Google Ads vs Facebook Ads: Which is Better for Car Dealerships?
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Google Ads vs Facebook Ads: Which is Better for Car Dealerships?
Google Ads and Facebook Ads are the two heavyweights in the digital ad space. One hits customers when they’re actively looking to buy; the other finds them before they even realize they’re ready. The big question is: where should you invest your ad dollars to get those car buyers through the door?
Everyone is online, and if your dealership isn’t showing up in front of potential buyers, you’re missing out. So which platform should you choose for your dealership?
Let’s dig into what each can offer and help you decide which one drives the most value for your business.
Comparing Facebook Ads and Google Ads
Both platforms have unique strengths, and the decision ultimately depends on your dealership’s specific goals. Here’s a quick breakdown:
Google Ads: Get in Front of Shoppers Right When They Need You
Google Ads (formerly known as Google AdWords) is a Pay-Per-Click (PPC) advertising platform. This means you only pay when someone clicks on your ad. For car dealerships, Google Ads is a great way to show your ads to people who are actively searching for vehicles, services, or information related to car buying. Google Ads target users based on search queries, which means the audience is already in a buying mindset.
For example, if someone searches for “SUVs for sale” or “car maintenance near me,” your dealership’s ad can appear at the top of the search results.
Google handles over about 99,000 searches per second, giving your dealership a powerful tool and a huge opportunity to reach people who are actively looking for what you offer.
Why Google Ads are a Dealer’s Best Friend
High-Intent Traffic: People clicking on Google ads aren’t window shopping. They’re serious, with 75% of users reporting that Google ads help them find exactly what they’re after. That’s a golden opportunity for you.
Top of Search = Top of Mind: Google PPC ads often appear at the top of search results, ensuring high visibility for your dealership. 46% of clicks go to the top three paid ads.
Conversions that Count: When you’re talking to buyers who are already hunting for a car, conversions are almost a given. Google Ads convert at a rate of 3.75% on average.
Laser-Focused Local Targeting: Need to target buyers near your dealership? Google Ads lets you dial in your campaigns to specific zip codes, so you’re not wasting ad spend on people outside your area.
Wide Range of Ad Formats: In addition to text-based search ads, Google offers multiple ad formats such as display ads, video ads, and shopping ads. These formats allow you to reach potential customers through various channels, providing flexibility in your campaign.
Ad Extensions for Better Engagement: Google Ads offer multiple ad extensions, such as site link, location, call, and price extensions. These extensions enhance the functionality of your ads by providing users with more information and increasing engagement.
Google PPC clicks tend to be high quality and often lead to higher-value conversions, making the investment worth it if you’re focused on conversions.
Challenges of Google Ads: While Google PPC allows for high-intent targeting, it comes with higher costs-per-click (CPC). The platform is also highly competitive, and achieving a high click-through rate (CTR) may require ongoing optimization.
Facebook Ads: Catch Buyers Before They Begin Searching
Imagine this: your future customer is scrolling through Facebook, liking pictures of their friend’s vacation, and suddenly—boom—your ad pops up, showing off that sleek SUV they didn’t realize they needed. Facebook Ads are all about grabbing attention before the customer is even searching.
Facebook Ads allows you to create highly targeted campaigns based on users’ demographics, interests, and behaviors. Unlike Google, Facebook Ads tend to be more passive, reaching users as they browse social media rather than actively search for products.
Why Facebook Ads Can Make Your Inventory Stand Out:
Super-Powered Targeting: Facebook’s targeting is laser-focused allowing you to reach people who’ve been browsing automotive websites or are part of groups like “Car Enthusiasts.” Instead of waiting for them to find you, you’re meeting them where they already are. This granular targeting allows you to reach the right audience every time basing its outreach on location, age, gender, lifestyle, and more.
Visually Engaging Ads: Cars sell through visuals. With Facebook Ads, you can showcase your inventory using videos, image carousels, and slideshows.
Bring Them Back with Retargeting Campaigns: Ever noticed an ad following you around after you leave a website? That’s Facebook’s retargeting power. And it can increase your conversions by up to 70%.
Lower CPC and High ROI: Facebook Ads are generally more affordable than Google PPC, with lower CPCs making Facebook an excellent option for dealerships looking to maximize their advertising budget.
Lookalike Audiences: Facebook’s Lookalike Audiences tool allows you to target potential customers who exhibit similar behaviors and interests as your existing customer base. This feature is particularly useful for expanding your audience and finding new leads.
Challenges of Facebook Ads
Because Facebook Ads reach users who may not be actively searching for cars, the platform generally focuses on brand awareness and engagement rather than immediate sales. Conversions might require retargeting campaigns to nurture potential customers through the buying journey.
So, What’s the Best Choice for Your Dealership?
It depends. Are you looking for instant, high-intent leads? Or do you want to nurture potential buyers and build long-term brand awareness?
Choose Google PPC if:
You want serious buyers now. Google is the go-to place for people ready to make a purchase.
You’re aiming for higher conversions. Google ads put you right in front of people already searching for cars.
Local customers are your focus. You can precisely target areas near your dealership.
Choose Facebook Ads if:
You’re in it for brand awareness. Facebook is where you introduce your dealership to new buyers, even if they’re not quite ready yet.
You’ve got strong visuals. Show off your inventory in the best light with Facebook’s engaging ad formats.
- You want cost-effective clicks. Facebook gets you in front of more people for less money.
The Smart Move: A Dual Strategy – Double Your Results
Get the best results by combining both platforms. Smart dealerships are blending both strategies—hitting ready-to-buy customers with Google PPC and creating brand buzz with Facebook Ads.
Google PPC can capture immediate leads from high-intent searches, while Facebook Ads nurture new leads and build awareness with visually compelling, targeted ads.
Use Google PPC to catch high-intent buyers right when they’re searching for a vehicle, typically during the last phase of their buyer journey when they’re ready to make a decision.
Leverage Facebook Ads to build interest earlier in the journey, during the research and comparison phases, and retarget visitors who may need a little nudge after browsing your site.
When these two platforms work together, you get the best of both worlds: immediate sales and long-term growth. With 92% of car buyers starting their search online, combining both platforms will allow you to engage potential customers at every touchpoint along this journey.
Understanding the Car Buyer Journey
The car buying process is not a quick one. On average, it can take about 60-90 days for a buyer to go from initial research to making a purchase decision. The journey includes stages like:
Research Phase
This is when potential buyers are browsing online, reading reviews, and deciding which car models suit their needs. During this phase, Facebook Ads are particularly useful because they can target these users based on demographics and interests, allowing you to build brand awareness and keep your dealership top of mind.Comparison Phase
At this stage, buyers start comparing vehicles and exploring options more thoroughly. They’re visiting your website, viewing inventory, and weighing their choices. Retargeting ads on Facebook can be highly effective here, reminding these potential customers about your dealership after they’ve visited your site but haven’t made a decision yet.Buying Intent
When buyers are close to making a decision, they begin conducting high-intent searches like “buy Toyota Camry near me” or “best car deals 2024.” This is where Google PPC shines, allowing you to capture these ready-to-buy customers when they are actively searching for specific cars.
Get Started!
Don’t know where to start? New Road Advertising is here to simplify the process. With our expertise in Google Ads and Facebook Ads, we’ll help you develop a strategy that drives real growth for your dealership.
We specialize in creating tailored strategies for car dealerships that drive results and increase sales!
Book your free consultation today to explore how we can boost your business and get you the leads you need!
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