Why Most Septic Marketing Plans Don’t Work (And Why It’s Not Your Fault)

If you run a septic business, you’ve probably felt this before.

You’re busy some weeks. The phone is ringing. Estimates are stacked up. Jobs are booked out.

Then suddenly it slows down.

Fewer calls.
More homeowners are just looking.
Jobs getting pushed out or lost to cheaper competitors.

And you start thinking:

• Do I need to run ads?

• Why isn’t my website doing anything?

• Where are all these other companies getting their work from?

You might have already tried a few things:

• Boosted a Facebook post

• Paid someone for a website

• Tested Google Ads

• Signed up for directories

But nothing really felt consistent. Nothing you could rely on.

That’s frustrating. And honestly, it wears on you.

Here’s the truth most contractors are never told.

It’s not that marketing doesn’t work.
It’s that you’ve never been shown how to build a real septic marketing plan.

Most septic companies are piecing things together. Random tactics. No structure. No system.

And when there is no plan, there is no predictability.

That is what we are going to talk about here.

What a Septic Marketing Plan Really Is (In Plain English)

A septic marketing plan is not some complicated document.

It is simply this.

A clear system that consistently turns homeowners in your area into calls, estimates, and jobs.

That is it.

A real plan answers questions like:

• Where are my leads coming from?

• Which services am I pushing the hardest?

• What happens after someone fills out a form or calls?

• How do I make sure I do not lose easy jobs?

If you can answer those clearly, you have a plan.

If you cannot, you are guessing.

Define Your Service Area and Ideal Septic Customer

Most contractors skip this, and it costs them.

You cannot market to everyone.

You need to get specific:

• What counties or towns do you actually want to work in?

• How far are you willing to travel?

• What types of properties do you prefer?

Now think about your ideal customer:

• Homeowners instead of commercial

• Rural or suburban

• New construction or repair and replacement

For example:

We focus on homeowners within 45 minutes who need septic replacements or repairs.

That level of clarity makes everything else easier.

Choose the Most Profitable Septic Services to Focus On

Not all jobs are equal.

Some keep you busy.
Some actually grow your business.

Your septic marketing plan should focus on high value services first, like:

• Septic system replacements

• New installations

• Drain field repairs

• Failing system inspections

If your marketing only brings in pumping jobs or low ticket work, you will stay stuck.

Ask yourself:

If I could fill my schedule with one type of job, what would it be?

That is what your marketing should lead with.

Build a Website That Turns Visitors Into Calls and Booked Jobs

A lot of septic websites look decent but do not perform.

They might:

• List services

• Show a few pictures

• Have a contact form

But they do not guide the homeowner to take action.

A strong website should:

• Clearly say what you do and where you do it

• Show real photos of your work and equipment

• Explain your services in simple terms

• Answer common questions like pricing and timelines

• Make it easy to call or book

Think about the homeowner landing on your site.

They are not impressed by the design.

They are thinking:

Can this company solve my problem and can I trust them?

Your site should answer that fast.

Set Up and Optimize Your Google Business Profile for Local Leads

If there is one thing every septic business should have dialed in, it is this.

Your Google Business Profile shows up when someone searches:

• septic company near me

• septic repair in your city

These are people who need help now.

To get the most out of it:

• Use your real business name and correct service area

• Add photos regularly from real jobs

• Ask for reviews after every completed job

• Respond to reviews

• Keep your services updated

The companies that show up at the top treat this like an asset, not a one time setup.

How to Use Google Ads in Your Septic Marketing Plan

Google Ads is one of the fastest ways to generate leads.

But it has to be done right.

The goal is simple.

Show up when someone is actively searching for your services.

Examples:

• septic tank replacement cost

• septic repair near me

• new septic system installation

These are homeowners ready to take action.

A good setup includes:

• Targeting the right keywords

• Limiting your service area

• Writing clear and direct ads

• Sending traffic to the right page

When done right, Google Ads can become one of the most predictable parts of your marketing.

When to Use Facebook Ads (And When to Avoid Them)

Facebook works differently.

People are not searching. They are scrolling.

So your approach needs to adjust.

Facebook works well for:

• Generating awareness

• Offering inspections or consultations

• Staying top of mind

It does not work well if you expect instant high ticket jobs every time.

A simple example:

Free septic inspection and quote this week in your area.

That gets attention.

But here is the key.

You need a follow up system, because not every lead is ready right away.

Create a Septic Offer That Gets Homeowners to Take Action

Most septic websites say something like:

Contact us for a quote.

That is weak.

Homeowners are unsure and cautious.

A better approach is to give them a reason to act:

• Free consultation

• Fast quote turnaround

• Clear pricing expectations

• Limited availability

You are not discounting your work.

You are making it easier for them to take the next step.

Build a Follow Up System So You Do Not Lose Good Leads

This is where a lot of jobs are lost.

Someone fills out a form and:

• You call once and they do not answer

• You forget to follow up

• They go with someone else

It happens all the time.

A strong system includes:

• Immediate text message after form submission

• Quick call attempts

• Email reminders

• Multiple follow ups over several days

Most jobs are not lost because of price.

They are lost because someone else followed up faster.

Track Your Leads and ROI Without Overcomplicating It

You do not need complex systems.

You just need to know:

• How many leads came in

• Where they came from

• How many turned into jobs

A simple setup works:

• Call tracking

• Form tracking

• Basic CRM or spreadsheet

If you do not know what is working, you cannot improve it.

Use Reviews, Photos, and Proof to Build Trust Fast

Homeowners choose who they trust.

And trust is built online through:

• Google reviews

• Before and after photos

• Job site videos

• Clear explanations

If a homeowner sees strong reviews and real work, you are already ahead.

The Biggest Mistakes in a Septic Marketing Plan That Cost You Jobs

We see these all the time:

• Trying too many things at once

• Targeting too large of an area

• Focusing on low value services

• Having no follow up system

• Expecting instant results

A good plan is simple and focused.

Example of a Simple, Effective Septic Marketing Plan

Here is what a solid setup can look like:

• Optimized Google Business Profile

• Website built for conversions

• Google Ads targeting high intent searches

• Facebook Ads offering consultations

• Automated follow up system

• Review collection process

Simple, but powerful when done consistently.

How Long It Takes for a Septic Marketing Plan to Start Working

This is important.

• Google Ads can generate leads quickly

• Google Business Profile builds over time

• SEO takes longer but compounds

• Facebook Ads require testing

Most businesses see traction within 30 to 90 days.

Consistency is what makes it work long term.

Should You Build Your Own Plan or Hire a Marketing Company

You can build this yourself.

But it takes time, testing, and consistency.

If you are already busy running jobs and managing your team, it can be hard to do both.

At Excavation Marketing Pros, we have seen that every septic business is different.

Different goals. Different service areas. Different priorities.

That is why the best plan is not a template.

It is a system built around your business.

Final Thoughts: Building a Septic Marketing Plan You Can Rely On

This is not about doing more marketing.

It is about building a system you can count on.

A system where:

• Leads come in consistently

• You know where they are coming from

• You are not scrambling during slow weeks

When your marketing becomes predictable, everything else gets easier.

Hiring. Scheduling. Growth.

And most importantly, peace of mind knowing where your next job is coming from.