Google PPC for Excavation & Septic: Structure, Tracking, and ROI

Google PPC can be a valuable lead source for excavation and septic contractors—but only when the campaign, landing pages, tracking, and follow-up process are built to work together. Host Scott Andresen breaks down the practical setup decisions that help owners pursue higher-value work and measure what their ad spend is actually producing.

In this episode

• How to determine which excavation and septic services make sense to advertise based on margin, close rates, and customer-acquisition economics.
• Why call, web-form, and Google Ads conversion tracking should be in place before ad spend begins.
• How to separate branded, general excavation, and service-specific searches into focused ad groups.
• Why keyword-specific, mobile-friendly landing pages should match the searcher’s intent.
• How broad, phrase, and exact match types—and negative keywords—help control lead quality.
• Why higher-value work is generally a better PPC fit, while lower-ticket work may not support the acquisition cost.
• How fast response, CRM pipeline management, and revenue attribution turn inquiries into measurable results.
• Which metrics matter most when optimizing: cost per lead, cost per customer, verified revenue, and ROI.

Resources mentioned

• Excavation Marketing Pros Quick Links
• Schedule an Accelerator Session
• Excavation Marketing Pros

Want help building a more measurable lead-generation system for your excavation or septic company? Schedule a conversation with Excavation Marketing Pros.