Frustrated magnets such as spin ice exhibit Coulomb phases, where correlations have power-law forms at long distances. Applied perturbations can cause ordering transitions which cannot be described by the usual Landau paradigm and are instead naturally viewed as Higgs transitions of an emergent gauge theory. Starting from a classical statistical model of spin ice, it is shown that a variety of possible phases and transitions can be described by this approach. Certain cases are identified where continuous transitions are argued to be likely; the predicted critical behavior may be tested in experiments or numerical simulations.