Checkatrade vs MyBuilder vs Google Ads: the UK tradesperson guide for 2026

Written by: Daniel Mercer, Senior Content Strategist, Vistoplex
Reviewed by: Vistoplex Paid Search and Local SEO team
Last updated: 5 May 2026

Most UK tradespeople do not have a “lead problem”. They have a lead quality and tracking problem. That is why the debate around Checkatrade vs MyBuilder vs Google Ads gets messy. One builder swears by Checkatrade. Another says MyBuilder only brings price-shoppers. A plumber runs Google Ads for two weeks, gets six calls, books one job and declares PPC “a waste of money”. All three can work. All three can burn cash.

This guide is for UK builders, roofers, plumbers, electricians, landscapers and small trade company owners who want a clear way to choose. It is not for national franchises with six-figure media budgets. By the end, you will know which lead source to test first, how to measure ROI properly, and what to do in the next 90 days.

Table of contents

• Should UK tradespeople use Checkatrade, MyBuilder or Google Ads first?
• How do Checkatrade, MyBuilder and Google Ads actually differ?
• What does each lead source really cost?
• Which channel gives better ROI for builders, roofers, plumbers and electricians?
• Why directories are not a substitute for your own demand engine
• How should you test Checkatrade vs MyBuilder vs Google Ads?
• What mistakes make trades waste money on lead platforms?
• What should you do in the next 30, 60 and 90 days?
• Tools, templates and resources
• FAQ

Should UK tradespeople use Checkatrade, MyBuilder or Google Ads first?

If you need work quickly, test MyBuilder or Bark-style lead buying carefully. If you need reputation and profile trust, test Checkatrade. If you want control, scalability and better long-term data, prioritise Google Ads and local SEO. The answer changes by trade.

A roofer chasing emergency repairs needs fast phone enquiries. A builder selling £40,000 extensions needs fewer but better-qualified conversations. A landscaper may need seasonal demand. An electrician may need both small callouts and higher-value rewires.

Key takeaway: choose the channel based on job value, urgency, competition and your close rate, not because another tradesperson said it worked for them.

A simple decision rule:

For trade businesses serious about owned visibility, Vistoplex would usually pair paid lead testing with construction SEO and local SEO for tradespeople, not treat directories as the whole strategy.

How do Checkatrade, MyBuilder and Google Ads actually differ?

Checkatrade is mainly a reputation directory, MyBuilder is closer to a job-lead marketplace, and Google Ads lets you buy visibility when people search. They are not interchangeable, even though all three are sold as “lead generation”.

Checkatrade: trust and profile visibility

Checkatrade is strongest when homeowners want reassurance. Its current promotional terms refer to 12-month Fixed Plan memberships, discounts by primary trade category and Direct Debit eligibility, which means you need to understand the contract before judging ROI.

Use it when:

• You have strong photos, reviews and accreditations.
• Your area has enough homeowner search demand.
• You can answer enquiries quickly.
• Your trade benefits from trust signals, such as roofing, building, plumbing or electrical work.

MyBuilder: job-specific lead access

MyBuilder is built around homeowners posting jobs, tradespeople responding, and customers reviewing profiles. Its website says tradespeople can join free and receive local job opportunities.

Use it when:

• You have spare capacity.
• You are disciplined about only buying leads that match your ideal job.
• You can respond fast.
• You are comfortable competing with other shortlisted trades.

Google Ads: control and intent

Google Ads is different because the customer is searching directly on Google. Standard Search Ads usually charge per click, while Local Services Ads can charge when a customer contacts you in eligible categories.

Use it when:

• You know which jobs you want more of.
• You have a decent website or landing page.
• You can track calls and forms.
• You want to control geography, keywords, spend and messaging.

What does each lead source really cost?

The real cost is not the subscription, click or lead fee. It is the cost per profitable booked job after wasted calls, quoting time, travel, discounts and admin are included.

Here is the model most trades should use.

Google’s own budget guidance says advertisers set average daily budgets, can adjust them, and use CPC bidding where they pay for clicks. That control is useful, but only if your tracking is clean.

Worked example 1: builder comparing MyBuilder and Google Ads

A small builder wants extension and renovation enquiries.

MyBuilder test [illustrative]:

• 20 leads bought at £18 average lead fee = £360
• 8 conversations
• 3 site visits
• 1 booked job worth £12,000
• Gross margin at 28% = £3,360
• Lead platform ROI looks good, but 19 leads did not become jobs.

Google Ads test [illustrative]:

• £900 ad spend
• £300 landing page and tracking setup
• 38 calls/forms
• 10 qualified conversations
• 4 site visits
• 1 booked job worth £18,000
• Gross margin at 28% = £5,040

The second route costs more upfront, but it produces search data, call recordings, keyword insight and a reusable landing page. That is why comparing only “lead price” is misleading.

Worked example 2: roofer using Checkatrade for trust

A roofing company pays a monthly directory fee and gets 22 enquiries over 90 days [illustrative].

• 22 enquiries
• 14 qualified calls
• 7 surveys
• 3 booked jobs
• Average job value: £2,400
• Gross margin: 35%
• Gross profit: £2,520
• Platform and admin cost: £900 [illustrative]
• Net contribution before overhead: £1,620

That is workable. But if the same roofer takes two days to respond, has weak photos and asks customers for reviews inconsistently, the same platform may fail.

Quick win: track every enquiry source in a shared sheet for 30 days. Use columns for source, job type, postcode, quoted value, status, won or lost reason, and gross margin estimate.

Which channel gives better ROI for builders, roofers, plumbers and electricians?

The best ROI usually comes from the channel that matches the customer’s buying urgency. Emergency jobs suit search-led channels. Larger planned projects need trust, proof, follow-up and local visibility.

A practical ROI formula:

• Cost per booked job = total channel spend ÷ booked jobs
• Gross profit per booked job = job value × gross margin
• Channel contribution = gross profit from booked jobs minus channel spend and sales admin

Do not stop there. Add two more questions:

• Did this source produce the type of work we want more of?
• Did it build an asset we still own after the spend?

That second question is where Google Ads plus SEO often beats directory-only marketing. A directory profile is useful, but your website, reviews, email list, call data and landing pages are yours.

Why directories are not a substitute for your own demand engine

A directory can bring enquiries, but it does not replace your own brand, website, Google Business Profile, reviews, tracking and follow-up. If you rely only on rented platforms, you are exposed when fees, rankings or lead quality change.

This is the misconception worth challenging:

“If I pay for Checkatrade or MyBuilder, I do not need a proper website.” That is risky.

A homeowner may discover you on a directory, then search your business name, check your Google reviews, view your photos, look at Companies House, read your website and compare you against two other firms. The lead source is only one step in the journey.

What you should own

• A clear website with service pages by trade and location.
• A Google Business Profile with current photos and services.
• A review process that requests feedback after completed jobs.
• Call tracking and form tracking.
• A simple CRM or pipeline sheet.
• A quote follow-up process.
• Before-and-after photos with permission.
• Case studies for higher-value jobs.

Compliance note: UK trades using reviews in ads or on websites should keep evidence that testimonials are genuine and have permission to use them. CAP guidance says marketers must hold documentary evidence and contact details for testimonials unless obviously fictitious, and claims in testimonials must not mislead.

The CMA has also tightened review expectations. In March 2026, GOV.UK noted that from April 2025 several online review practices became banned under the Digital Markets, Competition and Consumers Act 2024, including fake reviews and paid-for reviews not clearly marked as incentivised.

How should you test Checkatrade vs MyBuilder vs Google Ads?

Run one controlled 30 to 45-day test at a time, unless you already have tracking in place. Define the job types you want, set a maximum acceptable cost per booked job, and measure quality, not just lead count.

A simple testing framework

• Pick one primary goal, for example “bathroom renovation leads in Bristol”.
• Set a test budget.
• Define disqualifiers, such as jobs under £500 or outside your service area.
• Track every lead manually.
• Review after 30 days, then decide whether to continue, pause or change.

What to measure

Vistoplex original insight: in trade accounts, the biggest leak is often not ad setup. It is the gap between enquiry and first meaningful response. A lead answered in 3 minutes and qualified properly can outperform a cheaper lead answered the next day.

What mistakes make trades waste money on lead platforms?

The biggest mistakes are buying leads without qualification rules, ignoring response time, failing to track booked jobs, and treating every enquiry as equal. Lead volume feels good, but poor-fit enquiries can quietly eat your week.

Common mistakes to avoid

• Paying for every lead that looks vaguely relevant.
• Quoting jobs outside your ideal area.
• Chasing low-margin work because the calendar is quiet.
• Not asking “when do you want the work done?”
• Not asking whether the customer owns the property.
• Not checking whether the customer has a realistic budget.
• Sending quotes with no follow-up.
• Using fake, incentivised or unverifiable reviews.
• Running Google Ads without call tracking.
• Sending ad traffic to a weak homepage.

Watch out for Bark-style credit systems

Bark says professionals receive leads and pay to contact customers they choose, using credits. That can be flexible, but it also means you need strict rules before spending credits.

Ask:

• Is this job in my profitable service area?
• Is it urgent enough to convert?
• Is the job value worth the lead cost?
• Can I respond within 5 minutes?
• Does the customer brief sound serious?

If the answer is no, keep your credits.

What should you do in the next 30, 60 and 90 days?

Spend the first 30 days fixing tracking and qualification, the next 30 testing one or two channels, and the final 30 shifting budget towards booked jobs with strong margins.

90-day target

By day 90, you should know:

• Which source produces the best qualified leads.
• Which source produces the best booked jobs.
• Which source creates the most profitable work.
• Where response time or quoting is hurting conversion.
• Whether to keep, pause or scale each platform.

Tools, templates and resources

FAQ

Is Checkatrade better than MyBuilder?

Checkatrade is usually better when you want reputation-led visibility and can turn profile views into trust. MyBuilder is usually better when you want access to specific jobs and are disciplined about which leads you pay for. The better option depends on your trade, area, average job value and response speed.

Is Google Ads better than Checkatrade for tradespeople?

Google Ads is better when you want control over keywords, locations, landing pages and budgets. Checkatrade can be better when homeowners want a trusted directory profile before contacting a tradesperson. Many trades should test both, then compare cost per profitable booked job.

How does MyBuilder charge tradespeople?

MyBuilder lets tradespeople join free and receive job opportunities. Homeowners can post jobs free, while tradespeople pay a lead fee based on the job posted. The full cost should include lead fees, response time, quoting time, win rate and margin.

How does Checkatrade charge tradespeople?

Checkatrade pricing depends on plan, trade and location. Its April 2026 promotional terms reference 12-month Fixed Plan memberships and discounts by primary trade category. Tradespeople should verify monthly cost, VAT, contract length and cancellation terms before joining.

How much should a tradesperson spend testing Google Ads?

A practical first test is often £500 to £1,500 over 30 to 45 days, depending on trade and location. The test should only start after conversion tracking, call tracking, negative keywords and a focused landing page are in place.

What is the best lead source for builders in the UK?

For builders, the best lead source is usually a mix of local SEO, Google Ads, referrals and selective directory use. Large projects need trust, qualification and follow-up, not just cheap enquiries.

Is Bark better than Checkatrade?

Bark and Checkatrade work differently. Bark uses credits where professionals pay to contact selected leads. Checkatrade is more membership and profile-led. Bark may suit quick tests, while Checkatrade may suit trades that benefit from trust and review depth.

Are trade directories worth it in 2026?

Trade directories can be worth it if they produce profitable booked jobs and strengthen trust. They are not worth it if you cannot track source, qualification, close rate and margin. A directory should be treated as one channel inside a wider system that includes your website, Google Business Profile, reviews, follow-up and referral process.

How long does it take to know whether a platform is working?

You can usually see early quality signals within 30 days, but ROI is clearer after 60 to 90 days. Small samples can mislead. Track every lead, not just the ones you remember. The deciding metric should be cost per profitable booked job, supported by lead quality, average job value and time spent quoting.

Are fake reviews illegal in the UK?

Yes. UK rules tightened in April 2025 under the Digital Markets, Competition and Consumers Act 2024. Fake reviews and paid-for reviews that are not clearly disclosed as incentivised can be banned practices.

Closing: what to do this week

Do not sign another directory contract or increase Google Ads spend until you can answer one question: what did each booked job actually cost you? This week, build the tracking sheet, list your ideal job types and review your last 20 enquiries. Mark which became profitable work, which wasted time, and which source they came from. That alone will make your next marketing decision sharper.

For help comparing Checkatrade, MyBuilder, Bark, Google Ads and local SEO, book the Free Trade Lead ROI Audit via /industries/construction.

Author box

Daniel Mercer is a Senior Content Strategist at Vistoplex, a UK-HQ digital marketing and AI automation agency with UAE presence. He works with service businesses on search strategy, lead generation systems, content architecture and marketing operations. Learn more at /about.

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