Facebook Ads vs SEO: Which Works Better for Plumbers

At Lillian Purge, we specialise in SEO for Plumbers. This article explores whether Facebook Ads or SEO works better for plumbers.

Plumbers face a competitive challenge online. With new businesses appearing daily and customers expecting instant solutions, deciding whether to invest in Facebook Ads or SEO can be difficult. Both offer powerful ways to reach new clients, but they work very differently. One delivers quick visibility through paid exposure, while the other builds long-term trust and steady leads. This article explores the pros, cons, and best uses of each approach to help plumbers make smarter marketing decisions.

Understanding Facebook Ads for plumbers

Facebook Ads are a form of paid social advertising that allows businesses to target potential customers based on interests, demographics, and location. For plumbers, this could mean reaching homeowners within a specific radius, people who recently moved house, or those interested in home improvement.

The main advantage of Facebook Ads is speed. You can launch a campaign today and start receiving enquiries within hours. The platform also supports detailed targeting, so you can reach specific customer groups like landlords, letting agents, or small business owners. Ads can include images, videos, and clear calls to action that drive users to book or message you directly.

The strengths of Facebook Ads

Facebook Ads work well for plumbers offering special deals, emergency callouts, or seasonal promotions such as boiler servicing. They also help boost brand awareness for newer businesses that need visibility fast. The platform’s retargeting features allow you to show ads to people who have already visited your website or engaged with previous campaigns, helping to convert undecided prospects.

Another benefit is measurable data. You can track impressions, clicks, and conversions to see exactly which ads perform best. This makes it easy to test new messages or images and refine campaigns for maximum return on investment.

The challenges and costs of Facebook Ads

While Facebook Ads can deliver fast results, they stop the moment your budget runs out. The platform operates on a pay-per-click or cost-per-impression model, so visibility depends entirely on continued spending. Costs also fluctuate based on competition and seasonality. For example, plumbers often face higher ad costs during winter when boiler repair demand peaks.

Another challenge is user intent. People scrolling Facebook may not be actively looking for a plumber at that moment. This makes conversion rates lower than search-based platforms like Google, where users are specifically seeking help. Many plumbers find that while Facebook Ads increase visibility, they can also generate casual clicks rather than genuine leads.

Understanding SEO for plumbers

Search Engine Optimisation (SEO) is a long-term marketing strategy that focuses on improving your website’s visibility on Google and other search engines. It involves optimising your site’s structure, content, and authority so that it ranks highly when users search for phrases like “emergency plumber near me” or “boiler repair in Bedford.”

SEO helps attract customers with high intent. When someone searches for plumbing services, they are already looking for help, which means they are more likely to book. The benefits of SEO compound over time, building a consistent flow of enquiries even if you pause your advertising budget.

The strengths of SEO for plumbers

SEO helps plumbers build trust and credibility. Appearing organically in search results signals reliability and professionalism, especially when combined with strong reviews and an optimised Google Business Profile.

It also offers long-term value. Once your website ranks well, it can generate free traffic for months or even years without additional cost. Local SEO ensures you show up in Google Maps and the top three results for local searches, which is often where the majority of callouts originate.

SEO is particularly effective for plumbers who serve multiple towns or specialise in high-value services like bathroom installations, heating repairs, or landlord safety certificates. Dedicated landing pages targeting each area and service can multiply your online reach.

The challenges and investment required for SEO

SEO requires patience. Results take time—usually several months—because Google needs to crawl, index, and assess your site’s quality and authority. It also involves ongoing work such as link building, content creation, and technical maintenance.

Some plumbers hesitate to invest in SEO because it doesn’t produce immediate results. However, once rankings improve, the cost per lead is usually far lower than with paid ads. SEO also continues working after you stop paying for active campaigns, making it more sustainable in the long run.

Comparing Facebook Ads and SEO for plumbers

When comparing Facebook Ads and SEO, the key difference lies in speed versus sustainability.

• Speed: Facebook Ads deliver instant visibility. SEO builds momentum gradually but provides consistent results once established.

• Cost: Ads require ongoing spending. SEO involves an upfront investment but generates free organic traffic over time.

• Intent: Facebook users may not be actively seeking a plumber, while Google users usually are.

• Longevity: Facebook campaigns end when the budget stops. SEO benefits continue even when spending pauses.

• Trust: Organic search results often inspire more confidence than paid ads.

The best marketing strategies combine both approaches. Using Facebook Ads can drive short-term visibility and brand awareness, while SEO secures long-term dominance in search results. For example, a plumber might run Facebook Ads during peak seasons while relying on SEO to generate ongoing traffic and enquiries all year round.

Which works better for plumbers?

For most plumbing businesses, SEO tends to outperform Facebook Ads in terms of long-term lead generation and return on investment. Customers who find you through Google are usually ready to book immediately, making these leads more valuable.

That said, Facebook Ads are excellent for promoting time-sensitive offers, building brand familiarity, and re-engaging past website visitors. The most successful plumbers use both tools strategically: SEO for steady growth and Facebook Ads for short bursts of visibility or new service launches.

The deciding factor often depends on your goals. If you need quick enquiries and are comfortable paying for them, Facebook Ads deliver fast results. If you want to build a strong, lasting online presence that consistently attracts customers without ongoing ad spend, SEO is the smarter choice.

How Lillian Purge helps plumbers choose the right strategy

At Lillian Purge, we help plumbers combine the best of both worlds. Our SEO services ensure your website ranks highly for local searches, while our paid advertising expertise maximises the impact of your budget through targeted Facebook campaigns.

We focus on real results—more phone calls, quote requests, and booked jobs. By analysing your local market, competitor landscape, and customer behaviour, we tailor a strategy that balances immediate visibility with long-term sustainability. Whether you’re a one-person business or a growing plumbing company, our goal is to help you dominate your service area.

You may also be interested in Google Ads landing page best practices for plumbers and How SEO helps plumbers generate local leads, as well as the Plumbers Hub.