Marketing that Sucks

I saw this billboard while stuck in traffic. It is hard to figure out what the product is. If you look closely (which is hard to do in this picture, and even harder to do when going the normal 70mph) you can see some dead bugs on the bottom. Aha, this is an exterminator! OK, so now I have solved the mystery of what the company is, but there is no phone # and no web address so how would I contact them? Will this get them some customers? Probably. A better question is how many more customers could they get with a sign that explains what they do and a way to contact them? An even better question is how many more could they get by using the thousands of dollars they blew on the sign with targeted promotions.