A static billboard from Lamar Advertising, a large US billboard company, brought in about $690 per four-week billing period on average in 2025, worked out from the company’s annual report. A small-town poster and a highway bulletin in Dallas sit at opposite ends of that average, so use it only to sanity-check the quote you get. We found no roofer who has published a measured result from a billboard. Put one where homeowners already see your yard signs and trucks, and give it a phone number of its own so you can count the jobs it brings in.
Ask for the price per four-week period, with production priced apart
Lamar bills every four weeks, so a year holds 13 billing periods, and a static board averaged about $8,900 a year. That average mixes posters and bulletins in every market, before agency discounts.
Production, meaning the design and printing of your ad, is billed separately from the space. Lamar’s own artists will design the copy, and production jobs usually finish in under a week.
When an operator quotes you, ask for the space price per four-week period and the production price as its own line. Get both in writing before you sign.
Bulletins stand on highways and posters line city streets
Bulletins are the big boards on major highways, usually lit, and most often 14 by 48 feet.
Posters stand on main roads and city streets and most often measure 11 by 23 feet. Junior posters are smaller still.
Lamar’s contracts generally run from one week to one year, and a bulletin you pick can be rented for 4 to 52 weeks.
Lamar also sells rotary plans, which move the same ad from board to board around a market, usually every 60 to 90 days, to reach more people.
If most of your jobs come from one side of town, ask for a fixed board on that side. A rotary will spend part of the run on boards across the metro.
A digital screen costs far more, and every advertiser in the loop shares it
A digital billboard is an LED screen that plays ads from several advertisers as a slide show, switching about every 6 to 8 seconds. Your ad is on screen only during its own turn.
One of Lamar’s digital screens averaged about $123,000 a year, roughly $9,500 per billing period, and every advertiser in its rotation splits that bill. Lamar doesn’t publish how many advertisers share one loop, so ask before you compare a digital price with a static one.
Lamar also sells some of its unsold digital time through automated ad-buying partners, so a business can buy a short digital run without a long contract. If you want a board up after a hailstorm, ask the operator whether it sells short digital runs and what the minimum is.
Drivers get a few seconds, so a board carries little beyond a name and a number
Drivers pass a highway board at speed, and on a digital loop your ad gets one slide. Every extra word crowds the name and number a homeowner needs to remember. These layouts are starting points to adapt:
Retail replacement, highway bulletin
[Logo] [Company name] New roof? Free inspection. [Phone number]
After a storm, short digital run
Hail last week? Free roof inspection. [Company name] · [Phone number]
Community board, local ball field or gym
[Company name], proud sponsor of [team name] [Phone number]
One roofing owner on a forum listed the third kind among his cheap local marketing: “Doing local school billboard at their ball field.” He picked it because it cost little and showed the company was part of the town.
Use the logo and colors already on your trucks and yard signs, so drivers connect the board with the company they already see around town. Roofing Truck Wraps: Design Examples and What a Wrap Costs
A board adds to a name drivers already know from your trucks and signs
The outdoor industry generally quotes rates per thousand impressions. An impression is a chance to see the board, and it says nothing about who looked or who called. A roofing owner on a forum described door hangers as “very hard to track ROI - similar to using a billboard.”
Another owner, three years into his company, credited door knocking, cheap yard signs and wrapping every vehicle. In his view, “Once the brand becomes familiar, marketing costs go down.” If he is right, a board does the most work over the part of town where your signs and trucks already are, once those are paid for.
Count the jobs yourself before you renew. Put a phone number on the board that appears nowhere else, and ask every caller where they heard of you. Then compare signed jobs from that side of town before and during the run. How to Track Which Marketing Brings In Your Roofing Jobs
Highway law and city sign codes decide where a board can stand
The Highway Beautification Act of 1965 covers billboards along Interstate, Federal-Aid Primary and National Highway System roads. It requires states to control those boards and to set standards for their size, spacing and lighting. Cities and counties add their own sign rules through zoning and building codes.
Smaller signs come under local rules too. One roofer reported that police warned him for putting yard signs at intersections, and that fines after a warning start at $1,000 a sign. Roofing Yard Signs: Wording, Placement and the Local Sign Rules
Before you put up a board on your own land or a customer’s, call the city’s planning or permits office and ask what a sign that size needs.
Settle these six things before you sign for a board
- Get the space price per four-week period, with production quoted on its own line.
- For a digital board, ask how many advertisers share the loop and what the shortest run is.
- Choose a fixed board on the side of town where you already sign jobs.
- Keep the copy to one offer plus your name and number, in your truck colors.
- Give the board its own phone number and ask every caller where they heard of you.
- Check the city’s sign rules before you put up a board on your own land.
Before you pick a side of town for a board, check where Google Maps already shows you. Pick your Google profile and one search in the free Google Maps heatmap, and in a few minutes it shows your rank at 49 points around your office.