Frustration with Google Ads in the Wastewater Industry

You’ve invested in Google Ads, expecting a steady flow of leads for your wastewater business, but instead, your phone remains silent. The ad spend is piling up, and you’re wondering: Where are the customers?

We get it. Running a wastewater contracting business is already challenging enough without having to worry about marketing. You need real, paying clients—not just website visitors who click your ad and disappear. The good news? If Google Ads isn’t working, it’s not because advertising doesn’t work—it’s because something in your campaign is off. Let’s break down the common mistakes and how to fix them.

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1. Are You Targeting the Right Keywords?

Not all keywords bring in high-quality leads. Many contractors make the mistake of choosing broad, generic terms like “septic services” without considering the intent behind the search.

Common Keyword Mistakes:

• Too broad: Keywords like “septic system” could attract researchers rather than buyers.

• Too vague: Terms like “wastewater solutions” might not be what a homeowner actually searches for.

• Not using negative keywords: You could be wasting money on searches like “DIY septic installation” or “cheapest wastewater service”.

Fix It:

Use high-intent, local-focused keywords such as:

• “Septic tank pumping near me”

• “Emergency septic repair in [your city]”

• “Septic system installation cost [your city]”

And don’t forget to add negative keywords like DIY, free, jobs, salary to block irrelevant traffic.

2. Your Landing Page Might Be the Problem

A common mistake wastewater contractors make is sending ad traffic to their homepage instead of a dedicated landing page.

Why This Matters:

• Your homepage is too general. Visitors get distracted and leave.

• No clear call to action (CTA). If users can’t immediately find a way to contact you, they’ll move on.

• Slow loading times. A page that takes longer than three seconds to load loses over 50% of visitors.

Fix It:

Create a landing page that: ✔ Clearly explains your service and pricing. ✔ Has a strong call to action (CTA) like “Call Now for a Free Quote”. ✔ Loads fast and is mobile-friendly. ✔ Includes trust factors like customer testimonials and certifications.

3. Your Ad Copy Isn’t Compelling Enough

Your ad needs to grab attention fast. If your text is too generic, potential customers will scroll past it.

Common Ad Copy Mistakes:

• Boring, vague text: “We offer great wastewater services. Call us.”

• No urgency: “Available for all your needs” doesn’t push action.

• Not including keywords: If your ad doesn’t match the search query, Google ranks it lower.

Fix It:

Write compelling ad copy that:

• Speaks to pain points: “Backed-up septic tank? We can fix it today!”

• Creates urgency: “24/7 emergency service – Call now before it gets worse!”

• Uses numbers & offers: “$50 off first septic pumping – Limited time!”

4. Are You Targeting the Right Audience?

Google Ads allows for precise targeting, but many wastewater contractors waste money on clicks from the wrong people.

Fix It:

✔ Set location targeting to specific service areas, not the entire state. ✔ Exclude locations outside your reach. ✔ Use demographic targeting to reach homeowners, not renters. ✔ Run remarketing ads to people who previously visited your site.

5. Your Budget and Bidding Strategy Need Tweaking

If you’re running out of budget too quickly or not getting any clicks, your bidding strategy might be off.

Fix It:

✔ Start with Manual CPC (cost-per-click) bidding to control costs. ✔ Use Enhanced CPC to let Google adjust bids for better conversions. ✔ Increase bids for high-value keywords (e.g., “emergency septic repair”). ✔ Lower bids on broad keywords to avoid wasted spend.

6. Your Google Business Profile and Reviews Matter More Than You Think

Google Ads works better when paired with a strong online reputation. If your reviews are bad (or nonexistent), people will click away.

Fix It:

✔ Claim & optimize your Google Business Profile. ✔ Ask happy customers to leave a review. ✔ Respond to all reviews—good or bad. ✔ Add before-and-after project photos to your profile.

7. Tracking Conversions: Do You Know What’s Working?

If you don’t track results, you’re flying blind. Google Ads needs proper tracking to measure success.

Fix It:

✔ Set up Google Ads conversion tracking. ✔ Use call tracking to monitor phone leads. ✔ Track form submissions on your website. ✔ Use Google Analytics to see what’s driving real leads.

Conclusion: Turning Google Ads into a Lead-Generating Machine

If your Google Ads campaign isn’t delivering, don’t panic. Small adjustments can make a huge difference. Focus on: ✅ Using the right keywords and blocking bad ones. ✅ Driving traffic to a conversion-optimized landing page. ✅ Writing compelling, action-driven ads. ✅ Refining audience targeting and bidding strategies. ✅ Tracking every lead so you know what’s working.

At Excavation Marketing Pros, we specialize in helping wastewater contractors turn wasted ad spend into real, paying customers. Need help fixing your Google Ads? Let’s chat!