Retargeting Ads for plumbers are one of the most cost-efficient investments for your plumbing advertising campaign.
Unlike Google Search Ads or standard Facebook Ads, retargeted ads reach prospects who have already signaled interest in your plumbing services.
Unsurprisingly, it costs 8x less to reach retargeted users with plumbing ads than it does for non-retargeted users.
Our agency consistently advises plumbers against wasting resources on unnecessary ad spend, which can happen quickly with most standard advertising strategies.
However, retargeting ads are the exception to the rule for local plumbing companies. They are a great way to leverage existing digital marketing assets, such as your SEO-optimized website and Google Business Profile, into a lower advertising cost.
In the following post, we’ll outline how local plumbing contractors can maximize retargeting ads in 2024.
What are Retargeting Ads for Plumbers?
Retargeting ads for plumbers are online ads shown to users who visit your plumbing website but exit before completing a call to action.
The technique utilizes browser cookies and tracking pixels to retarget users as they browse the web elsewhere. Plumbing companies can also use retargeting ads on Facebook.
Plumbing Retargeting Ads Basics
Retargeting ads can significantly boost click-through rates. People are likelier to click on an ad if they are already familiar with the brand, product, or service.
However, plumbers must first understand how to properly track users interacting with their website and other digital entities.
There are two primary types of retargeting concepts: pixel-based retargeting and list-based retargeting.
Pixel-Based Retargeting
Pixel-based retargeting utilizes JavaScript code known as a “pixel” embedded into your website’s HTML code to track visitors.
When someone visits your website, the code stores their visit and other on-site behaviors, such as other pages they clicked through and which services they interacted with.
Using this data, plumbing companies can serve highly-targeted ads to these users based on that behavior.
For example, a visitor who navigates to the sewer line repair page can see a Facebook ad focusing on sewer line repair services.
List Based Retargeting
List-based retargeting requires uploading stored contact information, such as names, numbers, and email addresses, to ad platforms, usually in CSV format.
Top advertising platforms can often match the uploaded information to users in their system and serve personalized ads based on that data.
Plumbing companies may have collected this information over time through various sources, including past transactions, newsletter or lead magnet opt-ins, or email and SMS correspondence.
Users who voluntarily submit contact information are pre-positioned to book your plumbing services, making list-based retargeting very cost-friendly.
Retargeting Benefits for Plumbers
Retargeting ads for plumbers isn’t just about making more sales. That’s more of a short-term perk to these types of ads.
Retargeting ads should be part of your marketing campaign for long-term, sustained lead generation and conversion.
Besides increased sales, here are some critical retargeting ad benefits:
- Increase Brand Awareness: Many professional marketers say that retargeting helps increase their client’s brand awareness. When people see your ad in multiple places, they become more aware and, typically, more trusting of your brand. Retargeting is great for letting people know who you are and what you do.
- Customer Retention: Retargeting is also beneficial for customer retention. When someone has hired you in the past, they are more likely to return to you when reminded of your plumbing services. Retargeting ads for plumbers can serve as this friendly reminder.
- Market Research: Most retargeting ad tools will allow you to see where customers were when they left your website. This data can provide valuable market data on what is working and what isn’t.
- Upselling Opportunities: This benefit goes hand-in-hand with the customer retention point. Retargeting ads can help you sell more expensive services to people who have already hired you in the past. These customers are more likely to spend more money on higher-priced services.
Retargeting Platforms for Plumbing Contractors
Multiple popular advertising platforms support retargeting, and some plumbing campaigns simultaneously choose to be retargeted through multiple platforms.
Retargeting ads are usually much less expensive than initial PPC (Pay Per Click) ads, offering ROI or return on investment value.
The following platforms offer retargeting ads:
Google Ads
Google Ads is one of the most effective platforms for retargeting (sometimes also referred to as remarketing) ads.
Google Ads includes a remarketing tool that displays your plumbing ads in front of both Google users (of which there are billions) and people who aren’t on Google.
The great thing about Google for retargeting ads is that they have millions of partners.
Even if your target audience isn’t searching on Google, they will likely visit a partner site because millions of sites partner with Google.
Here’s how it works:
- Searches: When someone performs a Google search related to your service(s), your ad will appear near the top of the search results.
- Outside Browsing: When someone who has interacted with your brand in the past ventures off of Google to one of Google’s many partner sites, your ad will still show up somewhere on the site.
Facebook Ads
Facebook Ads is the most well-known platform for retargeting because of its pixel tracking code, which can be installed on your website.
The pixel code allows you to target Facebook users who have interacted with your website or Facebook business page with customized promotions.
Meta – Facebook’s parent company also owns Instagram, so your ads can appear on people’s IG feeds.
Users can also be retargeted through Facebook Messenger and the mobile messaging app WhatsApp.
Here’s how it works:
- Install the Facebook Retargeting Pixel on your website.
- Match existing customers through their email addresses to their Facebook accounts.
- You can also manually upload an email list of the current customers that you want to see your retargeting a.d
- Display your ad on any website part of the Facebook advertising network.
Final Thoughts on Remarketing & Retargeting
Retargeting ads for plumbers is just one of the many ways you can target your local market. They increase brand awareness, help with customer retention, and usually offer a great ROI.
The team at HVAC-Plumber SEO Webmasters can weave retargeting ads into a broader digital marketing strategy that will yield the highest return and most sustainable lead generation.
We specialize in organic SEO services that drive more traffic to your website and social pages. We also offer a complete website design service emphasizing local SEO for plumbers and HVAC contractors just starting.
Plumbers can improve CTR and conversions with remarketing and retargeting. The data reveals that users previously exposed to your company and its services are likelier to engage with subsequent advertisements than brand-new consumers.
Investing in a retargeting strategy is a shrewd business move for your plumbing company. If you require assistance with any aspect of your remarketing campaign, contact Plumbing Webmasters to optimize your web effort.
