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Example · Plumbers · Ireland

Plumber Marketing Example: Ireland

An illustrative plan showing how Google Ads and Email Marketing could work for a 12-van plumbing business in Galway.

Illustrative example: this is not a client result. It shows how this work could be structured.

Plumbers · Ireland

Plumbing

Example business: a 12-van plumbing business based in Galway, serving the wider Galway area and focused on bathroom installations and renovations, plus leak detection and burst pipes. Businesses like this often get many enquiries through trade directories and similar paid platforms, where the same lead often goes to three or four competitors. The goal was more exclusive calls and enquiries, a lower cost per booked job and a pipeline the owner controls.

Google AdsSearch adsEmail MarketingInboxPlumbingGoalqualified leads

The challenge

Where a business like this gets stuck

  • Emergency jobs go to whoever answers first, so missed calls after 5pm quietly hand revenue to competitors.
  • Lead marketplaces sell the same enquiry to three or four plumbers, which drives prices down and win rates with them.
  • Low-value tap and toilet jobs fill the diary while hot water, re-pipe and bathroom work, the jobs that pay, go elsewhere.
  • Peak season (burst pipes and heating calls rise in winter; bathroom projects peak in spring) was not being planned for, so budget ran out when demand was highest.

The approach

Two services, one goal

This example focuses on Google Ads and Email Marketing, two channels that can suit plumbing businesses in Galway. Every call, form and chat is tracked to a booked outcome from week one, so decisions are based on revenue, not clicks.

See our plumber marketing service in Ireland

What the work could include

The technical work, service by service.

Service 1

Google Ads

  • Restructure the account into single-theme ad groups by job type, with exact and phrase match only and a negative keyword list.
  • Install call tracking and import booked jobs from the CRM as offline conversions, so bidding optimises for revenue, not form fills.
  • Move from manual CPC to Maximize Conversion Value with a target ROAS once enough conversions a month are flowing.
  • Add ad scheduling and location bid adjustments so budget follows the hours and areas that produce booked work.
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Service 2

Email Marketing

  • Set up SPF, DKIM and DMARC on the sending domain and warm it up to support inbox placement.
  • Segment past customers and quote recipients by job type, area and last service date.
  • Build automated flows: welcome, quote nurture, post-job review request, annual service reminder and win-back.
  • Send a monthly campaign with seasonal offers for bathroom installations and renovations and related work, A/B testing subject lines and send times.
Related service

An example 6-month timeline

From tracking to scale.

  1. Weeks 1 to 2

    Audit, tracking and baseline

    Call tracking, conversion tracking, CRM connection and a full audit covering Google Ads and Email Marketing.

  2. Weeks 3 to 6

    Build and launch

    Google Ads and Email Marketing live for bathroom installations and renovations, plus leak detection and burst pipes.

  3. Months 2 to 4

    Optimise

    Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.

  4. Months 5 to 6

    Scale

    Expansion into Limerick and nearby areas, plus new services with clear demand.

Illustrative example: this is not a client result. It shows how this work could be structured. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.

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