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The excavation industry has been underserved for too long when it comes to quality marketing that drives consistent results to the bottom line. See the difference partnering with an excavation marketing agency that's dedicated to your business. Do you really want the "generalist marketers" to trial and error on your dime?

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Maximize Your Marketing Budget: Digital Strategies That Lower Lead Costs for High-Value Excavation Projects

Maximize Your Marketing Budget: Digital Strategies That Lower Lead Costs for High-Value Excavation Projects

November 01, 20247 min read

Maximize Your Marketing Budget: Digital Strategies That Lower Lead Costs for High-Value Excavation Projects

Introduction: The Challenge of Marketing High-Value Excavation Services

If you're an excavation contractor, you know that landing high-value projects—like full-site grading for new homes or large-scale land clearing—can significantly boost your bottom line. But getting those premium leads isn't easy, and it often feels like you're spending more on marketing than you're getting back in return. It’s frustrating to pour money into ads, SEO, and other campaigns only to see minimal results or attract the wrong kind of clients.

At Excavation Marketing Pros, we understand the pressure you face to get the best ROI on your marketing spend. We’re a small firm, but we’re big on customizing strategies to fit each client's unique needs. In this article, we’ll share practical digital strategies to help you lower your lead costs while still attracting high-value excavation projects. Let’s dive in and explore how you can stretch your budget without sacrificing quality.

Why Lowering Lead Costs Matters for Your Business

The Impact of Lead Costs on Profit Margins

Marketing can be one of your biggest business expenses, and if your lead costs are too high, it eats into your profit margins. When you’re aiming for high-value projects, it’s not just about getting as many leads as possible; it’s about getting the right leads at the lowest cost. Lowering your lead costs allows you to reinvest savings into other areas, like equipment upgrades or employee training, which further enhances your service.

How Lower Lead Costs Allow for Better Resource Allocation

When you can reduce your lead costs, it frees up funds for other parts of your business. Instead of blowing your entire budget on expensive ad campaigns, you can diversify your approach, use multiple channels, or even try new strategies that you may not have considered before. This way, your marketing dollars work smarter, not harder.

Digital Strategies to Maximize Your Marketing Budget

Using SEO to Drive Free, Targeted Traffic

Search Engine Optimization (SEO) helps your website rank higher in search results, making it easier for homeowners to find you without paying for each click. Targeting high-intent keywords like “foundation excavation for new home” or “land grading in [Your City]” can help bring in visitors who are actively looking for the services you provide.

Local SEO is particularly important for excavation contractors. Optimizing your website for local searches ensures that when someone nearby searches for "excavation contractor near me," your business shows up. Make sure your website is optimized with local keywords, your Google Business Profile is up to date, and you’re earning quality backlinks from other local businesses.

PPC advertising, like Google Ads, allows you to target specific keywords and locations, so your ads reach the right audience. However, it’s easy to burn through your budget if your campaigns aren’t set up correctly. To make PPC work for high-value excavation projects, focus on long-tail keywords with less competition, such as “site preparation for luxury homes” instead of just “excavation services.”

Use negative keywords to prevent your ads from showing up in irrelevant searches, and always track the performance of your campaigns. By regularly optimizing your ads based on what works, you can lower your cost-per-click (CPC) and maximize your budget.

Here is a webinar about how to maximize your PPC on Google.

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Social Media Marketing for High-Value Projects

Social media isn’t just for sharing pictures of your latest project. It’s a powerful tool for reaching homeowners who may be considering big construction or landscaping projects. Use platforms like Facebook and Instagram to showcase your expertise, share before-and-after photos, and post content that educates your audience. Paid social media ads can also be targeted by location, interests, and even homeowner demographics, allowing you to get the most value from your advertising budget.

Creating High-Quality Content That Attracts Premium Leads

How to Use Educational Content to Capture Interest

High-value clients often do their homework before reaching out. They want to understand the process, know what to expect, and learn about potential challenges. Creating educational content that answers their questions can help establish you as an expert. Blog posts like “How to Prepare Your Land for a New Build” or “Understanding the Costs of Foundation Excavation” can attract visitors who are actively searching for information related to their project.

The Role of Videos, Guides, and Case Studies

Video content can be especially effective in showcasing your expertise. Short videos demonstrating your equipment, explaining excavation processes, or showing completed projects can build trust. Case studies that detail past projects, including the challenges you overcame and the results you achieved, can also persuade potential clients that you’re the right choice for their job.

Repurposing Content Across Channels to Save Money

You don’t need to create new content for every platform. Repurpose your blog posts into social media snippets, turn videos into infographics, or use client testimonials in email newsletters. This approach ensures you get the most out of each piece of content while reaching your audience on different platforms.

Improving Conversion Rates with Better Lead Management

Why Quick Follow-Up Matters

When a potential client contacts you, they’re likely reaching out to multiple contractors. If you don’t respond quickly, you risk losing the job to someone else. Even if you can’t provide a detailed quote right away, acknowledge their inquiry promptly and let them know you’ll follow up soon.

Tools and Techniques to Streamline the Lead Management Process

Use Customer Relationship Management (CRM) software to track leads, follow-ups, and communications. Tools like automated email responders can help you stay on top of inquiries and make it easier to manage multiple leads. This ensures that no potential client falls through the cracks.

Nurturing Leads Through Email and Remarketing

Not every lead will convert immediately. For those who need time to make a decision, continue engaging them with useful content through email newsletters or remarketing ads. Share articles, project updates, or even limited-time offers to keep them interested and remind them of the value you bring.

Tracking Performance and Making Data-Driven Adjustments

Key Metrics to Monitor for Lowering Lead Costs

Track metrics like cost per lead, conversion rate, and return on ad spend (ROAS) to understand which strategies are delivering the best results. If a campaign isn’t generating high-quality leads, make adjustments, such as refining your targeting or testing new ad copy.

How to Use A/B Testing to Improve Your Campaigns

A/B testing involves running two variations of an ad, landing page, or email to see which one performs better. Try different headlines, images, or calls to action to determine what resonates most with your audience. Use the insights gained from A/B testing to optimize future campaigns and maximize your budget.

Adapting Your Strategy Based on What’s Working

Marketing isn’t a one-size-fits-all approach, and what works for one contractor may not work for another. Regularly review your marketing efforts, make data-driven changes, and don’t be afraid to shift your budget to the strategies that yield the best results.

Stretching Your Budget with Local SEO and Google Business Profile

Why Local SEO Is Critical for Excavation Contractors

Local SEO helps you target homeowners in your area who need excavation services. If your business ranks high in local search results, you’re more likely to attract high-value leads who are ready to start their project.

Optimizing Your Google Business Profile for Better Visibility

Ensure your Google Business Profile is complete with accurate business information, photos of recent projects, and positive customer reviews. Regularly update your profile to reflect changes in hours or services, and encourage clients to leave reviews, as these can significantly boost your local rankings.

Encouraging Reviews and Using Them to Boost Your Rankings

Reviews build trust and can impact your search engine rankings. Make it a habit to ask satisfied clients for reviews, and respond to feedback—both positive and negative—to show that you value your customers' opinions.

Conclusion: Making Your Marketing Budget Work Harder for High-Value Leads

Digital strategies like SEO, PPC, and social media marketing are powerful tools for reducing lead costs and maximizing your marketing budget. By focusing on targeted approaches, creating quality content, and continuously optimizing your campaigns, you can attract high-value leads without overspending.

At Excavation Marketing Pros, we’re passionate about helping contractors get the most out of their marketing budget. We may not be the biggest agency out there, but our customized approach delivers big results. If you’re ready to lower your lead costs and attract premium projects, let’s work together to maximize your ROI.


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Scott Andreasen

Scott Andreasen, runs Excavation Marketing Pros. An excavation contractor marketing firm specializing in helping excavation contractors to grow their businesses.

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You Want To Know The Difference?

  • You don't Need To Train Us On your Business.

  • You Will See results Fast.

  • You Will Have a Trusted partner.

excavation company marketing case study


"I have received value from Excavation Marketing Pros and would highly recommend them. Their online marketing has brought me in a tangible ROI with quality leads from Facebook, Google ads and SEO. I love using their sales pipeline and the organization of my new sales system. They do a great job keeping in contact with me on a regular basis and our communication has been clear. I would recommend them to any excavation companies serious about taking their business to the next level online.

Sincerely, William Wilson - Rockridge General Engineering & Excavation"

HOW CAN YOU DRIVE MORE REVENUE?

Get Found!

excavation company leads

You can sell more of your top residential money makers by effective excavation marketing for the services like the ones you see below.


What if your business started showing up in the search listings getting highly qualified traffic and leads for your premium services such as:

✔️Residential Excavation

✔️Driveways

✔️Pool excavations

✔️Backhoe work

✔️Concrete flatwork, driveways, sidewalks

✔️Daylighting/Underground utilities

✔️Paving

✔️Demolition

✔️Dirt & Gravel Road Construction

✔️Land Clearing/Forestry mulching

✔️Pond Excavation, Pond Construction

✔️Septic tank installations and repairs

✔️Septic Pumping

✔️Land Remediation / Land maintenance

✔️Lot clearing

✔️Site Work

✔️Road Grading

✔️Road Building

✔️Dozer work

✔️Full Site Preparation

✔️Site Reclamation

✔️Ditch and Berm construction

✔️Sewer Repairs

Based on the excavation services above there are literally hundreds of variations to show up for. All you got to do is tell us the jobs you want, let us do the rest including filtering out the jobs you don't want. Now that you got the idea, what if you compound all that new exposure in all your local surrounding areas where you operate...

Customer ROI Tracking!

Demolition leads

THE OLD WAY: "Yeah, I guess it's working because my phone rings sometimes."

THE NEW WAY: You will see PROOF, DOLLAR for DOLLAR where your leads are coming from, customers are coming from and your cost to acquire a new customer from each marketing channel along with YOUR TOTAL RETURN ON INVESTMENT! This way you can make smarter decisions with your business based on factual numbers .

When I ask: "So how many leads are coming from SEO or Facebook Ads or Google Ads or social media?"


The common answer most excavation company owners tell say is, "I got no idea." When asked, "How many new clients are coming from each marketing channel?" The response is almost always, "I got no clue."

Do you think you ought to know?

You will have set up for you the right systems for excavation contractors so you'll know EXACTLY where each client comes from, COST PER LEAD and ultimately your COST TO BUY A CUSTOMER FROM EACH MARKETING CHANNEL! Armed with that kind of information helps you make better decisions for your business with less stress and headaches.


Skyrocket Excavation Sales!

Land Clearing leads

Why should people hire your excavation company instead of your nearest competitor? The common answer we hear is, "Because I'm honest and provide a good service."


The thing is every excavation, demolition, septic, land clearing contractor and guy with a skid steer in your local area claims the SAME EXACT THING. What you need is a "USP." -Unique Selling Proposition.

Your story will be told to set yourself apart from the rest.


You'll be given proven CTAs "Calls To Action" based on current test data of what's working and the latest excavation marketing trends to compel your ideal dirt customers to want to hire you for the EXACT SERVICES YOU WANT TO SELL MORE OF!

"What If You Started Actually Showing Up For Your High Value Excavation & Septic Services That You Want To Do At Precisely The Exact Moment Your Potential Customer Wanted To Hire You?"

How Would That Impact Your Business?

Would you streamline your excavation business and only take on the projects you really want?

Would you hire another someone to replace yourself and free up your time?

Would you bring on another crew and expand?

Would you invest in more equipment?

Would you pay off your existing equipment?


INCREASE SALES WITHOUT THE STRESS HAVING TO MANAGE THE EXCAVATION MARKETING ON YOUR END.

Your Experts In Excavation Marketing👷

You want someone who knows the residential excavation or septic business... We get in, take action for you fast and produce the results you want based on your goals of where you're at and where you want to go.

pond leads for excavators

YOU OWN AN EXCAVATION COMPANY AND WANT MORE RESIDENTIAL OR COMMERCIAL PROJECTS. SO LET'S PUT TOGETHER A CUSTOM MARKETING STRATEGY FOR YOU TO GET THE RESULTS YOU REALLY WANT.

Excavation Company Marketing Strategies & Systems⚙️

Are you ready to take your Excavation Company to the next level? Lets discuss your goals and get to know you and your business. Then we will put together a custom and detailed Excavation Accelerator Blueprint specific to your needs. You keep the blueprint whether we're a match to work together or not. $397.00 Value - Free for a limited time!

Our Motto

marketing plan for excavation companies

If We Can't Make Your Excavation Company Money, We Don't Deserve Yours!

When you work with Excavation Marketing Pros® you'll see that we're results driven, straight to the point and get the job done. Here's what you'll love about us:

  • Fast Results, We'll Simply Plug You In To What Works... No Trial & Error!

  • Dedicated Account Manager... Unparalleled Customer Service Because We Love Our Customers & Treat Your Business Like it's Our Own.❤️😊

What Makes Us Different?

excvator ad copy

Proven PPC Ads For Excavation

Tapping in to the power of paid ads for excavation is a smart move. You'll have a carefully crafted a Google Ad campaign to get your phone ringing in days... not weeks or months.

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Bullseye Targeting For Your Ideal Clients

You can eliminate all the stress, trial and error for you... not to mention all the wasted time and money by trying "Generalist Marketers" or piecing together strategies on Youtube.

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Web & Lead Analytics

You'll always know where your next client is coming from and have a predictable system in place for getting your ideal excavation clients ON DEMAND.

excavation contractor SEO

Client Acquisition Analysis

Watch us lower your cost to acquire a new customer over the first 90 days using a methodical approach, data analysis and Artificial Intelligence. In plain English... You'll be able to see lower cost leads through smart decision making and systems for your business, which in turn generates a lower cost to acquire a customer. You'll be able to see the numbers and track all this in our Excavation Lead Connector App.

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Reputation Management Earns Excavation Companies

It's bidding a race to the bottom if your reputation doesn't hold weight! The stronger your reputation the more you can charge for your services. High ticket clients want to see a solid reputation before spending big money, right? So instead of bidding lower prices then your competitors to get jobs why not increase your profitability by proactively increasing your 5 Star Reviews? You'll have a have a unique & proprietary excavation reputation management system.

Excavation Contractor Marketing Services

Identifying Your Super Power Then Promoting it.

Every excavation business is unique with it's own strengths and weaknesses. In our first discovery call, You'll have a new identity that sets you apart from your competitors and know how to tell your story to attract clients. Get ready to skyrocket sales to new levels based on Unique Selling Propositions, Seasonal Promotions and Calls to Action that are guaranteed to yield a strong return on investment.

COMMON REASONS PEOPLE TALK THEMSELVES OUT OF BOOKING A CALL:

I Got Too Many Leads As Is... Ask yourself why you are really on this page? What brought you here? How many of those leads are quality? Do you like spending your valuable time and resources chasing tire-kickers sifting through to find the few gems? Could there be a different approach to save you time and money? The only way to know is to book a call and to talk about your concerns and goals.


I Do My Own Marketing In House: Why is that?

Is it the best use of your time as the CEO or for your in house team?
Do you like doing it? Is it profitable? Do you know your cost per lead? You would probably agree most excavation business owners are better equipped at doing excavation rather than marketing.


I Can't Grow Past Where I'm At/I Can Handle The Work I Got!: Mark Cuban said it best, "Sales Cures All Problems In Business." There's always pain in growth. With more income you can afford to hire the best talent for your business. The only way to get more income is to sell more services, buy better machines, invest in better systems and so on. One way to increase profitability and scale is by doing less excavation work. By actually restructuring your service offers based on your most profitable excavation services that you can knock out the fastest. By having us target your most profitable excavation work you can complete the fastest, you trim the fat and become a lean power house. If that makes sense, book a call with us.


How Long Will It Take To See Results Marketing My Excavation Company?: We can get most campaigns running in 7-10 business days. With some marketing like paid ads, the leads can start flowing in at that moment. But a transformation in your business will not happen over night. You'll see a custom plan based on your goals when you schedule your call.

I Tried A Marketing Agency Before/Lead Company/SEO Company [insert thing you tried here]: It's disappointing when that happens. Sorry to hear that. Did the company you worked with actually specialize in excavation and septic businesses? That's a major difference. They just aren't equipped because they don't have the specific data or experience in the industry like serving your type of business. So in turn they must trial and error everything on your dime... But not us!

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*Any and all guarantees will be discussed on our call and formalized in writing. Average time to setup of 2 business days depends on pre-existing client online assets, certain restrictions apply.