Beat the Melt (and the competition) by owning the Early-Season Rush
In the RV industry, there is a dangerous, outdated myth: “Pause your ads when the snow falls, and wait until the snow melts to turn them back on.” We see this cycle repeat itself every year, and come springtime, there’s always a mad dash to get ads updated and launched to capitalize on the short selling season. The challenge with this cycle is that during peak research time, i.e. those -20 days in the dead of winter when everyone is daydreaming of summer camping trips, your ads aren’t showing and your store is missing out on traffic.
But this year, it’s going to be different, because you’re going to start preparing now, and our team is here to help. This playbook is your 101 guide to digital advertising tailored specifically for RV dealerships. Whether you’re looking to generate leads, build awareness, or convert high-intent shoppers, we’ll show you how to:
- Get the most out of Google’s new RV Vehicle Ads
- Drive low-cost traffic with social ads (Meta + TikTok)
- Convert visitors with Smart Offer
- And much more
Let’s dive into the top-performing channels and strategies to grow your RV dealership this season and set you up for long-term success.
1. The Game Changer: RV Vehicle Listing Ads (VLAs)
The single most important shift in RV marketing was the arrival of Vehicle Listing Ads (VLAs) in March 2025. For years, automotive dealers have used this technology to dominate search; now, it has finally matured specifically for the RV world.
Instead of bidding on generic, expensive keywords like “Travel Trailers for sale,” VLAs put your actual inventory (high-res photos, real-time pricing, and specific specs) directly at the top of the Google Search results page.
The VLA Landscape: Know Your Options
To “skip the line,” you need a partner who can manage your inventory feed across all major providers. At sMedia, we integrate with the industry’s heaviest hitters to ensure your units are visible everywhere:
- Google VLAs: The gold standard. These appear at the very top of the search page, often even before the first organic result.
- Meta (Facebook/Instagram) Advantage+ Catalog Ads: These ads use AI to show the right RV to the right person based on their browsing history. If they looked at a Toy Hauler on your site, Meta will show them that exact unit (and similar ones) the next time they open their app.
- TikTok AIA (Automotive Inventory Ads): As the only Certified Automotive TikTok Partner in Canada, sMedia can sync your VINs directly into eye-catching video ads. This is where the next generation of RVers is already spending a ton of their time.
2. Microsoft Ads
Google Ads is a prime space, but Microsoft Ads offers a high-income demographic and at-work shoppers in a less competitive environment. Now is the prime time to maximize your ROI with Microsoft:
- The Demographic: Microsoft users typically have higher disposable income and are slightly older (the exact “sweet spot” demographic for premium motorhomes, fifth wheels, and luxury trailers), like the ones you are still trying to sell!
- Lower Competition: Many vendors ignore Microsoft; the Cost-Per-Click (CPC) is significantly lower, allowing your budget to go much further.
- Desktop Dominance: RV research is often done on desktops and tablets, where Microsoft (Bing) stll holds a massive market share.
3. Stop Lead Leakage and Fix Broken Processes
As we discussed in our Western Canadian Dealer Summit Recap, poor inventory management is a marketing problem.
One of the biggest conversion killers is having your team follow up on units that have already sold. The time is now for your marketing partner to ensure your ads (and your sales team) are in perfect sync. If a unit sells, the ad should turn off instantly. If a lead comes in on a sold unit, your system should automatically suggest a “Segmented Switch” offering a similar RV in the same price bracket to keep that customer engaged, but also to avoid them shopping (and buying) elsewhere.
4. Move from “Vendor” to “Partner”
In a volatile market, you don’t need a vendor to just “run ads” for you; what you need is a partner to manage and help you build a total growth strategy. This means:
- AI with Guardrails: Leveraging AI to automate ad videos and strategic bidding, but with human experts ensuring you aren’t wasting spend on irrelevant search terms.
- Transparency: No “black box” reporting. You see exactly what is working and what isn’t.
5. Don’t Let Your Leads Melt Away
The “thaw” is coming. Historically, the RV dealers who have the most successful summers are the ones who built their lead pipelines in the winter. By the time the grass is turning green, these dealers are already closing deals, while others are just starting to set up their campaigns.
Explore our full library of dealer strategies to see how we’re helping the top RV groups across North America stay ahead of the curve.
Ready to Own the Season?
Don’t wait for the snow to melt. Let’s get your inventory in front of the shoppers who are already planning their next adventure today!
Let’s Talk Road Trips: Get Started with sMedia RV Marketing
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Related Reads:
- Stop Wasting Ad Spend
- Turning Shoppers Into Leads
- Personalizing Automotive Shopping
- Screen to Showroom: Enhancing Your User Experience
- Rethinking Leads: How Modern Shoppers Really Engage with Your Dealership
- Google vs. Meta AIA Ads: Where Dealers Should Spend Right Now
- Stop Chasing Ghosts: Why “Leads” Are a Flawed Metric for Dealership Success
