If you’re running a car dealership and still relying on flyers, radio spots, or word-of-mouth to fill your lot, you’re leaving money on the table. In 2025, the buyers who walk through your door didn’t just show up-they searched for it. They typed "best SUV under $30,000 near me" into Google. They scrolled past five car videos on Facebook before clicking on yours. Paid advertising isn’t optional anymore. It’s the new sales floor.
Why Google Ads Gets You Buyers Who Are Ready to Buy
Google Ads puts your inventory in front of people actively looking to buy. That’s the difference. Someone typing "2024 Toyota Camry certified pre-owned Detroit" isn’t just browsing. They’re 72% more likely to visit your lot than someone who just saw a Facebook ad for a discount.
Here’s how it works: When a buyer searches for a specific model, year, or even your dealership name, Google shows your ad at the top of the results. You pay only when someone clicks. No guesswork. No wasted spend. You’re targeting intent.
Use exact match keywords like "buy Honda Civic near me" or "used Ford F-150 financing Detroit" to avoid showing up for people just curious. Add location extensions so your address and phone number show up right in the ad. Include your most popular models in ad copy-"2025 Hyundai Tucson with 0% APR"-and link directly to that vehicle’s page, not your homepage.
Dealers who run Google Search campaigns see 3-5x more qualified leads than those who only use Facebook. Why? Because search intent is clear. You’re not asking someone to imagine owning a car. You’re answering their question.
Facebook Ads Build Trust and Keep You Top of Mind
Google gets you the buyers who are ready. Facebook gets you the ones who aren’t ready yet-but will be in 30 days.
Think of Facebook as your digital lot sign. It’s where people scroll during lunch, after work, or while waiting to pick up their kids. You don’t just show them a price. You show them a story. A family loading their new SUV with soccer gear. A couple smiling in front of their first new car. A mechanic giving a quick inspection walkthrough on a certified pre-owned truck.
Use video ads. Short, real, no script. Film a quick clip of your salesperson walking around a vehicle, pointing out the clean interior, the new tires, the service history. Add text overlay: "Certified. Inspected. Under Warranty."
Target audiences by interest: people who like Ford, Jeep, or CarGurus. Retarget visitors who clicked on your website but didn’t fill out a form. Use lead ads so they can submit their info without leaving Facebook. You can even build custom audiences based on people who visited your inventory page but didn’t call.
One Michigan dealership ran a Facebook carousel ad showing five top-selling trucks with their prices and mileage. They got 1,200 clicks in two weeks. Of those, 87 filled out a form. 22 came in for a test drive. 9 bought. That’s a 41% conversion rate from ad click to test drive. That’s not luck. That’s strategy.
Google vs. Facebook: What Each One Does Best
Trying to pick one? Don’t. Use both-but for different reasons.
Google Ads = buyers in the moment. They know what they want. You just need to be there when they search.
Facebook Ads = buyers in the mindset. They might not know the exact model yet. You help them decide.
Here’s how to split your budget:
- 60% to Google Search: Focus on high-intent keywords tied to specific models, financing, and location.
- 30% to Facebook: Use video and carousel ads to showcase inventory, highlight promotions, and retarget website visitors.
- 10% to Google Display or YouTube: For brand awareness-show your dealership logo, service center, or customer testimonials to people who aren’t actively searching.
Don’t run the same ad on both platforms. A Google ad needs to be direct: "2024 Honda CR-V under $25K-Call Now." A Facebook ad needs emotion: "Your family deserves a ride that keeps up with you."
Common Mistakes Dealers Make (And How to Fix Them)
Most dealers spend thousands on ads and get little back-not because the platforms don’t work, but because they use them wrong.
- Mistake: Sending everyone to the homepage. Fix: Link every ad to the exact vehicle page. If someone clicks on your ad for a 2023 Chevy Equinox, take them to that car’s page-not your main inventory list.
- Mistake: Using stock photos. Fix: Use real photos of your cars, your lot, your staff. Buyers trust what’s real.
- Mistake: Ignoring mobile. Fix: 7 out of 10 car shoppers use their phone to research. Make sure your website loads fast and your forms are easy to fill on a small screen.
- Mistake: Not tracking results. Fix: Set up Google Analytics and Facebook Pixel. Know which ads drive calls, form fills, and test drives. Adjust your budget weekly.
One Detroit dealer started tracking which ads led to actual sales-not just clicks. They found their Facebook ad for a 2022 Ford Mustang with 18K miles was converting at 12%. They doubled the budget. Three weeks later, they sold 14 of those Mustangs. That’s not an accident. That’s data-driven marketing.
How to Set Up Your First Campaign (Step by Step)
Don’t wait for a marketing agency. You can start today.
Step 1: Google Ads
- Go to ads.google.com and create an account.
- Choose "Search" campaign type.
- Select your location: Target your city and 10-15 miles around it.
- Use keyword planner to find high-intent phrases: "used [make] [model] near me," "[model] with [feature] for sale," "best financing deals [city]."
- Write 3 ad variations. Include price, model, and a call to action: "Call Now," "Schedule Test Drive," "Limited Stock."
- Link each ad to a specific vehicle page.
- Set a daily budget: Start with $25-$50. Monitor for 7 days.
Step 2: Facebook Ads
- Go to meta.com/business and open Ads Manager.
- Choose "Lead Generation" or "Traffic" campaign.
- Upload 3-5 short videos of your top-selling vehicles. No music. Just real footage.
- Target: People aged 25-65 within 25 miles of your dealership who like car brands or auto websites.
- Use retargeting: Create an audience of people who visited your website in the last 30 days.
- Use lead forms: Ask for name, phone, and best time to call. Pre-fill with Facebook data.
- Run for 14 days. Check results every 3 days.
What Works Right Now (2025 Real-World Examples)
Last month, a family-owned dealership in Grand Rapids ran a Google Ads campaign targeting "2024 Subaru Outback certified pre-owned." They spent $1,800. Got 92 clicks. 34 test drives. 11 sales. ROI: 5.7x.
Another in Toledo used Facebook video ads showing their service center cleaning and detailing pre-owned cars. They tagged each video with "Free Detail with Purchase." They saw a 38% increase in service department visits and a 22% lift in sales from people who got their car detailed.
One dealer in Flint started using Google Local Service Ads. They showed up at the top of search results with a "Google Guaranteed" badge. They paid only for leads. In 6 weeks, they got 47 qualified leads-32 of them turned into sales. Cost per lead: $42.
These aren’t big corporate chains. These are small dealerships. With the right ads, they’re beating the big players.
Final Tip: Don’t Set It and Forget It
Advertising isn’t a one-time fix. It’s a daily habit.
Check your campaigns every Monday. Pause the ads that aren’t getting calls or form fills. Increase budget on the ones that are. Update your inventory in the ads every time you get a new car. Remove sold vehicles from your ads immediately.
Use your CRM to track which ads led to which sales. If you don’t have a CRM, start with Google Sheets. Log: Ad source, vehicle model, date contacted, date sold, price. After 30 days, you’ll see patterns. You’ll know exactly what’s working.
The dealers who win in 2025 aren’t the ones with the biggest lots. They’re the ones who show up where buyers are looking-with the right message, at the right time, on the right platform.
How much should a car dealership spend on Google and Facebook Ads?
Most successful dealers spend between $1,500 and $5,000 per month combined, depending on inventory size and market competition. Start small-$50-$100 per day-and scale up based on results. Focus on ROI, not just clicks. A $200 daily budget that brings in 5 sales a week is better than $1,000 that brings in 2.
Which platform gives better ROI for car dealers: Google Ads or Facebook Ads?
Google Ads typically has a higher ROI for immediate sales because it targets people actively searching to buy. Facebook Ads builds long-term brand awareness and nurtures buyers who aren’t ready yet. The best strategy uses both: Google for quick wins, Facebook for steady pipeline growth.
Can I run paid ads without a website?
You can run Facebook Lead Ads without a website, but it’s not ideal. Google Ads requires a landing page. Without a website, you lose control over the buyer’s experience. You can’t show vehicle details, financing options, or service history. A simple WordPress site with 5 inventory pages and a contact form costs less than $300 and pays for itself in one sale.
How do I track if my ads are actually leading to sales?
Use call tracking numbers for each campaign. Set up Google Analytics with conversion goals for form submissions. Ask every customer, "How did you hear about us?" Write it down. After 30 days, you’ll see which ads drive the most sales. If you’re not tracking, you’re guessing.
Should I hire an agency or manage ads myself?
If you have 10+ vehicles and 2+ sales staff, manage it yourself for the first 3 months. Google and Facebook have free training tools. Once you understand what works, you can hire a specialist to scale. Many agencies charge $1,000+ per month just to manage what you can learn to do in 10 hours.
