How Excavation & Septic Contractors Use Google Local Services to Get High-Quality Leads

If you're an excavation or septic contractor, chances are you're always looking for better leads, higher-quality customers, and a consistent flow of jobs. In today's online world, one of the most effective yet underutilized strategies is Google Local Services Ads (GLSA).

This workshop is hosted by Scott Andreasen of Excavation Marketing Pros, as featured in the Excavation Profits Podcast. Scott reveals exactly how contractors like you are using GLSA to appear at the top of Google searches, drive exclusive leads, and ultimately win more profitable work.

Here is the full podcast:

What Are Google Local Services Ads?

Google Local Services Ads are special listings that appear at the very top of Google when someone searches for terms like:

• "Excavation company near me"

• "Septic installation [city name]"

• "Land clearing contractors [state]"

These ads come with a Google Guaranteed badge, giving potential customers more trust and making it easier for them to call or message your business with one click.

Why GLSA Matters for Excavation and Septic Pros

• 87% of consumers search Google before hiring a local contractor.

• GLSA puts your business above the traditional ads and map listings.

• You only pay per lead, not per click.

• The leads are 100% exclusive to your business (not shared like on HomeAdvisor).

• Leads typically cost between $25 to $45, depending on your service and location.

This makes GLSA a high-ROI strategy for contractors serious about growth.

How to Set Up Google Local Services Ads

Step 1: Start the Application

Visit bit.ly/glsasignup to start your GLSA application. Google requires:

• A completed application

• Background checks (just the owner is usually fine)

• Proof of insurance

• A valid business license (depending on your state)

Step 2: Choose Your Job Types

Pick only the services you actually provide—but keep in mind that some related terms may bring valuable leads even if the language isn’t an exact match.

Step 3: Set a Budget

You control your weekly spend. For example:

• $500/week budget = up to 14 leads/week

• Pay only when a lead contacts you by phone or message

You can pause, increase, or decrease your budget at any time.

Ranking Factors: How to Show Up Higher

To win on GLSA, Google looks at:

• Proximity to the searcher

• Number and quality of your Google reviews

• Responsiveness (answering the phone within 20 seconds)

• Business hours

• Dispute rate (few or no customer complaints)

Pro tip: Use a real photo of yourself, not your equipment, as your primary image. People want to hire a person, not just a machine.

How to Maximize Results on GLSA

1. Fully Complete Your Profile
   Upload team photos, job site images, a business bio, license, and insurance documents.

2. Mark Jobs as Booked
   After a lead comes in, mark it as "booked" to signal to Google that you're active and converting leads.

3. Close Out Every Lead
   Disposition leads as booked, archived, or not converted. Don’t leave them open—it hurts your rankings.

4. Drive Verified Reviews
   After every job, click “Ask for Review” inside GLSA to send your customer a review request. More reviews = higher ranking.

5. Expand Slowly and Test
   Only use ZIP codes, counties, or cities—don’t check all three. Test one type first.

Real-World Results from Contractors

Contractors using GLSA with Excavation Marketing Pros have seen:

• $2.57M in CRM sales pipeline

• Over $800K in tracked leads

• CPL (cost per lead) far below PPC and HomeAdvisor

These results don’t happen overnight—but with the right setup and consistent follow-up, they’re achievable.

Common Mistakes to Avoid

• Using a company logo instead of a personal photo

• Ignoring lead disputes (you can get refunded for spam!)

• Letting leads go to voicemail—Google tracks this

• Overloading your profile with too many service areas

Bonus: The Full System for Online Growth

GLSA is one part of a complete online marketing strategy. Contractors getting the best results combine:

• A fast, conversion-focused website

• Google Business Profile optimization

• SEO content (like this!)

• Google PPC ads with retargeting

• Active social media and reputation management

• Email marketing for lead nurturing

What You Can Expect from Google Local Services Ads

Here’s what to expect once your ad goes live:

• A new call log inside your GLSA dashboard

• Leads marked with timestamps and caller info

• Option to categorize leads as “Booked,” “Archived,” or “Did Not Convert”

• Option to request reviews directly from the lead record

Be sure to track your results. GLSA includes basic analytics, but for in-depth performance tracking, connect your CRM or use tools like LeadConnector or HighLevel to tag, score, and track ROI by lead source.

Google Local Services is also designed to scale with you. As your reviews grow, your visibility improves, and you can increase your budget gradually as you gain confidence in your ability to convert leads into paying jobs.

Frequently Asked Questions (FAQs)

Q: What if someone calls about a service I don’t offer?
You can dispute the lead through the GLSA dashboard. Google often auto-detects and removes invalid leads before billing you.

Q: How long does it take to get approved?
Typically 1–3 weeks, depending on how fast you complete the background checks and upload documentation.

Q: What’s better—GLSA or Google Ads?
GLSA is generally more cost-effective for service businesses like excavation and septic. But the best approach is often using both together.

Q: Can I set hours so I only get calls during the day?
Yes, you can define your business hours in the GLSA settings to control when your ad is shown.

Next Steps: Want Help?

You can set up GLSA on your own using the steps above. But if you want expert support to maximize your return, Excavation Marketing Pros is here to help.

- Visit excavationmarketingpros.com/schedule to book a free strategy call.
- Or join our free Excavation & Septic Success Network on Facebook.
- Claim your free blueprint at excavationmarketingpros.com/reward

Final Thoughts

Google Local Services Ads are the fastest way to get high-quality excavation and septic leads online right now. If you want more jobs, better customers, and real results without wasting time, this is your next move.

Take action today—and if you want a proven team to help you scale, let’s talk.

Excavation Marketing Pros—Helping contractors like you grow smarter, not harder.