Why This Matters More Than Ever

You’ve got machines in the yard, bills to pay, and mouths to feed. But if your phone isn’t ringing, none of it matters.

Let’s be real: you didn’t start your excavation company to sit around waiting for leads that never show up… or worse, chasing tire-kickers who ghost you after the first call. And lately, it feels like what used to work just doesn’t anymore.

We get it. At Excavation Marketing Pros, we talk to contractors every day who are wondering:

• “Where did all the good leads go?”
  
  

• “Why am I getting more junk leads than jobs?”
  
  

• “Do I really need to spend $5,000/month on Google just to stay alive?”
  
  

If you’re feeling that, you’re not alone—and you’re not crazy. The truth is, some lead sources that were hot two years ago are totally dead now. And others? They’re on fire if you know how to use them right.

2. What Makes a Good Excavation Lead?

Before we start ranking, let’s define what a “good” lead actually is.

• They’re local and ready to hire
  
  

• They know they need excavation, not just “getting quotes”
  
  

• They can afford your service
  
  

• They actually show up and answer their phone
  
  

We’re not here to waste your time with tire-kickers or price shoppers. You want buyers, not browsers.

3. #1 – Google Local Services Ads (GLSA): Red-Hot and High-Intent

If you're not showing up in Google’s Local Services Ads, you're missing the easiest money out there.

These are the ads at the top with “Google Guaranteed” under your name. Customers trust them because Google backs it with their wallet. And best of all—you only pay if someone actually calls.

 Pros:

• High-quality leads
  
  

• Pay-per-call (not click)
  
  

• Easy to track ROI
  
  

 Cons:

• Competitive in some markets
  
  

• Requires reviews and profile optimization
  
  

➡️ Bottom line: This is the #1 lead source we recommend to all excavation contractors in 2025. It works.

4. #2 – Google Search Ads (PPC): Still Strong with the Right Setup

Still a powerhouse, but only if done right.

Google Search Ads put you in front of homeowners actively searching for things like “driveway excavation near me” or “septic system install contractor.”

 Pros:

• Gets you high-intent traffic fast
  
  

• Control your budget and area
  
  

• Great for testing different jobs
  
  

 Cons:

• Expensive if not dialed in
  
  

• Requires real skill to set up and manage
  
  

 PPC is great—but don’t do it without help. A poorly run ad account will eat your cash and ghost you.

5. #3 – Organic SEO & Your Website: The Long Game That Pays Off

If your website is buried on page 5 of Google, it might as well not exist.

Good SEO takes time, but once you rank, you get free leads. Every single month. No ad spend.

 Pros:

• Sustainable over time
  
  

• Builds your brand
  
  

• 24/7 visibility for services you offer
  
  

 Cons:

• Takes months to see results
  
  

• Needs content, updates, and backlinks
  
  

 Think of SEO like planting trees. It’s not for tomorrow, it’s for the next 10 years of growth.

6. #4 – Word of Mouth & Referrals: Alive But Not Enough

We love referrals. They’re easy to close and usually pay well. But let’s be honest—it’s not scalable.

If you’re relying only on word of mouth, you’re basically saying, “I hope someone randomly tells someone else about me.”

 Pros:

• Free
  
  

• High trust factor
  
  

 Cons:

• Can’t control volume
  
  

• Not predictable
  
  

 Use referrals as icing on the cake, not your whole meal.

7. #5 – Facebook Ads: Great for Awareness, Not Always for Buyers

Facebook is great for making your brand look big, running promotions, and showing before-and-after photos. But when it comes to actual leads, it’s hit or miss.

Most people scrolling Facebook aren’t looking for excavation—they’re just killing time. That means lower intent.

 Pros:

• Huge reach
  
  

• Great for brand awareness
  
  

• Good for retargeting and follow-up
  
  

 Cons:

• Leads often low quality
  
  

• Can get expensive fast
  
  

 Facebook should be part of your mix, but not your main source.

8. #6 – HomeAdvisor, Angi, and Thumbtack: Dying or Dead?

These platforms used to bring in work. Now? They bring in price shoppers, bad contact info, and competition that’s a race to the bottom.

We’ve heard it all:

• “They sold the same lead to 4 other guys.”
  
  

• “I spent $800 for one $400 job.”
  
  

• “I get ghosted constantly.”
  
  

 Pros:

• Sometimes still good in rural areas
  
  

 Cons:

• Expensive
  
  

• Lead quality is trash
  
  

• No loyalty or branding
  
  

 Unless you’re desperate, skip these. There are better ways.

9. #7 – Direct Mail & Flyers: Depends on Your Market

It still works in some towns, especially where older homeowners live and check their mailbox daily. But it needs to be done right:

• Big bold headlines
  
  

• Simple offer
  
  

• Easy way to call you
  
  

 Pros:

• Good for targeting by zip code
  
  

• Stays in the home longer than digital ads
  
  

 Cons:

• Hard to track ROI
  
  

• Expensive if not targeted
  
  

 Use mailers only if you’ve already dialed in your website, ads, and Google presence.

10. What’s Coming Next? Future Lead Sources to Watch

AI phone bots, YouTube Ads, and hyper-local SEO campaigns are starting to take off.

• AI bots can follow up faster than your team ever could
  
  

• YouTube ads let you tell your story and stand out
  
  

• Voice search optimization is rising fast (“Hey Google, who does land clearing near me?”)
  
  

 If you want to be ahead, not behind, now’s the time to explore.

11. How to Choose the Right Mix for Your Business

Here’s the truth: no one lead source will carry you forever.

The strongest contractors use a stacked system:

• GLSA for quick wins
  
  

• SEO for long-term growth
  
  

• PPC to stay top of mind
  
  

• Social media to build trust
  
  

• Follow-up systems to close leads fast
  
  

And they track everything.

If you don’t know which lead sources are working, you’re probably wasting money. We see it all the time.

12. Final Thoughts from Excavation Marketing Pros

At Excavation Marketing Pros, we don’t believe in cookie-cutter marketing. Every contractor we work with has a unique service area, crew size, and revenue goal. That’s why we customize every plan.

But this much is true for everyone:

• Leads are the lifeblood of your business
  
  

• The wrong source will suck your time and wallet dry
  
  

• The right one will grow your business without stress
  
  

Want help figuring out the best lead system for your excavation business?

We’re just a message away.