Google Search CPL
$150-$300
Industry-specific terms
LinkedIn CPL
$400-$700
Owners/GMs targeting
Avg. Deal Size
$25K-$50K
Annual subscriptions
Why Google Search Wins in Construction
Construction tech sees unusually low Google Search CPLs ($150-$300) compared to other B2B verticals. This is because construction professionals actively search for specific solutions ("subcontractor management software") rather than browsing LinkedIn for ideas.
Key insight: LinkedIn works for reaching construction company owners and executives, but Google Search captures the project managers and operations staff who are actually evaluating tools day-to-day.
Benchmarks by Channel
| Channel | Metric | Range |
|---|---|---|
| Google Search | CPL | |
| LinkedIn (Owners/GMs) | CPL | |
| Google Search | CPC |
42 Agency Insight: Construction buyers are skeptical of "tech bro" marketing. Use industry-specific language, feature real contractors in testimonials, and emphasize mobile-first capabilities. "Built for the jobsite" resonates more than "AI-powered platform."
Recommended Targeting
| Audience | Job Titles | Company Size |
|---|---|---|
| General Contractors | Owner, President, GM, VP Operations | 50-500 employees |
| Subcontractors | Owner, Project Manager, Estimator | 10-200 employees |
| Construction Operations | Project Manager, Superintendent, Field Manager | All sizes |
Get the Construction Tech Playbook
Complete targeting specs, keyword lists, and campaign templates.