Study: Google Shows No AI Answers for Tradesperson Searches in Any UK City Tested
What happened
Independent UK research publisher Whito tested tradesperson searches across nine UK cities in June 2026 — and found that not a single one produced an AI answer. Instead, Google served paid ads and the same handful of pay-to-list directories: Checkatrade, TrustATrader, Yell and MyBuilder appeared in results for every city tested.
The study searched for electricians in Leeds, Manchester, Birmingham, London, Bristol, Sheffield, Nottingham, Glasgow and Cardiff. Seven of the nine showed paid ads at the top. None showed a Google AI Overview or AI-generated recommendation.
But when Whito asked Google's AI Mode directly — "who are the best electricians in Leeds?" — it gave a confident, ranked shortlist. The catch: the AI's list bore almost no relation to what Google's own standard search results showed seconds earlier. It drew on Reddit threads, customer reviews and accreditation registers rather than paid directory placements. And it got things wrong, including placing a Leeds firm 43 miles away in Northampton.
A follow-up study in August found that 5.2% of AI-recommended UK businesses could not be confirmed as actually trading in the town named.
What this means for tradespeople
Two things matter here.
First, standard Google search for tradespeople is still an auction, not a recommendation. If you're not paying Checkatrade, MyBuilder or Google Ads, you're not on the first page in most cities. That hasn't changed, despite all the talk about AI disrupting search.
Second, AI search IS starting to recommend tradespeople — but separately, and unreliably. When a homeowner goes into Google's AI Mode or asks ChatGPT "find me a plumber in Manchester," the answers come from reviews, accreditation registers and forum posts — not from paid directories. That means your Google reviews, your Gas Safe or NICEIC registration, and even mentions of your name on Reddit or local Facebook groups could matter more in the AI world than a Checkatrade listing.
The problem is accuracy. If AI is already placing businesses in the wrong town, tradespeople need to make sure their own data — name, address, phone number, trade body registrations — is correct everywhere it appears online.
What to do about it
- Get your Google Business Profile right. This is the single most important listing for both standard search and AI search. Make sure your address, service area, trade categories and opening hours are accurate.
- Keep collecting Google reviews. AI tools are already pulling from review data to rank local tradespeople. Recent, genuine five-star reviews are the strongest signal you can give.
- Check your trade body registrations are public. If you're NICEIC, Gas Safe, TrustMark or NAPIT registered, make sure those registrations show your correct business name and location — AI tools are reading them.
Source: Whito Research