SEO for plumbers: how to get more jobs from Google (UK)
Plumbing is one of the most competitive local searches on Google. Here’s what the plumbers at the top have in common, the pages worth building, and how to catch up.
- In the Birmingham Google Maps results for “plumber”, the top 20 had a median of 70 reviews. Positions 21–100 had a median of 7.
- For plumbers, a steady flow of genuine reviews is one of the clearest differences between page one and everyone else.
- Build a page for each job people search for: emergencies, boiler repair, boiler installation, blocked drains, leaks.
- Emergency searches are the most valuable: advertisers pay about £24 a click for “emergency plumber”.
When someone has water coming through the ceiling, they don’t browse. They search “emergency plumber”, look at the first few names on Google Maps, check the reviews and call. Getting into those first few results is worth more to a plumber than almost any other marketing.
This guide shows what the plumbers at the top of Google have in common, based on the real Birmingham results, and the steps that get you there.
What the top plumbers in Birmingham have in common
In November 2026 we searched “plumber” on Google Maps from Birmingham city centre and looked at the top 100 results.
| What we checked | Top 20 | Positions 21–100 |
|---|---|---|
| Median number of reviews | 70 | 7 |
| Results with fewer than 10 reviews | 6 of 20 | 43 of 80 |
| Results with a website linked | 13 of 20 | 45 of 80 |
| Main category | “Plumber” for 19 of 20 |
Unlike some trades, review count clearly separates the plumbers on page one from the rest. Google says more reviews and positive ratings can help local ranking, and in plumbing, where most firms are close together and offer the same services, reviews are one of the few ways to stand out.
These figures are a snapshot from one point in the city. Rankings change with where the customer is searching from.
1. Make reviews part of every job
Seventy reviews sounds like a lot, but it’s just over one a week for a year. The plumbers who get there don’t run campaigns; they ask every customer, every time:
- Ask in person when the job is done and the customer is relieved.
- Send a direct review link by text or WhatsApp the same day. Make one with our free Google review link generator.
- Put a QR code on your invoices, or leave a review card.
- Reply to every review, good or bad. Our reply templates make it quick.
Never buy reviews or offer a discount for them. Both break Google’s rules, and fake reviews are illegal in the UK.
2. Set up your Business Profile for the jobs you want
- Main category: “Plumber”, or the one that matches most of your work. Add “Heating contractor” or similar only if you really do it.
- Services: list every job by name: emergency call-outs, boiler repair and servicing, boiler installation, leaks, blocked drains, bathrooms.
- Hours: if you do emergencies, make sure your hours say so. Customers filter by “open now”.
- Service area: if you go to customers, hide your address and list the areas you really cover.
3. Build a page for each job people search for
| Search | UK searches a month | Cost per click in ads |
|---|---|---|
| boiler service | 14,800 | about £8 |
| emergency plumber | 9,900 | about £24 |
| new boiler cost | 8,100 | about £7 |
| blocked drain | 5,400 | about £13 |
| boiler repair | 4,400 | about £10 |
| boiler installation | 4,400 | about £19 |
| leak detection | 2,900 | about £20 |
The cost per click shows how much advertisers will pay for that searcher, which is a good guide to how valuable the page is. An emergency page and a boiler installation page that rank for free are worth the most.
Each page should say what you do, the areas you cover, how quickly you can get there, and how to call. If you’re Gas Safe registered for boiler work, say so and show your registration.
4. Make it easy to call from a phone
Emergency customers are on their phones, often stressed. Put a tap-to-call button at the top of every page, keep the page fast on mobile data, and show your area and response time in the first lines. A slow site with the number buried at the bottom loses the call to the next plumber.
5. Track calls and jobs
Check the calls and website clicks in your Business Profile, and track calls and forms from your website. The goal is booked jobs, not rankings.
For the wider picture, see our SEO guide for small businesses. If you’re a plumber in the West Midlands and want help, see our Google Maps SEO in Birmingham, or how we work as an SEO agency in Birmingham.
Sources
- Axarez Google Maps check: top 100 results for “plumber” from Birmingham city centre, November 2026.
- UK search volumes and cost per click: Google Ads data via DataForSEO, November 2026.
- Google: Tips to improve your local ranking on Google
Frequently asked questions
How do plumbers get more customers from Google?
Get into the Google Maps results with a complete Business Profile, ask every customer for a review, and build a website page for each main job, especially emergencies and boilers. Keep your name, address and phone number the same everywhere, and track which pages bring calls.
How many Google reviews does a plumber need?
There’s no fixed number, and it depends on your area. In our check of the Birmingham results for “plumber”, the top 20 had a median of 70 reviews, while just over half of those outside the top 20 had fewer than 10. Aim for a steady flow from every job rather than a one-off push.
Is it worth paying for Google Ads as a plumber?
It can be for emergency work, which is valuable but expensive: advertisers pay around £24 a click for “emergency plumber” in the UK. Many plumbers run ads for emergencies while their Maps ranking and website build up, then rely more on free results.