U.S. construction spending reaches 1.64 trillion dollars. This volume supports demand for contractor services. Fifty three percent of B2B marketers prioritize lead generation above other marketing goals.
Key Takeaways
- 1.57 million total jobs in the U.S. were in the construction industry in 2023, highlighting the size of the building-industry labor base that marketing and business development teams must reach
- $1.64 trillion U.S. construction spending in 2023 (seasonally adjusted annual rate), representing the spend level that drives demand for contractors’ services and therefore marketing budgets
- 53% of B2B marketers say generating leads is their top marketing priority, indicating focus on pipeline metrics like MQLs and SQLs in construction marketing
- 74% of salespeople use a CRM in their sales process, making CRM-driven reporting and automation central to marketing-sales alignment
- 62% of B2B companies use web analytics tools to track performance, enabling measurement of contractor website conversion rates
- 61% of marketers say improving SEO and growing organic presence is their top inbound priority, connecting SEO to measurable traffic and lead generation
- 45% of B2B buyers consume 3–5 pieces of content before contacting a vendor, indicating content quantity and gating affects conversion timing
- 59% of marketers say they have improved their understanding of customers after implementing a data/analytics strategy, supporting the use of dashboards for optimization
- 53% of companies increased their use of video marketing in the last year, indicating video is an expanding format for construction storytelling and lead gen
- 61% of marketers use social media marketing, showing ongoing channel investment for contractor brand awareness and lead capture
- 51% of marketers say their social media leads are more valuable than any other channel, supporting social selling efforts for builders and contractors
- The average cost-per-click (CPC) for Google Ads Search is $2.69 across all industries, giving a cost baseline for paid search testing by construction marketers
- $8,000 is the median annual cost of CRM for small businesses, setting a baseline budget line for marketing/crm adoption planning
- B2B cost of acquiring a customer (CAC) in 2023 averaged $1,000, indicating benchmark pressures on lead gen costs for contractors
- 34% of U.S. marketers say they will increase their spend on marketing automation over the next 12 months (2024)
With $1.64 trillion in 2023 construction spend, builders must prioritize lead generation using CRM, analytics, SEO, and fast landing pages.
Related reading
01 · Category
Market Size2 stats
01
1.57 million total jobs in the U.S. were in the construction industry in 2023, highlighting the size of the building-industry labor base that marketing and business development teams must reach
02
$1.64 trillion U.S. construction spending in 2023 (seasonally adjusted annual rate), representing the spend level that drives demand for contractors’ services and therefore marketing budgets
Interpretation
Market Size Interpretation
With the U.S. construction industry employing 1.57 million people and driving $1.64 trillion in 2023 spending, the market size alone signals that building-industry marketing teams have a large, spend-backed audience to target for contractor demand.
02 · Category
User Adoption3 stats
01
53% of B2B marketers say generating leads is their top marketing priority, indicating focus on pipeline metrics like MQLs and SQLs in construction marketing
02
74% of salespeople use a CRM in their sales process, making CRM-driven reporting and automation central to marketing-sales alignment
03
62% of B2B companies use web analytics tools to track performance, enabling measurement of contractor website conversion rates
Interpretation
User Adoption Interpretation
In the User Adoption lens, the fact that 74% of salespeople already use a CRM shows that construction marketing wins when pipeline efforts and reporting are built around tools the teams are actually adopting.
03 · Category
Performance Metrics9 stats
01
61% of marketers say improving SEO and growing organic presence is their top inbound priority, connecting SEO to measurable traffic and lead generation
02
45% of B2B buyers consume 3–5 pieces of content before contacting a vendor, indicating content quantity and gating affects conversion timing
03
59% of marketers say they have improved their understanding of customers after implementing a data/analytics strategy, supporting the use of dashboards for optimization
04
71% of marketers say site speed is important for conversions, impacting website performance metrics for lead capture
05
41% of marketers say their largest challenge in lead generation is getting enough traffic (2023)
06
47% of B2B buyers view vendor websites as a key source of information during their research
07
2.5x higher conversion rates occur for landing pages that load in under 2 seconds versus 5 seconds
08
62% of B2B organizations report using marketing analytics to measure campaign performance (2023)
09
34% of marketers report that their organizations measure marketing ROI (2023)
Interpretation
Performance Metrics Interpretation
Performance metrics in the building industry show that faster, more measurable digital experiences are driving results, with landing pages loading under 2 seconds delivering 2.5x higher conversion rates than those at 5 seconds.
04 · Category
Industry Trends8 stats
01
53% of companies increased their use of video marketing in the last year, indicating video is an expanding format for construction storytelling and lead gen
02
61% of marketers use social media marketing, showing ongoing channel investment for contractor brand awareness and lead capture
03
51% of marketers say their social media leads are more valuable than any other channel, supporting social selling efforts for builders and contractors
04
63% of marketing leaders say improving data quality is a top priority, supporting data cleansing and integration in marketing stacks
05
37% of marketers expect to use more first-party data, indicating a privacy-driven shift in targeting and measurement
06
1.9% is the projected annual growth rate of U.S. construction output in 2024
07
68% of contractors say cost is the top factor in selecting subcontractors (2023)
08
15% of B2B marketers say personalization increases revenue (2022)
Interpretation
Industry Trends Interpretation
With 63% of marketing leaders prioritizing data quality and 37% of marketers expecting to rely more on first-party data, Industry Trends in building marketing are clearly shifting toward better measurement and targeting as video and social channels continue to grow.
More related reading
05 · Category
Cost Analysis5 stats
01
The average cost-per-click (CPC) for Google Ads Search is $2.69across all industries, giving a cost baseline for paid search testing by construction marketers
02
$8,000is the median annual cost of CRM for small businesses, setting a baseline budget line for marketing/crm adoption planning
03
B2B cost of acquiring a customer (CAC) in 2023 averaged $1,000,indicating benchmark pressures on lead gen costs for contractors
04
Marketing email lists grow at an average annual rate of about 10% for businesses, affecting recurring costs of list acquisition and maintenance
05
SEO software spend for small teams averages $1,500per year, giving a benchmark for investing in contractor SEO tools
Interpretation
Cost Analysis Interpretation
For the cost analysis angle in building marketing, the numbers point to tight budget benchmarks with B2B CAC averaging $1,000 in 2023 and Google Ads Search CPC sitting at $2.69, while CRM costs ($8,000 annually) and SEO software spend ($1,500 per year) set clear baseline floors for scaling lead generation.
06 · Category
Budget & Spend2 stats
01
34% of U.S. marketers say they will increase their spend on marketing automation over the next 12 months (2024)
02
73% of B2B companies use marketing automation
Interpretation
Budget & Spend Interpretation
With 34% of U.S. marketers planning to increase their spend on marketing automation over the next 12 months and 73% of B2B companies already using it, Budget and Spend priorities in the building industry are clearly shifting toward automation as a mainstream investment area.
07 · Category
Channel Effectiveness3 stats
01
84% of consumers trust online reviews as much as personal recommendations (2022 global survey)
02
57% of B2B marketers use webinars as a marketing channel (2024 survey)
03
51% of marketers say case studies are the content format that generates the best results (2023)
Interpretation
Channel Effectiveness Interpretation
In channel effectiveness for the building industry, trust in digital signals is strong with 84% of consumers weighing online reviews like personal recommendations, while B2B marketers increasingly rely on webinars with 57% using them and 51% saying case studies deliver the best results.
Reference
Cite This Report
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APA
Stefan Wendt. (2026, February 13). Marketing In The Building Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-building-industry-statistics
MLA
Stefan Wendt. "Marketing In The Building Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-building-industry-statistics.
Chicago
Stefan Wendt. 2026. "Marketing In The Building Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-building-industry-statistics.
Sources & references
32 datasets cited across this report · attribution is report-level
+10 additional datasets cited (not shown individually)