How to Market Your Excavation Business This Summer

Why Summer Is Prime Time for Excavation Work (And Why Most Contractors Miss Out)

Let’s be honest. Summer should be your busiest season.

Homeowners are planning big projects. Builders are working double-time to get things done before fall. The weather’s in your favor. Yet, here you are—maybe still trying to “get your name out there” while your crew waits for the next job to come in.

Here’s the truth: just because it's summer doesn’t mean the work will magically show up. You have to market smart—or risk watching another busy season pass by with too many slow weeks and too few calls.

At Excavation Marketing Pros, we’ve seen this over and over. Contractors with good reputations, solid crews, and the right equipment—still struggling to stay booked solid. Why? Because they’re either stuck relying on word-of-mouth or throwing money at ads that don’t work.

It’s frustrating, and you’re not alone.

Let’s walk through what actually works to get high-quality excavation leads this summer—without wasting time or draining your bank account.

The Problem: Leads Drying Up or Going Nowhere

You’ve probably been here before:

• You run an ad and crickets.
  
  

• You get leads, but they’re price shoppers who never call back.
  
  

• Your phone rings, but the caller “just wanted a quote” and ghosts you.
  
  

• You spend hours chasing people who “aren’t ready yet.”
  

Sound familiar?

We hear this every week from excavation contractors who come to us. The good news? It’s fixable. The key is focusing on the right marketing for your business—not just doing what everyone else is doing.

What’s Actually Working Right Now (Not Just in Theory)

Let’s get to the point: here’s what’s working this summer for excavation contractors who want more of the right kind of jobs—and less wasted time.

These strategies work because they’re built around how homeowners actually search for excavation services today. And no, you don’t need a massive budget or a big marketing team.

Let’s break it down.

The Power of Local SEO: Show Up Where Homeowners Are Searching

Think about the last time you searched for a service. Did you go to page 2 of Google? Probably not.

Homeowners looking for “excavation near me” or “septic system install” want someone nearby—and they want to see real results fast.

Here’s what to do:

• Google Business Profile: If you’re not showing up in the map pack (those top 3 listings under the map), you’re missing easy local calls. Make sure your profile is claimed, updated, and packed with good photos and 5-star reviews.
  
  

• On-Page SEO: Your website needs to clearly say what you do and where you do it. List your services, your city and nearby towns, and answer common homeowner questions. Example: “How much does excavation cost near [Your City]?”
  
  

• Fast Site, Clear Calls-to-Action: Your site should load fast, work on mobile, and have easy buttons like “Call Now” or “Get a Quote.” Don’t make people guess what to do next.
  

Done right, this alone can bring in leads every week—without paying for ads.

Google Ads Without the Guesswork: How to Get Clicks That Turn Into Jobs

Now let’s talk about paid ads—the right way.

Too many contractors “boost a post” on Facebook or run Google ads with no real plan, then wonder why it didn’t work.

Here’s how to win with Google Ads:

• Use Buyer Keywords: Focus on people searching “excavation contractor [city]” or “septic install near me.” These folks are ready to hire, not just browsing.
  
  

• Simple Landing Page: Send clicks to a page with one goal—get them to call or fill out a form. No distractions. No fluff.
  
  

• Track Everything: You should know which ads lead to real jobs. Set up call tracking or have your web guy do it. Otherwise, you’re flying blind.
  

Pro Tip: Start small—$20–$50/day—and scale up once you see leads converting into booked jobs.

Facebook Ads That Actually Work for Excavation (And What to Avoid)

Facebook isn’t just for funny dog videos. Homeowners are there—scrolling during lunch or after dinner. But most excavation ads flop.

Why? They’re too generic or too salesy.

Here’s what works:

• Photo or Video of a Real Job: Show your crew in action. Before/after of a project. A short 10-second clip of your dozer working. Real stuff.
  
  

• Simple Offer: “Need a new septic system before fall? Call now for a free site check.” Keep it casual but clear.
  
  

• Target Right: Aim for homeowners in your service area. Exclude renters. Focus on age 30+ with interests like home improvement, rural living, etc.
  

And please—don’t just “boost a post.” Use Facebook Ads Manager and run a proper campaign.

Automate the Follow-Up: How to Win More Jobs Without Chasing Leads

Here’s a hard truth: most leads are lost due to slow follow-up.

If someone calls or submits a form and doesn’t hear back fast—they’re gone.

You need a system that follows up immediately—without you being glued to your phone.

What works:

• Auto Text & Email: Send a “Thanks for reaching out” message instantly. Offer to book a call or site visit. Let them reply.
  
  

• Reminders: If they don’t answer, follow up in a day or two. Many jobs are won just by staying on top of leads.
  

We set this up for our clients and they tell us it’s a game-changer. It’s like having a sales assistant who never sleeps.

Budget Smarter: How to Market Without Wasting Money

We get it. Marketing can feel like burning cash if you’re not careful.

Here’s how to keep your spend tight and your leads strong:

• Track Cost per Lead: If you spend $500 and get 10 leads, that’s $50/lead. Know your numbers.
  
  

• Know Your Close Rate: If you book 1 job from 5 leads, you’re at 20%. Now you can predict how much you need to spend to get a job.
  
  

• Cut What Doesn’t Work: If ads or mailers aren’t bringing ROI, stop. Put money into what’s getting you real calls and jobs.
  

Final Thoughts: Marketing That Works for Your Business, Not Just Any Business

Every excavation business is different. What works in rural Texas might not work in suburban Ohio.

That’s why at Excavation Marketing Pros, we don’t do cookie-cutter plans. We’re obsessed with customizing what works for you—based on your area, your services, and your goals.

We’re not a big agency. We’re a team that knows excavation inside and out—and we care about helping you grow without wasting your time or money.

This summer, don’t just wait for leads to show up. Take control of your marketing, and let’s turn those hot months into your biggest season yet.

Want help building a simple, smart marketing plan for summer?
We’re happy to chat and see if we’re a fit. No pressure. Just honest advice that helps you win more jobs.

👉 Book a Free Strategy Call