Billboards and Google: How to Combine OOH with Search and Social
In short: billboards and online search work best together. Outdoor advertising makes people aware of your brand on the street; search and social media are where they look you up afterwards. Plan both at the same time – the same message, the same area and the same dates – and make sure people can find you easily when they search.
Why OOH and search belong together
- Billboards create demand. People see your brand on their daily route and become curious or reminded.
- Search captures it. When they are ready, many people search for your name or your type of business on Google or Bing.
- Familiar brands get more clicks. People are more likely to click a result from a brand they have already seen.
- AI assistants rely on the web. Tools such as ChatGPT, Gemini and Copilot summarise what they find online, so a clear, well-described website helps people who ask them for recommendations too.
How to combine billboards with search
- Use the same message. If the billboard says "Free valuation in Leeds", your search ad and landing page should say the same.
- Target the same area. Run local search ads in the postcodes around your billboard sites.
- Bid on your brand name. Branded searches usually rise during an outdoor campaign – make sure you appear at the top.
- your Google Business Profile. Correct address, opening hours, photos and reviews turn searches into visits.
- Prepare a landing page. A short web address on the billboard can lead to a page made for the campaign.
Add social media to the mix
Share photos of your billboard on Instagram, Facebook and LinkedIn, and run local social ads in the same area. People who see your brand both on the street and on their phone remember it better.
What to measure
| Metric | to find it |
|---|---|
| Branded searches in the campaign area | Google Search Console, Google Ads |
| Website visits from the target towns | Google Analytics (GA4), by city |
| Calls and direction requests | Google Business Profile insights |
| Landing page and QR code visits | GA4 with campaign tags (UTM) |
| Enquiries and sales | Your CRM or till system, compared with a normal period |
Frequently asked questions
Do billboards really increase searches?
Many advertisers see more searches for their brand name in the areas where their billboards run. The best way to know for your business is to compare branded searches in the campaign area before, during and after the campaign.
Should I put a QR code on my billboard?
On bus shelters and pedestrian sites, yes. On roadside billboards seen from a car, a short web address or simply your brand name works better, because people will search for it later.
Plan a joined-up campaign
We plan OOH and DOOH campaigns that work alongside your digital marketing. Read how to plan an OOH campaign, or request a quote.
Cover photo: City Park and City Hall, Bradford, by Flickr user:Tim Green aka atouch, CC BY 2.0, via Wikimedia Commons.
Get in touch with Inteli Media UK
- Website: Explore INTELI MEDIA UK Billboards
- WhatsApp: Contact INTELI MEDIA UK on WhatsApp (+44 7886 314409)
- Email: info@intelimediauk.co.uk
- Instagram: Follow @inteliuk for UK OOH campaigns and news
About Inteli Media UK: we plan and book classic and digital out-of-home (OOH and DOOH) advertising across England. We are part of Grupo Inteli, present in 8 countries, and a member of the World Out of Home Organization (WOO). Every campaign is planned with a dedicated OOH specialist.
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