Neither Checkatrade nor Google Ads is automatically better for tradespeople. Checkatrade gives you a presence within a trade directory, with features depending on your membership. Google Ads lets you advertise your own offer in Google searches. Compare them by suitable enquiries, booked jobs and total cost – not promises of a busy phone.
If you are paying to get work, you want to know what comes back. The right choice depends on your trade, patch, job value and how you handle enquiries.
What is the practical difference?
With a directory, customers find businesses within the platform and assess profiles, reviews and the services shown. Read the membership terms carefully so you understand which visibility and enquiry features you are buying.
With Google search advertising, you build campaigns around searches relevant to your work and send visitors to your website or landing page. You need a clear offer, a useful destination and someone keeping an eye on performance.
Checkatrade’s official membership guide describes different membership options. Do not assume that every package includes the same lead features or that one advertised price applies to your business. Ask for a current written quote.
Which gives you more control?
Google Ads gives you choices over the services you promote, your campaign budget and the page people visit. Those controls still need competent setup and regular attention. Poor targeting can spend money on work you do not want.
For example, a driveway installer wanting resin driveway installations needs an offer and page about that work. A broad message about general building services makes it harder for the customer to see whether you are the right fit.
A directory can be useful when its audience and membership features suit your trade and area. Your profile still needs clear service information, current photos and credible reviews. Treat it as a channel to assess, rather than a substitute for understanding your customers.
Which costs less?
You cannot answer that fairly by comparing a membership fee with advertising spend alone. Include the full costs of each option.
- Directory costs: membership, relevant extras and time handling its enquiries.
- Google Ads costs: advertising, management, setup and landing-page work.
- For both: the time spent answering, visiting, quoting and following up.
Check the contract length, cancellation terms, what is included and how enquiries reach you before signing. For ads, ask who owns the account, what management includes and how results will be reported.
Illustrative comparison: channel A costs £600 and produces 12 enquiries, of which three become jobs. Its cost per booked job is £200. Channel B costs £900 and produces 15 enquiries, of which six become jobs. Its cost per booked job is £150.
Channel B costs more overall but less per booked job in that example. It is only the better commercial result if the jobs also leave enough margin. These are invented numbers to explain the calculation, not expected results for either platform.
How should you compare lead quality?
Use the same definition for both channels. A suitable enquiry is one you can serve, for work you want, in an area you cover, with a realistic prospect of becoming a customer.
- Is it the right service?
- Is the job inside your working area?
- Does the project fit your capacity and pricing?
- Can you contact the customer?
- Does it progress to a quote and then a booked job?
Keep a record of unsuitable enquiries and the reason. A phone call about a service you do not provide is different from a good enquiry lost because nobody called back.
Our guide to enquiries that do not become booked jobs explains how to separate those problems.
Should tradespeople use both?
They can, if each channel earns its place and the business can afford a useful test. A small business may be better starting with one focused channel than spreading its budget so thinly that neither gets a fair assessment.
Define the service, area and success measure before the test. Record every enquiry source and allow enough time for quotes to reach a decision. Avoid declaring a winner after one good week or one frustrating lead.
You should also build your own presence. A clear trade business website and ongoing local SEO give customers somewhere to understand your work, whichever channel first introduces you.
Common questions about Checkatrade and Google Ads
Does Google Ads guarantee jobs? No. Advertising can bring attention and enquiries, but winning the job depends on relevance, trust, pricing, availability and follow-up.
Will every directory enquiry be a good fit? You should not assume so. Ask how the specific package works, then measure suitability using your own enquiry records.
Should I cancel a channel that feels expensive? First check total cost, booked work, margin and the contract terms. A feeling is worth investigating; your records help you make the decision.
Can a new trade business use Google Ads? Yes, but it still needs a credible offer and a page that explains the service. Keep the test affordable and do not rely on immediate results to cover essential bills.
Choose the channel that delivers worthwhile work
The best channel is the one that helps you win the right jobs at a cost your business can carry. If you want a clear view of your options, explore our paid media service or speak to Adrageous about getting more trade enquiries. We can help you build a plan around the work you want to win.
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