Ron Bickel spends about $1,000 a month on Bickel Roofing ads that run in the Yellow Pages in three separate areas in and around Temple, Texas, where his company is located. Bickel calls the handful of jobs that result from these ads in any typical year "a breakeven." The profit he makes on the jobs he gets from those ads more or less pays for them. More
Ron Bickel, owner of Bickel Roofing, in Temple, Texas, doesn't worry much about his next jobs. He has a small ad in the local yellow pages but not much more than that. More
