Google Ads recently announced a new ad format known as “vehicle ads” that shows vehicles for sale in Canada.
Consumers that search online via Google for a vehicle (example: 2023 SUV) will see options that they can buy nearby or get delivered. They will also see pictures and inventory information such as make, model, price, mileage, and location.
“Once they select a car, the ad will direct them to the vehicle description page on your website where they can fill out a lead form or get your dealership’s contact information,” said Google Ads in its blog. “You can then select which actions you’d like to measure, like leads and store visits, and assign a value to them.”
The company also said advertisers “who complemented their existing Search campaigns with vehicle ads saw a plus-25 per cent average increase in conversions during beta testing.”
Hamel Honda was provided as an example dealership that implemented a vehicle ads campaign. According to Google Ads, they did this with the help of 360 Agency and the Google team. Their goal was to promote the dealership’s used vehicle inventory in real time.
“Adding vehicle ads into their media plan alongside their Search campaigns resulted in a 27 per cent increase in leads for used vehicles, decreased the cost per acquisition by 18 per cent and increased the conversion rate by 17 per cent,” said Google Ads in its blog.
Asbury Automotive Group was also listed as having tried the new ad format.
Dealers that use the new ad format must start by creating a vehicle inventory data feed, and then connect it to Google Merchant Center.
