Google is introducing new vehicle ads specifically for car dealerships to reduce the gap between online car sales and in-person dealerships.
While car sales have traditionally been something largely done in person, many dealerships have seen big shifts towards online sales over the past two years. Not only did Google’s data show that 89% of car buyers research their vehicle online, but 16% also did their entire purchase online in 2021.
What Are Google Vehicle Ads?
With the new ads, dealerships can now highlight cars for sale nearby in relevant searches. The ads include a few important details about the car, including the location, make and model, price, and dealership name.
If tapped or clicked, the ads then take users to the dealer’s website for more information about the vehicle. From there, they can get more information to come to make a purchase in-person or to order online (if your dealership provides that service).
How To Gain Access to Google Vehicle Ads
As a new test, vehicle ads are only available to auto dealerships in America.
The ad format is also not automatically shown within ad accounts. To gain access, you or a representative for your company must contact Google.
Once given access, you will need to upload your inventory through Google Merchant Center and connect your vehicle inventory feed to your Google Business Profile.
What Vehicles Are Allowed
Currently, only commercial auto dealerships are eligible to run vehicle ads. Private or individual sellers are not eligible.
Google also has several restrictions on what vehicles are allowed. At the moment, only non-commercial passenger vehicles are eligible in vehicle ads.
Restricted vehicles include:
- Recreational vehicles
- Commercial vehicles
- Farm vehicles
- Any outdoor utility vehicles
In early testing, Google says it saw an average increase of 25% in conversions for auto dealerships, along with more qualified leads and increased awareness of accompanying text ads.