I finally chose between local billboard ads and Facebook targeting for a client in Phoenix

Last month I had to pick between dropping $2,500 on a billboard near the I-10 or putting that same cash into Facebook ads for a local roofing company. I went with Facebook because I could target homeowners over 35 in specific zip codes. The billboard guy told me I was making a huge mistake and that digital stuff doesn't stick. Well, 4 weeks later we got 17 direct leads from Facebook and zero from the billboard rental we skipped. Has anyone else had luck with hyper local targeting over traditional outdoor ads?

3 comments

3 Comments

murphy.aaron3d ago

Well now, that's a fascinating case study. The billboard folks always push back hard because their whole business model is about visibility, not results. I think you're missing something important though. With a roofing company, the Facebook leads you got are great, but you also have to account for the passive awareness a billboard creates. People driving by that sign might not call that week, but six months later when their roof starts leaking, they remember the name. I would bet your real test is in three to six months when those homeowners who saw the billboard start calling.

the_taylor3d ago

Read that billboard ROI study from last year. Food for thought.

wilson.joseph3d ago

Does that same logic work for those bus bench ads nobody looks at?