Why Plumbers Struggle with Marketing
At Mammoth Marketing, we talk to plumbers every day who are frustrated with their marketing results. The common problem? Many are thinking about their marketing in the wrong way—and agencies aren’t always helping by addressing the real issues that hold plumbing businesses back.
One of the biggest blind spots is the difference between findability vs searchability. Plumbers who understand this distinction make smarter choices about their marketing, save money, and attract more customers in competitive markets. Those who don’t? They stay stuck, wondering why the phone isn’t ringing as much as it should.
Let’s break down this plumber paradox.
What Findability Really Means
Findability is straightforward—it’s whether customers can find you when they’re looking.
There are two main situations where findability matters:
When someone searches specifically for your plumbing company by name.
When someone searches for general plumbing help in your area.
Both are important, but they work differently.
Being found by name is the easiest and fastest to establish. That’s why setting up your Google Business Profile, managing your online reputation, and making sure your website shows up for your business name is so important.
Being found for general plumbing terms (like “emergency plumber near me”) is harder, takes longer, and comes with fierce competition.
This is why we always recommend plumbers build strong findability for their business name first. If a prospect hears about your company but can’t find you online, they’ll move on to the next plumber.
Why Findability Alone Isn’t Enough
The reality is that findability doesn’t grow plumbing companies on its own.
Plumbers operate in highly competitive markets. Unlike niche industries where fewer providers exist, plumbing companies often compete against dozens of other businesses in the same city. Simply being “findable” isn’t enough to stand out.
That’s where the concept of searchability (or visibility) comes into play.
The Visibility Trap
Visibility is often misunderstood. Many plumbers believe that showing up on Google is all the visibility they need. Unfortunately, this belief can lead to wasted money and stagnant growth.
Here’s a real-world example:
A plumber runs paid search ads.
Ten people click the ad in one day.
That ad spend costs $300.
Out of those ten clicks, maybe three turn into paying jobs.
That means in a month, the company’s ads might reach around 300 people.
Compare that to another approach: the same $300 invested into brand-building campaigns could reach 50,000 people in one day.
That difference is monumental. If plumbers rely only on paid search for visibility, they fall into what we call the Visibility Trap—believing they’re making progress when they’re actually limiting their growth.
Findability vs Searchability—The Key Difference
Here’s the distinction:
Findability = Being discovered when customers are actively looking.
Searchability/Visibility = Being seen by people who aren’t looking yet but may need plumbing help soon.
Both matter. But plumbers who focus only on findability miss out on thousands of potential customers who didn’t know who to call in the first place.
Why Plumbers Waste Marketing Budgets
Too many plumbing businesses pour their entire budget into lead generation—hoping ads alone will keep the phone ringing. But without a brand presence and long-term visibility, the cycle becomes exhausting and expensive.
A more balanced approach is to invest in brand awareness. This builds trust, recognition, and credibility so that when people do need a plumber, your name is the one they think of first.
At Mammoth Marketing, we’ve seen again and again that when plumbers shift part of their budget into awareness strategies, their findability improves naturally. People search for their business by name, referrals go up, and credibility skyrockets.
Building the Right Marketing Mix
The most successful plumbing companies balance all three areas:
Findability for their name
Searchability/Visibility for plumbing services
Brand awareness for long-term recognition
The exact mix will depend on the market. Some plumbers may need heavier SEO, while others benefit from bigger awareness campaigns. But one thing is certain—no plumbing company grows consistently by relying on only one channel.
What Plumbers Should Do Next
If your plumbing business feels stuck—if you’re spending money on ads but not seeing the growth you expected—it may be because you’re confusing findability with searchability.
The good news is that the solution isn’t complicated. By building a balanced strategy that includes findability, visibility, and brand awareness, you can reach more customers without wasting money.
Final Thoughts
At Mammoth Marketing, we specialize in helping plumbers grow smarter—not just louder. We know that plumbers don’t just need clicks; they need a marketing system that drives steady business year after year.
If you’re ready to understand exactly where your plumbing company should be investing its marketing dollars, schedule a consultation with us today at mammothforplumbers.com.
We’ll help you figure out what’s missing in your strategy and show you the best path forward—so you can stop guessing and start growing.
