I'm 50/50 on this myself.
On the one hand, automotive customers are often considered by automotive people to be this different type of person that needs to be tamed in a way that only automotive people understand. We promote our products like dealers would, we create ads like dealers would, etc.
On the other hand, customers are just people. They shop for cars in a myriad of different way. I've seen some pretty generic campaigns with strange keywords see great success because they picked up on things that seemed so obvious but were generally ignored.
Simple example: dealers love to call cars "pre-owned", but customers call them "used"
Customers tend to Google things like "Tires for an 09 Yaris" not "yaris tires" (In my experience) and yet rarely do I see a campaign take advantage of how people tend to use Google. This is no longer about how they buy cars, but how they use the search engine that shows these ads.
One of the nice things about Showroom Logic is that they make a campaign for each vehicle, which allows them to offer multiple ads for the same vehicle with a diverse list of keywords as well. Combined campaigns tend to hit the limit of ads (I think it's 20?) fairly quickly, making them far more generic.
