I recently told my local big yellow page directory (we've got 3 or 4) to stick it. They wanted $600 a month for a color "dollar bill" size ad. We get most of our business through referrals so I couldn't justify $7200 for a lot of nuisance calls and "shoppers". I did keep a $50/ month ad in the smaller Yellow Book directory. We have a hard time getting home before 8pm, so unless I want to hire more guys and sit in the office, we don't need it. But, from my past experience, the bigger the ad, the more calls you get, color helps, but don't buy more than you can afford even if the ad isn't successful. I once had a full page ad that cost almost $1500 a month, we got calls, mostly price shoppers and wasted estimate trips. In the end I was working to pay the phone company.
[This message has been edited by Electric Eagle (edited 06-10-2002).]
