Google Ads vs Microsoft Ads

Comparing two powerful advertising platforms

Google Ads

Google Ads dominates the global search market and is the most reliable platform for generating high-volume construction leads. With reach across Search, YouTube, Maps, and Display, it’s ideal for construction businesses targeting homeowners, renovators, or project managers who are actively searching for nearby services such as earthworks, concreting, demolition, plumbing, or civil works.

Microsoft Ads

Microsoft Ads reaches a smaller audience but performs strongly with professional, research-driven users. Because Microsoft Edge is the default browser on many corporate devices, advertisers can connect with business owners, facility managers, and commercial contractors who often make hiring decisions. With click costs around 20–30% lower than Google’s, Microsoft Ads can generate cost-effective construction leads, especially for B2B and commercial-focused services.

Reach and audience: Where each platform performs best

The biggest difference between Google Ads and Microsoft Ads lies in who they reach and how users engage across devices and industries.

• Dominates mobile and consumer searches worldwide.
  
  
• Ideal for high-volume campaigns and local lead generation.
  
  
• Best for construction companies wanting consistent residential and small commercial construction leads.
  

Microsoft Ads

• Performs strongly on desktop, often reaching white-collar professionals and business owners.

• Attracts an older, more research-oriented audience with higher purchasing intent.



• A strong option for B2B suppliers, subcontractors, and companies targeting commercial project construction leads.

For most construction businesses, Google Ads provides unmatched scale, while Microsoft Ads offers high-intent professional traffic. Using both strategically can improve lead volume and balance cost per enquiry.

Ad formats and integrations

Both search advertising platforms share similar campaign structures and keyword targeting tools, but they differ in their integrations. Google’s platform connects seamlessly with YouTube, Maps, and the Google Display Network, offering a complete ecosystem for brand visibility and remarketing.

Microsoft Ads stands out through its integration with LinkedIn and the Microsoft Edge browser. This provides enhanced targeting based on job title, company, and industry, which is valuable for construction suppliers, subcontractors, and B2B marketers aiming to reach decision-makers.

Which platform suits your goals?

Choose Google Ads if you want:

• Fast lead generation

• High search volume

• Strong local visibility

• Frequent residential or small commercial construction leads

Choose Microsoft Ads if you want:

• Lower cost-per-click
  
  
• B2B or commercial-focused enquiries
  
  
• Access to professionals and senior decision-makers
  
  
• More thoughtful, research-driven construction leads

Your ideal platform depends on whether your priority is lead volume, cost efficiency, local reach, or targeting professional audiences.

How we help clients make data-led advertising decisions

At Constructiv Digital, we specialise in helping clients make informed choices about where to invest their ad spend. While Google Ads remains the cornerstone of most campaigns, we continually assess other platforms like Microsoft Ads to understand where opportunities exist. Our approach is driven by data, ensuring that every marketing decision improves efficiency, ROI, and long-term growth across the most effective search advertising platforms.

Reach out to Constructiv Digital to refine your ad strategy

If you’re ready to generate more consistent, high-quality construction leads, our team is here to help. We’ll help you leverage both platforms to attract quality leads, lower your costs, and drive long-term growth. Send us a message or request a consultation to boost your construction marketing performance.