Google Ads vs Facebook Ads for Land Clearing: What’s Working in 2025?
Josh Stockel • May 24, 2025
If you’re a land clearing contractor trying to decide where to put your marketing dollars, the question always comes up:
“Should I run Facebook ads or Google ads?”
The short answer: both work—but for different reasons. The right one depends on your goals, your budget, and how quickly you want the phone to ring.
Let’s break it down.
Google Ads: Great for High-Intent Leads
When someone types “land clearing contractor near me,” they’re looking to hire now. That’s where Google Ads shines. You’re showing up when someone is already in buying mode.
Best for:
- Quick jobs (brush removal, clearing for septic install, etc.)
- People who already know they need the service
- Getting on-site fast
Challenges:
- Clicks are more expensive
- Setup takes skill—keywords, landing pages, negative filters
- You pay for each click, even if it’s not a great lead
Facebook Ads: Great for Awareness + Visual Impact
Facebook and Instagram are interruption-based platforms. You're not waiting for someone to search—you’re putting your brand in front of them.
Best for:
- Before/after projects (visual sells)
- Videos showcasing your jobs and equipment (helps show size for those looking for varying sizes of projects)
- Long-term branding in your area
- Building a pipeline of future leads (landowners, investors, ranchers)
Challenges:
- People may not need your service right now
- You need strong creative to stop the scroll
- Requires retargeting to maximize results
So Which One Should You Use?
Let’s say you’ve got a crew and equipment ready to go and want jobs now: start with Google Ads.
But if you want to build a longer-term presence and stay in front of rural property owners, developers, and real estate investors: layer in Facebook.
Honestly? The best clients are running both—with separate strategies:
- Google for bottom-of-funnel leads
- Facebook for top-of-funnel brand building + retargeting
Want to see real results from both? We’ve managed hundreds of thousands of dollars in ads for land services companies just like yours. Let’s look at what would work in your area. 👉 Get a custom ad plan from Blue Goat
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Search engine optimization (SEO) might sound like something reserved for tech bros or software startups. But here’s the truth: the excavation companies ranking on page 1 of Google are the ones getting the jobs. If your business isn’t showing up when someone searches “excavation contractor near me,” you’re invisible. In 2025, visibility is everything. What SEO Really Means for Excavation Contractors SEO isn’t about tricking Google. It’s about making it crystal clear what you do, where you do it, and why someone should trust you. Google rewards helpful, relevant content. That means: Your website has clear service pages You mention your service areas You have real customer reviews You update your content regularly Local SEO is Your Bread and Butter Google is local-first for contractors. That means your Google Business Profile and location-based keywords are more important than ever. If you’re in Boise, you need pages that say “Excavation in Boise” and related towns like Nampa, Meridian, or Caldwell. Bonus points if you include jobsite photos and testimonials tied to those cities. Reviews = Ranking + Trust Ask for reviews on every job. But here’s the kicker: coach your clients. Ask them to mention the city and the job type in the review. “We hired Idaho Dirt Movers for trenching and grading on a site in Meridian. They were fast, clean, and super easy to work with.” That review just boosted your SEO and built trust with every future visitor. Keep Your Website Alive One big mistake contractors make: building a nice website and never touching it again. Google loves fresh content. That’s why we recommend blogging monthly, even just to share job stories or common questions. Want to rank on page one and stay there? It’s not magic. It’s just smart strategy and consistency. 👉 Let’s talk about local SEO for excavation
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Excavation contractors are in a unique spot—you’re doing heavy-duty work, often behind the scenes, but none of it happens without you. The challenge? Most potential clients have no idea how to find a good excavation company until they’re already behind schedule. So if you want to get found—and chosen—you need marketing that makes you look as legit as the work you do. Here’s how top excavation contractors are growing in 2025. 1. Dominate Local Search with SEO When someone searches for “excavation in [your city],” you want to be the one they find. Local SEO is how you make that happen. Add service-area pages to your website (e.g., “Excavation Contractor in Tyler, TX”) Include keywords like “foundation excavation,” “trenching,” or “dirt work” where appropriate Keep your Google Business Profile active with photos, reviews, and updates 🏗️ Your site doesn’t need to be fancy—it just needs to be helpful, clear, and local. 2. Use Google Ads to Target the Jobs You Actually Want Want to focus on new construction or commercial work? Google Ads lets you show up when people search for exactly that. Write clear ad copy that reflects the kind of jobs you want (e.g., “Commercial Site Prep”) Use location targeting to avoid wasting ad spend Send traffic to landing pages that match your ad (not just your homepage) 📈 Want better jobs? Start by showing up for better searches. 3. Retarget People Who Already Checked You Out Most people won’t hire you the first time they visit your site or see your ad. But if you follow them around with reminders (retargeting), you stay top of mind. Use Facebook and Instagram retargeting to show testimonials or job walkthroughs Include photos of your crew working with real machinery (not stock photos) Offer something useful—like a free site walk or estimate—to bring them back 🚧 Sometimes one more touchpoint is all it takes to win the job. 4. Automate Follow-Up and Lead Tracking Excavation isn’t a desk job—you’re out on site, managing crews, or running equipment. So following up with leads can easily fall through the cracks. That’s why we recommend: Using a CRM like Go High Level Automating text/email follow-up when someone contacts you Keeping a pipeline so you know who’s ready now vs. later 📊 If you track it, you can improve it—and close more jobs without working more hours. 5. Look Like a Pro If your branding is all over the place—or nonexistent—people won’t feel confident hiring you. This doesn’t mean you need a $10K logo package, but you should: Use the same logo/colors across your site, trucks, shirts, and business cards Take real photos of your crew, your equipment, and your work Set up a voicemail and email signature that sound like a real company, not a side hustle 🧠 People judge your professionalism in seconds. Look the part, and you’ll win more jobs. Ready to Grow? We help excavation companies grow with real strategies that work—not fluff or agency jargon. Want help getting it dialed in? 👉 Book a free strategy call with Blue Goat Land Leads