Lead generation for UK tradespeople: Where the work comes from
Most UK tradespeople rely on word of mouth and one directory. That works until it does not. Here is how to build a steadier flow of work.
Searches for "lead generation for tradesmen" in the UK are modest, around 20 a month according to keyword tools. The question behind them is common, though: how do I get more of the right jobs without handing half my margin to a directory?
The main UK lead sources
| Source | Speed | Lead shared? | You own it? |
|---|---|---|---|
| Google Search Ads | Days | No | Yes |
| Local Services Ads | Weeks, after checks | No | Yes |
| Google Business Profile | Months | No | Yes |
| Trade directories | Days | Usually | No |
| Facebook and Instagram ads | Days | No | Yes |
| Referrals and repeat work | Slow | No | Yes |
Google search and Local Services Ads
When a boiler breaks or a roof leaks, most people search on Google. Search ads let you appear for the jobs and postcodes you choose. In the UK, Local Services Ads are available for certain service categories, and you pay per lead rather than per click. See Google Ads for UK tradespeople.
Your Google Business Profile
Your Business Profile decides whether you appear in the map results. Choose the right categories, list every service, set your service area and add photos of real jobs. Ask every happy customer for a review. See Google Business Profile leads.
Trade directories
Checkatrade, MyBuilder, Rated People and Bark each charge in a different way, from monthly memberships to fees per lead. They bring work quickly, especially for newer businesses, but the customer usually compares several trades. See our comparison of Checkatrade, MyBuilder, Rated People and your own ads.
Social media ads
Facebook and Instagram work well for planned jobs, such as kitchens, bathrooms, extensions, solar and landscaping. Photos of finished work and a short enquiry form are usually enough. See Facebook ads for contractors.
Referrals and accreditations
Word of mouth is still the best source of work for most trades. Make it easier: ask for referrals when a customer is happiest, and show your accreditations clearly. Gas Safe registration is a legal requirement for gas work, and schemes such as NICEIC for electricians or TrustMark help customers trust you.
Answer fast and follow up
Customers often contact several trades at once. The first to reply usually gets the visit. Use a missed call text back service, reply to enquiries within minutes where you can, and follow up at least twice. See speed to lead.
Consent and data
UK GDPR and PECR set rules for marketing emails and texts. Replying to someone who contacted you is different from sending promotions, but get clear consent before adding anyone to a marketing list.
Illustrative example
These numbers are invented to show the method.
A plumber spends £250 a month on a directory and wins 4 jobs, so each costs about £62 in fees. A £400 Google Ads budget brings 14 enquiries and 6 jobs, about £67 each, but the enquiries went to them alone and the customers found their own website and reviews.
Where to start
Write down where your last 20 jobs came from. Keep what works, then add one owned source, usually Google Search Ads or a better Business Profile.
Our done-for-you lead generation works for UK trades as well as US ones. You can request a free audit of your current setup.
Questions owners ask
How do tradesmen get leads in the UK?
Most UK tradespeople get leads from Google search and maps, trade directories such as Checkatrade and MyBuilder, social media and referrals. Owned sources like Google Ads send enquiries to you alone.
Is Checkatrade worth it for tradesmen?
It depends on your trade, area and plan. Compare the monthly cost with the jobs you win from it, and remember that customers often compare several members.
How can a tradesman get more work without directories?
Run Google Search Ads for the jobs you want, keep your Google Business Profile complete, collect reviews and ask for referrals. Reply to every enquiry quickly.
Want us to look at your own numbers?
Get a free lead generation audit. We will review your ads, landing pages and tracking, and show you where enquiries are slipping away. If nothing is broken, we will tell you that too.
LeadWise MarketingAn owner-operated lead generation agency based in Cape Town, South Africa, working with service businesses across the United States and Europe. More about LeadWise.
