Facebook Ads vs Google PPC for Car Dealers

July 4, 2024
 min read

It's no secret that online advertising is a big business. Billions of dollars are spent every year on digital ads, and the competition for those dollars is fierce. In the automotive space, there are two major players in the paid advertising game: Facebook Ads and Google PPC. Both platforms offer dealers a powerful way to reach potential customers, but which one should you use? In this post, we'll take a look at the pros and cons of each platform and help you decide which one is right for your dealership. Stay tuned!

Comparing the two platforms and what each offers

Google PPC has a larger reach and more potential for targeting specific keywords. However, Facebook Ads offers more options for visually appealing ads and the ability to target based on demographics and interests.One major advantage of Google PPC is its integration with search behavior. When someone searches for a specific make or model of car, your ad has the potential to show up at the top of their search results. This means that the person seeing your ad is already in a buying mindset and actively looking for a car.Facebook Ads, on the other hand, allows you to target based on interests and demographics. So if your dealership specializes in a certain make or caters to a specific demographic, Facebook Ads can help you zero in on those potential customers.When it comes to budget and ROI, Google PPC tends to have higher click costs and a lower conversion rate than Facebook Ads. However, the conversions that do come from Google PPC are often higher value because they are more likely to be actively looking to buy a car.

The benefits of using Facebook Ads for car dealers

  1. Targeting options – Facebook Ads allow you to target based on demographics, interests, and behaviors. This means you can zero in on potential customers who are most likely to be interested in buying a car from your dealership.
  2. Visually appealing ads – With the ability to use graphics and videos in your ad campaigns, Facebook Ads allow you to grab attention and showcase your inventory in a visually appealing way.
  3. Cost-effective – Facebook Ads tend to have a lower cost per click and higher conversion rate than Google PPC, making it a more cost-effective option for car dealers.

The benefits of using Google PPC for car dealers

  1. Higher value conversions – The fact that someone has to actively search for a specific make or model of the car means that the conversions from Google PPC are often higher value.
  2. Integration with search – Your ad has the potential to show up at the top of search results, increasing visibility and potentially driving more traffic to your dealership's website.

Ultimately, the best platform for your dealership will depend on your specific goals and target audience. Both Facebook Ads and Google PPC offer powerful paid advertising options for car dealers, so consider testing out both platforms and see

So which platform should you choose? It depends on your specific needs and goals. If you want to target specific keywords and reach people who are already searching for cars, Google PPC may be the way to go. But if you want to target based on interests and demographics, Facebook Ads could be a better option. Dealer Smart is an industry leader in automotive marketing. Contact us today if you are looking to generate more leads for your dealership.


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