A family decision · a showroom visit
Google Ads for Car Dealerships
Cars are not bought from a page, they are bought from a showroom. Which makes the conversion that matters the hardest one in the sector to measure — and the only one worth optimising toward.
The auction
What governs the automotive auction
The real conversion happens offline, and that single fact reshapes the account.
- 01The visit is the conversionAn enquiry form is the start of a conversation, not a sale. What matters is who walks in.
- 02The model, not the marqueBuyers search by model, year and trim. Bidding on the brand name alone means competing in the official distributor’s auction at their cost.
- 03A shared decisionFamilies decide together, over weeks, across several devices — which makes remarketing and long attribution essential.
- 04Financing is a buying signalInstalment and down-payment searches are commercial. A page without a finance calculator loses the people using them.
The build
How we build a dealership account
A campaign per model
Bid by margin rather than by sticker price.
Visit measurement
Directions clicks, showroom calls, and a code presented on arrival.
Model remarketing
Showing the model they viewed, not the whole forecourt.
Finance-first pages
Monthly payment and deposit above the full price.
Distributor avoidance
Not competing on the marque name at the official dealer’s cost.
Stock sync
Sold vehicles removed before budget follows them.
Long attribution
Matched to a decision made over weeks.
Trade-in capture
A distinct high-intent search that most accounts ignore.
The difference
Counting enquiry forms, or counting visits?
This sector is the clearest example of an account whose numbers look excellent while the showroom is empty.
Measured at the form
- Bidding on the marque name in the official distributor’s auction, at a higher cost.
- One campaign for every model at a single bid, spending most on the thinnest margin.
- Forms counted as the result, so a quiet showroom looks like a successful account.
- Pages showing only the full price, losing everyone considering finance.
Measured at the visit
- Model, trim and year keywords — a narrower auction closer to purchase.
- A campaign per model, so budget rises where the margin is.
- Measurement reaching directions clicks, showroom calls and arrival codes.
- Pages leading with the monthly payment and the deposit.
Measuring showroom visits is the hardest thing in this sector and the most important. We approximate it with directions, calls and an arrival code — closer to the truth than any count of forms.
Questions
What gets asked by dealerships
How do I know who visited from an ad?
Three signals: directions clicks, showroom calls, and a code or offer presented on arrival. Not every visitor is captured, but the proportion is enough to steer the budget.
I compete with the official distributor on the brand name
Do not fight there. Bid on the model, the trim, the year and finance terms — narrower, cheaper auctions closer to someone buying from a showroom.
Does YouTube suit this sector?
For new models and launches, yes, with extended measurement. Existing demand is captured more cheaply by search.
How we work — in writing
Four clauses that govern every engagement
Signed into a formal contract, and applied across all seven markets.
Full terms- Account
- Our accounts, not yours — and we never look inside yours.
- Payment
- Your card is linked to the account, and Google the click costs.
- Oversight
- Temporary read access to verify spend and performance.
- Fees
- From 7,500 SAR a month, or the equivalent in your own currency.
Start
Start your dealership campaign
Thirty minutes reviewing your market and your competitors, then a written proposal with scope and fees. No access to your account, and no commitment.
New Cairo, Egypt
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