Creating a Marketing Plan to Grow Your Excavation Company

1. Why Most Excavation Companies Struggle to Get Consistent Leads

Let’s be real—running an excavation company isn’t easy. You’re managing equipment, crews, schedules, weather, bids, and customers who want everything done yesterday. And on top of all that, you’re supposed to somehow keep the phone ringing?

If you’ve ever found yourself asking, “Why am I not getting more calls?” or “Where are the good jobs hiding?”—you’re not alone.

Most excavation business owners didn’t get into this line of work to become marketing experts. You built your company the old-fashioned way—by working hard and doing great jobs. And for a while, that was enough.

But times changed.

Homeowners don’t just ask their neighbors anymore. They search online. And if your company doesn’t show up when and where they’re looking, you lose out—sometimes to contractors who are less qualified, but better at marketing.

That’s not right. And it’s exactly why we wrote this guide.

2. What a Real Marketing Plan Looks Like for a Dirt Work Business

A marketing plan isn’t just a bunch of ads or a fancy website. It’s a system.

One that works together—day and night—to bring in the kind of jobs you actually want.

Here’s what it should include:

• A website that works like your top salesman
  
  

• A Google Business Profile that shows up in maps
  
  

• A way to run simple ads to the right people
  
  

• A tracking system to know where your best leads come from
  
  

• A monthly plan you can actually follow (or delegate)
  
  

This isn’t about chasing shiny objects. It’s about building something solid, repeatable, and tailored to your business.

3. Start with the End in Mind: What Kind of Jobs Do You Want?

Before we talk about websites or ads, let’s talk about directions.

Do you want:

• More septic installs?
  
  

• Bigger land clearing jobs?
  
  

• Driveways and grading work?
  
  

• Residential or commercial clients?
  
  

If your answer is “everything,” that’s fine for now—but the best marketing plans get specific. Because when you know what kind of work you want, you can target your messaging, pricing, and even location-based ads much better.

Trying to talk to everyone means you end up getting no one’s attention. Speak directly to your best customer, and the right ones will come.

4. Know Your Ideal Customer: Who’s Actually Looking for You?

Homeowners aren’t thinking about “excavation.” They’re thinking about their new home, a failing septic system, a muddy driveway, or water pooling in the yard.

That means your marketing needs to speak their language.

Your ideal customer might be:

• A new homeowner who just bought land
  
  

• A retired couple looking to replace their septic system
  
  

• A busy parent trying to fix a flooded backyard before summer
  
  

If your ads and website talk too much like a contractor and not enough like a problem-solver, you’re going to lose their interest. Keep it simple. Focus on the outcome. Show you understand what they’re going through.

5. The Power of Your Website: Turning Visitors Into Calls

Your website is not just a digital business card. It’s a 24/7 salesperson.

Ask yourself:

• Does it load fast?
  
  

• Does it work on a phone?
  
  

• Can someone call or request a quote within 10 seconds?
  
  

• Do the photos and wording match the kind of work you want?
  
  

You don’t need a giant, complicated site. You need a clean, clear website that earns trust and gets people to act.

Bonus tip: Use real photos from your job sites. Homeowners don’t want stock images—they want to see your crew doing real work in their area.

6. Google Maps, Reviews, and Local SEO: Be Where Homeowners Are Searching

When someone types “septic contractor near me” or “driveway excavation in [your town],” you want to show up in the top 3 results on Google Maps.

To do that, you’ll need:

• A fully filled-out Google Business Profile
  
  

• Consistent 5-star reviews (with photos if possible)
  
  

• Jobsite photos uploaded monthly
  
  

• Local service pages on your website
  
  

• A strategy to ask happy customers for reviews
  
  

This isn’t optional anymore. Showing up on maps is one of the easiest ways to get high-quality leads—people who are ready to hire and just want to know who to trust.

7. Paid Ads Done Right: How Facebook and Google Bring Fast Results

Word-of-mouth is great, but it’s not predictable.

If you want steady leads, you’ll want to mix in some paid advertising—like Facebook or Google ads.

But here’s the trick: Don’t overcomplicate it.

You don’t need dancing videos or viral memes. You need simple:

• Before/after shots
  
  

• Short clips of your team working
  
  

• Job walkthroughs with your voice explaining what’s being done
  
  

When we run Facebook and YouTube ads for contractors, we target the right zip codes, the right types of people (like homeowners), and we offer something useful—like a free estimate or a quote with helpful advice.

That’s it. Keep it honest, helpful, and direct.

8. Don’t Just Hope—Track Your Calls, Leads, and Jobs

If you’re spending money or time on marketing but not tracking what’s working, you’re flying blind.

You should be able to answer:

• How many phone calls came in this week?
  
  

• Which ones turned into paying jobs?
  
  

• What service was booked most often?
  
  

• Which town or neighborhood is the hottest right now?
  
  

Tools like call tracking, form tracking, and lead dashboards make it easy. And no, you don’t need to be a tech wizard. We help our clients set these up once, and then they always know where their best leads come from.

9. How to Keep the Pipeline Full Year-Round

Every contractor fears the slow season.

The good news? You don’t have to shut down when the weather turns.

Here’s how you stay booked:

• Keep running awareness ads year-round, even if only lightly
  
  

• Stay visible with monthly blog posts or new photos
  
  

• Offer seasonal services like drainage, trenching, or snow prep
  
  

• Use email/text follow-ups to keep past customers in the loop
  
  

A consistent marketing plan means fewer dry spells. It also means you can start filling next month’s calendar instead of scrambling at the last minute.

10. Building a Plan You Can Actually Stick To

Let’s face it—no one wants to add “marketer” to their already full job title.

That’s why your marketing plan should be simple, realistic, and systemized.

Here’s a sample monthly rhythm:

• Week 1: Add new photos from last month’s jobs
  
  

• Week 2: Request reviews from recent happy customers
  
  

• Week 3: Post one local update or blog (we can help with this)
  
  

• Week 4: Review call tracking numbers and leads
  
  

With the right partner, this takes less than 2 hours a month. And over time, it snowballs into something that runs itself—bringing in better jobs, better customers, and better margins.

11. Final Thoughts: You Handle the Dirt, We’ll Handle the Growth

You got into this business because you love working with your hands, running equipment, and seeing land transformed. Marketing? Not so much.

That’s where we come in.

We’re not some giant agency. We’re a focused team that specializes in marketing for excavation businesses.. We know your customers. We know your world. And we know how to get your phone ringing with the kinds of jobs you actually want.

If your business is ready to grow—but your leads aren’t keeping up—it’s time for a better plan. Ready to grow? Let’s talk and see if we’re a good fit.