The $20M Billboard Rule Most Contractors Ignore

Only invest in billboards as part of a larger branding strategy when your business is generating over $20 million in revenue; below this, prioritize direct lead generation.

Avoid using billboards primarily for ego or as a sign of success; focus on strategic placement and content that clearly ties back to your brand and objectives.

Measure billboard effectiveness through increases in branded search queries and direct, non-paid calls, as last-click attribution can be misleading.

When using billboards, focus on density by placing multiple billboards in a concentrated area, rather than spreading them too thinly across a large region.

Create memorable, short, and 'cheeky' billboard messages that grab attention and are easy to recall, but ensure they don't detract from your brand's professionalism.

Do not rely on billboards as your sole lead source; diversify your marketing efforts to avoid vulnerability to algorithm changes or market shifts.

Be prepared for public feedback (both positive and negative) as out-of-home advertising like billboards can generate strong reactions from the community.