For trades and home improvement companies, platforms like Checkatrade, Trustatrader, Bark, and Ratedpeople have become popular choices. However, while these platforms may offer visibility and some leads, this article argues that trades and home improvement businesses should shift their focus towards using Facebook and Google Ads to acquire exclusive, sales-qualified leads. By taking control of their online presence and marketing efforts, these businesses can optimize their marketing strategies, generate higher-quality leads, and achieve long-term success.

1. Limited Visibility and Competition

Trades and home improvement platforms tend to host numerous businesses, leading to stiff competition for attention and customer inquiries. Consequently, it becomes challenging for businesses to differentiate themselves and stand out from the crowd. Moreover, these platforms often prioritize paid listings or rankings, making it difficult for smaller or newer businesses to gain prominence. This limited visibility can hinder growth opportunities and result in missed leads.

2. Lack of Control and Ownership

Relying solely on trades and home improvement platforms means surrendering control over your business's online presence. These platforms dictate how your business is showcased, including the formatting of your profile, reviews, and ratings. While positive reviews are beneficial, negative ones can harm your reputation and hinder your ability to secure new customers. Additionally, the platform's policies may change over time, potentially impacting your visibility and access to leads. By using Facebook and Google Ads, businesses can have complete ownership of their online presence and marketing campaigns, allowing them to control their brand narrative and ensure consistent messaging.

3. Quality of Leads

Platforms like Checkatrade, Trustatrader, Bark, and Ratedpeople often generate leads that are not necessarily sales-qualified. Customers browsing these platforms may not always have a clear intention to purchase, leading to a higher volume of non-committal or price-focused inquiries. This can result in wasted time and resources for trades and home improvement businesses, who often spend valuable hours providing quotes for customers who are not ready to commit. On the other hand, Facebook and Google Ads allow businesses to target specific demographics, interests, and locations, enabling them to reach potential customers who are actively searching for their services. This targeted approach helps businesses generate higher-quality leads with a greater likelihood of conversion.

4. Cost-Effectiveness and ROI

While trades and home improvement platforms may offer subscription models or pay-per-lead options, the cost can quickly add up, especially for businesses operating on tight budgets. Moreover, the return on investment (ROI) from these platforms can be uncertain, as businesses are often competing with others for the same leads. Facebook and Google Ads, when properly optimized, can deliver a higher ROI due to the ability to precisely target and reach potential customers. By investing in these digital advertising platforms, businesses can allocate their marketing budget more efficiently and see better results in terms of lead generation and conversion.

While trades and home improvement platforms like Checkatrade, Trustatrader, Bark, and Ratedpeople have their merits, businesses in this industry should consider diversifying their lead generation strategies. By leveraging Facebook and Google Ads, trades and home improvement businesses can take control of their online presence, generate exclusive, sales-qualified leads, and optimize their marketing efforts for long-term success. Embracing these platforms allows businesses to target potential customers who are actively searching for their services, resulting in higher-quality leads, improved ROI, and ultimately, increased growth opportunities.