Why Most Contractors Struggle with Facebook Ads

You’re an excavation or septic contractor, and you know your services are essential. Homeowners need site prep, septic system installs, and drainage solutions, but finding the right customers online feels impossible.

Maybe you’ve tried Facebook Ads before—boosted a post, got a few likes, but no actual leads. It’s frustrating to spend money on ads that don’t work, and you start wondering if Facebook is even worth it.

We get it. At Excavation Marketing Pros, we specialize in helping excavation and septic contractors get real results with online marketing. The truth is, Facebook Ads can be a goldmine for contractors—if you know how to target the right people.

In this guide, we’ll show you exactly how to reach homeowners who need your services and turn clicks into paying customers.

Here is a webinar on how to maximize Facebook Ads

Understanding Your Ideal Customer Before Running Ads

Before you start running ads, you need to know exactly who your best customers are.

Who Needs Excavation & Septic Services?

✔ Homeowners building a new house
✔ People with failing or outdated septic systems
✔ Property owners dealing with drainage issues
✔ Farmers and ranchers needing land cleared or ponds dug

Key Homeowner Demographics

• Age Range: 30-60 (homeowners with disposable income)

• Location: Rural or suburban areas with private septic systems

• Property Type: Homes with large yards, landowners, or new construction sites

Common Problems They Have:

“My yard is flooding every time it rains.”
“My septic system is backing up—what do I do?”
“I need land cleared before I can build.”

The more you understand your customers, the better you can target them with Facebook Ads.

How Facebook’s Targeting Works for Contractors

Facebook allows you to target people based on their location, interests, and behaviors. Here’s how to dial in your audience:

The Best Facebook Targeting Options for Excavation & Septic Companies

✔ Homeowners (Not Renters!) – Facebook lets you target homeowners specifically.
✔ Location Targeting – Target people within 20-50 miles of your service area.
✔ Interests & Behaviors:

• Home improvement & remodeling

• DIY & home repair

• New homeowners

• Rural living & farming

Using these targeting options ensures your ads are shown to people who are likely to need excavation and septic services.

The Best Facebook Ad Strategies for Excavation & Septic Companies

There are different types of Facebook Ads, but these are the most effective for excavation and septic businesses:

1. Lead Generation Ads

These ads collect contact information directly on Facebook, making it easy for homeowners to request a quote.

2. Retargeting Ads

Ever visit a website and then see their ads everywhere? That’s retargeting. If a homeowner visits your website but doesn’t call, a retargeting ad can bring them back.

3. Lookalike Audiences

Facebook can take your best customers and find people just like them, helping you reach new leads who are most likely to hire you.

Writing Facebook Ads That Actually Convert

If your ad copy is weak, even perfect targeting won’t get results. Here’s how to write ads that make homeowners take action.

What Homeowners Care About

• “Will this solve my problem?”

• “How much does it cost?”

• “Can I trust this company?”

Example of a High-Converting Ad

Need a New Septic System? Get a Fast, Free Quote! 

Does your septic system back up after heavy rain? We install reliable septic systems designed to last 30+ years. Click below to get a free estimate today! 

[Get My Free Quote]

Key Takeaways:

✔ Speak directly to homeowners’ pain points
✔ Use simple, clear language
✔ Add a strong call to action (CTA)

The Right Ad Formats: What Works Best for Excavation & Septic Contractors

Not all ad formats work the same. Here’s what works best for contractors:

1. Carousel Ads (Multiple Images)

Great for showing different services (excavation, septic installs, drainage solutions).

2. Video Ads

Video ads (30-60 seconds) showcasing your work build trust faster than images.

3. Lead Form Ads

These allow homeowners to request a quote directly on Facebook without leaving the platform.

Budgeting and ROI: How Much Should You Spend on Facebook Ads?

Facebook Ads can be affordable when done right.

Small Budget: $500/month – Good for brand awareness & basic lead generation
Mid-Range Budget: $1,500/month – Allows for multiple ad types & retargeting
High Budget: $3,000+/month – Best for scaling and dominating your local market

Always track your Cost Per Lead (CPL) and Return on Ad Spend (ROAS) to measure success.

Common Facebook Ad Mistakes to Avoid

Even experienced contractors make these mistakes:

Mistake #1: Targeting Too Broadly
If your ad is shown to the wrong audience, you’ll waste money.

Mistake #2: Not Using Retargeting
Homeowners rarely book on the first visit—follow up with retargeting.

Mistake #3: Ignoring Ad Copy & Images
Boring ads don’t convert. Use real job site photos and compelling copy.

Conclusion: How to Dominate Your Local Market with Facebook Ads

Facebook Ads are one of the best ways for excavation and septic companies to generate high-quality leads. When done right, they put your business in front of homeowners actively looking for your services.

To recap:

✅ Target the right homeowners using Facebook’s audience tools.
✅ Use high-quality ads with strong messaging & visuals.
✅ Run lead generation and retargeting ads for maximum ROI.

If you’re tired of wasting money on ads that don’t work, we can help. At Excavation Marketing Pros, we customize Facebook Ad strategies for contractors just like you, ensuring you get more leads without breaking the bank.

👉 Ready to grow your business with Facebook Ads? Contact us today!