Are Billboards Worth It? Here’s What Real Advertisers Say
Billboards: giant metal rectangles screaming your logo at traffic going 60 mph. Useless relic or strategic brand-building tool? If you’re wondering whether billboards are still worth it in 2025, you’re not alone.
The internet is split—some business owners swear by their roadside placements, others say it’s just expensive wallpaper. So what’s the real story?
We analyzed dozens of real-world experiences to give you the clearest answer yet.
✅ When Billboards Work (Really Well)
1. Location-Based Businesses
Think hotels, restaurants, car washes, repair shops. A well-placed directional billboard—“Next Exit: Best Tacos in Town”—can drive immediate foot traffic.
One hotel owner shared they spend $600/month on a 10-year billboard lease and it consistently fills rooms from travelers who spot it last minute.
Another user traveling for work said they only book hotels they’ve seen advertised on the road. That’s proof it works—if you’re in the right industry and the message is timely.
2. Brand Awareness
Billboards excel at repeated exposure. Drivers take the same routes every day, and that high-frequency visibility burns your brand into their minds.
You won’t convince someone to switch insurance providers with one billboard. But when they do go searching, you might be the first name that comes to mind.
3. Amplifying Other Campaigns
Pair a billboard with a radio or digital ad and the impact compounds. One commenter remembered hearing a jewelry store’s radio spot at the exact moment they passed their billboard.
Billboards can boost brand recall across channels—especially when the creative and message are consistent.
❌ When Billboards Don’t Work (And Why They Flop)
1. No Clear Offer
“Just slapping your name and a slogan on the highway is a waste,” said one marketer. And they’re right.
A vague message like “Your Trusted Insurance Experts” won’t move the needle. Billboards need punchy, urgent calls-to-action like “Free Towing, Next Exit” or “2 for $1 Cheeseburgers Until Sunday.”
Rule of thumb: 7 words or less. People are driving, not reading a brochure.
2. Short Campaigns
A single billboard for one month? Don’t bother. Results come from repetition and consistency. Experts recommend at least 3 months and ideally 6+ signs in a concentrated area.
If you’re going to do it, do it right or don’t do it at all.
3. Wrong Industry
Healthcare, B2B software, and niche services? Probably not your move.
Unless it’s part of a larger awareness blitz, high-commitment decisions don’t happen at 65 mph. Save your dollars for search or retargeting instead.
⚖️ So, Are Billboards Worth It?
Yes—but only if you’re playing the long game.
They work best when:
- You’re in a location-based industry
- You use a clear, concise message
- You run the campaign long enough to build real visibility
- You’re supporting it with other channels (radio, search, social)
- You’re thinking of it as branding, not performance marketing
“A billboard is like a YouTube thumbnail. If it’s done right, it gets the click—just not literally.”
