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I apologize for not getting back to the forums. We have been extremely busy. So, what we did was a very simple ad. Picture of 2015 Equinox with my overlay on the photo so even if it didn't get a click it still identified the store. There was a banner at the top in bright letters that said Expires At 10:00 pm Today! The click referred to a FB landing page with a lead form. The credit applications we receive are after we call and talk to the customers. We did not refer our clicks to my website.

During the time that I have been following this forum, I have learned that there is somewhat of a disconnect between dealers that want LEADS vs dealers that want Engagement. I want to remind or offer the notion that a LEAD is not a dirty word or a bad thing. Some seem to look down their nose at the idea that a dealer would want an actual lead, or would design a funnel with the goal to be a lead. To me, this is the goal! I want people to pick up their phone and call, or email for more information. If I didn't want this, I would have zero CTA type material on my website. Leads are the people we sell cars to. While I value UX and engagement, we can't sell a vehicle to our analytics. I want my site performance metrics to be phenomenal, but what I really want is a lead.

I understand [USER=764]@Ed Brooks[/USER] point about verifiable ROI not always having to be evident. I just don't know that I agree. If there isn't some level of measurability, how do we know if it is of any value? At what point do I differentiate between ROI and just pissing money away? I am not running a Non Profit here. Guess what I'm going to do when 4 families on MY sponsored little league team buy from someone else? You guessed it. There just has to be some measure of success or I have no idea what to do or not do.

I like these type of threads. I learn a great deal from them.