Radio advertising isn't necessarily a bad investment. But if you're spending thousands every month without knowing how many leads it generates, you've got a problem.
Cory found one company allocating 80% of its marketing budget to radio. Instead of immediately cutting the ads, he used actual call data to make the case for reallocating that money.
Here's how I'd approach the same situation:
1. Pull your radio advertising data. Start with your last 6–12 months of spending. Use a dedicated tracking number to identify incoming calls, then determine how many became qualified leads, booked jobs, and completed sales.
2. Calculate your cost per lead. Divide total radio spending by the number of leads generated. For example, $30,000 in radio advertising producing 100 leads means you're paying $300 per lead. Then calculate your cost per booked job to understand what you're actually buying.
3. Compare radio against digital channels. Pull the same numbers for Google Ads, Local Services Ads, and other campaigns. Cory believed shifting the radio budget toward digital could double or triple lead volume. Your own data should determine whether that opportunity exists.
4. Reallocate gradually. Don't eliminate an established campaign overnight. Move a portion of the budget into a measurable digital campaign, track results, and compare performance over 60–90 days. Account for seasonality and leads that may have been influenced by more than one channel.
5. Keep what works. Radio can still have a place in your marketing strategy, especially for established brands investing in long-term awareness. But smaller companies looking for immediate lead generation should prioritize channels that can demonstrate results.
My rule: Don't spend money on a marketing channel simply because you've always used it. Make every channel prove its value before you increase its budget.
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