At Excavation Marketing Pros, we’ve developed a proven 12-month marketing roadmap designed specifically for excavation and septic contractors aiming to grow their revenue by $500,000 to $1 million or more in just one year. This chapter outlines that roadmap in detail, showing you exactly how we help businesses like yours implement, track, and scale their marketing in a strategic way.

We don’t believe in fly-by-night marketing. This isn’t a one-size-fits-all campaign or a short-term gimmick. This is a real growth plan, built on a foundation of tested marketing strategy, powerful branding, and relentless execution.

Let’s walk through the journey.

Here is a video of The $1M Marketing Plan No One’s Showing Excavation & Septic Contractors (Until Now):

Month 1: Kickoff, Goal Setting, and Foundation Building

We begin with a one-on-one kickoff call where we ensure your goals are in perfect alignment with the outcomes we aim to deliver. This meeting sets the tone for the entire year. We cover key questions like:

• What revenue goal are we working toward? ($500K–$1M+)

• What are your current pain points with marketing?

• Are you ready to commit to a long-term strategy?

Next, we conduct a baseline assessment:

• How many leads do you currently get monthly?

• What is your average close rate?

• What are your existing reviews, rankings, and traffic stats on platforms like Google and Facebook?

This baseline becomes our benchmark for all progress moving forward.

We then dive into crafting and positioning your Unique Selling Propositions (USPs). Offers and guarantees that actually sell are developed with you—these are often the difference between a lead choosing you or your competitor.

Finally, we:

• Set up your ad accounts (Google Ads, Facebook, LSA, etc.)

• Launch review campaigns using your past customer list

• Deploy our AI-powered CRM for lead follow-up and automation

• Launch a five-star review campaign via text, email, and QR code

• Set up call tracking so you can differentiate organic leads from paid ad leads

By the end of Month 1, you'll know exactly where your leads are coming from and have the systems in place to support long-term growth.

Month 2: Website Launch, Paid Ads, and Optimization

Your website is either re-built or optimized for conversion. We don’t just build websites to “look good.” We build them to convert leads into booked jobs.

Features include:

• Mobile-optimized design with click-to-call

• AI chat assistant to pre-qualify and engage with visitors 24/7

• Forms with pre-qualifying questions to reduce tire-kickers

• Clear service area targeting and strong call-to-actions

Simultaneously, we:

• Launch Google Ads and Facebook Ads (if not already live)

• Continue building your review base

• Begin analyzing lead quality and source

We also review your Google Business Profile and Facebook Page setup to ensure you’re positioned for trust and visibility.

Month 3: Professional Branding, Content & SEO Foundation

Brand differentiation starts here.

We send a professional videographer to your job site to capture high-quality footage, interviews, and photos of your team and equipment in action. These assets:

• Are edited into branding videos for your website and ads

• Enhance trust by showing your real team (not stock photos)

• Position you as the go-to professional in your market

We also begin SEO:

• Monthly blog writing

• Local service page buildouts

• Optimization of on-site content

This content starts ranking over time and supplements your paid ad leads with organic traffic.

Month 4: Branded Launch & Multi-Channel Expansion

We now have enough content to rebrand your entire presence:

• Your new photos/videos go live on the site, social, and ads

• We launch the second ad platform (Google LSA or YouTube)

• We continue refining your Google Ads/Facebook campaigns

We stress the importance of maintaining a sufficient ad spend—typically $1,000 per platform—to stay competitive and generate ROI.

We also check your citation consistency (Yext Listings) across 300+ business directories to ensure search engine trust.

Month 5–6: The Optimization Flywheel

This is when everything begins compounding:

• We post blogs and project spotlights monthly

• We publish to Google Business Profile and Facebook

• We start social media engagement campaigns

• We continue tracking every phone call, lead, and close

Google’s algorithm rewards businesses that have a consistent digital footprint. We make sure your business:

• Posts content

• Maintains a growing network of listings

• Has reviews flowing in weekly

You’re likely seeing steady lead flow from multiple channels by now.

Month 7–9: Building Authority

Now that your foundational systems are working, it’s time to build true market authority.

We begin creating:

• Client testimonial videos from real customers

• FAQ pages for SEO based on proven questions and keyword research

• Video ads using the testimonial footage

• YouTube Ads campaigns (if applicable)

We also conduct a quarterly strategy review:

• Are we on track for the revenue goal?

• Are leads converting?

• Is there implementation on your end (following up, answering phones, closing deals)?

Remember: marketing doesn’t fix business problems—it exposes them. We help you spot where things are breaking down and offer solutions, including tools, scripts, and templates for better follow-up and sales.

Month 10–12: Expansion or Maintenance

By now, you’re:

• Seeing consistent leads from multiple ad platforms

• Ranking on Google for your core services

• Receiving high-quality leads with a trusted brand image

This is where we help you decide your next move:

• Do you want to scale even more?

• Do you need to hire more crews, an estimator, or another admin?

• Is equipment your bottleneck?

We walk you through what needs to happen next, using real data—cost per lead, cost to acquire, and job close rate.

If your goal was $500,000–$1 million in growth, we evaluate where you landed, how to maintain it, or how to build beyond it.

Final Thoughts

This 12-month journey isn’t just about ads or websites—it’s about building a business that’s stable, scalable, and positioned to dominate your local market.

And it works.

Our clients go from unpredictable lead flow and burnout to:

• Picking and choosing the jobs they want

• Getting seen everywhere online

• Having full control over their customer acquisition

• Enjoying more time and freedom

If you follow this roadmap, stay committed, and treat every month like an investment in your long-term success, there's no reason your business can’t hit the $500K–$1M mark in a single year.

That’s the Excavation Marketing Pros difference.

Do you feel you’re ready to take on some help with taking your excavation or septic business to the next level online?

Let’s talk!  Get a free strategy call at:
👉 ExcavationMarketingPros.com/schedule