You have to remember that radio ads are one of the hardest ad types to track success or failure with. It's really hard to gauge when your customers are coming from your radio ad. It may be helpful to give them something to mention when they come in, or say "let us know you head about us on the radio" or something of that nature so you can see how many customers you are getting from your ad. Maybe consider doing a "radio only" special.

Another thing to remember is that one radio ad is not going to make a difference. You have to commit to reapeating your ads in order to stick out in a potential customer's mind. You need to make sure to repeat your company info (website, phone #, etc..) at least three times in a 30 second ad or five times in a 60 second ad. You want them to remember when they get home! Also, always make sure the radio station lets you preview the ad, and don't settle until you are satisified with how it sounds.

You also have to consider who your customer is that you want to reach. Time your ads around when your target audience will be listening. If your products are geared towards younger customers, choose a popular station with young people. Looking for business customers? Choose a talk/news radio channel.

A good thing about radio ads is that they can be very affordable. You should budget enough to run your ad for at least a month, maybe more. Remember, the more people hear your ad, the more they will remember your name! Keep these things in mind and you can have a successful radio advertising campaign!