Automotive Advertising: Driving Leads to Dealerships
The automotive industry has shifted to digital-first research.
Buyers now spend 15 hours researching online before visiting a dealership. Your advertising needs to capture them at every stage.
Automotive buyers visit 4 to 5 websites before deciding. Be on all of them.
The Research Funnel
Automotive buying follows a predictable path:
- Awareness: "Best SUVs 2024"
- Consideration: "BMW X3 vs Audi Q5"
- Decision: "BMW X3 dealers near me"
Channel Strategy
For dealerships and automotive brands:
- Google Ads for bottom-funnel search
- YouTube Ads for vehicle showcases
- Meta Ads for inventory promotion
Microsoft Ads performs well for luxury vehicles with affluent demographics.
Campaign Structure
| Stage | Keywords | Bid Strategy | | :--- | :--- | :--- | | High Intent | Model + dealer | Maximise conversions | | Mid Funnel | Model comparisons | Target CPA | | Top Funnel | Category terms | Maximise clicks |
Vehicle Listing Ads
Google Vehicle Listing Ads show inventory directly in search. Connect your inventory feed to enable this format.
Local Focus
Most buyers will only travel 30 miles. Set location targeting accordingly and use location extensions.
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About the Author
Performance marketing specialist with 6 years of experience in Google Ads, Meta Ads, and paid media strategy. Helps B2B and Ecommerce brands scale profitably through data-driven advertising.
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