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I'm going to take off my nice hat for a second and ask... Why are you in a position at a dealership if you have to ask this question? Also budget, response, etc.. None of it matters, every dealer is unique.. The ad copy, the website, the lander, the keywords, the market, etc. This is such a bland question, too generic to be honest. I took a look at your website, you have some major improvements to do, I wouldn't set up any campaigns till you get your website fixed.. Now, many dealers including myself have had success with Adwords, in all departments. But that doesn't mean you should go out and spend $2,500/month on Ads since a Vendor "suggests it".