Most sole trader roofers start the same way: word of mouth, then a profile on one or two lead platforms when the phone goes quiet. That is a sensible start. The problem comes when every new job arrives through someone else's website, and the cost of each one keeps creeping up.
This guide is about knowing what you are really paying for, and building a second source of work that belongs to you.
What the platforms charge
Each platform works differently, and prices change, so always check the current terms before you sign up.
- MyBuilder charges a fee when a homeowner shortlists you. Its own help pages have said shortlist fees typically range from £3.50 to £45, with bigger jobs costing more.
- Checkatrade membership starts from around £30 plus VAT a month for a basic profile, according to insurer Markel. To appear in search results you also buy a yearly number of leads.
- Bark has no joining fee. You pay for each lead you choose to contact.
- Rated People prices its plans by how many jobs you want each month.
None of those numbers is a problem on its own. The question is what each job you actually win costs once you count the leads that went nowhere.
The hidden cost: shared leads
On most platforms, the same homeowner can hear from several roofers. That turns a lead into a race. Whoever replies first, with the clearest price, usually gets the job.
As a sole trader on a roof all day, you will not always be first. That is not a reason to give up on platforms, but it is a reason not to depend on them.
Leads you own
A lead you own comes to you, and only you. These are the three places to start.
1. Your Google Business Profile
When someone searches "roofer near me", the map results show up before most websites. Your Google Business Profile is free. Fill in every section, choose Roofer as your main category, list your services, add photos of real jobs every week, and ask every happy customer for a review.
2. A simple, fast website
You do not need a big site. You need one fast page that shows what you do, the areas you cover, your reviews, photos of recent work and a big tap-to-call button. Add a short two-step quote form so people who do not want to call can still get in touch.
3. A small, tight ad budget
Google Ads and Facebook ads work well for sole traders when they are kept tight:
- Target only the towns you will actually drive to.
- Advertise the jobs you want most, such as repairs or chimneys, not everything.
- Run ads at the times you can answer the phone, or send enquiries to WhatsApp so you can reply between jobs.
- Track every call and form, so you know your cost per job won.
Google also runs Local Services Ads in the UK, where roofers are a listed category and you pay per lead rather than per click. Since October 2025, businesses that pass Google's checks show a single Google Verified badge.
Work out your real cost per job
Take last month and fill in four numbers for each lead source: what you spent, how many leads you got, how many you quoted, and how many you won. Divide spend by jobs won.
Most roofers who do this for the first time are surprised. One source looks cheap per lead but rarely turns into work. Another looks expensive but wins nearly every time.
What to do this month
- Claim and finish your Google Business Profile, and ask your last ten customers for a review.
- Put tap-to-call and WhatsApp at the top of your website on a phone.
- Work out your cost per job won for each platform you pay for.
If you want a hand, ask us for a free 15-minute lead audit. We will look at where your work comes from now and tell you what we would change first.