This article is part of our cloud computing guide for non-technical founders. Start there if you need the fundamentals.
You’ve decided your business needs cloud infrastructure. Now comes the question everyone asks: AWS, Azure, or Google Cloud?
The honest answer is that for most small and medium businesses, any of them will work. They all offer virtual servers, databases, storage, and the other building blocks you need. The differences matter more for specific use cases than for general business computing.
This guide cuts through the marketing and gives you practical guidance on choosing an IaaS provider—written for business owners, not cloud architects.
The Big Three: Quick Overview
Three providers dominate the IaaS market, controlling roughly two-thirds of global cloud infrastructure spending.
| Provider | Market Share | Best Known For | Typical Customer |
|---|---|---|---|
| AWS (Amazon) | ~32% | Widest service range, most mature | Startups, enterprises, everyone |
| Azure (Microsoft) | ~23% | Microsoft integration, enterprise | Microsoft shops, enterprises |
| Google Cloud | ~10% | Data analytics, machine learning | Data-heavy companies, startups |
What this means for you: If you have no strong preference, AWS is the safest default—not because it’s necessarily best, but because it has the most documentation, the largest talent pool, and the most third-party integrations.
Quick decision:
- Already Microsoft-heavy? Start with Azure.
- Data analytics or ML focus? Lean toward Google Cloud.
- No strong preference? Default to AWS.
The rest of this guide explains why—but if you just need an answer, that’s it.
AWS (Amazon Web Services)
What AWS Does Well
Breadth of services. AWS offers over 200 services. Whatever you need, they probably have it. This is both strength and weakness—there’s a solution for everything, but the options can be overwhelming.
Maturity and reliability. AWS has been running since 2006. The platform is battle-tested at enormous scale. Outages happen, but they’re rare and well-communicated.
Ecosystem. More developers know AWS than any other cloud. More tools integrate with AWS. More tutorials exist for AWS. When you hit a problem, someone has probably solved it before.
Global reach. AWS has data centres in more regions than competitors, useful if you need to serve customers in specific geographies or meet data residency requirements.
Where AWS Falls Short
Complexity. The sheer number of options creates decision paralysis. There are multiple ways to run containers, multiple database options, multiple networking configurations. Beginners often struggle.
Pricing opacity. AWS pricing is notoriously complicated. Your bill will have dozens of line items. Without active cost management, spending can spiral unexpectedly.
Support costs. Basic support is included, but meaningful support (someone who’ll actually help you solve problems) requires paid plans starting around $100/month or 3% of spend.
AWS Pricing Model
AWS charges by the second for most compute resources. Key pricing concepts:
- On-Demand: Pay as you go, no commitment. Most expensive per hour but most flexible.
- Reserved Instances: Commit for 1-3 years, save 30-72%. Good for predictable workloads.
- Spot Instances: Bid on spare capacity, save up to 90%. Can be terminated with 2-minute notice.
- Savings Plans: Commit to hourly spend (not specific instances), save 30-60%. More flexible than Reserved.
Typical small business cost: A simple web application with a database runs €150-400/month. Complex setups can easily reach €2,000+/month.
A common SMB pattern: EC2 instance for your app, RDS for your database, S3 for file storage, CloudFront for fast delivery. Many small businesses run their entire infrastructure on these four services.
Microsoft Azure
What Azure Does Well
Microsoft integration. If your business runs on Microsoft 365, Active Directory, or Windows Server, Azure integrates seamlessly. Single sign-on, directory sync, and familiar tools reduce friction.
Hybrid cloud. Azure excels at connecting on-premise infrastructure with cloud resources. If you’re migrating gradually or need to keep some systems local, Azure’s hybrid tools are the most mature.
Enterprise relationships. Many enterprises have existing Microsoft agreements. Azure can often be added to existing contracts with volume discounts.
Familiar tooling. Developers who know .NET, Visual Studio, and the Microsoft ecosystem find Azure’s approach familiar. Less learning curve for Microsoft-oriented teams.
Where Azure Falls Short
Naming chaos. Azure renames services frequently. What was “Azure Websites” became “Azure App Service.” Documentation can reference outdated names. This creates confusion.
Portal complexity. The Azure portal has improved but remains cluttered. Finding what you need takes practice.
Linux support. While Azure supports Linux well now, it still feels like Windows is the first-class citizen. Some Linux tools and workflows have friction.
Outage communication. Azure’s status updates during incidents have historically been less transparent than AWS’s.
Azure Pricing Model
Azure pricing is similar to AWS in structure but with some differences:
- Pay-As-You-Go: Standard on-demand pricing.
- Reserved Instances: 1-3 year commitments for up to 72% savings.
- Spot VMs: Similar to AWS spot instances.
- Hybrid Benefit: Bring existing Windows Server or SQL Server licenses for significant discounts (up to 40%).
The Microsoft advantage: If you already pay for Windows Server or SQL Server licenses on-premise, Azure’s Hybrid Benefit can make it significantly cheaper than competitors for equivalent workloads.
Typical small business cost: Comparable to AWS—€150-400/month for simple applications. Hybrid Benefit can reduce this substantially for Windows workloads.
A common SMB pattern: App Service for your web app, Azure SQL for your database, Blob Storage for files. If you’re already on Microsoft 365, you’re halfway there.
Google Cloud Platform (GCP)
What Google Cloud Does Well
Simplicity. Google Cloud has fewer services than AWS, which many consider a feature. Less choice paralysis, cleaner interfaces, more opinionated defaults.
Sustained use discounts. Use a VM for more than 25% of a month, and Google automatically discounts it—no commitment required. This makes pricing more predictable for steady workloads.
Data and analytics. BigQuery (data warehouse) and related tools are genuinely best-in-class. If your business is data-heavy, Google Cloud has advantages.
Network performance. Google’s global network is exceptional. Applications that need low latency across regions benefit from Google’s infrastructure.
Kubernetes. Google invented Kubernetes and runs it better than anyone. If you’re using containers seriously, GKE (Google Kubernetes Engine) is the most polished option.
Where Google Cloud Falls Short
Smaller ecosystem. Fewer developers know Google Cloud. Fewer third-party tools integrate with it. Hiring can be harder.
Enterprise features. Google Cloud has historically focused on developers and data engineers. Some enterprise features (identity management, compliance certifications) came later than competitors.
Support reputation. Google’s consumer reputation for poor support (try getting help with a banned Gmail account) carries over in perception, though Cloud support is actually reasonable.
Smaller market share. This creates a subtle risk: will Google stay committed to Cloud long-term? They’ve killed many products. While Cloud is unlikely to be abandoned, the question comes up. If this risk worries you, design for portability from the start.
Google Cloud Pricing Model
Google Cloud’s pricing is often the most straightforward:
- On-Demand: Standard per-second billing.
- Committed Use Discounts: 1-3 year commitments for up to 57% savings.
- Sustained Use Discounts: Automatic discounts (up to 30%) for consistent usage—no commitment needed.
- Preemptible VMs: Like spot instances, up to 80% cheaper but can be terminated.
The automatic advantage: Sustained Use Discounts mean you get savings without the planning overhead of Reserved Instances. For businesses that don’t want to optimise constantly, this simplicity has real value.
Typical small business cost: Often 10-20% cheaper than AWS for equivalent compute, but databases and other services vary.
A common SMB pattern: Cloud Run for your app (containers without the management headache), Cloud SQL for your database, Cloud Storage for files. Simpler naming, fewer decisions.
Comparison Table
| Factor | AWS | Azure | Google Cloud |
|---|---|---|---|
| Best for | General use, widest options | Microsoft shops, hybrid | Data analytics, simplicity |
| Learning curve | Steep (too many options) | Medium (familiar if you know Microsoft) | Gentler (fewer options) |
| Pricing complexity | High | High | Medium |
| Automatic discounts | No | No | Yes (Sustained Use) |
| Startup credits | Up to $100,000 | Up to $150,000 | Up to $200,000+ |
| Support included | Basic only | Basic only | Basic only |
| Global regions | 33+ | 60+ | 37+ |
| Market ecosystem | Largest | Large | Smaller |
Which Provider for Your Situation
If You Use Microsoft Products Heavily
Choose Azure. The integration with Microsoft 365, Active Directory, and Windows Server creates genuine operational efficiency. Hybrid Benefit licensing can also save significant money.
If You’re a Data-Heavy Business
Consider Google Cloud. BigQuery and related analytics tools are exceptional. If analysing large datasets is core to your business, Google Cloud has real advantages.
If You Want Maximum Flexibility and Options
Choose AWS. Whatever you need, AWS has it. The ecosystem is unmatched. For businesses that might need specialised services as they grow, AWS rarely becomes a limitation.
If You Want Simplicity and Don’t Want to Optimise Constantly
Consider Google Cloud. Sustained Use Discounts mean automatic savings. Fewer services means less decision paralysis. The platform is genuinely easier to learn.
If You’re a Startup Seeking Credits
Apply to all three. Startup programmes are competitive. Apply to AWS Activate, Microsoft for Startups, and Google for Startups. Use the one that offers the best deal for your situation.
If You Genuinely Have No Preference
Default to AWS. Not because it’s objectively best, but because the largest ecosystem means the most resources when you need help, the largest talent pool when you hire, and the most integrations when you add tools.
Choosing a Provider: Two Perspectives
For Non-Technical Founders
The honest answer: Your developer’s familiarity with a platform matters more than theoretical differences. A team that knows AWS well will build better on AWS than struggling with Azure.
Questions to ask:
- “Which provider are you most experienced with?”
- “Is there anything about our specific business that makes one provider a better fit?”
- “How will we track and control cloud costs from day one?”
If they insist on a provider they’ve never used: Ask why. “It’s the future” isn’t a reason. Specific technical requirements are.
For Technical Decision-Makers
Your framework:
- Stack alignment: .NET/Windows → Azure has real advantages. Data-heavy → Google Cloud’s tooling leads. General workloads → any of them works.
- Team skills: What do your engineers know? Retraining costs time and money.
- Hiring market: AWS skills are most common. Factor this in if you’ll be growing the team.
- Cost management: Whichever you choose, set up billing alerts on day one. Someone should review cloud spending monthly.
If portability matters: Consider Terraform for infrastructure-as-code (works across providers) and containerisation (Kubernetes runs anywhere). This adds complexity but reduces lock-in.
Cost Management Across All Providers
Whichever provider you choose, cost management follows similar principles:
Set up billing alerts immediately. All providers offer this. Get notified at 50%, 75%, 90% of expected spend.
Review bills monthly. Understand what’s driving costs. Look for unexpected line items.
Right-size resources. Most businesses over-provision initially. Monitor actual usage and downsize where possible.
Use appropriate commitment levels. Once you understand your baseline usage, consider reserved instances or committed use discounts.
Clean up unused resources. Old test environments, unattached storage, forgotten snapshots—they all cost money.
For detailed cost optimisation strategies, see our guide on the hidden costs of cloud and how to optimise spending.
Key Takeaways
The honest truth: For most small and medium businesses, provider choice matters less than execution. All three major providers are reliable, capable, and competitively priced.
Default to AWS if you have no strong preference—largest ecosystem, most resources, safest choice.
Choose Azure if you’re heavily invested in Microsoft products—the integration advantages are real.
Choose Google Cloud if you value simplicity, automatic cost optimisation, or have data-heavy workloads.
Most important: Your team’s expertise with a platform matters more than theoretical advantages. Don’t choose based on features you might need someday—choose based on what will work well today.
Related Reading
- IaaS, PaaS, SaaS Explained — Understanding cloud service models (pillar article)
- The Hidden Costs of Cloud — Managing cloud spending
- Cloud Migration Checklist — Planning a move to cloud
Need Help Choosing?
If you’re evaluating cloud providers for a specific project and want an objective second opinion, book a consultation. I’ll review your situation and give you practical guidance—not a sales pitch for any particular provider.
