Digital Marketing

How Google Ads Can Replace Local Billboards

An astounding 380,000 people watch ads on the famous billboards of Times Square every day.

Sound like a lot, right?

But what if you were told that there is another way to get a much larger and global audience than this and that too for a way cheaper price of $1?

Yes! We are talking about PPC campaigns that deliver your content to a highly segmented audience based on your targeting around the world.

With the advancement in technology, the ads and marketing campaigns are getting smart too and in the near future, these are predicted to replace local billboards.

How is this change coming across?

Let’s compare both of them in detail.

PPC vs. Local Advertising


The main idea behind advertisement and marketing campaigns is to reach out to the maximum number of people.

When we talk about billboards, the only audience it can target is the one that has the billboard in their range of vision. And because these billboards are not mobile, the advertisement is only limited to a small number of people in a given area.

On the other hand, Google Ads PPC has a much wider audience.

How wide, you may ask?

These ads can simultaneously target people globally. According to ‘Statista’, almost 3.5 billion people in the world have smartphones, in which the majority of them have access to the internet. 

This means that your social media marketing campaigns are not limited to geographical constraints if you want you can market your product or business to people

  • In your locality
  • In your city
  • In your state
  • In your country
  • In multiple countries

This makes Google Ads PPC as the biggest marketing platform in today’s era.

Battle of the cheapest

According to a survey conducted by ‘Investopedia’, the cost of buying an advertisement in one of the billboards of time square is approximately $1.1 million to $4 million a year. And for major events like Super Bowl, 30 seconds, one time running, slot of advertisement can cost about $5.6 million.

Whereas on the other hand, the average PPC Google Ad costs around $1 to $2. Not only has this, but the most expensive PPC keyword in Google Ads cost around only $50.

If calculated properly, according to ‘Word Stream’ the average cost of Google Ads ad billboards for a business is around $1000 per month on average, which sums up to $12000 for a year. Which is way less than a million-dollar fee for billboards.

This means that Google Ads PPC is not only targeting a much larger population for marketing, but this method is way cheaper than conventional billboards.

Billboards are leased for an extended period of time, like for months and years and lump sum payment is done beforehand. You cannot do anything if certain events affect the footfall of people near your billboards.

For example, due to coronavirus, many people are in self-quarantine, which means that footfall near billboards has decreased drastically. Your billboards are not targeting many people and hence money is being wasted, but there is nothing you can do about it. This is not the case with Google Ads ad billboards.

This is the main reason why small businesses or start-ups that cannot afford to spend a huge sum of money on marketing in their initial years, are availing Google Ads PPC advertisements.

How big is your target

Better target you’re demographic on Google Ads ad billboards

Your business can not boom unless it is targeting its key demographic.

With billboards, you do not have control over who sees your advertisements, or whether people look up at it or not. There may be a large number of people who are seeing your ads, but the people that really matter, the ones you are targeting, is this billboard advertisement reaching out to them?

There is no way of knowing.

In contrast, Google Ads PPC gives marketers the option to define the key demographics that they want the advertisement to target. This is so accurate that you can detail it down to

  • Age
  • Gender
  • Profession
  • Likes
  • Dislikes

Of the people that you want to target.

For example, if you are the owner of a business that provides cheap essay writing service UK, and you want to market your business. Then you can set your demographical preference to students, between the age group of 18-25.

Analytics help you manage better

In today’s world analytics have become a necessity, in order to better manage resources and have a game plan for the future.

Instant conversions


Using Google Ads ad billboards, there is just no way of knowing how many people reached out to your brand or business after they saw it. This means that there is no accurate way of knowing how your ad on the billboard is performing.


But with Google Ads PPC, you get notified instantly if there is a conversion, i.e. how many people clicked on your ad and were redirected to your site and from those how many actually proceeded to a full-fledged conversion.


Plan ad strategy


You also have the analytics off bounce rate, which tells if your ads are producing desired results or not. Using this information, you can plan a strategy to better optimize your ads, e.g.


  • For ads that are generating conversions, you can invest more in them
  • Ads that have higher bounce rates, can be discontinued
  • Information about how your target demographic is reacting to your ads can give a lot of information on how you can improve them


Better return on investment tracking


When you compare Google Ads ad billboards, one of the major differences is that it is very hard to calculate the return of investment for billboards. Nearly impossible.


Contrastingly, Google Ads have built-in options that give you a report on the return of investment in real-time. This allows you to better budget your ad, hence saving you a lot of money.

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