AWS vs. Azure vs. Google Cloud: Which Provider is Right for Your Growing Business?

2/5/20265 min read

If you're running a business with 50-900 employees, you've probably heard the same advice over and over: "Move to the cloud." But when you start researching, you quickly realize that "the cloud" isn't one thing—it's three major players (AWS, Microsoft Azure, and Google Cloud Platform) plus dozens of smaller providers, each claiming to be the best choice for your business.

The stakes are high. Choose the right cloud provider, and you'll unlock scalability, cost savings, and new capabilities. Choose the wrong one, and you could face expensive migrations, compatibility nightmares, and thousands in wasted spend.

After helping hundreds of mid-sized organizations navigate this exact decision, we've learned that there's no universal "best" cloud provider. The right choice depends on your specific situation. Here's how to make a confident decision.

The Real Question Isn't "Which is Best?"—It's "Which is Best for Us?"

Before we dive into comparisons, let's be clear: AWS, Azure, and Google Cloud are all excellent platforms. Companies with billions in revenue trust each of them. The question isn't which one is objectively superior—it's which one aligns with your current infrastructure, team skills, budget, and growth plans.

Quick Overview: The Big Three

Amazon Web Services (AWS)

Market leader with 32% market share
Launched in 2006, most mature platform
200+ services available
Best for: Startups, tech companies, organizations needing maximum flexibility

Microsoft Azure

Second-largest with 23% market share
Deep integration with Microsoft ecosystem (Office 365, Active Directory, Teams)
Best for: Organizations already using Microsoft products, hybrid cloud needs, enterprise compliance

Google Cloud Platform (GCP)

Third-largest with 10% market share
Strongest in data analytics, machine learning, and containerization
Best for: Data-heavy workloads, companies using Google Workspace, developer-first organizations

Decision Framework: 7 Questions to Ask

1. What Are You Already Using?

This is the single most important question.

If you're heavily invested in Microsoft 365, Active Directory, and Windows Server: Azure is typically your best choice. The integration is seamless—your employees can use their existing Microsoft credentials across all cloud services, your IT team already knows the management tools, and you'll save money on licensing through bundled agreements.

Example: A 200-person accounting firm using Office 365, SharePoint, and on-premise Windows servers will have a much smoother path to Azure than AWS.

If you're using Google Workspace (Gmail, Drive, Calendar): Google Cloud makes collaboration and identity management much simpler. You avoid the complexity of connecting competing ecosystems.

If you're starting fresh or using mixed/open-source tools: AWS gives you the most flexibility and the largest ecosystem of third-party integrations.

2. What's Your Primary Use Case?

Different providers excel at different workloads:

AWS is strongest for:

E-commerce and web applications
IoT and edge computing
Startups needing rapid scaling
Maximum service variety (machine learning, blockchain, quantum computing, etc.)

Azure is strongest for:

Enterprise applications (ERP, CRM)
Hybrid cloud scenarios (connecting on-premise and cloud)
Windows-based workloads
Healthcare and financial services compliance (HIPAA, HITRUST, SOC 2)

Google Cloud is strongest for:

Big data analytics and data warehousing (BigQuery is industry-leading)
Machine learning and AI
Containerized applications (Kubernetes was created by Google)
Real-time collaboration tools

Real-world example: A healthcare provider managing patient records and telemedicine platforms would lean toward Azure for its healthcare compliance certifications and Microsoft Teams integration. A logistics company analyzing shipping data in real-time might choose Google Cloud for BigQuery's performance.

3. What's Your Team's Skill Level?

4. What's Your Budget?

Pricing is complex and varies based on usage, but here are general patterns:

Google Cloud typically offers the lowest raw compute costs and more generous free tiers. They also have simpler pricing models.

Azure offers the best value if you already have Microsoft Enterprise Agreements—you can often bundle cloud credits with your existing licensing.

AWS pricing is competitive but complex. However, their Reserved Instances and Savings Plans can offer significant discounts if you can commit to 1-3 year terms.

Hidden costs to consider:

Data egress fees (moving data OUT of the cloud is expensive with all providers)
Support plans (can run $5,000-$15,000+ annually)
Training and certification for your team
Migration consulting and implementation

Cost example: A 150-person company running standard business applications (file storage, databases, web apps) might spend $3,000-$8,000/month on cloud infrastructure, depending on usage and optimization.

5. Do You Need Hybrid Cloud Capabilities?

If you're not ready to move everything to the cloud immediately, or you have compliance reasons to keep some data on-premise:

Azure Stack is the most mature hybrid solution, allowing you to run Azure services in your own data center with a consistent experience.

AWS Outposts brings AWS infrastructure on-premise but is typically overkill for organizations under 1,000 employees.

Google Anthos is powerful for containerized workloads but requires significant technical expertise.

Reality for most mid-sized businesses: If you need true hybrid cloud, Azure is usually the practical choice.

6. What Industry Are You In?

Compliance requirements can narrow your options:

Healthcare (HIPAA, HITRUST): All three providers are HIPAA-compliant, but Azure has the most mature healthcare offerings and easiest path to compliance.

Financial Services (PCI-DSS, SOC 2): All three are certified, but Azure and AWS have more financial-services-specific tools.

Government/Public Sector (FedRAMP, CJIS): Azure Government and AWS GovCloud are the primary options. Google Cloud has FedRAMP certification but fewer government-specific features.

Retail/E-commerce: AWS has the most mature e-commerce tools (they run Amazon.com on it, after all).

7. What's Your 3-5 Year Plan?

Think beyond today's needs:

Are you planning to open new locations? (Multi-region capabilities matter)
Will you need advanced analytics or AI? (Google Cloud has advantages)
Are you acquiring other companies? (Integration flexibility matters)
Do you want to eventually support IoT devices or mobile apps? (AWS has the broadest toolkit)

The Hybrid Approach: You Don't Have to Pick Just One

Many successful mid-sized organizations use a multi-cloud strategy:

Primary cloud for core applications: Azure for business apps and Microsoft integration
Secondary cloud for specialized needs: Google Cloud for data analytics, or AWS for specific e-commerce functions
Best-of-breed services: Use the best service from each provider for specific needs

However, a word of caution: Multi-cloud increases complexity and costs. Only go this route if you have compelling reasons and sufficient IT resources.

Common Migration Mistakes to Avoid

After watching hundreds of cloud migrations, we've seen these mistakes repeatedly:

Underestimating migration complexity and timeline
- Reality: Plan for 6-18 months for full migration, depending on complexity
Lifting and shifting without optimization
- Don't just move your on-premise setup to the cloud—redesign for cloud-native architecture
Ignoring change management
- Your employees need training on new workflows and tools
Not planning for ongoing management
- Cloud isn't "set it and forget it"—you need monitoring, optimization, and security management
Choosing based on cost alone
- The cheapest option upfront can be the most expensive long-term if it doesn't fit your needs

Real-World Recommendations by Business Profile

Small Healthcare Practice (50-150 employees): → Azure - Seamless Microsoft 365 integration, HIPAA compliance, easiest to manage with limited IT staff

Growing E-commerce Company (100-300 employees): → AWS - Best e-commerce tools, proven scalability, largest partner ecosystem for integrations

Professional Services Firm (150-500 employees): → Azure (if using Microsoft) or Google Cloud (if using Google Workspace) - Choose based on your collaboration platform

Manufacturing Company with IoT Needs (200-800 employees): → AWS - Most mature IoT platform, best edge computing capabilities

Data-Driven Tech Startup (50-200 employees): → Google Cloud - Superior data analytics, best for ML/AI, strong developer tools

The Bottom Line: There's No Wrong Choice—Only the Wrong Choice for You

Here's the truth: AWS, Azure, and Google Cloud are all reliable, secure, and capable platforms. Thousands of businesses thrive on each one.

The key is making an informed decision based on your specific situation:

Your existing technology stack
Your team's skills and capacity
Your industry requirements
Your budget and growth trajectory
Your specific application needs

Don't Navigate This Alone

Choosing and implementing a cloud provider is one of the most consequential technology decisions your business will make this decade. The wrong choice can cost you tens of thousands in wasted spend, months of productivity, and the headache of migrating again.

That's why hundreds of growing businesses work with vendor-neutral technology advisors to:

Assess their specific needs objectively
Get competitive quotes from multiple providers
Negotiate better pricing (we've helped clients save 15-30% on cloud costs)
Plan migrations that minimize disruption
Avoid common implementation pitfalls

At Sigma Technology Consulting, we work with all three major cloud providers (plus dozens of specialized options). We don't earn commissions that favor one over another—we earn your trust by finding the right solution for your business.

Ready to make a confident cloud decision? Schedule a free 30-minute technology assessment. We'll review your current setup, discuss your goals, and provide honest guidance on which cloud provider makes sense for your situation—no sales pressure, no vendor bias.