(CNN) - Texas Gov. Rick Perry is hitting the road to drum up business.
But he isn't on a tour of the Lone Star State.
Instead, Perry set off for California on Sunday, where he will spend four days trying to convince business leaders to move their operations from southern and central California to Texas.
He began his pitch earlier this month with a radio ad which has run on Golden State airwaves from Los Angeles to Sacramento.
"Building a business is tough, but I hear building a business in California is next to impossible," he says in the ad. "This is Texas Gov. Rick Perry, and I have a message for California businesses: Come check out Texas."
Perry touts Texas’ tax policy, limited regulations on business and a legal system that includes tort restrictions. A website for the effort notes his state's recovery from the recession, job growth, low unemployment rate and low price for natural gas.
Texas also boasts a significantly lower cost of doing business, according to data compiled by Forbes, which showed California 6.3% above the national average and Texas 4.6% below it.
Officials with the California Governor's Office of Business and Economic Development pushed back on Perry's ad.
"I can understand why Rick Perry is interested in California. We were the national jobs leader for most of the last year with 257,000 new private sector jobs," said director Kish Rajan. "Real job creation comes from California's history as a national leader in startups and the expansion of homegrown businesses."
The trip will not be funded by taxpayers, but rather by a nonprofit Texas development organization called Texas Wide Open for Business.
- CNNMoney.com's Tami Luhby contributed to this report