Kerblabs vs Checkatrade: directory leads vs owned ranking.
Checkatrade is a paid directory and lead source — homeowners search Checkatrade, you appear, and you pay a monthly membership (plus per-lead fees in some categories). Kerblabs builds your own Google ranking, GBP and AI receptionist so the leads come to you directly. Most successful trades use both — here's how to think about the trade-off.
Two different tools for two different jobs.
Your owned growth system
Kerblabs ranks your business on Google so homeowners in your service area find you organically: an optimised Google Business Profile, a fast lead-gen website built for trade conversions, local SEO and city landing pages, an AI voice receptionist that captures every after-hours call, and a review engine that fills your Google profile with the social proof homeowners check before calling.
A paid trade directory with vetting, reviews and (in some categories) pay-per-lead distribution.
Checkatrade puts you in front of homeowners who are already on the Checkatrade platform. The trade-off is that you appear alongside every other Checkatrade member in your trade and area, you pay a recurring fee whether or not you win work, and (in some categories) you pay per lead delivered. The directory itself ranks well in Google, but the audience belongs to Checkatrade.
What you actually pay.
We've stated only what we can verify — for competitor pricing details that change over time, we link out rather than guess.
Kerblabs is a flat monthly fee with no per-lead charges. Spark starts at £97/month for Google Business Profile management. Momentum at £197/month adds reviews and missed-call text-back. Autopilot at £347/month adds the AI receptionist. Full Engine at £497/month adds the lead-gen website, local SEO, city landing pages and full CRM. Every lead is yours — no marketplace markup.
Checkatrade membership is a recurring monthly or annual fee, with pricing that varies by trade category and region. Some categories include per-lead pricing on top of membership. The full, current breakdown is on checkatrade.com — pricing has been adjusted over time and depends on local supply and demand.
Checkatrade membership pricing varies by trade and region, and some categories include per-lead fees. See checkatrade.com for current pricing and category-specific terms.
Side by side, row by row.
| Capability | Kerblabs | Checkatrade |
|---|---|---|
| How leads reach you | Homeowners search Google, find your business, and call or fill out a form on your site. Leads land in your CRM with caller-ID and SMS reply. | Homeowners search Checkatrade and pick from listed members in your trade. In pay-per-lead categories, the directory routes the enquiry and charges you per lead. |
| Who owns the relationship | You. You own the domain, the phone number, the GBP, the review profile and the customer database. | Checkatrade owns the channel. Reviews left on Checkatrade live on your Checkatrade page, not your Google Business Profile. |
| AI receptionist for after-hours calls | Included from the Autopilot plan — answers every call 24/7, qualifies the job, books a site visit and texts the homeowner. | Not part of the Checkatrade product. |
| Reviews | Automated review requests sent by SMS and email after each job, with AI-drafted replies. Reviews land on your Google Business Profile, where buyers actually check. | Checkatrade verifies and hosts its own reviews on your Checkatrade page — strong inside the platform, but not on your Google profile. |
| Cost predictability | Flat monthly fee. Lead volume can rise, your fee doesn't. | Membership is flat, but pay-per-lead categories mean your bill scales with enquiry volume — both up and down. |
| Vetting / trust badge for homeowners | We help you display real Google reviews, photos and case studies on your own site and GBP. | Checkatrade's vetting + verified-reviews badge is a strong trust signal for homeowners already on the Checkatrade platform. |
| Local SEO and Google Business Profile | Core part of the Full Engine plan — GBP optimisation, citations, schema, and city landing pages built to rank in the local pack. | Not a Checkatrade focus — your own GBP and Google ranking are separate to your Checkatrade listing. |
Best fit for each.
Trades and contractors who want to build a long-term, owned channel: Google ranking, GBP, reviews, AI receptionist and a lead-gen site that compounds month after month. Best when you're tired of paying per lead and want every enquiry to land in your CRM instead of a marketplace.
Trades who want fast access to homeowners already searching Checkatrade, plus a recognised vetting badge. A useful additional channel — particularly when you're new to an area, have spare capacity, or want a steady second stream of enquiries alongside your owned channels.
Why customers choose the full stack.
Different tools for different jobs — but here's the legitimate case for the integrated, owned approach.
You own every Google ranking
Google Business Profile, citations, city landing pages and local SEO all live under your brand. Stop renting traffic — own it.
Every after-hours call captured
Roughly half of homeowner calls happen outside 9-5. The AI receptionist answers in your brand voice, qualifies the job, and books a site visit — no missed calls means more booked work.
Flat fee, no per-lead surprises
Your bill doesn't spike when summer hits. One monthly fee, no lock-in, no per-lead pricing.
Reviews on Google, where buyers check
We automate review requests after every job and route them straight to your Google Business Profile — the page homeowners see before picking up the phone.
Works alongside Checkatrade
Many trades keep their Checkatrade listing for the audience and run Kerblabs underneath to grow the channels they actually own. The two compound.
Common questions.
Should I cancel Checkatrade if I switch to Kerblabs?
Not necessarily. Checkatrade is a paid directory channel; Kerblabs is your owned growth system. Many trades run both: Checkatrade for fast directory exposure, Kerblabs for Google ranking, GBP, AI receptionist and an owned customer list. Review the cost-per-job from each channel after 90 days and rebalance from there.
Does Kerblabs charge per lead?
No. Every Kerblabs plan is a flat monthly fee. The leads generated through your website, GBP, AI receptionist or review engine are yours — no per-lead markup.
How does the AI receptionist help a trade business?
Most trade jobs start with a phone call. When you're up a ladder, on a tool, or finished for the day, the AI receptionist answers, qualifies the job (postcode, type of work, timeframe), books a quote slot in your calendar, and texts the homeowner a confirmation. You see the booking before you've climbed down.
Can Kerblabs help me rank for 'roofer in [my city]'?
Yes — the Full Engine plan includes local SEO, GBP optimisation and city landing pages designed to rank for high-intent local searches like 'roofer in Manchester' or 'kitchen fitter near me'. We start with the Google Business Profile because, for trades, the local pack is where 70%+ of clicks go.
How is review collection different to Checkatrade reviews?
Checkatrade verifies and hosts reviews on your Checkatrade page — useful inside the platform. Kerblabs collects reviews on your Google Business Profile, which is the page homeowners see when they search your business or 'best [trade] near me'. Both can co-exist.
What size trade business is this for?
Kerblabs is built for independent UK trades with under 10 staff and no dedicated marketer — sole-trader roofers, small contractor teams, kitchen fitters, electricians, plumbers, fencing contractors, tree surgeons and similar.
Other comparisons.
Still weighing it up? Talk to us.
Book a free 30-minute call. We'll look at your Google Business Profile, your current cost-per-lead from directories like Checkatrade, and show you exactly how Kerblabs would change the maths.
Book a free 30-min demo