Home Services Billboard Marketing Resource Guide

Learn About the Benefits of Offline Marketing and How to Measure Success

Connect with a Marketing Expert
Home Services Billboard Marketing Resource Guide

Learn About the Benefits of Offline Marketing and How to Measure Success

Connect with a Marketing Expert

/  Awareness. Leads. Growth. /

Turn Offline Marketing Into Measurable Growth for Your Home Service Business

Growing brand awareness and reaching new audiences are one of the primary considerations for home service companies exploring advertising on billboards. Home service companies may feel that billboards are too expensive, not effective or out of their reach. Our resource guide can help you better understand the benefits of an offline marketing campaign, identify key questions to ask, and create important KPI’s to measure your success.

Audience Targeting and Location Relevance

Billboards work best when they’re placed where your target customers actually drive or commute. A major concern is geographic waste, or paying for visibility in areas outside your service zone. A company serving a specific metro area could lose money on a highway board that reaches people far beyond its service radius. Careful selection of billboard locations near neighborhoods, highways, or intersections within your coverage area is essential. for maximizing impact. Be sure you’re considering the items below when evaluating billboard advertising.

  • Prioritizing boards near high-traffic routes your ideal customers use daily

  • Avoiding placements that extend far beyond your defined service area

  • Focusing on visibility close to residential neighborhoods you actively serve

Long-Term Branding vs. Short-Term Lead Generation

Billboards tend to build brand awareness rather than deliver instant calls. If the company’s goal is immediate lead generation, digital advertising usually offers better short-term ROI. Billboard investment makes more sense for companies with solid local brand recognition or expansion goals. Best practices for a branding campaign would include a 12-month campaign that helps consistently reinforce your brand. Keeping the items below in mind will help you establish realistic expectations from investing in billboard advertising.

  • Billboards are usually used to support brand recognition, not as a primary lead source

  • Billboard investments work well with long-term growth or market expansion goals

  • Think of billboard advertising as a way to generate sustained visibility over time – more like a marathon, instead of a sprint

Cost and Return on Investment (ROI)

Billboards can cost anywhere from a few hundred to several thousand dollars per month, depending on traffic volume and placement. Home service businesses should calculate whether that expense can realistically generate enough calls or leads to justify the spend. It’s also difficult to track ROI precisely,  unlike digital ads, billboard impressions can’t be directly measured or attributed to conversions unless you use tools like:

  • Dedicated tracking phone numbers

  • Unique URLs or QR codes

  • Customer surveys (“How did you hear about us?”)

Creative Message and Readability

A billboard only has about 5–7 seconds to make an impression. The message must be short, bold, and clear enough for drivers going 55 mph to read. Many home service companies struggle with overcrowding their design,  listing every service, phone number, and website. The focus should be on one strong call to action, easy contact info, and a simple brand message that reinforces trust and recognition. The next time you see a billboard, think about whether or not it’s following the best-practice tips below:

  • Keeping the message limited to one clear idea or offer

  • Using large, high-contrast text that can be read at a glance

  • Highlighting one primary action, such as calling or remembering the brand

Integration with Other Marketing Channels

Billboards rarely generate measurable results when used in isolation. Instead, they are most effective when they support and reinforce other marketing efforts that capture demand and convert interest into action. A potential customer may see a billboard on their daily commute, but not act until later when they search your company name, look up reviews, or see a follow-up ad online. Without supporting digital channels in place, billboard exposure can fade quickly and fail to translate into trackable leads or booked jobs. When properly integrated, billboards help strengthen brand recall and improve performance across your broader marketing ecosystem. Billboards work best when paired with:

  • Google Business Profile optimization

  • Local service ads and PPC campaigns

  • Consistent branding across trucks, uniforms, and online listings

Without digital follow-up (like retargeting or search campaigns), billboard exposure may not convert into measurable leads. 

/  Real Answers to Real Questions.  /

What Contractors Want to Know About Billboard Advertising

Working with a Media Buyer gives you access to multiple company’s billboard inventory, which provides better placement options and often better pricing. Buying direct limits your reach to just one provider. Typically, if you are interested in purchasing a single billboard location, going direct to a single company makes sense. If you are wanting multiple billboard locations throughout a market, working with a Media Buyer has its advantages.

If it’s a traditional vinyl billboard, your message stays up until the vinyl is replaced. Superpath’s recommendation is to update your billboard message seasonally or quarterly. Digital billboards, however, allow you to change creative as often as you’d like, even running different messages by day or time of day.

Keep it simple and bold. Use seven words or fewer, large readable fonts, high-contrast colors, and a single call-to-action. Since drivers only have a few seconds to view it, clarity and brand recognition matter more than detail.

Traditional billboards use printed vinyl and display one message continuously. Digital billboards rotate multiple advertisers on a single screen and allow for quick updates and flexible scheduling – ideal for time-sensitive offers.

Vinyl printing typically costs $300–$600 per board, depending on size and material. This cost is separate from billboard rental, and you’ll usually need to reprint if you change your message.

The most common sizes are:

  • 10.5’ x 36’ (Bulletin) – great for highways and long visibility.
  • 11’ x 22’ (Poster) – used for urban or suburban areas with moderate traffic.
  • 14’ x 48’ (Large Bulletin) – premium placement for maximum exposure and brand awareness.

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