MyBuilder.com was set up in 2008 by US-born stonemason Ryan Notz, and allows homeowners to compare tradesmen by viewing their full work history and reviews from other homeowners.
Notz said: "The campaign helps to illustrate how MyBuilder works and why people find it so useful. Finding the right tradesmen to make major changes to a home, big or small, can be a daunting task.
"The 'Builder Beauty Pageant' is a creative, intelligent and humorous campaign, which creates an entertaining visual analogy for the product itself."
The ads launch next week and will run across TV, video-on-demand, online and print, in a campaign planned and bought by independent media agency MNC.
Vic Polkinghorne, creative director at Sell! Sell!, said: "We set out to make MyBuilder the place people think of when they’re looking for a builder or tradesman.
"We wanted an idea that communicated what the site does, in a way that’s arresting enough to demand attention and stick in the mind of the audience."