Are My Billboards Actually Working?

It’s a fair question. Billboards are a major investment, and as a business owner, you want to know if they’re delivering real results.

Unlike digital ads, where you can track every click and conversion, billboards don’t have an instant data dashboard. But that doesn’t mean they’re not working. In fact, billboards are one of the most powerful long-term branding tools available.

The Truth About Billboard Advertising

First things first—billboards are not a get-rich-quick scheme. If you’re looking for instant leads, you might want to turn to Google Ads (and yes, we can help you with that too). But billboards? They’re a long-term Brand Domination strategy.

Think about major Oklahoma brands like Hendrick Heat & Air, Airco, Hahn Appliances, Noble McIntyre Law, Grave McClain, Erin Catron Realty, and Joe Cooper Automotive. They dominate their industries because they dominate Share-of-Voice—the percentage of marketing messages in their industry and community. And guess what? When you dominate Share-of-Voice, you eventually dominate Share-of-Market—the percentage of gross sales for your industry in your community.

The Billboard Effect: From Awareness to Direct Search

Here’s how it works:

1. Billboards Create Brand Awareness
   • The more often people see your brand, the more familiar it becomes.
   • You’re not trying to sell something immediately—you’re making sure your business is top-of-mind when the time comes.
2. Brand Awareness Leads to Brand Familiarity
   • When people consistently see your billboard, your brand starts to feel more familiar and trusted.
   • Consumers may not need your product or service today, but they will remember your name when they do.
3. Brand Familiarity Turns Into Brand Preference
   • When awareness meets a consumer’s need, they’ll instinctively choose the brand they recognize.
   • Instead of searching for a generic term like “HVAC repair near me,” they’ll search for your business directly.
4. Billboards Increase Direct Searches
   • Someone sees your billboard repeatedly.
   • When they need your service, they don’t just search for an industry—they search for your business by name.
   • This is known as a Direct Search (e.g., “Hey Siri, Google ABC Company”).
5. Direct Searches Lead to Higher Click-Through Rates
   • Studies show that billboards can increase click-through rates (CTR) on organic and paid search results by up to 4X. [1]
   • When people recognize your brand, they’re more likely to click on your listing—whether it’s an ad or an organic search result.

Measuring Billboard Success

So, how do you measure the success of your billboards? Since there’s no direct “click” to track, you have to look at indirect indicators:

1. Increased Direct Traffic to Your Website

• Check Google Analytics for an uptick in direct searches (people typing your company name instead of searching generic terms).
• If your billboard campaign is strong, you should see a noticeable increase in direct website visits.

2. Higher Brand Search Volume

• Use Google Search Console to track how often people search for your business name.
• If your brand search volume is increasing, your billboards are doing their job.

3. Boosted Click-Through Rates on Google Ads

• A billboard makes your brand more recognizable, meaning people are more likely to click on your ad.
• Compare your CTR before and after launching a billboard campaign.

4. Phone Call and Inquiry Spikes

• If you’re getting more calls, online inquiries, or foot traffic after putting up billboards, that’s a sign they’re working.
• Use call tracking software to attribute leads to your billboards.

5. Social Media & Word-of-Mouth Mentions

• Are people talking about your brand more? Billboards create buzz, and you’ll often hear feedback from customers who say, “I see your signs everywhere!”

6. Coupon Codes or Vanity URLs

• If you want to track billboard effectiveness more directly, use a unique promo code or custom landing page on the billboard.
• Example: “Visit YourWebsite.com/Billboard for a special offer.”

Billboards: The Long Game to Market Domination

Unlike digital ads that disappear once you stop paying, billboards build something deeper—brand trust. The more your brand is seen, the stronger your credibility becomes.

Why Do the Biggest Brands Still Use Billboards?

Think about McDonald’s, Coca-Cola, Apple, and Nike. These companies don’t need to advertise. Everyone already knows who they are. And yet, they continue to dominate billboards across the country. Why?

Because they understand that visibility equals trust. If you want to be the most recognized and preferred business in your market, billboard advertising is the way to do it.

Final Thoughts: Are Billboards Working for You?

If you’re investing in billboard advertising and wondering if it’s working, take a step back and look at the bigger picture:

• Are you seeing an increase in brand searches?
• Are more customers calling and visiting your website?
• Are people recognizing your business name?

Billboards don’t provide instant gratification, but they do create a strong foundation for long-term brand dominance. They make your business familiar, preferred, and eventually, the go-to choice in your market.

And if you really want to take things to the next level? Pair your billboard campaign with Google Ads for a complete domination strategy. Get seen everywhere—on the highway and online—and watch your market share grow.

So, are your billboards actually working? Absolutely. You just have to know where to look for the results.

Sources

OAAA. “New Study Finds Digital out of Home Advertising Surpasses Other Media in Driving Favorability and Action among Consumers – OAAA.” OAAA, 30 Apr. 2024, oaaa.org/news/new-study-finds-digital-out-of-home-advertising-surpasses-other-media-in-driving-favorability-and-action-among-consumers/. Accessed 12 Feb. 2025.