The $20M Billboard Rule Most Contractors Ignore

Are billboards worth it for HVAC, plumbing, and electrical companies — or just an expensive ego boost? In this episode of Clicks to Calls, John Wilson and Sam Preston (CEO of Service Scalers) break down when billboard advertising actually drives growth and when it's an expensive distraction from lead generation. If you're a contractor under $20M, you're probably better off buying more leads than running a brand campaign. Most home service businesses start billboards way too early — and without the density to make them work. We cover the budget reality, how to measure billboard impact beyond Google, why one billboard never works, and the exact revenue stage where billboards finally make sense. 🕐 Chapters 00:00 Billboards Need Strategy 01:59 Billboards 101 and Budget Reality 14:15 Measuring Impact and Going Beyond Google 22:53 Billboard Density Wins 26:52 Tracking Problems and Desperation 40:53 When Billboards Make Sense 🔥 Breaking $5 Million Workshop Join John Wilson and Jack Carr May 5–7, 2026 in Akron, Ohio. A 3-day, in-person event for HVAC, plumbing, and electrical owners ready to scale past $5M. Get $500 off with code BREAKINGEARLYBIRD ➜ https://www.ownedandoperated.com/upcoming-events/oao-workshop-breaking-5-million-may-2026 🤖 Big Reputation — AI-Powered Review + SEO Platform Automate review generation, respond with AI, track local SEO, and integrate with your CRM. Free setup + first month free ➜ https://bigreputation.ai 📞 Quick Staffers LLC — Trained HVAC & Plumbing CSRs Get $500 off your first placement ➜ https://www.quickstaffers.com/ Connect with us: John Wilson: https://x.com/WilsonCompanies Sam Preston: https://x.com/HeySamPreston #hvacmarketing #plumbingmarketing #contractormarketing #hvacadvertising #billboardadvertising #leadgeneration #homeservicebusiness #hvac #plumbing #businessgrowth #businesspodcast #entrepreneurship