Emergency plumber leads from Google Local Services Ads: convert to booked jobs in 48 hours featured image
Marketing & Sales

Emergency plumber leads from Google Local Services Ads: convert to booked jobs in 48 hours

TrainAR Team 1 month ago 6 min read

Category: Marketing & Sales • Niche: Local Services Ads, emergency plumbers, WhatsApp, automations, PECR

Flow from Google Local Services Ads lead to WhatsApp, call, and booked job with a 48 hour timeline

Contents

Why emergency plumber LSAs need a different playbook

Emergency calls convert fast when you answer first and make the next step simple. Google Local Services Ads (LSAs) show at the top of Google with a tap-to-call or message. For emergencies, two things matter most:

  • Speed to first contact
  • Clear next step (arrival time, price expectation, and how to pay)

Unlike standard Google Ads, LSAs are pay-per-lead. In the UK, manual lead credits are not supported, so quality control and routing matter even more. See Google’s own help and industry coverage on where credits are available. Getting started with Local Services Ads UK and Search Engine Land on automated lead credits scope.

0 to 2 hours: capture, route and respond

Goal: answer or message back within 60 seconds, book within 15 minutes.

  • Turn on messaging and calls in LSA. Add emergency hours and service areas that match where you can actually attend in under 2 hours.
  • Push everything into one place. Use your LSA inbox, forward calls to a dispatcher, and send LSA messages into WhatsApp Business if you use it for customer comms.
  • Write a 3-step script for the first call.
    1. Location and problem: “Postcode and what is happening right now.”
    2. Make it safe: “Turn off stop tap if you can. Here is how.”
    3. Offer a slot and price frame: “Earliest arrival is within 90 minutes. Call-out from £X, parts extra. Shall I book you in now?”
  • Use a hold deposit link to secure attendance. Take £X via a quick link while on the call or in WhatsApp. This cuts no-shows and last-minute cancellations.

Tip: If you are new to LSAs, set realistic service areas and emergency hours first. Our setup article walks through verification and the basics. Google Local Services Ads for plumbers and electricians: setup, verification and cost per lead

Example first-reply WhatsApp template for LSA messages

  • “Thanks for your message. Can you confirm postcode, the issue and a photo if safe to do so. Our soonest arrival is within 90 minutes. Call-out from £X, parts extra. Reply YES to confirm and we will send a booking link.”

2 to 24 hours: on-site triage, pricing and next steps

Goal: fix the immediate problem and position the next revenue step.

  • Take two photos before and after, and one of any parts replaced. This becomes your mini report for the customer.
  • Offer clear next steps: “We can return tomorrow to replace the stop tap. Fixed price £X including parts. Pay today’s balance now, and we will schedule the follow-up.”
  • Send a payment link and follow-up slot while still on-site. If they are not ready, send a one-tap choice in WhatsApp: “Book follow-up” or “Not needed”.

24 to 48 hours: follow-up, deposits and reviews

Goal: convert emergency fix into a booked repair and collect a review.

Set up your LSA profile for emergency work

  • Choose job types that match emergencies. Prioritise burst pipe, leak detection, blocked drain, toilet overflow and similar where you can deliver fast.
  • Set service areas tightly. Only include postcodes you can reach in your emergency window.
  • Add hours that reflect real emergency cover. Turn off hours you cannot meet.
  • Keep your reviews flowing. More recency and response in LSA often means better placement and trust. Official overview: Google Business Local service ads and LSA UK getting started

WhatsApp consent and PECR compliance in plain English

If you message customers on WhatsApp, the UK’s PECR rules treat this like electronic mail marketing when promotional. That means:

  • For individuals, you need consent or the soft opt-in. Soft opt-in only applies if you got their details during a sale or negotiation, you market your similar services, and every message includes an opt-out. ICO electronic mail rules
  • For corporate subscribers (limited companies, LLPs), consent is not required for electronic mail, but you must identify yourself and offer an opt-out. ICO B2B marketing
  • Service messages like appointment confirmations are fine. Add promotional content and PECR applies. ICO what is electronic mail
  • Meta also requires opt-in for WhatsApp Business messaging and compliance with local law. Meta WhatsApp Business opt-in

Simple, safe wording for emergency jobs:

  • “By booking you agree we may send appointment and update messages on WhatsApp. You can reply STOP at any time.”

Track the numbers that matter

  • Speed to first response: target under 60 seconds.
  • Booked within 15 minutes: target 60 percent of emergency leads.
  • Cost per booked job: LSA spend divided by booked jobs, not just leads.
  • Close rate by source: calls vs messages.
  • Review rate within 48 hours: aim for 20 percent plus.

Quick sheet for daily checks

  • New LSA leads today
  • Answered under 60 seconds
  • Booked within 15 minutes
  • Jobs attended within promised window
  • Reviews requested and received

Troubleshooting and UK gotchas

  • Lead quality. UK does not support manual lead credits. Use the Rate this lead feedback so Google learns, but build your own filters and scripts. Search Engine Land coverage
  • App change. Google retired the dedicated LSA mobile app in January 2025. Manage through the web or Google Ads app routes. Announcement summary
  • After-hours coverage. If you cannot sustain true 24/7, update your LSA hours. Nothing kills trust like unanswered midnight calls.
  • Service area too wide. Shrink to where you can attend within your promise.

What are people saying on Reddit?

Recent discussions highlight fake leads, comparison with Google Ads and how to structure campaigns: