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Wouldn't that also depend on each market? I'm sure that vAuto hasn't penetrated yet every area. Same goes for how Cars, Autotrader, KBB, etc will work. That goes even more for Cars.com where they have different network affiliations on each market therefore different advertisement budgets going to promote the site.

But ddavis answers is as good as it gets: If ATC and Cars didn't cut it... KBB will not do better than them. ROI may be better if they charge little and provide good leads, but volume of leads will not be there.

I checked Craigslist for your area auburn cars & trucks - by dealer classifieds - craigslist and it will not work either (very little traffic). I don't know if there is a big metro are close to you that you may try instead.

But reversing things, Joe's note is very important to understand nowadays: Almost nothing digital pencils if you just try to analize ROI based on $$$ Vs. calls or even what you track.