Key figures
- searches for “plombier” per month in France
- 60,500
- searches for “plombier” per month in France
- Google reviews for the median listing
- 63
- Google reviews for the median listing
- Study average: 27
- median score of the 63 sites analysed, out of 100
- 78
- median score of the 63 sites analysed, out of 100
- Study average: 71
How customers search for a plumber
“Plombier” is typed 60,500 times a month in France, almost always with a city: 9,900 searches for “plombier paris”, 6,600 each for Lyon, Marseille and Toulouse. These are emergency or quote searches, made on a phone, often by someone who calls the first credible number.
The price of an ad click confirms it: €14.02 on average for “plombier paris”. Every call won through the Google Business Profile or the website, without advertising, is worth that much.
| Google search | Searches / month | Cost per ad click |
|---|---|---|
| plombier | 60,500 | €8.42 |
| plombier paris | 9,900 | €14 |
| plombier lyon | 6,600 | €5.84 |
| plombier marseille | 6,600 | €11 |
| plombier toulouse | 6,600 | €5.56 |
| plombier bordeaux | 5,400 | €11 |
| plombier nantes | 4,400 | €6.88 |
| plombier lille | 3,600 | €8.13 |
| plombier près de moi | 140 | n/a |
| site internet plombier | 70 | n/a |
| référencement plombier | 10 | n/a |
What Google shows for “plombier lyon”
Survey of 18 October 2026: the Google Maps card block (local pack) takes the top of the page, with an answer generated by Google’s AI (AI Overview). Below these blocks, the first 5 standard results visible are: lesbonsartisans.fr (directory), youtube.com (platform), plomberie-sanitaire.net (directory), network or quote generator, instagram.com (platform).
- Answer generated by Google’s AI
- Google Maps local pack
- 1lesbonsartisans.frdirectory
- 2youtube.complatform
- 3plomberie-sanitaire.netdirectory
- 4—network or quote generator
- 5instagram.complatform
What we measured on 63 plumber websites
We collected the top 81 Google Maps listings for “plombier” in Lyon and Paris, then ran each of the 63 websites belonging to these businesses through our free analysis. 15% of listings show no website at all and 1% only link to a platform (sites.google.com).
75% of plumber websites have no llms.txt file
Share of sites failing the check, compared with the average across the study’s 24 trades and 7 cities.
Have no llms.txt file: 75% ; Have no FAQ on the home page: 68% ; Do not describe the business in structured data: 65% ; Have no enquiry form on the home page: 54% ; Do not have a meta description of 70 to 165 characters: 38% ; Do not have a page title of 25 to 65 characters: 30% ; Do not have a single H1 saying what the business sells: 30% ; Have fewer than 10 internal links on the home page: 27% ; Have fewer than 400 words on the home page: 25% ; Have no clickable phone number or WhatsApp on the home page: 25% ; Have no share preview (Open Graph): 21% ; Do not publish a sitemap: 16% ; Do not declare a canonical URL: 16% ; Leave more than 20% of their images without a description: 13% ; Are not on HTTPS: 6% ; Do not declare their language: 5% ; Block at least one AI assistant in their robots.txt: 2% ; Block Google in their robots.txt: 2% ; Are not mobile-friendly (no viewport tag): 0%.
| Check | Plumbers | Study average |
|---|---|---|
| Have no llms.txt file | 75% | 80% |
| Have no FAQ on the home page | 68% | 81% |
| Do not describe the business in structured data | 65% | 55% |
| Have no enquiry form on the home page | 54% | 48% |
| Do not have a meta description of 70 to 165 characters | 38% | 50% |
| Do not have a page title of 25 to 65 characters | 30% | 41% |
| Do not have a single H1 saying what the business sells | 30% | 45% |
| Have fewer than 10 internal links on the home page | 27% | 26% |
| Have fewer than 400 words on the home page | 25% | 40% |
| Have no clickable phone number or WhatsApp on the home page | 25% | 39% |
| Have no share preview (Open Graph) | 21% | 28% |
| Do not publish a sitemap | 16% | 18% |
| Do not declare a canonical URL | 16% | 21% |
| Leave more than 20% of their images without a description | 13% | 21% |
| Are not on HTTPS | 6% | 4% |
| Do not declare their language | 5% | 6% |
| Block at least one AI assistant in their robots.txt | 2% | 2% |
| Block Google in their robots.txt | 2% | 1% |
| Are not mobile-friendly (no viewport tag) | 0% | 5% |
Source: FindMyCompany scanner, 63 sites scanned on 18 October 2026.Read the method
| City | Maps listings | Sites analysed | Median score | Reviews (median) |
|---|---|---|---|---|
| Lyon | 40 | 29 | 74 | 72 |
| Paris | 41 | 34 | 81 | 51 |
The mistakes that cost plumbers customers
A home page that names neither the trade nor the city
30% of plumbers’ sites have no usable page title and 30% have no main heading that says what they do. Plumbers fail less often than the average of all trades on this point. Google has to guess that this is a plumber, and in which city.
No tappable phone number
A customer with an emergency calls from their phone. 25% of the sites analysed have no direct call link on the home page: they have to copy the number, or go back to Google, where the competitor is waiting.
Nothing for AI or for structured data
65% of the sites do not describe the business in structured data (service area, opening hours, phone). Yet these are the facts Google and AI assistants reuse to answer “plombier ouvert le dimanche près de chez moi” (plumber open on Sunday near me).
Priority actions
Complete the Google Business Profile
Primary category “Plumber”, real secondary categories (heating engineer, drain unblocking), service area, exact emergency hours, photos of recent jobs.Ask for a review after every job
By text message with the profile link, the same day. Google allows you to ask for reviews, not to buy or filter them.Write one page per service
Water leaks, water heaters, drain unblocking, bathrooms: each with its real indicative prices, lead times and the area covered.Make the phone number a call link
At the top of every page, plus a three-field form for non-urgent quote requests.Describe the business in structured data
Plumber type, address, area, opening hours, phone, identical to the Google Business Profile.
Frequently asked questions
Does a plumber need one page per city?
Only for the areas actually covered, with content specific to each one (lead times, jobs done, access). Dozens of identical pages where only the city changes are what Google classes as low-value content.
Are call-out platforms better than a website?
They bring in requests for as long as you pay them. A well-worked website and Google Business Profile bring direct calls, with no commission, and they remain yours.
How long does it take to climb in Google Maps?
The profile can be fixed in a day; the effects of reviews and new pages are generally measured over a few weeks to a few months, depending on competition in the city.
Method
Google Maps results (up to 100 listings) for the trade’s search query, centred on the city, collected via OpenSEO on 18/10/2026. Free website analysis (lib/audit.js): home page, robots.txt, sitemap.xml, llms.txt. No paid tools. Listings without a website, platform pages (Doctolib, Planity, Facebook, Instagram, Google Sites…) and network pages appearing 3 times or more: counted in the listings, not in the sites analysed. The score out of 100 is the tool’s own, which also counts server response time (4 points out of 100). Server response times are not published: they were measured from outside France and do not reflect what a visitor in France sees. No business name or website address is published: only aggregated statistics.
Search volumes: Average monthly search volumes on Google, France, French language, Google Ads data via OpenSEO (DataForSEO). CPC = estimated average cost of an ad click, in euros.
The data covers businesses in France (websites and Google Maps listings in French cities), and searches and volumes are from Google France.