Google Ads & Commerce
Get into gear with vehicle ads on Google

More people are turning to the web to find their next car. In fact, 89% of new car buyers researched their new vehicle online.[7fb54a]And shoppers aren't just looking up information online — they’re purchasing there, too. In 2021, 16% of new car buyers purchased their car online, up from only 1% three years prior.[ea5e48]

Shoppers today expect an easy and helpful experience when they search for what to buy. It’s important for auto advertisers to get in front of car shoppers with the right information and inventory.

Introducing vehicle ads

Today at the National Automobile Dealers Association (NADA) Show we are announcing vehicle ads, a new ad format on Search that shows nearby cars for sale. Currently available in the U.S. and coming to more countries soon, vehicle ads can help you easily reach customers looking for a new ride.

For example, if someone searches for a 2019 SUV, they’ll see several vehicle options they can either purchase nearby or get delivered — along with pictures and inventory information like location, make, model, price and mileage. 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. You can then select which actions you’d like to measure, like leads and store visits, and assign a value to them.

New vehicle ads on Search spotlight available cars to shoppers.

To get started, you’ll need to create a vehicle inventory data feed and connect it to Google Merchant Center. This feed contains all the details about your vehicle inventory, like make, model, price, mileage and condition. Google uses those details to match shoppers with the most relevant cars as they’re searching. Plus, by using Merchant Center, you can keep track of key inventory and ad performance insights.

Advertisers who complemented their existing Search campaigns with vehicle ads saw a +25% average increase in conversions during beta testing.[83f78c]Let’s take a closer look at some businesses who recently gave vehicle ads a spin.

The results from the pilot far exceeded our expectations. With vehicle ads, we can help customers by bringing them right to the car they’re interested in. This helps us maximize traffic and conversions to vehicle pages and increase efficiency. Miran Maric, CMO and SVP, Strategy and Innovation Asbury Automotive GroupOur main goal is to drive customers to view our inventory. Vehicle ads allow us to get our inventory in front of customers with better efficiency. They also drove more store visits than other campaign types. Nathan Sato, Director of Digital Marketing Ken Garff

Want to try vehicle ads yourself? Check out more information and get started today.

To learn more about auto retail trends and vehicle ads, register for Google’s “Auto On Air: Delighting Customers in a Digital World” session on Wednesday, March 30 at 10:00 a.m. PT / 1:00 p.m. ET.

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