The Anatomy of a High-Converting Billboard

What makes a billboard convert? We studied the top 20 campaigns we ran last year — the ones that our clients measured and reported back on — and pulled out the patterns. The winners shared a surprisingly consistent structure, and it has very little to do with clever copy.

## The Winning Formula

- **Single hero visual** taking 60-70% of the surface area

- **One-sentence headline**, max 5 words, in the top third

- **Contrasting background** — usually brand colour against a neutral

- **Phone number or short URL** bottom right, never centre

- **Logo bottom left**, at least 10% of total surface

The worst performer we tracked had 14 words of copy, three logos, and a QR code. It got impressions but no calls. The best had a single photo of a product, three words, and a phone number. If you want us to review your next creative, send it in before you print.