Lead generation for trades, UK comparison
Google Local Services Ads vs Checkatrade: which is better for UK trades in 2026?
By Andrew Heppinstall, founder of Unavoidable Marketing, Leeds. Last updated 14 October 2026.
Google Local Services Ads charge per lead with no contract, and the customer contacts only you. Checkatrade charges a monthly membership, usually on a 12-month contract, and customers choose between several listed trades. Local Services Ads suit trades who answer the phone fast and want to scale up or down. Checkatrade suits trades who want a well-known badge and steady visibility in their area. Many busy trades use both.
Side by side
| Google Local Services Ads | Checkatrade | |
|---|---|---|
| Where you appear | Top of Google Search and Google Maps | Checkatrade website and app, plus Checkatrade's own Google rankings |
| How you pay | Per lead, roughly £10 to £50 for most trades | Monthly fee. Official plans start at £30 a month, lead plans from £59 a month, and members report paying £80 to £500 a month |
| Contract | None | Usually 12 months |
| Vetting | Google checks registration, insurance and licences | Checkatrade checks identity, insurance, qualifications and references |
| Reviews used | Your Google reviews | Checkatrade reviews |
| Who owns the customer relationship | You. Calls and messages come straight to you | You, once they contact you, but they found you on Checkatrade's platform |
| Busy month or quiet month | Change your budget any time | Same fee whatever happens |
Checkatrade prices from LocalAdder's UK trade lead cost tracker, verified 30 September 2026. Prices vary by trade and area, so check your own quote.
When Local Services Ads win
- You can answer calls quickly. Responsiveness is one of the main things Google uses to rank you.
- You want to turn leads up in a quiet month and down when you are fully booked.
- You already have good Google reviews, which show on every advert.
- You do not want a year-long contract.
When Checkatrade wins
- Your customers are older homeowners who trust the Checkatrade name and check there first.
- You have few Google reviews but a strong Checkatrade profile.
- You want a fixed monthly cost you can plan around.
What changed in 2026
Two things matter this year. Checkatrade bought the Rated People brand in September 2026, so Rated People jobs are now matched to Checkatrade members. And Google is moving Local Services Ads into the main Google Ads platform, with UK accounts expected to move in 2027. Read our full Local Services Ads guide for what that means.
Our view
For most of the trades we work with, Local Services Ads bring the better quality leads because the customer has called you, not three firms at once. Checkatrade is worth keeping if it already pays for itself, because AI assistants and Google often quote Checkatrade reviews when people ask who to use. The mistake is paying for either without tracking how many jobs each one actually wins.
Frequently asked questions
Can I use both at the same time?
Yes. They are separate services and many trades run both. Track the source of every enquiry so you know which one earns its keep.
Do Checkatrade reviews show on Google adverts?
No. Local Services Ads use your Google reviews. Checkatrade reviews stay on Checkatrade, although they still help people who search your name.
Which is cheaper?
It depends on your trade, area and how many leads you turn into jobs. A trade who wins one job in three from Google leads at £30 each pays about £90 per job won. Compare that with your Checkatrade fee divided by the jobs it brought in last month.
Not sure which is right for you?
Book a free call and we will look at your trade, area and current leads, and tell you straight which is worth your money.
Sources: LocalAdder UK trade lead cost tracker (September 2026); Google Ads Help, Local Services Ads transition (2026); InsightDIY, Checkatrade acquires Rated People assets (September 2026); UK agency Local Services Ads guides (2026).