The RV selling marathon is already underway, but are you setting the pace or struggling to keep up?
Nearly 65% of RV shoppers begin researching their next purchase six months or more before they buy. That means potential customers have already been out there and those who haven’t bought are most likely ready to do so now. They have compared models, watched walkthroughs, read reviews and maybe even already reached out to some of your competitors.
With travel season heating up and digital behavior accelerating, RV buyers are making decisions faster than ever. If your dealership isn’t showing up in search results or on social feeds when they’re doing that research, your competitors are.
The upside? There’s still a massive opportunity here! Google continues to give RV dealerships a distinct edge (if you know how to leverage it). By building a strong, visible digital presence, you can capture shoppers early in their journey, build trust over time, and stay top of mind when they’re finally ready to buy.
ICYMI: Google Vehicle Ads (VLAs) are available for RVs and campers!
In March, we discussed how this update allows your RV inventory to appear front and center in Google searches, complete with photos, pricing, and key details that drive clicks and conversions. If you missed it, you can check it out here. Dealers who have moved fast are gaining a serious edge, and at sMedia, we’re helping them stand out and win more sales.
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. Google Search Ads
Connect with High-Intent Buyers Ready to Purchase
Google Search Ads are the best way to capture buyers actively searching for RVs. These text-based ads appear when someone searches for specific RV models or services, delivering highly targeted, low-funnel traffic that converts well.
Why Google Search Ads Work:
- Highly Targeted: Reach shoppers in real-time searching for RVs.
- High Conversion: Users here are ready to buy, making this traffic valuable.
- ROI-Driven: Though CPCs may be higher, the return on ad spend is often excellent.
What to Consider
- Ensure your ad campaigns are running with relevant keywords.
- Where possible, leverage compelling ad copy and strong calls to action.
- Optimize bidding and targeting strategies based on campaign performance.
2. Google Vehicle Ads (VLAs)
Showcase Your Inventory Visually and Learn How to Unlock Google VLAs for RV dealers here.
Google VLAs display your RV inventory with images, prices, and details directly at the top of the search results page. These ads are automatically generated from your inventory feed and dynamically populate for shoppers based on what they’ve searched in Google. Since they are visual in nature, they instantly grab attention and make it easy for shoppers to see what you have in stock and click directly through to that inventory page on your website.
Benefits of Google VLAs:
- Eye-Catching Visuals: Photos and pricing make your ads stand out.
- Prime Placement: Appear at the top of relevant search results.
- High-Quality Leads: Target users who are ready to shop and convert.
What to Consider:
- Ensure your RV images, details, and pricing are all accurate as the ads will populate automatically from your inventory feed.
- Optimize bidding strategies and track meaningful conversions like calls, forms, and sMedia’s Engaged Prospect Metric (read more about EPM here).
- Shop your own website and individual RV detail pages, as that is where these ads will link to and ask yourself: What’s the experience like? How easy was it to find the information you were looking for?
3. Meta (Facebook & Instagram) Ads
Reach and Retarget with Cost-Effective Social Campaigns
Meta Ads consistently perform well and offer scalable reach at a lower cost per click than search, with the added power of retargeting visitors who have interacted with your dealership. With over 2.1 billion monthly active users in North America, Meta is a key platform to highlight your RV inventory and stay top of mind with shoppers.
Meta Ads Highlights:
- Dynamic Inventory Ads: Automatically updated with your in-stock RV units.
- Retargeting Power: Re-engage users who visited your site or engaged with ads.
- Lower Cost: Get broad reach and traffic without breaking the bank.
What to Consider:
- Similar to Google RV VLAs, ensure your images, RV details, and pricing are up to date.
- Optimize retargeting campaigns for a wider geo target where budget allows.
- Consider extending retargeting campaigns’ timeframes as the buying cycle for RV can be upwards of 6 months.
4. TikTok Ads
Reach the Next Generation of RV Buyers
TikTok is no longer just for teens and dance trends, it’s rapidly becoming a powerful advertising platform for brands looking to connect with a younger, highly engaged audience. For RV dealerships, it’s a low-cost, high-impact opportunity to build brand awareness and stay top-of-mind in a fast-scrolling world.
While the majority of current RV owners still skew older, there’s a notable shift underway: older Millennials (ages mid-30s to early 40s) are entering the market in numbers comparable to Gen X and even Boomers. This emerging buyer group values experience, flexibility, and authenticity traits that TikTok content is uniquely positioned to showcase.
From walk-through tours to lifestyle-focused storytelling, TikTok Ads allow dealerships to spotlight inventory in a way that feels organic, modern, and deeply relatable. If you’re not already testing this channel, you’re missing a critical piece of the future buyer puzzle. Learn more about TikTok Ads here.
Why TikTok Works:
- Massive Reach: Your inventory can reach millions quickly.
- Seamless Browsing: Users can view and interact with RVs without leaving the app.
- Cost-Efficient: High impressions with competitive CPMs.
What to Consider:
- TikTok Auto Ads (AIAs) can be segmented and properly optimized for RVs, campers and trailers.
- AIA carousels perform very well on the platform, but consider incorporating lifestyle videos into your RV campaigns too.
- With a short selling season and a long buying cycle, focus on longevity with content creation to be used throughout the year.
5. Smart Offer
Customizable Lead Capture Tool on Your Website
Smart Offer is a customizable lead generation tool embedded directly on your website. It allows you to deploy targeted promotions and special offers that can be tied to a shopper’s actions on your website or an ad they clicked to get there, capturing leads seamlessly.
Smart Offer Features:
- Customizable Deals: Keep offers fresh and tailored to your audience.
- Lead Capture: Easily gather prospect information and route leads.
- Campaign Tracking: Use UTM tags to track where leads come from and attribute them to your advertising campaigns.
What to Consider:
- Compelling offers with a dollar value listed perform the best.
- Think outside the box: What are your buyers asking for when negotiating a deal? What concerns do they have that you could address up front with an offer?
- A/B test offers and deployment, and measure performance.
Let’s Get Those RVs Off Your Lot—Fast!
Summer is peak RV season and 51% of RV buyers say they use their RVs for roadtrips, camping and overall to spend quality time with family, especially during these warmer months. With the clock ticking, now is the time to get your dealership in front of buyers who are planning their next adventure.
Want to really connect with RV buyers? Become a go-to resource for RVers by sharing content that speaks their language. Things like road trip itineraries, campground highlights, cooking hacks, and local events that make those weekend getaways truly unforgettable.
These aren’t passive browsers, they’re active planners, and they’re searching right now.
With sMedia’s precision digital marketing, your dealership can:
- Target these high-intent shoppers on platforms like Google, Meta and TikTok
- Leverage Smart Offers and dynamic inventory ads to drive real leads
- Turn online traffic into ready-to-buy customers
We don’t just get you seen, we help you close. Let’s make this season really count by talking to our team and getting your inventory moving—before your competitors do!
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