Leads are what we all want, right? More leads mean more cars sold. But when it comes to digital advertising, are you sure you’re using Meta and Google Ads to their full potential? Let’s break down how you can turbocharge your ad game and get those leads rolling in.
Choose the Right Platform(s) for Your Dealership’s Goals
You’ve heard this time and time again, but it still rings true – you need to be where your customers are! Meta (Facebook and Instagram) is perfect for capturing attention with visual ads and engaging users who may not be actively searching for a car. Keeping your dealership top of mind while customers are in their buying journey is essential, whether they are actively searching at that moment, or if they are scrolling their feeds while sitting on the couch at home. On the other hand, Google Ads can hit those high-intent buyers right when they’re searching for “best deals on SUVs near me.” Depending on the immediate goals of your dealership, pick the platform and strategies that align with your dealership’s goals—Meta for brand awareness and engagement, Google for driving those high-intent clicks. We recommend using a diverse strategy of multiple platforms, so you can develop a funnel that hits shoppers in all stages of buying.
Best Practices for High-Converting Campaigns
Don’t just throw money at ads and hope for the best. On Meta, use eye-catching visuals and punchy copy to stand out in the feed. Remember, the idea is to catch someone’s attention while they are scrolling through the daily updates on their feeds. Attaching great visuals to a Meta ad or using quality inventory pics in dynamic ads is crucial to start getting those campaigns to convert. Google’s all about keywords: think like your customers and build campaigns around what they’re searching for (hint: think local). Pro tip: always use strong calls-to-action to convert that curiosity into a lead. You will also want to make sure that you’re removing barriers to get customers to fill out that lead form. It’s always a good idea to test those forms from both desktop and mobile to ensure ease of use, the last thing you want is to have someone close the form because there are too many things to fill out, or it doesn’t align with the ad they clicked on.
Optimize Ad Spend for Maximum Leads
It’s all about working smarter, not harder. Start with a reasonable budget, then dial in your spend as you see what’s working. When determining your budget, there are several things to consider: how many vehicles do you have on the lot, how large is your geo-target, how competitive is your market, how many campaigns are you hoping to run (new, used, fixed ops, etc.), and how many platforms do you want to be present on. Google’s automated bidding strategies can help you squeeze out more clicks for less dough, while Meta’s audience targeting can put your ads in front of people most likely to convert. Remember: a well-targeted $100 ad spend is better than $1,000 wasted on the wrong audience.
Track and Improve with Performance Dashboards
Don’t fly blind—use your performance dashboard to track key metrics like cost-per-lead (CPL), click-through rate, and conversions. At sMedia, we utilize another performance metric, Engaged Prospect Metric, to measure results inside the VDP, and we recommend using a VDP focused metric if you are using dynamic inventory ads. These insights will help you spot what’s working and what’s burning your budget. Use this data to tweak your targeting, messaging, budget and even your ad creative.
A/B Testing: Your Secret Weapon
What if tweaking just one thing could double your leads? That’s where A/B testing comes in. Test different headlines, images, or calls-to-action to see which version performs best. With Meta and Google Ads, continuous optimization isn’t just a nice-to-have—it’s a must if you want to stay ahead of the competition and keep those leads flowing.
Work with the Right Partner
This all probably sounds great in theory, and like a lot of extra work to put on your already overflowing plate. This is where working with the right partner comes into play. At sMedia, we’re here to help you develop a killer strategy, choose the right platforms for your goals, optimize your spend, and we’ll handle the A/B testing and performance data so you can focus on what you do best – SELLING CARS!
Drop us a line today and get ready to see those leads soar!
