Facebook Ads vs Google Ads for Plumbers in Australia

You've got $500–$1,000 a month for advertising. Where does it go?

This is the question every plumber running their own business eventually hits. Both platforms work. Both can waste your money fast if you're not set up correctly. And the right answer depends on what type of plumbing jobs you're trying to win.

Here's a practical breakdown — no agency jargon, no vague advice.

The Fundamental Difference

Google Search Ads reach people who are already looking for a plumber right now. High intent. Urgent need. They want someone immediately.

Facebook Ads reach people who aren't looking for a plumber right now, but fit the profile of someone who will need one — homeowners in a particular suburb, people who've recently moved, property investors.

That's not better or worse. It's a different moment in the customer's journey.

Google Search Ads for Plumbers: The Case For

High-Intent Leads

When someone types "plumber near me" or "hot water system replacement Brisbane" into Google, they're ready to book. For emergency plumbing — burst pipes, blocked drains, no hot water, gas leaks — Google Search is the right channel.

How It Works

You set a daily budget and bid on keywords. You pay per click — typically $8–$25 per click for plumbing in Australian metro markets. With a good landing page and prompt phone answering, you can expect to convert 15–30% of clicks into actual jobs — a cost per acquired customer of $30–$150.

The Downside

Google Search Ads are competitive and expensive in major metro areas. A CPL of $60–$120 is common for Sydney and Melbourne plumbers. And it stops the moment you stop paying.

Facebook Ads for Plumbers: The Case For

Lower CPL for Planned Jobs

For non-emergency plumbing — bathroom renovations, hot water system upgrades, gas fitting — Facebook can deliver leads at a lower cost per acquisition. You're reaching a broader pool before they've started comparing prices.

Better for Retargeting

If someone has visited your website but didn't book, Facebook lets you retarget them with a follow-up ad. This is one of the highest ROI uses of Facebook for plumbers.

Build Brand Recognition Locally

Facebook allows you to run low-cost awareness campaigns to homeowners in specific suburbs. Over 3–6 months it means your business name is familiar when they need a plumber.

The Downside

Facebook leads are cooler — they're not in immediate need mode. Speed to lead is critical. A Facebook lead that you don't contact within 5–15 minutes is significantly less likely to convert.

Decision Table: Which Platform for Which Job Type

The Real Multipliers: Speed to Lead and Follow-Up

Both platforms have one thing in common: the lead is worthless if you don't contact them fast.

Google Search Ads: The customer called you. If they don't get through, they hit the next result.

Facebook Ads: Studies consistently show that leads contacted within 5 minutes are 9x more likely to convert than leads contacted after 30 minutes.

This is where Kabooyaa changes the maths:

• Missed call text-back: If a Google ad call goes unanswered, Kabooyaa sends an automatic SMS within seconds. The conversation stays alive.
• Instant lead follow-up: When a Facebook lead form is submitted, Kabooyaa triggers an immediate SMS and/or email. You're first on the phone while your competitor is still checking notifications.
• Quote follow-up automation: A follow-up sequence goes out automatically at Day 2 and Day 5 after a quote is sent.

Budget Split Recommendation for $500–$1,000/Month

One-person business focused on emergency call-outs: Google Search Ads 80% of budget.

Mix of emergency and planned work: Google Search Ads 60% ($300–$600), Facebook Ads 30% ($150–$300), Retargeting 10% ($50–$100).

Growing bathroom reno / hot water system business: Facebook Ads 50%, Google Search Ads 35%, Retargeting 15%.

Start with one platform, get it working, then add the second. Running both poorly is worse than running one well.

FAQ

Should a plumber use Google Ads or Facebook Ads?

For emergency plumbing work, Google Search Ads are more effective. For planned jobs like bathroom renos or hot water system upgrades, Facebook Ads can deliver lower cost per lead. Most plumbing businesses benefit from both, with budget weighted toward the job type they want more of.

How much should a plumber spend on Google Ads per month?

A minimum viable Google Ads budget for plumbing in an Australian metro market is $500–$800/month. Regional markets can be effective from $300/month.

What is a good cost per lead for plumbing ads?

A reasonable CPL for plumbing via Google Search in Australia is $40–$120. Facebook leads typically run $20–$60 for planned jobs.

Why aren't my Facebook ads converting for plumbing?

The most common reason is slow follow-up. If you're not contacting leads within 5–15 minutes, conversion rates drop sharply. Set up automated instant follow-up before running Facebook ads at volume.

Does Kabooyaa work with Google Ads leads for plumbers?

Yes. Kabooyaa captures leads from any source — web forms, missed calls, Facebook lead forms, or manual entry. The follow-up automation triggers regardless of where the lead came from.

Pick the Platform. Build the Follow-Up.

The platform you choose matters. But the business that wins more jobs isn't always the one spending the most — it's the one that responds the fastest and follows up the most consistently.

Get that system in place first. Then run the ads.

Start your Kabooyaa trial at kabooyaa.com.au and have your lead follow-up automated before your next ad campaign goes live.