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Construction In The EU, In Numbers
Behind the word construction sit three trades, each with its own rhythm: their official figures from Eurostat, then the calendar of their Google searches.
Construction
NACE code 41.2
Construction of residential and non-residential buildings
854,476companies in the EU
Eurostat publishes no final figure for this country.
3.7 people per company on average
€605.9 billion in turnover
Most searched month: September
Installation
NACE code 43.2
Electrical, plumbing and other construction installation activities
978,216companies in the EU
Eurostat publishes no final figure for this country.
4.0 people per company on average
€544.6 billion in turnover
Most searched month: October
Finishing
NACE code 43.3
Building completion and finishing
1,213,799companies in the EU
Eurostat publishes no final figure for this country.
Most searched month: September
Source: Eurostat, enterprises by NACE activity (dataset sbs_ovw_act), EU-27, NACE codes 41.2, 43.2 and 43.3, 2024 data updated on 30 September 2026.See the raw data. People per company: calculated from the number of people employed and the number of companies published by Eurostat.
Source: US Census Bureau, Economic Census 2022 (dataset ecnbasic), United States, establishments with paid employees, NAICS codes 236, 2382 and 2383, 2022 data updated on 24 October 2023. An establishment is a single site: a company with 3 sites counts 3 times. See the table. Employees per establishment: calculated from the number of employees and of establishments published by the US Census Bureau. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Statistics Canada, Canadian Business Counts, with and without employees, June 2026, Canada, NAICS codes 236, 2382 and 2383, released on 14 August 2026. Statistics Canada counts locations: a company with 10 stores and a head office counts 11 times. Without employees, only locations that are incorporated or earn more than C$30,000 in business revenue are counted. See the tables with employees and without employees. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: INEGI, National Statistical Directory of Economic Units (DENUE) 05/2026, Mexico, active establishments except agriculture, SCIAN codes 236, 2382 and 2383 (SCIAN Mexico 2023), released on 20 May 2026. DENUE counts establishments with premises, homes included: a trade carried out at the customer's site with no premises of its own (painter, plumber) or by street vendors is left out, as are rural localities under 2,500 inhabitants. People employed include the owner. See the methodology. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: e-Stat, 2021 Economic Census for Business Activity, Ministry of Internal Affairs and Communications, Japan, privately owned establishments as of 1 June 2021, JSIC codes 064, 065, 066, 081, 082, 083, 089, 075, 077 and 078 (Japan Standard Industrial Classification, revision 13), data updated on 30 September 2026. An establishment is a single site: a company with 3 sites counts 3 times. People engaged include owners. See the table. People per establishment: calculated from the number of people engaged and of establishments published by e-Stat. Each card uses the Japanese classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Nomis, UK Business Counts (extract from the Inter-Departmental Business Register), United Kingdom, enterprises and local units live in March 2026, SIC 2007 codes 412, 432 and 433 (UK classification, identical to NACE down to 4 digits), data updated on 24 September 2026, retrieved on 16 October 2026. The register only counts businesses registered for VAT or PAYE. A local unit is a site: a company with 3 sites counts 3 local units. See the tables enterprises and local units. Data source: Office for National Statistics, licensed under the Open Government Licence v3.0.
The Google Search Calendar
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from September 2025 to August 2026.
Construction
Installation
Finishing
100500
ConstructionFinishingInstallation
SepOctNovDecJanFebMarAprMayJunJulAug
Most searched month: construction in September, installation in October, finishing in September. Construction: September brings 2.8 times the searches of the lowest month.
Source: Google Ads Keyword Planner, monthly search volumes in the United Kingdom, in English, from September 2025 to August 2026, retrieved on 1 October 2026 from Théo Maupilé's Google Ads account. Searches measured: “house builders”, “building contractors”, “self build”, “electrician”, “plumber”, “heating engineer”, “home renovation”, “painter and decorator” and “tiler”. Method: each line adds up its searches, then takes the value 100 in its highest month. Google rounds the volumes it returns: the line shows the rhythm of demand, not an exact volume.
See the chart data
Month
Construction
Installation
Finishing
September 2025
100
90
100
October 2025
72
100
91
November 2025
67
74
71
December 2025
49
60
71
January 2026
81
89
74
February 2026
54
72
81
March 2026
50
72
78
April 2026
44
66
68
May 2026
41
59
61
June 2026
40
71
61
July 2026
36
59
63
August 2026
36
71
66
The Price Of A Click At The Top Of Google
What advertisers paid to appear at the top of the results, for the most searched query of each line, in the United Kingdom.
Construction “building contractors”€2.09 to €9.42
Installation “plumber”€2.92 to €16.03
Finishing “painter and decorator”€1.37 to €4.35
Source: Google Ads Keyword Planner, top of page bid, low range and high range, in euros, in the United Kingdom, retrieved on 1 October 2026 from Théo Maupilé's Google Ads account. According to Google, the range runs from the 20th to the 80th bid out of 100: about 6 bids in 10 fall between the two amounts. It is an observed range, not a price list: the price of each click is set in an auction.
Let's Discuss Your Challenges!
20 minutes · No commitment · 100% confidential
Construction & Renovation · United Kingdom
Where Is Your Audience?
Your audience moves from one app to the next within the same day: they search on Google, watch YouTube, browse Discover and Gmail, scroll Instagram and Facebook, ask ChatGPT for advice. Tap an app to see where your ad meets them, and what the ad platforms measure in your industry.
YSponsoredYour brandHome Renovation · Detailed QuoteA tradesperson visits, measures and gives you a clear quote for your project.
WWebsites and appsIllustration
Before and after: a full renovationYYour brandLearn more
FFacebookIllustration
YYour brandSponsored
A tradesperson visits, measures and gives you a clear quote for your project.
Before and after: a full renovation
Home Renovation · Detailed QuoteLearn more
IInstagramIllustration
YYour brandSponsored
Before and after: a full renovation
Learn more→
CChatGPTIllustration
where do I start when renovating a 1970s house?
Here are the points to compare before you choose, based on your situation.
SponsoredYYour brandHome Renovation · Detailed QuoteA tradesperson visits, measures and gives you a clear quote for your project.
Searchinggoogle.com · Google app
GGoogle
They type their need in their own words. This is when intent is at its clearest: your ad answers a question they have just asked.
2,400searches a month for “home renovation”, in the UK
Searches a month in your industry, in the UK
“home renovation”2,400
“plumber”60,500
“electrician”49,500
Source: Google Keyword Planner, searches in the United Kingdom, in English, monthly average from September 2025 to August 2026, estimated and rounded by Google, pulled on 1 October 2026.
They look for a place near them and compare options on the map. Your ad shows your address and phone number, beside, above or below the search results.
4 networkswhere location assets can show your address: the Search Network, the Display Network, YouTube and Google Maps
Where Your Ad Appears
Search results on Google Maps
Maps app
Search Network, with your address and phone number
They watch a video they chose. Your ad plays before or during that video, or shows up in their suggestions: your brand gets known before the need is put into words.
6 sthe bumper format: a short message your audience sees in full
They browse the feed of articles and videos the Google app suggests. Your ad slips in as one card among the others: they discover your offer before they even look for it.
3 feedsa single Demand Gen campaign places your ad in Discover, in Gmail and in YouTube’s feeds
They read an article or use an app. Your banner shows next to the content: your brand stays top of mind, and people who already visited your site see you again.
Millionsof websites and apps where a Display campaign can show your ad, on top of YouTube
They catch up with friends, groups and their local area. Your ad slots into that feed, or into Marketplace when they look for something nearby.
11.0 to 13.0 millionpeople aged 18 and over in the UK on Facebook that Meta links to the interests “Renovation (construction)” or “home renovations (home improvement)”out of 35.2 to 41.5 million reachable in the UK on Facebook
The same targeting, platform by platform
Instagram7.1 to 8.4 million
Facebook11.0 to 13.0 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
In Your Industry
For every 10 people on Instagram, Meta counts 15 on Facebook for this targeting, against 11 across the whole UK audience. The people Meta links to your industry lean more towards Facebook than the country as a whole.
Source: calculated from the two Meta estimates above, using the middle of each range, pulled on 16 October 2026.
They scroll their feed, stories and reels to unwind. The image takes the first step: your offer gets discovered here, and people who already visited your site find you again.
7.1 to 8.4 millionpeople aged 18 and over in the UK on Instagram that Meta links to the interests “Renovation (construction)” or “home renovations (home improvement)”out of 31.1 to 36.6 million reachable in the UK on Instagram
The same targeting, platform by platform
Instagram7.1 to 8.4 million
Facebook11.0 to 13.0 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They ask their question and read a full answer. The ad appears below that answer when the topic of the conversation matches what you offer: the need is already detailed, constraints included.
31European countries in the expansion announced by OpenAI, France and Spain included
I'm Theo, a freelance Paid Media specialist with 100+ clients supported on Google Ads & Meta Ads. The exclusive local quote, capturing search in your area, qualifying the project right from the form, calling back fast, is the heart of the lead generation I run every day. I work directly, no middleman.
The 3 jobs of Paid Media in construction
Exclusive leads, not resold
A platform lead is shared with your competitors. A lead from your own campaigns belongs to you alone: same budget, completely different return.
Your service area
Every euro spent outside your area is wasted. Geographic targeting and local searches ("trade + city") are what make the account profitable.
Sorting the real project from the tyre-kicker
Type of work, timeline, surface area: a form that qualifies saves you hours of sorting and focuses your quotes on real jobs.
Plumbers, Heating And HVAC, Roofers, Electricians: What Changes
In the UK and the US, all four trades are categories of Google Local Services Ads, where you pay for the leads you receive (calls and messages), and each trade has its own search rhythm.
Plumbers: Emergencies Start With A Phone Call
When a pipe leaks, people want to reach someone right away, so your phone number shows in the ad, scheduled for the hours when you really pick up. Outside those hours, the ad sends people to your quote form, and the request is waiting for you the next morning.
Heating And HVAC: The Budget Follows The Weather
In the UK, “heating engineer” was searched about four times more in September 2025 than in any month from May to August 2026 (Google Keyword Planner), so the budget grows when the weather turns cold. Heating, air conditioning and servicing each get their own ads, and every season has its message ready.
Roofers: Storm Repairs And Planned Roofs
A leak after a storm needs a fast answer, while a new roof is a project people plan ahead. The two live in separate campaigns with their own ads: the repair budget goes up when the weather turns, and roofing projects keep their steady pace.
Electricians: From Emergency Repairs To EV Chargers
A same-day repair, a rewiring job and an EV charger installation are searched with different words, so each one gets its own ads and its own landing page. EV chargers are a market of their own, and the certifications you hold for them belong in your ads.
Kitchen Companies: From Kitchen Project To Showroom Visit
A fitted kitchen is chosen after several visits and a plan: the campaign brings projects through to a showroom or home appointment, and is measured by the order.
Project Searches
In the UK, « fitted kitchens » is searched around 5,400 times a month, « kitchen showroom » around 3,600 times and « bespoke kitchens » around 2,900 times, with a top-of-page bid up to €13.94 on « bespoke kitchens » (Google Keyword Planner, average from October 2025 to September 2026). Each type of project gets its own campaign and page.
The Showroom As Destination
The campaign targets a radius around your showroom, shows your address in the ad and on Google Maps, and tracks directions requested as well as booked appointments.
A Form That Prepares The Plan
Room size, style, budget and timing: the form gives your designer what they need to prepare the first appointment.
Tracking Through To The Order
Appointment request, plan presented, signed order: each step comes back from your CRM into Google Ads, and the campaign learns which projects become kitchens sold.
The method, applied to your business
1
Area + trade audit
Local search volume, competition, seasonality of your services: what your area can actually deliver.
2
A quote landing page that qualifies
A clear page, your past work, and a form that filters serious projects.
3
Local campaigns
Search on trade + city queries, Meta to show off your jobs and stay top of mind.
4
Measured at the quote
From click to quote request, and to the signed job when you report it back: budgets follow what signs.
How is this different from lead-matching platforms?
Exclusivity and brand. On a platform, the same contact is sold to several companies and the relationship belongs to the platform. With your campaigns, the request comes straight to you, only your company faces the customer, and you see your real cost per quote.
Can we mention grants and subsidies in the ads?
Yes, as long as you stay factual: no guaranteed-amount promises or misleading "zero out-of-pocket" claims. Compliant ads protect your business and convert better over time.
What budget for a tradesperson?
It depends on your area, your trade, and the value of a job. We frame it on the first call using the real search volumes in your area, before committing to anything.
Google Ads or Meta Ads for construction?
Google first: a quote request is born from an active search. Meta as a complement to show your work and build local trust. The balance depends on your trade and your area.
What Happens After You Click
1
7 Questions
A short form: your website, your budget, your goal. Two minutes is all it takes.
2
A 20-Min Call
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
3
Your Access And My Onboarding
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
4
Building Your Strategy
We start building your strategy from everything you have shared with me.
5
Our Day-To-Day Communication
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Slack
Microsoft Teams
Gmail
Google Chat
WhatsApp
Shall we talk about your order book?
Your area, your trade, what a job earns you. You'll leave with concrete levers, even if we don't end up working together.
