Marketing & Advertising for a Septic Systems Company

Industry: Septic Systems & Wastewater Treatment
Services: Marketing Strategy, Website Development, PPC Advertising, SEO & Analytics

About the project

I have been working with this septic systems company for more than six years. What started as advertising support gradually developed into a broader marketing partnership covering the website, paid advertising, SEO, lead generation and the company’s online presence.

The company sells and installs septic systems and wastewater treatment solutions for private homes. A significant part of the work focused on products such as TOPAS and UNILOS systems, as well as installation and maintenance services.

The main challenge was not simply to generate more traffic. The goal was to build a predictable acquisition system where advertising brought relevant enquiries and the company could clearly understand where those leads were coming from.

Website development

One of the first areas I worked on was the company’s website.

I developed and structured landing pages around the company’s main products and services, focusing on how customers actually search for septic systems.

Instead of presenting the company as simply another septic tank supplier, we structured the website around specific customer needs:

• septic system selection;
• sales and installation;
• different system types and capacities;
• TOPAS and UNILOS solutions;
• maintenance and servicing;
• installation-related questions and objections.

The website was built on Tilda and continuously improved based on advertising data, search demand and user behaviour.

Paid Advertising

The main acquisition channel was Yandex Direct.

I developed and managed search advertising campaigns around commercial queries related to septic systems, sales, installation and maintenance.

The campaigns were continuously tested and optimized:

• keyword research;
• search query analysis;
• negative keywords;
• campaign structure;
• ad copy;
• landing page relevance;
• regional targeting;
• bid and budget optimization;
• lead cost analysis.

Rather than optimizing campaigns simply for clicks, the focus was on generating enquiries that could actually turn into customers.

At different stages of the project, the cost per lead was brought down to approximately $6–10 per lead, depending on the product, service and season.

Local search and business listings

Another important part of the project was improving the company’s presence in local search.

I worked with business listings and local platforms, including Yandex Business / Yandex Maps and Google Business Profile, making sure that customers could find the company not only through paid advertising but also through local search.

This was particularly important for installation and service-related queries, where customers were often looking for a company operating in their area.

SEO

Over the years, SEO became another important part of the acquisition system.

I worked on the site’s structure, search queries, landing pages and content to increase organic visibility for commercial septic-related searches.

The SEO strategy was closely connected with paid advertising.

Search advertising provided data about the queries and products generating demand, while SEO allowed us to build long-term organic visibility around the same commercial topics.

Lead generation

As the project developed, we also created dedicated landing pages for specific acquisition campaigns.

For example, a separate lead-generation landing page was developed for septic system sales. The purpose was to remove unnecessary distractions and focus the visitor on one action — requesting information or a quote.

This allowed us to test a more focused acquisition model alongside the main company website.

Long-term optimization

The most valuable part of this project is that it was not a short-term advertising campaign.

I have been working with the company for 6+ years, continuously adapting the marketing system as the business, advertising platforms and customer demand changed.

The project evolved from basic PPC management into a broader digital marketing system combining:

• website development;
• PPC advertising;
• SEO;
• local search;
• landing pages;
• analytics;
• lead generation;
• ongoing conversion optimization.

The current monthly engagement is $350–$450/month, depending on the scope of ongoing work.

Result

The main result of the project was the creation of a stable, long-term customer acquisition system rather than reliance on a single advertising campaign.

The company has continued working with the same marketing system for years, while advertising, website structure, SEO and landing pages have been continuously improved based on real customer and campaign data.