Lead sites or your own leads? What's better for a UK plumber

Lead sites aren't a scam, and they aren't a plan. They're a way to rent demand. That's useful when your diary has gaps. It's risky when it becomes the only way work reaches you.

Rated People shows why. In September 2026 it went into creditors' liquidation. Memberships closed, and its leads now go to Checkatrade members. Any plumber who relied on it had to join Checkatrade to keep getting those leads, or find work elsewhere.

So here's a fair comparison, and the mix I'd use. We sell services that help you get your own leads, so weigh my view with that in mind. I've tried to show where lead sites are the better choice.

How each one works

This is what we could confirm on 5 November 2026. Prices and terms change, so check before you sign.

Read this before you sign

Checkatrade

Checkatrade is a well-known name, in my view, and it lists 12 vetting checks. The terms deserve a careful read, though:

• Membership runs for 12 months and renews for another 12.
• To stop renewal, you must phone, no earlier than 35 days before the renewal date.
• You can only cancel without further payment within 2 business days of starting, unless there's cause.
• Cancelling your direct debit doesn't end the contract.
• Fees can rise once a term, in line with RPI.
• On a Fixed Plan, the lead estimate isn't binding.

The biggest point is reviews. The terms say reviews belong to the people who wrote them and that Checkatrade has the exclusive right to use them on its platform. When membership ends, you must remove them from all your business materials. So years of Checkatrade reviews can't simply move with you to your website, though a former member's profile typically stays up as "Previous Member" with a limited number of reviews. We couldn't confirm the position on reviews for the other sites, so ask each one.

We read the published membership terms, which show no date. Check the current version before you rely on any clause.

Bark

You see the credit cost before you respond, which is fair. Bark says it'll return all your credits if your first pack doesn't win you any business, though we didn't read the eligibility rules. After that, its credit return policy says you don't get credits back if the customer's mobile is verified, or if you made contact and didn't win. Bark's pricing page doesn't say how many people can respond to one lead, so ask before you buy credits.

MyJobQuote

The appeal is no contract. Up to three tradespeople can receive each lead, and disputes must be filed within 48 hours. Credits expire after 6 months. Its help pages are dated 2022 and 2024, so confirm the details.

TrustATrader

TrustATrader says it doesn't charge per lead or take commission, and it limits members per trade and area. You pay a year in advance and can't cancel once live. Its terms say the 14-day cooling-off period doesn't apply, which I'd expect, because that's a consumer right. Renewal isn't automatic, and it says it'll contact you at the end of the year. Those terms date from 2023. The price isn't published, so ask for it in writing.

Which? Trusted Traders

This is more of a trust badge than a lead source. The vetting is serious, with references, a credit check, an interview and a DBS check. The trader FAQ we read doesn't say leads are included. Which? sometimes runs offers on these fees, so ask what's current.

Google Local Services Ads

Google lists plumbers as a UK category. You pay per valid lead, not per click, and you need a business check, public liability insurance and a verified Google Business Profile. Google says verification takes 3 to 4 weeks on average.

Two warnings. Google's global help page says you can be charged if you miss a call during business hours and the caller stays on the line for more than 20 seconds. So a missed call can cost you. Google is also moving these ads into Performance Max, with non-US accounts scheduled for 2027. The UK isn't named, so keep an eye on it.

Rated People

It's closed to members. An old page still shows pricing, so ignore that. Its leads now go to Checkatrade tradespeople. Rated People's help page says former members must join Checkatrade to keep getting them, on a 12-month fixed plan or a pay-per-unlock Opportunities Board.

Work out your real cost per job

The price of a lead doesn't tell you much. This is what matters:

Track this for three months per site. Include your time on quotes that go nowhere. If you don't win often enough, the fix might be your speed, not your site. Slow replies may be the cause, so read why plumbers lose work after the first call.

What your own leads look like

Your own leads come through things you control: your Google Business Profile, your reviews, your website, your past customers and your van.

The timings above are my judgement. There's evidence for building your own reputation, though: 36% of people who used a trader found them through someone they knew, according to Citizens Advice's 2026 survey.

The mix I'd use

• Starting out: one low-commitment lead source, your Google profile and reviews from day one.
• Busy but stuck on price: reduce lead spend and put that money into your reviews and your website.
• Fully booked: stop buying leads and raise your prices.

Before you pay for any leads, fix your phone. Paying for a lead and missing the call is the most expensive way to lose a job.

David Bell, founder of Real Business Systems

David helps small UK businesses get found, answer every enquiry and keep customers coming back. We sell some of the services mentioned here, and we say so where they come up.