Construction Industry Marketing Statistics
Whether you're a journalist covering construction trends or a marketer looking to sharpen your strategy, having access to credible, up-to-date statistics is essential.
Below is the most comprehensive list of marketing-focused construction industry statistics since 2022.
Complete with clickable source links for easy citation.
We created this database-style post to give researchers, bloggers, and marketing professionals a single, linkable source and encourage citation with backlinks.
There are 1.7 million online searches for independent contractors each month. This reflects the high demand for contractor services via search engines.
There are 9,500+ construction company profiles on LinkedIn, indicating significant use of LinkedIn for professional networking and marketing in the construction sector.
$2.56 is the average search ad cost-per-click (CPC) for the construction industry, reflecting typical costs to advertise on search engines for construction-related keywords.
Businesses earn about $2 in revenue for every $1 spent on pay-per-click (PPC) advertising, underscoring a 2:1 return on investment in paid search ads on average.
$0.54 is the average display ad CPC for the construction industry isplay ads (banner ads) in this sector are relatively inexpensive per click.
97% of people learn about local businesses (including construction contractors) online first, rather than through other media – nearly all consumers use the internet to find local services.
62% of customers will ignore a business without a website or web presence. In today’s market, having no website can cause a majority of potential clients to rule out a company entirely.
63% of construction firms – up from 39% in 2022 – report that they added online strategies (like social media or targeted digital advertising) to connect better with younger applicants This shows a shift toward digital recruitment marketing in response to skilled labor shortages.
81% of marketers actively use content marketing (e.g. blogs, videos, infographics) in their strategy. Content marketing is now mainstream across industries, including construction.
56% of marketers say that blogging is effective and yields significant marketing results. Regular blogging is viewed as a reliable way to attract and engage leads.
Content marketing costs 62% less than traditional marketing, yet generates approximately 3× as many leads. This highlights the superior lead-generation ROI of content marketing versus older outbound methods.
53.9% of surveyed home builders who struggle with lead generation admit they produce no content (no blogging, videos, etc.). Lack of content marketing is strongly correlated with poor lead flow in construction.
65% of builders struggling with managing client expectations are not producing educational content for customers. Many issues with client expectations could be mitigated by content (e.g. project explainers) – a missed opportunity for those firms.
54.8% of construction builders rely on referrals for over half of their sales. Word-of-mouth is valuable, but this over-reliance also indicates a lack of diversified marketing channels for many companies.
Only 15% of construction companies have fully implemented a digital marketing strategy, despite evidence of significant benefits. The construction sector has been slower than others in digital marketing adoption.
91.7% of building contractors now have a company website (up from 87.9% in 2023). Having a website is nearly ubiquitous in construction, and the few firms without one are increasingly rare.
Construction firms using content marketing achieve about a 26% gross profit margin, versus 20% for those not using content marketing strategies. This suggests content-driven marketing correlates with higher project profitability.
5.13% is the average Google Ads conversion rate (conversion per ad click) for construction companies. he highest conversion rate among major industries benchmarked, indicating well-targeted campaigns can yield quality leads in this field.
Construction companies spend around $3,891 per month on average for Google Ads campaigns. This is the typical PPC budget to stay competitive in online advertising for construction services.
Construction industry Google Ads have roughly a 2.20% click-through rate (CTR) on average. (CTR is the percentage of people who click an ad after seeing it – about 2 in 100 for this sector’s ads.)
72% of marketers affirm that content marketing has increased audience engagement and lead generation for their business. Most marketers see content as vital for engaging potential customers and generating leads.
92% of searchers select a business that appears on the first page of local search results. Hardly anyone clicks to page 2 ranking high in local SEO is critical in construction and home services.
70% of consumers will visit a business (or job site) after finding information about it online. A strong online presence directly drives in-person visits for local construction and home improvement businesses.
78% of location-based mobile searches (e.g. “near me” searches) result in an offline purchase. Local mobile searchers are highly likely to become customers, underscoring the importance of local SEO and mobile-friendly info.
28% of all local searches result in a purchase. More than one in four local-intent searches (on Google or other platforms) leads to someone buying a product or service, a strong conversion rate.
73% of consumers trust a local business more after reading positive online reviews. Building a strong profile of good reviews greatly increases trust in construction firms (where reputation is crucial).
56% of local businesses have not yet claimed their Google My Business listing. Many construction/home-service businesses are missing out on this free local SEO tool, risking invisibility in local searches.
98% of consumers read online reviews for local businesses before deciding whom to hire. Virtually all potential clients will research testimonials, making reputation management vital in construction marketing.
94% of people say that negative social media comments have convinced them to avoid doing business with a company. Poor interactions or reviews on social channels can severely hurt a construction firm’s ability to attract new customers.
Roughly 80% of “near me” searches (e.g. “contractor near me”) result in a conversion such as a call or visit to the business. These hyper-local searches signal immediate intent, so ranking for them can yield quick leads.
46% of all Google searches are seeking local information (businesses, services, addresses). Nearly half of search engine activity is local – emphasizing how important local SEO is for construction and trade businesses.
Four out of five projects at high-trust construction companies (companies known for reliability) come from repeat clients, increasing revenue by an estimated 2–7%. Building trust and loyalty leads to significantly more repeat business.
44% of B2B marketers choose LinkedIn as their top lead generation platform. LinkedIn is the most favored social channel for generating B2B leads (highly relevant for commercial construction marketing).
82% of B2B marketers consider LinkedIn one of their most effective channels for lead generation. The vast majority see LinkedIn as indispensable for reaching decision-makers in industries like construction.
53% of marketers say that social media is the channel they use most to generate leads. Platforms like Facebook, Instagram, and LinkedIn play a major role in lead generation strategies across industries.
44% of marketers use Facebook Ads for lead generation and sales. Nearly half of marketers invest in Facebook’s advertising platform to capture leads – including many targeting local home improvement consumers.
The average cost per lead via Facebook Ads is about $21.98, though costs vary by campaign and industry. Construction services leads can often fall in this cost range on Facebook.
51% of marketers leverage YouTube in their marketing campaigns. Video is a key content format – over half of marketers use YouTube for brand awareness, how-to videos, testimonials, etc., which can be valuable for construction marketing.
79% of marketers use Instagram to promote their products or services. Visual platforms like Instagram are widely used to showcase project photos, before-and-afters, and engage audiences (especially for residential contractors).
89% of marketers rely on email marketing for generating leads. Email remains a cornerstone of lead nurturing in construction, used for newsletters, follow-ups, and drip campaigns to convert prospects.
75% of marketers report that webinars (online seminars) helped increase revenue and lower their cost per lead. Educational webinars have become an effective content marketing and lead generation tool, even in traditionally offline industries.
59% of homeowners are more likely to hire a contractor if the contractor’s website has videos (e.g. project videos, introductions). Video content showcasing work quality or processes can significantly boost conversion rates.
84% of homeowners say it’s important that a contractor is licensed, insured, and a member of a professional organization (like the BBB or local Chamber). These affiliations and credentials in marketing materials increase consumer trust.
Only 23% of homeowners have ever hired a contractor based on an offline advertisement (such as print, TV, or radio). Traditional ads generate far fewer hires compared to online search and referrals in recent years.
73% of homeowners are likely to leave a positive online review for a contractor if the company makes it easy (by providing a direct link, follow-up, etc.). Simplifying the review process can dramatically increase your positive review count.
Consumers are 63% more likely to trust brands that have online reviews compared to those with no reviews. A lack of reviews (or none at all) makes potential customers feel increased risk when considering a contractor.
Global digital advertising spending was about $549 billion in 2022, and is projected to reach roughly $870–871 billion by 2027. (Digital marketing is rapidly growing worldwide, in both B2C and B2B sectors.)
By 2027, about 81% of total worldwide ad spending will be in digital channels (search, social, video, etc.), versus traditional media. Marketing is overwhelmingly shifting online across industries.
94% of Facebook’s advertising revenue comes from mobile devices. Mobile-friendly ads and content are a must, as most social media engagement (and ad impressions) happen on smartphones.
Email marketing delivers an average return on investment of $36 for every $1 spent. This extremely high ROI makes email one of the most cost-effective marketing channels in any industry.
60% of consumers have made a purchase due to an email marketing message, whereas only 12.5% have made a purchase based on a social media message. Email is a much stronger direct sales driver than social for most customers.
Email marketing is 40× more effective at acquiring new customers than Facebook and Twitter combined. Despite the buzz around social media, email remains a powerhouse for customer acquisition and lead conversion.
Search engine optimization leads have a 14.6% close rate, whereas outbound leads (e.g. direct mail or print ads) have only a 1.7% close rate. SEO leads (inbound leads) are far more likely to convert into actual projects or sales.
Google accounts for approximately 90% of the global search engine market share. Optimizing for Google (and Google Maps) is therefore critical, as Bing, Yahoo, and others combined hold under 10% of search traffic.
Around 70% of users ignore paid search ads and click only on organic (non-ad) search results. Many internet users scroll past ads, which underscores the importance of strong organic SEO in addition to paid ads.
Marketing budgets on average equal about 10.1% of company budgets as of late 2024, down from a high of 13.8% in 2022. (Many firms trimmed marketing spend recently, after a peak in 2022.)
Social media marketing accounts for roughly 12.1% of total marketing budgets in 2024, a share that has inched up slightly (the first uptick in two years, +1%). Companies devote about an eighth of marketing spend to social channels.
Companies report spending about 19.6% more on acquiring new customers than on retaining existing ones. Acquisition tends to get the bigger budget allocation, though retention is cheaper – an opportunity for marketers to balance this.
When cutting costs, executives disproportionately target marketing – 44.6% of the time they cut marketing expenses before other areas. This means marketers often face pressure to justify budgets and show ROI, especially in downturns.
Long-form blog posts generate 9× more leads than short-form posts. In-depth, high-quality content pieces (e.g. detailed guides, 2,000+ words) tend to attract significantly more leads in content marketing.
Companies that blog have 434% more indexed pages on search engines than those that don’t blog. More indexed pages improve SEO, which can drive more organic traffic and leads – a strong case for consistent blogging.
68% of consumers like to spend time reading content from brands they’re interested in. Helpful, relevant content (articles, posts) is welcomed by a majority of consumers and helps keep your brand top-of-mind.
75% of B2B buyers say they rely more on content (articles, whitepapers, etc.) to research purchases than on product demos or sales presentations. Informative content marketing is crucial for educating B2B construction clients (e.g. for large commercial projects).
70% of people would rather learn about a company through articles (and informative content) than through advertisements. Educational content builds trust and informs purchasing decisions more effectively than pure ads for many consumers.
64% of small businesses use email marketing as part of their strategy. Even smaller construction contractors and local trades are using email newsletters and campaigns to stay in touch with prospects and clients.
91% of marketing professionals say that lead generation is their top marketing priority or goal. Nearly all marketers (in construction and beyond) are focused on filling the sales pipeline with quality leads.
Artificial Intelligence adoption is rising – 37.8% of surveyed builders have implemented AI in some form by 2024. Among those using AI, 27.6% apply it in marketing (for tasks like content, targeting, chatbots), 18.1% in client communication, and 13.3% in sales.
Marketers in late 2024 predicted a 12.7% increase in marketing spend over the next 12 months (versus actual spend growth of 5.8% in 2024). Many anticipated budget rebounds and are optimistic about higher marketing investments moving forward.
87% of marketers say that content marketing has helped them generate demand and leads. The vast majority credit content as a key driver of inbound interest in their products or services.
67% of B2B marketers prioritize improving their SEO (search engine optimization) to boost online visibility. Ranking higher on Google is a major strategic focus, especially for B2B construction firms seeking to be found by procurement managers and owners.
71. Bad UX = Lost Opportunities
88% of internet users are less likely to return to a website after a bad user experience (e.g. confusing navigation, poor design, or errors). A well-designed, user-friendly site is critical to keep potential construction clients engaged.
72. Design Matters
38% of users will stop engaging with a website if they find the content or layout unattractive. Outdated or poorly designed contractor websites can literally drive away over a third of visitors immediately.
73. First Impressions
75% of consumers admit to judging a company’s credibility based on its website design. In construction (where trust is paramount), a professional, modern website design can strongly influence whether a client trusts you with a big project.
As of 2025, roughly 62% of global web traffic comes from mobile devices (vs about 38% from desktops). People increasingly search and browse on phones. Ensuring your construction website is mobile-friendly is a must.
Organic search drives over 10× more website traffic than all organic social media channels combined. SEO is a far larger driver of site visits than posts on Facebook, Instagram, etc., highlighting the importance of search visibility.
Content marketing produces conversion rates about 6× higher than traditional outbound marketing methods. In other words, inbound content leads are much more likely to convert than leads from cold calls or direct mail.
Personal referrals remain the #1 way homeowners find contractors – word-of-mouth is the top source for finding a reliable contractor, with friends/family recommendations and online reviews almost equally important as close seconds. Even in 2025, a satisfied customer recommending you is gold.
91% of businesses use video as a marketing tool in 2023. The vast majority of companies (including construction firms) create videos for marketing, whether project showcase videos, client testimonials, or social media clips.
90% of marketers report that video content has helped them generate leads. Video marketing (on YouTube, social media, or embedded on sites) isn’t just about branding – it directly contributes to lead generation for most marketers.
Online videos now account for about 82.5% of all consumer internet traffic in 2023. The majority of web traffic is people watching videos – an indication of how important video content has become for engagement.
Facebook boasts around 2.8 billion monthly active users, making it the world’s largest social media platform. For construction marketers targeting consumers, Facebook’s massive reach presents huge advertising and community-building opportunities.
Instagram has over 1.2 billion monthly active users worldwide. It’s a key platform for visual marketing; many construction and design/build firms use Instagram to showcase project photos and videos to attract clients.
LinkedIn is used by more than 740 million members for professional networking. It’s especially important for commercial construction marketing – reaching architects, engineers, and executives in a professional context.
X has about 330 million monthly active users globally. Contractors and construction brands sometimes leverage Twitter for real-time updates, industry news, and engaging with the community or customers.
73% of marketers believe influencer marketing (partnering with industry influencers or satisfied customers who advocate for you) is an effective way to reach target audiences. In construction, this could mean collaborations with popular home improvement personalities or local community influencers.
User-generated content (UGC) campaigns see a 4.5% higher conversion rate than standard marketing posts. Sharing content like customer project photos, testimonials, or reviews can improve engagement and conversion.
75% of marketers believe that personalized messages and content drive sales and repeat business. Tailoring marketing to specific customer interests (using segmented email lists, personalized project examples, etc.) can increase conversions and loyalty.
72% of consumers say they only engage with marketing messages that are personalized to their interests. Blanket, generic marketing is increasingly ignored – prospective clients expect you to address their specific needs or pain points.
61% of marketing leaders admit they do not use ROI data to make decisions, largely because they lack confidence in their marketing data’s accuracy. Many marketers struggle to reliably measure and attribute marketing ROI – a challenge for proving the value of campaigns.
Responding to a new inquiry or lead within 5 minutes makes you 21× more likely to qualify that lead, compared to waiting 30 minutes. Quick follow-up is critical – in construction sales, being the first to respond to a lead often means winning the business before competitors do.
63% of companies fail to respond to online leads within 1 hour (many take days), drastically reducing their chances of converting those leads. Fast response is an area of opportunity for construction firms, as most are not timely. A quick callback or email can set you apart.
88% of consumers who do a local search on a mobile device end up making a purchase (online or offline). Mobile “find a contractor near me” searches often have immediate purchase intent, so appearing in those results can directly drive new jobs.
Organic search accounts for about 53% of website traffic on average, whereas paid search (PPC) drives only ~15%. For most companies, over half of all site visitors come via unpaid Google searches. Highlighting the importance of SEO relative to ad traffic.
The #1 organic result in Google’s search results gets about 31.7% of all clicks Being the top result (as opposed to #2 or #3) can nearly double the traffic to your site, which is why ranking first for key construction keywords is so valuable.
72% of consumers who perform a local search will visit a store within 5 miles of their location. Proximity matters – most construction/home-service clients choose a nearby provider, and local SEO efforts to appear in those “near me” searches pay off in actual visits.
40% of people will abandon a website that takes more than 3 seconds to load. A slow construction company website (due to large images or poor hosting) can lose nearly half its visitors before they even see your content.
Each additional 1 second of page load time can cause conversions to drop by up to 7%. Every second counts – speeding up your website can meaningfully improve how many visitors turn into leads or customers.
91% of marketers currently use marketing automation tools (such as automated email workflows, CRM integrations, lead scoring, etc.) to nurture leads. Automation helps manage leads at scale – construction firms using these tools can respond faster and more consistently to inquiries.
55% of construction industry CEOs say the biggest barrier to creating business value with AI (artificial intelligence) is identifying the right use cases for it. Many know AI could help (in marketing or operations) but aren’t sure where to apply it for ROI.
Only 47.1% of construction builders have a documented sales process for managing leads and deals (even though this is up from prior years). Over half of firms still handle sales ad-hoc – indicating room to improve lead follow-up, CRM use, and sales funnel management in the industry.
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