One Budget, Four Platforms: How to Split Your Ad Spend for Maximum Car Sales

Car dealerships are under more pressure than ever to make every advertising dollar count.

With rising competition, changing buyer behaviour, and a growing list of digital marketing platforms, knowing how to split one budget across Google, Facebook, Instagram, YouTube, and TikTok is the key to generating more leads, reducing money stress, and boosting car sales.

At DealerSmart, we help dealerships across the UK and beyond build high-performing automotive advertising strategies using just four platforms.

With the right bidding strategy, content, and targeting, your ad spend becomes a powerful tool for driving real results without wasting money or overcomplicating your advertising strategy.

Let’s break down exactly how to allocate your budget across these platforms and get the most value from your marketing team and ad campaigns.

Why Smart Budgeting Matters in Automotive Marketing

Running a successful car dealership isn’t just about having great stock or sharp offers. It’s about how you present those offers to potential customers in the right place, at the right time, with the right keywords.

Your customers are searching for new cars, watching YouTube videos about car reviews, comparing finance options on other sites, and checking social media platforms for promotions.

If your ads aren't showing up in these spaces, you’re invisible to the people ready to buy.

That’s why an integrated, data-led approach to auto marketing is essential, and it starts with understanding how to spend your budget wisely.

Recommended Ad Spend Split for Dealerships

Every dollar or pound you invest in automotive marketing should have a clear role. Here’s a breakdown of how most successful campaigns divide their monthly ad budget, depending on the dealership’s size and goals.

1. Google Ads (Search + PPC Campaigns)

Recommended Spend: 30–40%

Google Ads are a top performer when it comes to high-intent leads. Buyers actively searching for “used SUV near me” or “best car dealership in [city]” are much closer to making a decision. With advanced targeting, keyword tools like Google Keyword Planner, and full control through Google Search Console, you can tailor your search ads to match exactly what your audience is looking for.

Best for:

• Targeting specific vehicle models or finance offers
• Boosting leads through PPC ad placements
• Supporting your dealership’s automotive SEO

This is where most buyers first interact with a dealership, making it an integral part of any modern advertising strategy.

2. Facebook and Instagram (Meta Ads)

Recommended Spend: 30–40%

Meta remains a leader for automotive ads, especially when paired with local targeting, retargeting, and strong creative. These platforms are perfect for building relationships, showcasing your brand, and re-engaging people who have already visited your website or interacted with your ads.

Facebook ads for dealerships work particularly well for trade-in campaigns, finance offers, or incredible deals on stock you want to move quickly.

Best for:

• Retargeting site visitors with banner ads
• Lead gen forms that connect directly to your CRM
• Local awareness with eye-catching creative
• Building trust through reviews and messaging

3. YouTube Ads

Recommended Spend: 10–20%

YouTube is a powerful tool for dealership visibility. Not only is it the second-largest search engine in the world, it’s also where buyers go to learn, compare, and visualise their next car. Dealerships that invest in YouTube videos, walkarounds, testimonials, or finance explainers, gain valuable watch time and long-term visibility.

Best for:

• Educating buyers on the purchasing process
• Building long-term brand awareness
• Supporting auto advertising strategies with engaging visuals

Pairing YouTube with Google Ads also helps you track how video supports your overall lead funnel.

4. TikTok Ads

Recommended Spend: 10–15%

TikTok might seem like a younger platform, but in 2025, it’s become an essential space for auto dealers looking to stay visible and connect with the next generation of vehicle buyers. It’s ideal for showcasing new cars, running promotions, and partnering with local creators to build a trusted brand presence.

Best for:

• Engaging content around inventory arrivals
• Creating short, authentic video ads
• Highlighting incredible flash sales or dealership events

The algorithm rewards creativity, which makes this platform a good place to test bold, fresh ideas that don’t need big budgets.

Practical Tips for Smarter Budget Allocation

• Track every campaign using tools like Google Analytics, Search Console, and ad manager dashboards
• Focus on conversion metrics, not just clicks - what’s driving actual appointments, calls, and transactions?
• Test and adjust monthly - your ideal budget split will evolve based on results
• Avoid money traps by pausing underperforming ad sets and reallocating to top performers
• Keep your financial information organised to ensure your spend lines up with business goals and lead quality

The Role of a Dealership Marketing Agency

Working with a car dealer advertising agency gives your team instant access to experts who know what works in the automotive industry. DealerSmart helps dealerships like yours optimise campaigns, improve website experience, and convert more potential customers into qualified leads.

We manage your full funnel, from platform split to creative, so your marketing works harder while you stay focused on sales and service.

Final Thoughts: Make Every Dollar Count

You don’t need to double your spend to get better results, you just need the right strategy. When your auto ads are aligned with your audience’s behaviour and your business goals, your car dealership becomes more competitive, more visible, and more profitable.

With one budget, four platforms, and a smart plan, you can eliminate the guesswork and start building real results.

If you're ready to take control of your advertising, lead generation, and overall dealership growth, DealerSmart is here to help.

Let’s use your budget to do what it’s supposed to do - drive sales.

‍