Construction Tech LinkedIn Ads Benchmarks
Real performance data from campaigns for construction project management, field software, and subcontractor management platforms. Based on campaigns targeting GCs, subcontractors, and construction operations teams.
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 |
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