Veteran-owned. Jacksonville-based. Fixed rate per verified delivery. No auction, no Middleman Tax.
Jacksonville septic market data
Customer acquisition cost
LocaliQ: Home Services advertising benchmarks (CPL & CAC by category)Cost per lead (FL)
TheMediaCaptain: Google Local Services Ads CPL data (home-services aggregate)Highest service-call window
Florida DEP: Onsite Sewage Program (system-saturation guidance for high-water-table months)The product
WilDi Maps is not a single flat-rate product. You pick the tier that matches how local you need to be. All three are GPS-verified per claim, with no auction, no exchange rake, no Middleman Tax.
1-mile road strip
Premium
Hyper-local, just-in-time
Claim a one-mile stretch. When a driver enters the strip, they get a just-in-time message, perfect for emergency services, on-route specials, and anything where being right there now beats brand awareness later.
Best for
1-square-mile area
Premium
Hyper-local, area-based
Claim a one-square-mile block, not tied to a single road. Catches the residential cluster, retail district, or industrial park where your work actually lives. Same just-in-time delivery as tunnels; different geometry.
Best for
City-wide rotation
From $0.25
per claim, tier-based
City-wide brand presence on rotation. Highest reach for the budget; best when familiarity beats precision. Per-delivery rate drops by tier (Enterprise: $0.25 / Pro: $0.32 / Local: $0.40 / Starter: $0.50). See /pricing for the live rate card.
Best for
What the driver gets when an ad is claimed
If the driver wants to act on the ad, the app navigates them straight to the advertiser's location.
Click-through to any URL: ordering page, brand site, blog post, lead form.
Open a specific page inside the WilDi app: promo details, daily specials, claim instructions.
See the full pricing breakdown on the pricing page.
The honest channel breakdown, not vendor pitches. Numbers below are public benchmarks, sourced inline. Each channel has a job; the question is which one delivers the homeowner with a failing system at a price that lets you stay profitable.
| Channel | Cost range | Notes |
|---|---|---|
| Google Local Services Ads | $30-$80 per lead (home-services aggregate, FL skews higher) | Pay-per-lead, Google's own product. Septic emergency keywords clear higher than routine pumping; Florida CPLs run 20-50% above national norms. TheMediaCaptain: Google LSA stats |
| Google Search Ads | $45-$228 per lead (home-improvement range) | Bidding inflates around emergency keywords ("sewage backup," "drain field repair"). Routine pump-out keywords are cheaper but lower-margin. AgedLeadStore: Home Improvement Leads Cost 2025 |
| Static billboards (Jacksonville) | $4.50-$5 CPM (~$1,500-$4,500 / 4-week flight) | ~750,000 impressions per 4-week unit. Impressions include drivers on city sewer, renters, and out-of-market traffic. Most of them will never need a septic contractor. AdQuick: Jacksonville billboard cost |
| Digital billboards (Jacksonville) | ~$11 CPM | Rotating slot, ~7-10 second exposure shared with 5-7 other advertisers. No way to filter for septic-system homes. AdQuick: Jacksonville DOOH |
| Lead-generation marketplaces (Angi, Thumbtack, HomeAdvisor) | $25-$100+ per shared lead | Septic leads are sold 3-5 times to competing contractors. Close rates fall 40-60% below exclusive channels, and the math gets ugly fast when a routine pump-out only nets $300-$500. AgedLeadStore: Home Improvement Leads Cost 2025 |
| WilDi Maps: Cost Per Verified Delivery (CPVD) | From $0.25 (background, tier-based); tunnels and zones priced for hyper-local | GPS-verified human delivery in your chosen Jacksonville zone or tunnel. Zones (1 sq mi) let you wrap a septic-system subdivision and recoup spend across the 3-5 year pumping cycle. WilDi Maps pricing |
The pricing model
Cost Per Verified Delivery (CPVD) is a pricing model where you pay a tier-based rate (from $0.25) each time your message is delivered to a real phone moving through a real street segment you own. The delivery is GPS-verified: the device was physically present in the corridor at the time of delivery. Not an impression, not a click, not a "potential reach": a delivery to a known location at a known time.
CPVD replaces auction-based CPM (cost per thousand impressions) and CPC (cost per click), the pricing models that hide 30-50% of an HVAC budget in the Middleman Tax. No exchanges, no demand-side platforms, no supply-side platforms, no resellers. One fixed rate, one verified delivery, one operator on the other end.
Read the full breakdown of where every dollar of an ad budget actually goes: What is the Middleman Tax?
Also known as ad platform fees. What is the Middleman Tax?
Same budget. Follow where the dollars actually go. Pick your vertical for a personalized waste estimate, or leave it on Average for the industry-wide baseline.
Applied rate: ~50% waste
That's $30,000 per year. Here's where every dollar ends up:
What you put in
~50% estimated total waste on Local services (HVAC, plumbing, electrical) · ~50% upper · WordStream + DoubleVerify
What's left after the tax
Same budget, same ambition
Fixed verified human delivery · no auction
100% of your budget, a known quantity
$15,000 stops flowing to middlemen. 150,000 WilDi verified deliveries instead.
Priority Access to Jacksonville pilot zone and tunnel coverage. Background brands can use the Phase 1 Jacksonville rollout now as we start expanding.
Baseline Middleman Tax uses the ~30% intermediary-extraction figure from the ANA Programmatic Media Supply Chain Transparency Study (PwC, 2023) and the ISBA Programmatic Supply Chain Study (PwC, 2020). Per-vertical estimates combine WordStream cost-per-click benchmarks with DoubleVerify invalid-traffic rates. Full methodology and sources →
Jacksonville's median home year built is 1986 , meaning a typical home is now 40 years old, well past original-system replacement age. The neighborhoods below combine housing-stock age, AC-strain factors, and replacement-driven demand.
Large-lot single-family stock outside the historical JEA sewer footprint; many homes still on septic and on the 3-5 year pumping cycle.
Older neighborhoods (Biltmore, Beverly Hills, Christobel area) targeted by the JEA septic phase-out program; a large remaining septic base is still on the conversion runway.
1970s-1990s riverfront and large-lot homes; seasonal St. Johns River water-table fluctuations stress aging drain fields.
St. Johns County edge, predominantly septic with no central sewer; rural-suburban lots on the 3-5 year recurring pump-out cadence.
Older subdivisions on septic before St. Johns County buildout; identified as a next-priority phase-out corridor, meaning active emergency-repair demand today.
Rural and semi-rural Nassau County stock with limited municipal sewer; recurring pump-outs and drain field replacements drive steady recurring revenue.
For operators on shared-lead platforms
Lead-marketplace platforms charge $25-$100+ per shared lead, and the same septic call is typically sold to 3-5 competing contractors. Close rates run 40-60% below exclusive channels, which destroys the math on a routine $300-$500 pump-out. CPVD is a different model entirely: you own the corridor, the delivery is verified to the phone of a real driver inside a septic-system subdivision, and there's no shared-lead economics. See how the math compares for septic operators.
See the lead-marketplace comparisonHonest take
WilDi isn't the right answer for every septic ad budget. A few honest cases where traditional channels still pencil out:
If septic pumping is one of three or four service lines and your truck runs the same rural route across multiple counties, broad-radius radio and direct mail can cost-effectively cover the whole footprint. WilDi mesh delivers nation-wide via Backgrounds, but Zones are sized for hyperlocal saturation; blanketing a multi-county rural footprint via broad-radius radio is still cheaper per impression for that specific geography.
Operators serving Duval, Clay, St. Johns, Nassau, Baker, and Putnam from a single dispatch center benefit from regional broadcast reach. Programmatic display, regional radio, and county fairgrounds sponsorships still deliver scale across that footprint that single-zone delivery doesn't replicate.
Government septic and biosolids contracts are won through procurement relationships, RFP responses, and bid-list registration. Consumer-grade local advertising doesn't get you in front of a county utilities procurement officer, and CPVD is no exception.
Grease-trap pumping is a B2B sale into restaurants, food courts, and hospitality. The buyer is a facilities manager, not a homeowner driving past a tunnel. LinkedIn outreach, route sales, and chamber networking convert this work better than verified-delivery to driver phones.
As of January 2025, Florida's Onsite Sewage Treatment and Disposal System (OSTDS) program is transitioning from the Florida Department of Health to the Florida Department of Environmental Protection. Construction, repair, modification, and abandonment permits all sit under FDEP rule 64E-6. For Duval and surrounding counties, permit and inspection records are available through the Florida DEP Onsite Sewage Program portal and the local county health department records office.
Florida state guidance recommends pumping every 3 to 5 years for a typical 3-4 person household. Pumping must be performed by a state-registered septic contractor or licensed plumber with an active service permit. Households with garbage disposals, larger families, or undersized tanks pump on the shorter end of that range. The recurring 3-5 year cadence is what makes septic a strong territory-marketing fit: once a homeowner picks a contractor, they stay with that contractor for the next two pump-outs.
Septic drain field replacement runs $3,000-$15,000 depending on field size and the underlying problem. A new full septic system installation in Jacksonville typically costs $6,000-$15,000, with variation driven by soil conditions, system type (conventional vs. engineered/aerobic), and lot layout. Perc testing alone is $600-$2,000. Drain field saturation calls cluster in the summer rainy season when high water tables overwhelm aging fields.
Cost Per Verified Delivery is WilDi Maps' pricing model. Background delivery starts at from $0.25 each time your message is delivered to a real phone moving through the city; tunnels (1-mile road strips) and zones (1 sq mi) are priced for hyper-local precision. Every delivery is GPS-verified: the device was physically present in the corridor at the time of delivery. No bots, no off-screen impressions, no auction, and no Middleman Tax taking 30-50% of the spend before it reaches a real driver.
Zones (1 square mile) are the right fit when you can identify a cluster of septic-system homes: Switzerland, Fruit Cove, Julington Creek, Yulee, large-lot Westside, or any of the Northside neighborhoods on the JEA phase-out runway. The 3-5 year recurring pump-out schedule means you're not buying a single transaction; you're buying a multi-year customer relationship. Wrapping a septic subdivision in a zone lets the same homes see your brand on every drive home until the next pump-out is due.
Florida Statute 381.00655 governs mandatory connection of existing septic systems to central sewer where service becomes available, and 2030 is a milestone date for traditional-septic phase-out in many corridors. JEA's Septic Tank Phase Out Program is actively converting Northside neighborhoods (Biltmore, Beverly Hills, Christobel, Riverview), with construction sequenced through 2026 and beyond. The conversion runway shrinks septic-eligible territory over time but creates emergency-repair demand in the meantime: drain field failures inside phase-out zones often need stopgap service before the sewer connection is finished.
One message delivered to one real driver phone that was physically inside your chosen geography at the moment of delivery, confirmed by GPS on the device itself. The driver also physically acknowledges the message, so a delivery is never an invisible impression. Bots, background tabs, and off-screen impressions cannot generate one. You are billed only when a verified delivery happens.
Background runs city-wide across every active driver in the metro. A zone is a neighborhood-sized area you hold exclusively: while it is yours, no competitor can run there. A tunnel is a one-mile stretch of road you can place anywhere, and it follows the road's contours, ideal for the approach to your shop or a route your customers already drive.
The pilot market is Jacksonville, Florida, live now. New metros open as the driver network expands. If you want your market next, talk to sales.
The Starter tier opens with a $50 deposit, and that deposit becomes your ad budget. Background deliveries on Starter run $0.50 per verified delivery, so the first deposit buys 100 GPS-verified deliveries to real driver phones. There is no auction and no platform fee stacked on top.
About this analysis
Written by Timm Ross, founder of WilDi Maps · Jacksonville-based · Veteran-owned. We run our own delivery mesh in this market and hold ourselves to the same numbers we publish.
More about WilDi MapsPriority Access is open to the Jacksonville pilot cohort. Fixed rate. No auction. No bidding. No Middleman Tax.