Pay per lead platforms can be a genuine source of steady work for electricians — but only if you use them correctly. Most tradespeople lose money on these sites not because the leads are bad, but because their profile is incomplete, their response is slow, or their first message gives the customer no reason to choose them over the next electrician on the list.
I've been working as an electrician in North East England for years, and I've used platforms like Checkatrade, MyBuilder, and Rated People at various points to fill gaps in the diary. Here's what I've learned about making them work — and what to avoid.
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Pay per lead (PPL) sites act as a marketplace between homeowners and tradespeople. A customer fills in a job request — say, a consumer unit upgrade or an EICR for a landlord — and the platform sells that enquiry to a set number of tradespeople, typically two to four. You pay for the lead whether you win the job or not.
The main platforms in the UK for electricians are Checkatrade, MyBuilder, Rated People, and TrustATrader. Which? Trusted Traders works slightly differently and involves a vetting process, but it operates on a similar principle. Lead costs vary considerably depending on job type and location — a basic electrical fault-finding lead might cost a few pounds, while an EV charger installation or full rewire enquiry can cost significantly more. Always check current pricing directly with the platform, as it shifts regularly.
The key thing to understand: you're not buying a guaranteed job. You're buying access to a customer who has already expressed intent. What you do with that access is entirely down to you.
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The honest answer is that most electricians treat PPL platforms like a lottery — they buy a lead, send a vague message, and wait. When nothing comes back, they blame the platform.
The reality is more straightforward. Customers on these platforms are comparing you against other tradespeople in real time. If your profile has three reviews and no photo, and the next electrician has forty verified reviews, a full company description, and their NICEIC registration front and centre — you've already lost before the customer reads your message.
The other killer is response time. I'll cover that in detail below, but slow replies are probably the single biggest reason electricians waste money on leads.
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Think of your profile like a shop front. A customer who's never heard of you is making a judgment call in about thirty seconds.
What your profile needs:
Profile completeness scores on platforms like MyBuilder directly affect how visible you are. A half-finished profile buries you in the algorithm before a customer even sees you.
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This is the single most important factor in converting leads, and the data from these platforms consistently backs it up: the first tradesperson to respond to a lead wins a disproportionate number of jobs.
A good analogy is a Gas Safe registered engineer — customers ring two or three plumbers when their boiler breaks down and book whoever picks up first. Electrical enquiries are similar. The customer has a problem they want solved. If you respond within ten to fifteen minutes and the next electrician takes two hours, the customer has often already mentally committed to whoever engaged them first.
Set up push notifications on your phone for every platform you use. If you're on a job and can't reply immediately, even a quick message saying "I've seen your enquiry, I'll call you within the hour to discuss" can hold the customer until you're free.
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Avoid generic openers like "Hi, I saw your job and I'm interested." Every other electrician sends that message.
A better structure:
1. Acknowledge the specific job — reference what they actually asked for
2. State your relevant qualification or registration — e.g., "I'm NICEIC registered and carry out EICR inspections in line with the current 18th Edition Wiring Regulations (BS 7671)"
3. Give a realistic indication of timescale — when could you attend or quote?
4. Ask one relevant question — this starts a conversation and differentiates you from static quote messages
Don't publish a firm price in the opening message unless it's a genuinely fixed-price service. Customers understand that a full rewire or fault-finding job needs a survey first. Pretending otherwise just creates awkward conversations later.
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Not all leads deliver the same ROI. In my experience, the jobs that tend to justify the lead cost most consistently are:
Jobs I'd be cautious about buying leads for: single socket additions, basic fault finding on a tight budget, or any enquiry where the customer has indicated price is the primary concern. The lead cost relative to the job value often doesn't stack up.
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Reviews on trade platforms work like compound interest — they build slowly at first, then accelerate. A profile with five reviews will convert at a much lower rate than one with forty, even if the quality of work is identical. Customers use review count as a proxy for reliability.
The practical approach: after every completed job, ask the customer directly. Not in a begging way, just matter-of-fact — "It would help me a lot if you left a review on [platform]. It takes two minutes and it genuinely makes a difference." Most satisfied customers will do it if you ask. Very few do it unprompted.
Verified reviews carry more weight than unverified ones on platforms like Checkatrade, so make sure customers are going through the platform's official review process rather than just emailing you a testimonial.
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Some leads are worth walking away from before you spend money on them:
Use the preview information platforms provide before purchasing. It's not always enough, but it's better than buying blind.
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How quickly should I respond to a lead on Checkatrade or MyBuilder to have the best chance of winning the job?
Within fifteen minutes if at all possible. Multiple studies by the platforms themselves have shown that response time is one of the strongest predictors of conversion. If you're working and can't call, even a brief acknowledgement message buys you time and signals to the customer that you're attentive and professional.
Is it worth paying for leads on pay per lead platforms as a sole trader electrician?
It can be, but it depends entirely on your cost control and conversion rate. If you're buying leads and converting fewer than one in four into paid work, you need to fix your profile and response process before spending more. Used correctly, platforms like MyBuilder and Rated People can fill your calendar during quieter periods without the overhead of a marketing agency.
How many reviews do I need on a trade platform before customers start choosing me over competitors?
There's no magic number, but anecdotally, profiles with fewer than ten reviews tend to lose out to those with twenty or more, even on price. Once you're past thirty to forty verified reviews, you start to benefit meaningfully from social proof. The goal is consistent accumulation, not a one-off push.
What should I include in my first message to a customer after buying a lead?
Reference the specific job they listed, state your relevant registration or qualification (NICEIC, NAPIT, Part P Competent Person), give a realistic timeframe for visiting or quoting, and ask one relevant question to open a dialogue. Keep it concise — a wall of text puts customers off.
Which types of electrical jobs get the best return on investment from paid leads in the UK?
EV charger installations, consumer unit upgrades, and EICR work for landlords with multiple properties tend to offer the best ROI when you factor in job value, lead cost, and the likelihood of repeat or referral work. Full rewires are high value but competitive. Single small jobs rarely justify the lead cost unless they're part of a broader relationship.
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If you're a homeowner or landlord in North East England looking for a qualified, registered electrician, you're welcome to get in touch with us at [Energy North Ltd](https://energynorth.uk). We're NICEIC registered, carry full public liability insurance, and cover most of the region. No obligation, just a straight conversation about what you need.