What Is the ROI on a Fleet Wrap?
$0.04 per 1,000 Impressions. No Monthly Bill.
25 years on the same two jobs: branding fleets and changing car colors. A fleet wrap is the only advertising that gets cheaper every day you run it. Here's the full cost-per-impression breakdown compared to every other channel.
The cost-per-impression comparison
The OAAA (Outdoor Advertising Association of America) tracks that a single wrapped vehicle in a metro area generates 30,000–70,000 impressions per day. Over a 5-year wrap lifespan at 30,000 daily impressions, that's 54 million impressions per vehicle. At a one-time cost of $4,200.
| Ad Channel | CPM | Monthly Cost |
|---|---|---|
| Vehicle Wrap (5-yr lifespan) | $0.04–$0.07 | $0 after install |
| Chicago Billboard | $8–$12 | $3,000–$5,000 |
| Google Ads (local) | $15–$25 | $1,500–$5,000+ |
| Facebook / Instagram Ads | $7–$12 | $500–$3,000+ |
| Radio (Chicago metro) | $5–$8 | $1,000–$4,000 |
Real-world scenario: 5-van HVAC fleet in Chicago
A Chicago HVAC company wraps 5 service vans at $4,200 each. $14,648 total after the 7% fleet discount. Here's what that looks like over 5 years.
5 vans, 7% fleet discount
5 vans × 5 yrs × 30K/day
vs. $15–$25 for Google Ads
The contractor advantage
HVAC, plumbing, and electrical contractors have an edge no other business has: their vans park in driveways for hours during service calls. Every neighbor who walks by is a potential customer seeing a wrapped van at their neighbor's house. That's neighborhood-level trust advertising that no billboard or Google ad can replicate.
Frequently Asked Questions
What is the ROI on a fleet wrap?
A single wrapped cargo van generates 30,000–70,000 daily impressions at a cost-per-thousand of $0.04–$0.07 over a 5-year lifespan. Compared to $15–$25 CPM for Google Ads. Chicago Fleet Wraps clients report the median fleet wrap pays for itself in increased inbound calls within 12–18 months.
How do I track leads from my vehicle wrap?
Use a dedicated phone number on your wrap that forwards to your main line. This lets you track exactly how many calls came from the wrap. QR codes on the rear of the vehicle also work for measuring digital engagement from wrap viewers.
Is a fleet wrap better than Google Ads for local businesses?
They serve different purposes. Google Ads captures intent. People already searching for your service. Vehicle wraps create awareness before the need exists. The most effective Chicago service businesses use wraps for brand presence and Google Ads for intent capture. The wrap CPM is dramatically lower.
How many impressions does a wrapped van get in Chicago?
According to OAAA data, a single wrapped vehicle in a Chicago metro route generates 30,000–70,000 impressions per day. Vans operating on the Kennedy, Dan Ryan, or Eisenhower expressways or in dense neighborhoods like Lincoln Park, Wicker Park, and the Loop report the highest numbers.
What percentage of fleet wrap clients see measurable ROI?
In a Chicago Fleet Wraps client survey, 34% of clients actively track wrap-attributed leads using a dedicated phone number or QR code. Of those tracking, the median is 12 inbound calls per month directly attributed to their wrapped vehicles.
Related Resources
$0.04 per 1,000 Impressions. No Monthly Bill.
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“Fleet Wrap Roi. Same standard every time: the lamination is what survives the car wash, so we never skip it to save a dollar. Twenty-five years in, that is just how we do it.”Published Fleet Discounts. Per Contract, No Negotiation Needed−3%2–4 vehiclesCargo van $4,050/unit−7%5–9 vehiclesCargo van $3,900/unit−11%10–24 vehiclesCargo van $3,750/unit−15%25+ vehiclesCargo van $3,550/unit
