Auto dealerships everywhere are competing for the same customers. To win more business, you need to make your dealership stand out and attract buyers who are ready to purchase. Online marketing makes this possible, but with so many options, it can be confusing to know where to start.
The good news is, there are proven strategies that help dealerships bring in more leads, increase conversion rates, and turn online views into real car sales. Below are 10 simple but effective marketing tips that any dealership can use.
1. Share and Highlight Customer Reviews
One of the most powerful marketing tools you already have is your customers’ voices. Reviews build trust and show potential buyers that others had a positive experience with your dealership.
Make sure all review platforms are visible and easy to find. Respond to every review — especially negative ones — in a professional and caring way. This shows that your dealership listens and values customer feedback.
When handled well, reviews can become one of your biggest sales drivers. Remember, happy customers are your best salespeople.
2. Show Up on Top of Google
When someone is searching for a car, the first place they go is Google. Research shows that most buyers begin by searching for the make, model, and trim of the vehicle they want.
If your dealership appears in the local three-pack on Google Maps, you have a much higher chance of getting clicks and leads.
To get there:
- Use the right mix of keywords (up to 20 per ad group).
- Add 2–3 ads per group for better coverage.
- Use ad extensions (like phone numbers or sitelinks) to grab attention.
- Structure your Google Ads account carefully.
- Balance your budget across campaigns and test what works best.
Being visible at the top of search results can give your dealership a major advantage over competitors.
3. Write Compelling Ad Copy
Even with strong ads, you won’t convert leads if your copy doesn’t connect with buyers. Your ad text should be clear, persuasive, and designed for your target audience.
Tips for better ad copy:
- Focus on customer benefits, not just vehicle features.
- Use attention-grabbing headlines.
- Avoid talking negatively about competitors.
- Match your message to your audience’s needs.
The right words can make the difference between someone scrolling past your ad or clicking to learn more.
4. Manage Your Keyword List
If you’re running pay-per-click (PPC) ads, managing your keyword list is critical. Without proper targeting, your dealership may appear in unrelated searches, wasting money on clicks that don’t bring in real buyers.
Create a negative keyword list to filter out terms that don’t fit your business. For example, if you sell new vehicles, you might exclude keywords like “used” or “cheap” to avoid the wrong traffic.
The more focused your keywords, the better your ad budget will perform.
5. Budget Marketing Campaigns Around Consumer Trends
Not all months or days bring the same results. By paying attention to trends and reports, you can stretch your budget and get higher returns.
Some ideas include:
- Running special campaigns during holidays or big sales events (like Black Friday).
- Scheduling ads during your dealership’s busiest days and times.
- Using data to identify when buyers are most likely to search.
When you advertise at the right time, you connect with customers at the moment they’re ready to act.
6. Target the Right Audience
A successful campaign isn’t about reaching everyone — it’s about reaching the right people.
Segment your audience by factors such as:
- Age and lifestyle.
- Location.
- Type of vehicle they’re interested in (family car, truck, luxury, etc.).
Then, create campaigns that speak directly to each group. This ensures your budget is spent wisely and your message is more relevant.
7. Use Your Unique Selling Point (USP)
What makes your dealership different? Maybe you offer free oil changes for the first year, extended warranties, or fast financing options. Whatever your unique selling point is, make it the center of your campaigns.
Adding time-limited offers — like “holiday bonus savings” or “free service for 2 years if you buy this month” — creates urgency and pushes buyers to act sooner.
8. Make It Easy to Reach You
Phone calls are still one of the fastest ways to convert leads. If customers can’t easily call your dealership, you’re losing opportunities.
Google offers tools to make calls simpler:
- Call-Only Campaigns: Ads designed just to encourage calls.
- Call Extensions: Add a phone number to your ads alongside website links.
- Mobile Bid Adjustments: Prioritize ads for mobile users, who are more likely to call.
- Call Tracking: Track where your calls come from to see which ads work best.
Always make sure someone is available to answer calls during business hours.
9. Understand the Car Buying Process
Buying a car is a big decision. Many people visit your website multiple times before they commit. This is where remarketing comes in.
Remarketing lets you reconnect with people who already visited your site but didn’t make a purchase. By showing them reminders, special offers, or emails, you can pull them back into the buying process.
Don’t let warm leads go cold — follow up and stay in front of them until they’re ready to buy.
10. Turn Views Into Sales with the Right Tools
Getting traffic is only half the battle — you also need to convert that traffic into sales. Tools like Cars On Search make it easier by displaying your full inventory directly on search engines.
With this tool, your dealership can:
- Sign up and customize your account.
- Sync your dealership inventory.
- Go live in just 7–10 business days.
- Update your inventory every 4–24 hours automatically.
This ensures buyers always see your latest vehicles and can find exactly what they want quickly.
Final Thoughts
Automotive marketing doesn’t have to be complicated. By focusing on the right strategies — from reviews and search visibility to compelling ads and remarketing — you can turn online views into more leads, more phone calls, and ultimately more car sales.
The key is to stay consistent, track results, and always put your customers’ needs first. With the right plan and tools, your dealership can rise above the competition and drive steady growth.