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The most important word in billboard advertising is visibility.
A billboard can be on a busy road and still be weak if it is blocked, too far away, angled poorly, hidden by trees, or surrounded by clutter. A billboard on a slightly less busy road can be more valuable if drivers can see it clearly for a long distance.
A strong billboard location has a clean approach. The driver should be able to see the sign early, read it easily, and understand it before passing. Curves, hills, trees, utility poles, bridges, buildings, and competing signs can all reduce value.
Height also matters. A sign that is too low may be blocked by trucks or roadside objects. A sign that is too high may be outside the natural field of vision. The best height depends on the road, speed, and surroundings.
Traffic speed matters too. On a slower local road, drivers may have more time to read. On an interstate, the message must be bigger and simpler because vehicles are moving faster.
Before buying a billboard, the advertiser should look at it like a driver. Do not only look at a picture from the base of the structure. Drive the road. Watch the approach. Ask how long the sign is visible. Ask what blocks it. Ask whether the face is angled toward traffic.
Best rule: the best billboard is the one people can actually see, read, and remember.