Lead generation for trades, UK comparison
Google Local Services Ads vs MyBuilder: which gets UK trades more work?
By Andrew Heppinstall, founder of Unavoidable Marketing, Leeds. Last updated 14 October 2026.
MyBuilder charges you when a homeowner shortlists you for a job, from about £7, and you usually compete with other trades for the same job. Google Local Services Ads charge when a customer calls or messages you from the top of Google, roughly £10 to £50 a lead, and that customer has contacted only you. MyBuilder is a low-risk way to pick up work with no monthly fee. Local Services Ads usually give better-quality leads and build your own Google reviews.
Side by side
| Google Local Services Ads | MyBuilder | |
|---|---|---|
| How you pay | Per lead (call, message or booking) | Per shortlist, officially from £7. Larger jobs cost more, and some members report paying hundreds of pounds on big projects |
| Monthly fee | None | None |
| Competition for each lead | None, the customer contacted you | Usually several trades are shortlisted |
| Where the customer finds you | Top of Google and Google Maps | MyBuilder website and app |
| Reviews you build | Google reviews, which also help your Maps ranking and AI answers | MyBuilder feedback, which stays on MyBuilder |
| Contract | None | None |
MyBuilder figures from LocalAdder's UK trade lead cost tracker, verified 30 September 2026.
The real difference: shared or exclusive leads
On MyBuilder you pay to be shortlisted, then you still have to win the job against other trades. On Local Services Ads you pay when the customer has already picked up the phone to you. That is why trades often find the cost per job won is closer than the headline prices suggest.
When MyBuilder makes sense
- You are new and have few Google reviews yet
- You want to pick and choose jobs before paying
- You do smaller jobs where a £30 lead would eat the profit
When Local Services Ads make sense
- You want customers who call you, not a shortlist
- You want every job to add to your Google reviews
- You can answer the phone quickly during working hours
Frequently asked questions
Can I use MyBuilder and Local Services Ads together?
Yes. Plenty of trades use MyBuilder to fill gaps and Local Services Ads for steady work. Ask every MyBuilder customer to leave a Google review as well, so the work helps your own profile.
Are MyBuilder leads refundable?
Check MyBuilder's current terms. On Local Services Ads, Google no longer lets you dispute bad leads by hand, so tight job types and service areas matter.
Want leads that come to you first?
We set up and manage Google Local Services Ads for UK trades, with management on a flat monthly fee, quoted after a free call, and lead costs paid straight to Google.
Sources: LocalAdder UK trade lead cost tracker (September 2026); Google Ads Help (2026); UK agency Local Services Ads guides (2026).