Have you ever felt like you’re constantly feeding an ad machine—paying for leads that may or may not turn into customers? Platforms like Checkatrade, TrustATrader, MyBuilder, and Rated People have long been the go-to for tradespeople seeking new business. They certainly have their place, especially for businesses just starting out. But if you’re still relying on them years down the line, it’s time to ask yourself: who really owns your customer pipeline?
If every month you’re shelling out a premium for leads, you’re effectively renting customers rather than building a sustainable system that brings them directly to you. Wouldn’t it be far more beneficial to invest in your own website, booking system, and marketing strategy—one that you fully control?
The True Cost of Buying Leads
Let’s crunch some numbers. Lead generation through third-party platforms can be surprisingly expensive:
Rated People: Around £15 + VAT per lead.
Checkatrade Membership: Starting at about £30/month + VAT for basic packages (with premium options costing even more).
MyBuilder: Often charges a success fee, meaning you might pay £20–£40 for a lead that might not even convert.
Multiply these costs over several jobs per month, and you’re looking at hundreds—if not thousands—of pounds per year going straight to lead generators. And then there’s the uncertainty: what happens when you stop paying? The leads stop coming.
In contrast, spending a similar amount on Google Ads or social media marketing isn’t just an expense—it’s an investment in building something lasting, like a trusted brand that customers recognise and seek out.
Digital Marketing vs. Third-Party Lead Generation
Let’s compare the two approaches side-by-side:
Marketing Method | Cost per Lead/Click | Competition | Ownership | Scalability |
Third-Party Platforms (e.g., Checkatrade, Rated People) | £15–£40 per lead | High (multiple tradespeople competing for the same job) | None (leads are owned by the platform) | Limited (you must keep paying for visibility) |
Google Ads | £1–£4 per click | Medium (varies with niche and targeting) | Full (customers go directly to your site) | High (adjustable with budget and optimisation) |
Social Media Ads (Facebook, Instagram, TikTok) | £0.26–£2 per click | Medium (depends on engagement and content quality) | Full | High |
SEO & Organic Traffic | Free (after setup) | Low (if well-optimised) | Full | Very High (long-term investment) |
Key takeaway: While third-party platforms may provide quick access to leads, digital marketing channels like Google Ads and social media put the power in your hands. Sure, there’s a learning curve, but once you master it, these methods can offer more predictable and profitable results than constantly bidding for leads on external platforms.
Why Owning Your Marketing System is the Future
So, why should you focus on building your own website, booking system, and digital presence instead of relying solely on third-party ads? Consider these benefits:
Brand Control: You set the rules. With your own site, you determine how your services are presented, how pricing is communicated, and how customer testimonials are showcased—no middleman diluting your brand’s voice.
Better Margins: Instead of paying high per-lead fees that eat into your profits, direct marketing channels allow you to reinvest in your business. Over time, these investments can significantly lower your cost per acquisition.
Customer Relationships: Direct engagement means you can build lasting relationships. A strong online presence allows customers to interact with your brand, book services directly, and even return for repeat business.
Scalability and Flexibility: With a robust digital system, you can scale your marketing efforts as your business grows. You control the budget, messaging, and targeting, adapting quickly to market trends and customer behaviour.
Imagine this scenario: Instead of spending £90 for six leads that might (or might not) result in one job, what if that money went into targeted Google Ads, leading to six direct customer inquiries on your website? No bidding wars, no intermediary cut—just direct engagement with clients who are ready to book your services.
Building Trust Through Your Own Digital Presence
In today’s digital age, trust is everything. A professionally designed website is your digital storefront. It’s where potential customers learn about your services, view your portfolio, and read genuine customer reviews. This builds credibility and sets you apart from competitors who rely solely on external platforms. Moreover, with integrated booking systems and customer relationship management (CRM) tools, you can streamline the process from inquiry to job completion, ensuring a smooth and memorable customer experience.
Steps to Transition: Building Your Owned Marketing System
Ready to take control of your customer acquisition? Here’s a roadmap to get you started:
Create a Professional Website:
Invest in a user-friendly, mobile-optimised website that showcases your work, customer testimonials, and clear calls to action. This site should be the hub of your digital marketing efforts.
Set Up a Reliable Booking System:
Integrate a booking system that not only schedules appointments but also collects customer data for follow-up and marketing. Automation here can save time and reduce administrative hassle.
Invest in Digital Advertising:
Start with targeted Google Ads and social media campaigns. Test different messaging and offers to see what resonates with your audience, and use analytics to refine your approach.
Optimise for SEO and Content Marketing:
Over time, build organic traffic by creating valuable content—blog posts, how-to guides, and customer stories—that answers potential customers’ questions and highlights your expertise.
Utilise Data and Analytics:
Tools like Google Analytics and CRM systems allow you to track visitor behaviour, measure conversion rates, and continually optimise your marketing strategy for better ROI.
Overcoming Challenges
Of course, transitioning to an owned marketing system isn’t without its hurdles:
Upfront Costs:
Developing a professional website, integrating a booking system, and launching initial ad campaigns require an investment.
Solution: Start small, focus on the essentials, and reinvest profits as your system grows.
Steep Learning Curve:
Digital marketing is a dynamic field, and getting up to speed can seem daunting.
Solution: Consider hiring a specialist, attending short courses, or leveraging free online resources to build your skillset.
Patience Required for Organic Growth:
While paid ads can deliver quick results, building organic traffic through SEO and content marketing takes time.
Solution: Use a hybrid approach—combine paid ads for immediate results with ongoing efforts to boost long-term organic reach.
Conclusion: Build a System, Not Just a Business
At the end of the day, successful businesses aren’t just about finding work—they’re about creating a repeatable, scalable system that attracts work. Relying solely on ad agencies or third-party lead generators means you’re always playing catch-up. By investing in your own digital presence, you’re not only reducing costs and building better customer relationships—you’re also creating a competitive edge that can set your business apart.
So, ask yourself: would you rather own the machine that drives your business forward, or remain just another cog in someone else’s system? The choice is yours—and the future of your business may very well depend on it. 🚀
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