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You can for sure run these yourself through the Google Merchant Platform, the issue is that you need to constantly go in to refresh the inventory feed. I know from experience, most agencies are only doing this 1x per week which causes a ton of wasted spend on clicks for vehicles that aren't on the lot. As far a pricing, it should be more about that cost per unit retailed instead of monthly budget. My platform is $2,500 per month and we refresh the feed 4x per day. No contracts. Its a month to month deal. I have reporting for MANY dealers that I can share with you. We seem to average somewhere between $28-$42 in terms of ad cost per unit retailed. If you share with me the dealership name, I can run a pretty cool report that tells me market share, average days on lot, aged inventory that needs paying attention to, market share, etc.