Plumbing is a trade people only think about when something has gone wrong. Nobody follows a plumber for fun, and nobody shops around calmly when water is coming through the kitchen ceiling. They search, they look at the first two or three names, and they call the one that looks reliable and says it can come today. The rest of the year your marketing has a quieter job: making sure that when it does go wrong, your name is the one they already half recognise.
Hermoso runs your marketing on autopilot. It looks at what other plumbing firms are advertising, turns your own job photos into posts and ads, schedules them across your channels, and builds paid campaigns on your Meta and Google Ads accounts. You can work in the web studio, or ask for it from Claude or ChatGPT through the Hermoso MCP, for example "a post about the burst pipe job in Hillside, with the two photos I just sent".
Two kinds of plumbing customer
Your ads have to serve both, and they want different things.
- The emergency. A leak, a blocked toilet, a boiler or water heater that has stopped. This person wants three things on screen: that you cover their area, that you can come soon, and a number or button to reach you. Search ads and short, plain social ads do this best. Clever creative gets in the way.
- The planned job. A bathroom refit, a new water heater, moving a kitchen sink, replacing old pipework. This person has time to compare, so they look at your past work, your reviews and whether you seem tidy and trustworthy in someone's home. This is where before and after photos and short explainer videos earn their keep.
Content that works for a plumbing business
- Before and after of real jobs. The corroded pipework and the neat new run. The cracked old basin and the finished bathroom. Hermoso lays out your own two photos as a split image, a carousel or a short reveal video. Both pictures have to be real, so it never generates either one.
- "What I found" clips. A twenty second video of the root ball pulled out of a drain or the scale inside an old water heater does more for trust than any slogan. If you would rather not be on camera, a still photo can become a few seconds of slow camera movement with the explanation as text on screen.
- Myth versus fact. Do not pour fat down the sink, wet wipes are not flushable, a dripping tap does cost money over time. Hermoso has a myth versus fact format built for exactly this, and these posts get saved and shared far more than adverts.
- Real reviews. Paste a review a customer left and Hermoso sets it over a photo from that job, or reads it out in a short video. Only use real reviews you have permission to share.
- Seasonal reminders. Frozen pipe advice when the first cold snap is forecast, outdoor tap shut-off in autumn, water heater checks before winter, drain clearing after heavy rain. Weather is your best content calendar.
Paid ads aimed at the area you actually cover
A plumber who drives forty minutes to a small job loses money on it, so an ad shown outside your patch is wasted. On Google Ads, Hermoso builds search campaigns with location targeting and keywords around the jobs you want, such as emergency plumber, blocked drain or water heater replacement, with the towns you serve. On Meta it builds campaigns aimed at a radius around your base or the list of towns you give it. Meta instant lead forms let someone request a quote without leaving Facebook or Instagram, and Hermoso can read those leads back for you.
Every campaign is created paused. Nothing spends until you have looked at it and switched it on, which matters when a busy week means you could not take more work anyway.
A sensible weekly rhythm
- Set up once. Paste your website, or describe the business in a few lines if you do not have one. Hermoso builds a profile: services, area, colours and the way you talk to customers.
- Send photos from the van. Two or three jobs a week is plenty. Before, after, and anything interesting you found.
- Let the queue run. Hermoso drafts a mix of job posts, tips and reviews and schedules them to Facebook, Instagram and the other channels you connect. An automatic refill keeps the queue from running dry.
- Turn ads up when you have capacity. Quiet week? Switch on the local campaign. Booked solid? Leave it paused.
Trust signals belong in the creative
People are letting a stranger into their home, often in a hurry. Put the reassurance where they will see it: your real van, your own face, your qualifications or registrations where your trade has them, clear call-out terms and the area you cover. Text such as your phone number and service area is added in post, so it is spelled exactly right. Your logo and an end card are there if you ask for them and left off if you do not.
Wondering what other plumbers in your region run? Ad Spy pulls ads from the public Meta, Google and LinkedIn ad libraries plus organic TikTok, longest-running first, so you can see which offers have stayed live long enough to be worth copying in spirit. For the bigger picture across trades, see the local services page.
One thing to keep updating by hand for now: your Google Business Profile. Posting to it from Hermoso is not available yet, and for emergency searches it matters a lot.
Frequently asked questions
What kind of plumbing ads work best?
For emergencies, plain search ads and simple social ads that show your area, how quickly you can come and how to reach you. For planned work such as bathrooms and water heaters, before and after photos of your own jobs, short explainer clips and real reviews.
Can I target only the towns I cover?
Yes. Google Ads search campaigns can target the locations you serve, and Meta campaigns can target a radius around your base or a list of towns. Every campaign is created paused so you can check it first.
Do I need to appear on camera?
No. You can post photos, turn a still into a short video with gentle camera movement, or use myth versus fact and review formats. If you are happy on camera, short clips of real jobs tend to build the most trust.
Can people request a quote from the ad?
Yes. Hermoso can create a Meta instant lead form so someone can ask for a quote without leaving Facebook or Instagram, and it can read the leads back for you.
Does it post to Google Business Profile?
Not yet. Google Business Profile posting is not available in Hermoso today. Posting to Facebook, Instagram, TikTok, YouTube, LinkedIn, X, Threads and Pinterest is.
What does it cost?
There is a free plan with 250+ earnable free credits and no card. The exact cost of each render is shown in the app before it runs, and the pricing page explains what a credit is worth.
Related
This page is part of the local services guide. The same approach for other trades: electricians, HVAC companies, roofers, landscapers, house cleaners, pest control, auto repair, dentists, med spas, salons and gyms.
To keep posting between campaigns, see the social media scheduler, and to see what nearby competitors are running, the ad spy tool.