Would a billboard pay for itself? Let's find out.
Pick your industry, plug in a location's traffic and the contract price, and get an honest estimate of your return — before you ever get on the phone with a sales rep.
This drives the conversion benchmarks and the average-sale figure below.
How many people or cars pass the billboard location each week?
Not sure? Ask the billboard company for the location’s traffic count — they all have it.
Billboard contracts are sold in 4-week periods.
The total price quoted for the full contract, not per period.
Your average sale per transaction, in dollars.
We've pre-filled this from industry data — change it if you know your own number.
How well do you expect the campaign to convert?
Back for every $1 spent
About these numbers. The benchmark figures behind this tool are industry averages, not audited results, and every location and creative performs differently. Treat the output as an estimate to inform a decision — not a guarantee of results. If you know your own average sale or conversion rates, reach out to your sales representative and ask them to cacluate your custom ROI.
People see the board
Weekly traffic at the location, multiplied by the weeks in your contract, gives total impressions.
A fraction visit
A small share of viewers act on the ad and visit, call, or look you up — the rate varies by industry.
Some become customers
Of those who visit, a share become leads, and a share of leads buy. Multiplying the three rates gives an overall conversion.
Compare to the cost
New customers × your average sale = estimated revenue. Divide by the contract cost to get your return per dollar.
Data source: industry conversion benchmarks calibrated against OAAA (Out of Home Advertising Association of America) industry reporting.