Seeking Advice: DIY Google Ads for Small Used Car Dealership

[Matteon]

Hi all,

I'm looking to set up Google Ads for our small used car dealership and hoping to manage it ourselves to save on agency costs. I'm on the lookout for platforms or AI tools that are beginner-friendly and suitable for a dealership of our size.

• Has anyone here successfully managed Google Ads in-house?
• Any platform or AI tool recommendations specifically for small dealerships?
• Tips on budgeting and maximizing ROI?
• Common pitfalls to avoid?
• Recommended learning resources?

Appreciate any insights or experiences you can share!

Thanks,

 

[willandre]

Why not just sponsor premium listings on the lead sites? Honestly, Google search is only going to waste your money. The big boys do it because they get co-op budget and there are territories that are defensible. Most of their budget is spent on "branded search" e.g. 'Subaru dealership near me' and they are playing with house money.

That said, if you have a niche (cars under $10k, certain brands, etc) you might make a run at it, but you'll want to be very specific about your keywords to limit wasted budget. This will also limit your exposure to people searching for those specific things – exactly.

If you're trying to get your name out there, think about local radio. Seriously.

 

[Richie K]

I work for a franchise and we have used Google Ads in the past to target certain areas (zip codes). It did seem to help us, but it can be costly. I also use Facebook ads. They are cheap enough and help generate some traffic as well.