Every tradesperson has to decide where to spend their time and money on getting more work. Checkatrade, MyBuilder, and Google Reviews are the three biggest options in the UK. Each works differently, costs differently, and delivers different results. Here's the honest comparison for 2026.
Checkatrade — the established directory
Checkatrade is the granddad of UK trade directories. They've been around since 1998 and have built significant brand recognition among UK homeowners.
How it works:
You pay a monthly fee (typically £50-120+ depending on your trade and location), they vet your business through background checks and insurance verification, and you get listed in their directory with a "Checkatrade Approved" badge.
Customers search for tradespeople on Checkatrade's website or app, see your profile with reviews and photos, and contact you for quotes.
The pros:
- Brand trust — many customers specifically look for "Checkatrade approved" tradespeople
- Vetting process — the background checks give customers confidence
- Established platform — consistent flow of customers using the service
- Good for new businesses — if you have no online presence, it gets you visible quickly
- Customer dispute resolution — Checkatrade helps mediate problems
The cons:
- Expensive — £50-120+/month adds up to £600-1,440+ per year
- Price has increased — costs have risen significantly in recent years
- Shared leads — customers typically contact multiple tradespeople
- Price competition — easy for customers to compare quotes
- You don't own the reviews — stop paying and everything disappears
- Limited reach — only visible to people who use Checkatrade
Best for: New businesses with no online presence who need leads immediately and don't mind paying for them.
MyBuilder — the job bidding platform
MyBuilder works differently. Instead of customers searching for tradespeople, customers post jobs and tradespeople express interest.
How it works:
Customers post details of their job (e.g., "Need bathroom retiled"). Tradespeople browse available jobs in their area and express interest for free. If the customer adds you to their shortlist, you pay a shortlist fee and get their contact details. The fee depends on the size of the job, from a few pounds for small jobs to £40 or more for big ones.
The pros:
- Pay-per-lead model — expressing interest is free, and you only pay when a customer shortlists you
- Job details upfront — you can see what's involved before committing
- Less monthly commitment — no fixed monthly fee
- Good for filling gaps — useful when your diary has quiet periods
- Range of job sizes — from small repairs to major projects
The cons:
- Competitive bidding — you're competing directly with other tradespeople for every job
- Customers often choose cheapest — price is often the main factor
- Lead costs add up — shortlist fees on bigger jobs can quickly reach £100+/month
- Variable lead quality — some customers are just price shopping
- Time-consuming — browsing jobs and writing expressions of interest takes time
- No guarantee — paying for a lead doesn't guarantee you get the job
Best for: Tradespeople who are good at selling themselves, have competitive pricing, and want to fill specific gaps in their schedule.
Google reviews — the free organic engine
Google Reviews work through your free Google Business Profile. When people search for your trade in your area, you appear in the local results (called the "Map Pack") based on your review count and rating.
How it works:
Customers search Google for things like "electrician near me" or "emergency plumber [town]". Google shows the top 3 local results in a map. If you have enough reviews and a good rating, you appear there. Customers call you directly — no middleman, no bidding, no shared leads.
The pros:
- Completely free — no monthly fees or per-lead costs
- Direct leads — customers call you directly, with no middleman or bidding
- You keep your reviews — they stay on your profile whether or not you pay for anything
- Massive reach — Google processes billions of searches daily
- High intent — people searching Google often need help urgently
- Compound effect — every review makes you more visible long-term
- 24/7 visibility — your listing works while you sleep
- Emergency work — perfect for urgent callouts
The cons:
- Takes time to build — need 40+ reviews to rank well in most areas
- Requires consistent effort — need to keep collecting reviews
- Learning curve — need to understand how local SEO works
- No immediate results — takes 2-6 months to see significant impact
- Dependent on reviews — if you stop getting reviews, competitors can overtake you
Best for: Any tradesperson who wants long-term, free lead generation and is willing to invest time in building their online reputation.
Side by side
| Checkatrade | MyBuilder | Google reviews | |
|---|---|---|---|
| Cost | £50-120+/month | A shortlist fee per lead | £0, or the cost of an automation tool |
| How customers find you | Searching the Checkatrade directory | You express interest in jobs they post | Searching Google and Google Maps |
| Competition | Customers often contact several tradespeople | You compete with others on each shortlist | You sit alongside other businesses in the Map Pack, but customers call you directly |
| If you stop paying | Your listing ends | The leads stop | Your reviews stay on your profile |
| Trust signal | Checkatrade vetting badge | MyBuilder feedback | Customer reviews and star rating |
| Reach | People using Checkatrade | People using MyBuilder | Anyone searching on Google |
The real comparison — what £100/month gets you
Let's look at what investing £100/month in each approach typically delivers:
£100/month on Checkatrade:
- Directory listing with vetting badge
- Exposure to customers specifically using Checkatrade
- Enquiries vary a lot by trade and location
- Shared leads — customers often contact several tradespeople
- Results stop when you stop paying
£100/month on MyBuilder leads:
- Anywhere from a handful to 20+ shortlists, depending on job size (fees range from a few pounds to £40+)
- Direct competition with other tradespeople for each job
- You win some jobs and lose others, often to cheaper quotes
- Price-sensitive customers
- Results stop when you stop paying
£100/month on review automation:
- A review request sent automatically after every job (our £99 Pro plan covers 500 texts a month, and smaller plans start at £9)
- A steady flow of new Google reviews from the customers who choose to leave one
- Lasting improvement to your Google profile
- Increasing number of free, direct leads each month
- Compound effect — the reviews you collect keep working for you after you stop paying
The difference: Checkatrade and MyBuilder give you leads today. Google reviews keep bringing you leads for years.
Ready to build your long-term Google presence? Grow Our Reviews handles review requests automatically after every job.
The hybrid strategy (what we'd actually recommend)
In reality, most successful tradespeople don't rely on just one approach. Here's the strategy that works:
If you're brand new (0-20 reviews):
- Start with paid platforms — use Checkatrade or MyBuilder for immediate leads while you build up
- Simultaneously build Google reviews — after every job, regardless of where it came from, ask for a Google review
- Track your ROI — measure which platform gives you the best return on investment
Once you have 40-50+ Google reviews:
- Evaluate paid platforms — are they still worth the cost?
- Track Google leads — you should be getting regular calls from Google by this point
- Consider reducing paid spend — many tradespeople find they can drop directories entirely
The long-term view:
Think of Checkatrade and MyBuilder as renting leads. Think of Google reviews as owning your reputation.
Renting has its place, especially when you're starting out or have gaps to fill. But ownership builds wealth. Every Google review is an asset that works for your business 24/7, for years.
FAQ — your questions answered
Can I use all three at once?
Absolutely, and many tradespeople do. The key is tracking which source actually generates profitable work. Don't just count leads — count jobs won and profit made. Some platforms generate lots of enquiries that don't convert to actual work.
Which is best for emergency work?
Google, hands down. When someone has a burst pipe at midnight or their boiler breaks on Sunday morning, they don't open the Checkatrade app. They Google "emergency plumber near me" and call the first trustworthy-looking result. Emergency work is often higher value and less price-sensitive too.
I'm just starting out with no reviews — where should I begin?
Start with whichever platform gets you your first 10-20 jobs fastest — usually Checkatrade for most trades. But send every single customer a Google review request after the job. This way, you're getting immediate leads while building your long-term Google presence. Don't neglect either.
Will this article be updated?
Yes. We update this comparison annually to reflect pricing changes and platform updates. The fundamentals remain the same, but costs and features evolve. Check back in early 2027 for our updated analysis.
What about other platforms like Rated People or TrustATrader?
We focused on the big three because they have the most market share. Rated People, TrustATrader, and others work similarly to MyBuilder or Checkatrade. The same principles apply: they're all ways to rent leads rather than own your reputation.
The bottom line for 2026
In 2026, customer behaviour is clear: they Google first. Even customers who eventually use Checkatrade or MyBuilder often start by Googling "tradesperson near me" to see what's available.
Paid platforms have their place, but Google reviews should be the foundation of your long-term marketing strategy. They're free, they compound over time, and they work 24/7 to bring you direct leads.
Start building your Google review count today. In 12 months' time, you'll have an asset that generates leads while you sleep — and you might find you don't need to pay for leads anymore.