Checkatrade puts you in a directory that homeowners trust. Google Ads puts your own business at the top of search for the jobs you choose. They work differently, cost differently and suit different stages of a driveway company.
How Checkatrade works
You apply, pass vetting checks and pay a membership fee. Your profile appears in the directory with reviews collected through the platform. Homeowners search the directory or ask for quotes, and several trades may be contacted for the same job. Fees and lead arrangements vary by trade, area and package, so ask for the current terms for your postcodes.
How Google Ads works
You choose keywords such as "resin driveways [town]", write the ad and pay per click. The click goes to your own page, and the enquiry comes only to you. You control the area, budget, hours and which surfaces you advertise.
Trust
Checkatrade's badge and vetting reassure homeowners, and you can show the logo on your van and website.
With Google Ads, trust comes from your own page: Google reviews, photos, guarantees and accreditations. You have to build that proof yourself.
Competition for each enquiry
On a directory, your profile sits beside competitors, and quote requests can go to more than one trade.
With Google Ads, the homeowner clicked your ad and is on your page. They may still get other quotes, but you were chosen first.
Control
Google Ads lets you:
- Advertise only resin, or only block paving
- Raise budget when the diary is thin and pause when it is full
- Target the postcodes where past jobs were larger
- Ask qualifying questions on your form
A directory gives you less control over the type and size of job.
Cost
- Checkatrade: a recurring membership cost whether or not you win work.
- Google Ads: you pay for clicks, plus management if someone runs it for you.
Compare them on cost per booked job. Record every enquiry from each source and whether it became a job.
Effort
A directory profile needs reviews and prompt replies. Google Ads needs a proper setup, negative keywords, landing pages and tracking, then regular attention.
When each makes sense
Checkatrade: you are newer, have few Google reviews, and want the credibility of a vetted directory.
Google Ads: you have good photos and reviews, want to choose your jobs and want enquiries no one else receives.
Both: many driveway companies use the directory for credibility and Google Ads for volume and control, and use the Checkatrade logo on their landing pages.
Common questions
Can I stop Checkatrade once Google Ads works? Decide from your numbers. If the directory still brings jobs at a fair cost, keep it.
Does Google have its own vetted listing? Local Services Ads carry a Google badge, but landscaping and groundwork are not supported in the UK.
Related guides
- What Should a Resin Driveway Lead Cost?
- Google Ads for Driveway Companies: A Keyword List
- Driveway Leads: Generating Your Own vs Buying Them
- Google Ads vs Meta Ads: Which Is Better for a Local Service Business?
Next step
AdsFlair runs Google Ads for UK trades and local service businesses. Ask for a free Google Ads audit and we will show you where your budget is going and what to fix first. There is no cost and no obligation. See our page on marketing for driveway and paving contractors for how we work. Prefer to talk first? Book a 30-minute call.