speed up the process and unlock hidden opportunities.
We offer a free initial consultation where we review your current strategy and accounts, which many clients find incredibly helpful and gives them a taste of the expertise we can bring to their projects. We have detailed case studies that walk through the full strategies and results we've implemented for clients, so have a good look at them.
It's been a pleasure providing these initial insights, and I hope they serve you well. If you'd like to delve deeper into this and receive personalized guidance, feel free to reach out to schedule a free consultation. This could be a chance to tailor these strategies to your specific needs and ensure you're getting the most out of your paid advertising efforts.
Regards, Team @ Lukas Holschuh
