Google Local Service Ads vs TrustATrader for UK Trades 2026
TrustATrader is one of the most-recognised UK trade directories. Google Local Service Ads is the top slot on Google search results. Which delivers cheaper booked jobs for UK plumbers, electricians and heating engineers in 2026? Real data below.
The 30-second answer
For volume: LSA wins. For low-commitment starter directory presence: TrustATrader wins. Google Local Service Ads delivers 8-25 booked jobs per month at £65-£280 cost per booked job. TrustATrader delivers 2-8 booked jobs per month at £45-£375 effective cost.
Most established UK trade businesses run both. LSA drives volume, TrustATrader captures customers who explicitly look for review-verified trades.
Feature comparison
| Feature | Google Local Service Ads | TrustATrader |
|---|---|---|
| Cost model | Pay per verified lead | Fixed annual subscription |
| Annual cost 2026 | Variable based on leads (typical £2,400-£8,000/yr) | £360 to £750 |
| Verification | Companies House or VAT number + insurance + any required licence | Public liability + ID + references |
| Lead volume | 8-25 booked jobs/month | 2-8 booked jobs/month |
| Where leads come from | Google search results (top slot) | TrustATrader website and app search |
| Review system | Google reviews | TrustATrader own review system |
| Google Verified badge | Yes | No |
| Best for | Volume, growing businesses | Starter presence, review-conscious customers |
When TrustATrader beats LSA
- Very small businesses under £30k revenue. £600/year fixed is easier to budget than variable LSA spend.
- Trades not yet available on LSA. Specialist categories where Google has not opened LSA verification.
- Customers who filter by TrustATrader review count. A subset of UK homeowners actively use TrustATrader.co.uk directly.
- Reputation building. Steady stream of TrustATrader reviews adds a credibility signal separate from Google.
When LSA beats TrustATrader
- You need more than 8 booked jobs per month. TrustATrader lead volume ceiling is lower.
- You want to appear at the top of Google. LSA sits above every other ad type in Google search results.
- You want the Google Verified badge. Materially improves click-through rates on your listing.
- You are already competing in a saturated postcode. Google reach beats directory reach when demand is highly competitive.
The blended strategy most UK trades should run
For a UK trade turning over £80k+ per year in 2026, the sensible strategy is both: run TrustATrader as your directory anchor for £360-£750 per year, and run Google LSA as your primary volume channel. Total marketing spend of £4,000-£10,000 per year at that blend typically delivers 100-250 booked jobs, or roughly £24,000-£120,000 in revenue depending on your average job value.
Frequently asked questions
Which is better for UK trades: LSA or TrustATrader?
Both have a role. TrustATrader is an annual subscription directory (£360 to £750 per year) with review-based ranking, best for smaller trade businesses in specific regions. Google Local Service Ads is pay-per-lead with UK-wide coverage and the Google Verified badge, best for higher-volume lead generation.
How much does TrustATrader cost UK trades in 2026?
TrustATrader membership in 2026 typically costs £360 to £750 per year depending on region and category. Verification includes public liability insurance, ID checks and reference checks. Lead flow is driven by TrustATrader on-site rankings and review counts.
Can I run both LSA and TrustATrader?
Yes, and most established UK trades should. LSA drives volume through Google search. TrustATrader captures customers who explicitly search directories for review-verified trades. The two channels reach different customer segments with minimal overlap.
Does TrustATrader deliver quality leads?
TrustATrader leads are generally higher quality than Bark because the platform requires customer sign-in and reviews. Lead volume is lower than LSA but conversion rate to booked job is typically comparable at 40-60%.
Get a channel mix recommendation for your business.
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