What Do Construction Companies Spend on Marketing in the UK? A Complete Guide
- Gyan Summan
- Aug 20
- 4 min read
In the UK construction sector, competition is fierce. From local builders to large contractors, companies are fighting for visibility and credibility in a crowded market. While referrals and word-of-mouth still play an important role, today’s buyers—whether they’re homeowners or commercial developers—begin their search online. That means your digital presence has never been more important.
This raises the key question: what do construction companies in the UK spend on marketing, and how much should you invest to stay competitive?
At Tapped in Social, we specialise in helping UK construction businesses plan smarter marketing budgets. In this article, we’ll break down typical spend levels, which channels UK firms are investing in, and how to maximise return on investment (ROI).
Why Marketing Spend Matters in UK Construction
The UK construction industry is worth over £100 billion annually, with thousands of companies competing for contracts, tenders, and homeowner projects. Without marketing, even experienced firms risk being invisible.
Marketing helps construction companies:
Win more local clients – People search “builders near me” or “loft conversion in Manchester”.
Stand out from competitors – Especially important in crowded urban areas like London, Birmingham, and Manchester.
Build trust – Professional websites, reviews, and case studies reassure potential customers.
Generate consistent leads – Reducing reliance on unpredictable referrals.
How Much Do Construction Companies Spend on Marketing in the UK?
On average, UK construction firms allocate 5–10% of annual revenue to marketing. The actual figure depends on business size, goals, and competition in your area.
Typical UK marketing budgets:
Small local builders (turnover under £1m): £10,000–£30,000 per year
Mid-sized contractors (£1m–£5m turnover): £50,000–£150,000 per year
Larger construction companies (£5m+ turnover): £250,000+ annually
For fast growth, many businesses in competitive cities spend closer to 10% of turnover, while those maintaining steady pipelines spend around 5%.
Where UK Construction Companies Spend Their Marketing Budgets
Marketing strategies in the UK construction sector increasingly prioritise digital channels. Here’s how most firms allocate spend:
1. Website Design & Optimisation (15–20%)
Your website is your digital shopfront. A dated or slow-loading site can cost you leads. Investments typically include:
Professional web design
Mobile-first development (crucial for UK homeowners browsing on phones)
Search engine optimisation (SEO)
Hosting, security, and ongoing updates
2. Local SEO (15–25%)
Ranking on Google is essential for phrases like “house extension builder in Leeds” or “commercial contractor in London”. SEO efforts include:
Optimised service pages targeting UK cities and regions
Google Business Profile optimisation
Local directory listings (Checkatrade, Trustpilot, Yell)
Blog content targeting UK homeowner and commercial queries
3. Paid Advertising (20–30%)
Many UK firms use Google Ads and Meta Ads (Facebook/Instagram) to generate fast leads. Typical ad budgets range from:
£1,000–£5,000 per month for small firms
£10,000+ per month for larger contractors in London and major cities
Construction keywords in the UK can cost between £3–£10 per click, making PPC a significant but powerful investment.
4. Social Media Marketing (10–15%)
UK homeowners increasingly use Instagram, Facebook, and TikTok for renovation inspiration. Builders and contractors benefit by:
Posting before-and-after project photos
Sharing short video tours of sites
Running targeted local ads (e.g., “Bathroom renovations in Sheffield”)
5. Content Creation (10–15%)
Blogs, videos, and case studies establish your expertise and help with SEO. Examples include:
“Average cost of a loft conversion in London”
“5 Things to Know Before Building an Extension in Birmingham”
Project spotlight videos filmed on-site
6. Traditional Marketing (5–10%)
Although digital dominates, some UK firms still invest in:
Local newspaper ads
Branded vans and signage
Flyers and direct mail campaigns
Trade shows such as UK Construction Week
Factors That Affect Marketing Spend in the UK
Not all firms need the same budget. Variables include:
Business size – A sole trader needs fewer leads than a regional contractor.
Service type – High-ticket projects (loft conversions, commercial builds) justify larger budgets.
Location – Competing in London requires more investment than in smaller towns.
Goals – Are you maintaining steady work or scaling rapidly?
How Much Should Your Construction Company Spend?
Here’s a UK-specific guideline:
Spend 5% of turnover if you want to maintain a steady pipeline.
Spend 10% of turnover if you want to grow aggressively.
Dedicate at least 50–60% of that budget to digital marketing since that’s where UK customers begin their research.
Maximising ROI: Smarter Spending for UK Construction Firms
It’s not just about how much you spend—it’s about spending wisely. Here’s how to get the most from your budget:
Prioritise local SEO – Ranking in your service area beats chasing national terms.
Track everything – Use Google Analytics and call tracking to see what’s working.
Leverage reviews – Google, Trustpilot, and Checkatrade reviews are powerful sales tools.
Focus on video – UK homeowners respond well to before-and-after video tours.
Work with specialists – A UK-focused construction marketing agency like Tapped in Social ensures your spend is optimised.
Final Thoughts
So, what do construction companies spend on marketing in the UK? On average, between 5–10% of turnover, with small firms spending from £10k+ annually and larger contractors investing six figures or more. The majority of this budget is now allocated to digital channels such as websites, SEO, PPC, and social media.
Marketing isn’t an optional expense—it’s the tool that keeps your pipeline full, your brand trusted, and your business growing in a highly competitive UK market.
At Tapped in Social, we help construction businesses across the UK invest their marketing budgets strategically, so every pound delivers measurable results. If you’re ready to grow, we’re ready to get you tapped in. Contact us at Contact Tap
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