The Yellow Pages Fort Myers may boast an impressive distribution but just what happens to the tinted tomes when they hit the front steps? Judging from the pile of decaying phonebooks littering the entrance ways to the humble abodes I pass on my way home, I would say, “Trash it!”

A friend of mine recently confided over dinner that he spends over $1200 a month for his business in the Yellow Pages Fort Myers and Cape Coral. This is a man with an MBA and two relatively successful businesses and what he shared with me is that he gets an underwhelming response—underwhelming as in less than one call a month! With an average sale of $65, you do the math. Furthermore, he commented that most people when they move to an area and are looking for his service hook up their internet first and then search for someone like him. No finger walking through the Yellow Pages Fort Myers or Cape Coral required.

By the time he was finished with his calamari, he was sharing how much he wanted to try an AdWords campaign. In times when budgets are leaning down, it makes sense to put money into advertising that only charges you when it works AND reaches your intended market.