Why Ads Matter More Once You’ve Hit $1M

If you’re running a $1M+ excavation business, you already know what it’s like to be busy. Crews are out. Equipment is moving. Calls come in.

But here’s the frustration:

• Not all calls are for profitable jobs.
  
  

• Word-of-mouth and referrals aren’t enough to keep your pipeline full.
  
  

• Competitors are showing up on Google and Facebook, getting in front of your customers first.
  
  

And even though your top-line revenue looks good, you sometimes feel like you’re leaving money on the table.

We get it. At Excavation Marketing Pros, we talk to excavation and septic contractors across the country who’ve hit the $1M mark and still feel like they’re hustling harder than they should have to. The truth is, breaking past $1M requires more than just doing great work. It requires owning attention.

And this fall, there are five specific ads that are driving real profits for excavation contractors who want better jobs, better margins, and predictable growth.

Let’s break them down.

1. Google Local Services Ads (GLSA): The Top Money-Maker

When we talk to contractors doing $1M+ in annual revenue, GLSA almost always ranks as their highest-returning ad channel.

Why?

• They show up above Google Ads and organic listings.
  
  

• You only pay for real leads, not clicks.
  
  

• They put your business in the trusted “Google Guaranteed” box.
  
  

Picture this: a homeowner types “septic system installation near me.” Before they see any organic results or local websites, GLSA shows your business first with a phone icon ready to click. That’s power.

Contractors who run GLSA consistently tell us, “These are the calls we actually want.”

2. Google Search Ads: Capturing “High-Intent” Buyers

Not everyone clicks GLSA. Some people scroll down and compare options. That’s where Google Search Ads pick up the slack.

Unlike Facebook, where you interrupt someone’s feed, Google Search Ads catch buyers when they’re already looking for you.

Examples of high-intent searches:

• “Excavation contractor Rock Island IL”
  
  

• “Septic tank replacement cost near me”
  
  

• “Pond construction Gallatin County”
  
  

When you rank here with a well-structured ad, you capture buyers at the exact moment they’re ready to talk.

The key: don’t just run broad keywords like “excavation.” Target job-specific searches tied to the services that deliver the highest ROI.

3. Facebook Lead Ads: Flooding the Funnel with Volume

Some excavation owners swear off Facebook because they think “no serious customer hires a contractor from Facebook.” That’s not true.

The trick is to know what role Facebook plays. It’s not always about landing a $60K septic system install overnight. It’s about filling your pipeline with prospects you can nurture.

This fall, the best-performing Facebook ads we’ve seen are:

• Seasonal offers. (“Fall grading and drainage solutions before the freeze.”)
  
  

• Urgency-based ads. (“Last chance for pond construction this season.”)
  
  

• Problem-solution hooks. (“Wet yard? French drains stop standing water before winter.”)
  
  

Pair these with automated follow-ups (texts, emails, call reminders), and Facebook can keep your brand in front of thousands of homeowners who will eventually need you.

4. YouTube Ads: The Brand Builder Excavation Contractors Overlook

Most excavation companies ignore YouTube. That’s a mistake.

YouTube is the second-largest search engine, and homeowners often type in things like:

• “How much does septic replacement cost?”
  
  

• “Do I need a permit for excavation?”
  
  

• “DIY drainage solutions.”
  
  

The contractors who show up here with short, simple video ads look like the authority in their area. And here’s the kicker: YouTube ads are often cheaper than Google Search or Facebook.

Even a 30-second “before and after” clip of your work can build trust faster than a thousand words.

5. Retargeting Ads: Turning “Maybes” into Signed Contracts

Half the people who check out your website or click your ad won’t call right away. That doesn’t mean they’re not interested.

This is where retargeting ads shine. They follow potential customers around the web with reminders:

• “Still need excavation help? Call today.”
  
  

• “Book your septic inspection before fall rush.”
  
  

These ads keep you top-of-mind so that when they’re ready, you’re the one they call.

Think of it as the digital version of leaving your business card on their fridge.

6. How to Choose the Right Mix for Your Business

Here’s the truth: not every ad channel will work equally for every excavation business.

• If your phones are already ringing but you need better-quality jobs → GLSA + Retargeting.
  
  

• If you’re expanding into new services (like ponds or forestry mulching) → Google Search + YouTube.
  
  

• If you’re entering a new market or county → Facebook + Retargeting.
  
  

The best $1M+ contractors don’t rely on just one channel. They blend them into a system that delivers consistent calls, then track which ones actually turn into booked jobs.

7. Case Study: $1.2M to $1.8M in 12 Months with Ads

One of our clients in the Midwest came to us at $1.2M in annual revenue. They had crews, equipment, and referrals — but their growth had flatlined.

Here’s what we did:

• Launched GLSA in three counties → doubled their high-quality septic calls.
  
  

• Added Google Search Ads targeting “pond construction” and “drainage systems.”
  
  

• Built a Facebook seasonal campaign around fall grading.
  
  

• Layered in retargeting ads so no lead slipped away.
  
  

In 12 months, they closed $600K more in jobs, hitting $1.8M. Even better? Their margins improved because they filtered out tire-kickers and focused only on the right jobs.

8. Final Word: Predictable Growth Beats Guesswork

If you’re an excavation contractor at $1M+ in revenue, the question isn’t “Should I run ads?” Which ads will actually move the needle this fall?

From what we’re seeing across the country, the top performers are clear:

1. Google Local Services Ads
   
   

2. Google Search Ads
   
   

3. Facebook Lead Ads
   
   

4. YouTube Ads
   
   

5. Retargeting Ads
   
   

When you run them the right way — with tracking, follow-up, and a focus on high-value jobs — they create a predictable system that drives profits.

At Excavation Marketing Pros, that’s our obsession: helping contractors like you build marketing engines that finally feel in your control.

Because at the end of the day, you don’t just want more leads. You want the right jobs, steady crews, and the confidence that next season will be stronger than the last.