Truck wraps generate 30,000-70,000 daily impressions per vehicle according to the Outdoor Advertising Association of America. At a one-time cost of $2,500-5,000 and a 5-7 year lifespan, that's roughly $0.04 per 1,000 impressions - cheaper than any digital channel.

But impressions aren't leads. Here's how truck wraps actually compare to digital ads for generating revenue.

Truck Wraps: The Numbers

Costs:

  • Full wrap: $2,500-5,000 per truck
  • Partial wrap: $1,500-2,500 per truck
  • Lifespan: 5-7 years

Benefits:

  • 30,000-70,000 daily impressions per vehicle
  • Builds brand recognition over time
  • Works while you drive, park, and work
  • One-time cost with no recurring fees
  • Professional appearance builds trust

Limitations:

  • Impossible to track directly (no click-through rate)
  • Slow to generate leads (brand awareness takes months)
  • Can't be turned on/off like digital ads
  • Doesn't work in areas where you don't drive

Digital Ads: The Numbers

Costs:

  • Google Ads: $25-75 per lead, ongoing monthly spend
  • Facebook Ads: $15-40 per lead, ongoing monthly spend
  • Google LSA: $25-55 per lead, ongoing

Benefits:

  • Immediate results (leads start day one)
  • Fully trackable (cost per lead, cost per job)
  • Targetable (specific services, areas, demographics)
  • Adjustable budget (scale up or down monthly)

Limitations:

  • Ongoing cost (stop paying, stop getting leads)
  • Competitive (costs rise as more contractors advertise)
  • Requires management (or an agency fee)

The Real Comparison

Truck wraps and digital ads serve different functions. Wraps build awareness. Ads generate leads. They're not interchangeable.

A contractor with wrapped trucks AND Google Ads gets the best of both:

  • The truck wrap builds name recognition across the service area
  • When that person later searches "plumber near me," they recognize your name in the Google results
  • The recognition increases click-through rates on your ads by 15-25%

Plan your marketing budget

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What to Do First

If you have zero marketing budget: Wrap your truck first. It's a one-time investment with years of impressions.

If you can afford $1,000-3,000/month: Start with Google Ads (or LSA) for immediate leads, then wrap your trucks for long-term brand building.

The contractors with the strongest marketing aren't choosing between wraps and digital. They're doing both, and each channel makes the other more effective.

Worked Example: Truck Wrap vs Google Ads Over 5 Years

Truck wrap: $4,000 one-time ÷ 5 years = $800/year = $67/month. At 40,000 impressions/day = 1.2M impressions/month. CPM: $0.06. Google Ads: $2,000/month × 12 × 5 = $120,000 over 5 years. Generates ~40 leads/month at $50/lead. The wrap can't be directly tracked, but it increases Google Ads click-through rates by 15-25% (brand recognition effect). If that CTR boost generates 6-10 extra leads/month from the same ad spend: 6 extra leads × $400 ticket × 35% close = $840/month in additional revenue. The wrap pays for itself through the ad performance boost alone.

What Not to Do

  • Don't compare apples to oranges. Truck wraps build awareness. Digital ads generate leads. They serve different functions and shouldn't be evaluated by the same metrics.
  • Don't skip the phone number. The phone number should be the largest text on your truck wrap. If someone can't read it at 30 mph, it's too small.
  • Don't wrap a dirty truck. A beautiful wrap on a filthy, dented truck sends mixed signals. Keep your trucks clean and maintained - the wrap amplifies whatever impression the truck makes.
  • Don't choose between them if you can afford both. A wrapped truck + Google Ads outperforms either channel alone because they reinforce each other. Brand recognition from the wrap improves ad performance.
  • Don't forget your website URL. Your truck wrap should include your website. Homeowners who see your truck will Google you later - make sure your site is easy to find and matches your wrap's branding.

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