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What's new about Google vehicle ads?

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#21
VLAs or (VAs now) were highly effective when they rolled out, relatively low CPCs that actually converted. However, now that they have been rolled into Performance Max product, they have fallen into Google's performance black box. Bing offers a similar product (Automotive Ads) while you will see significantly less volume, the quality is at least measurable.
 
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✨ AI Highlights

Google's Vehicle Listing Ads (VLAs) transitioned from limited beta to public launch in early 2022, making the ad format available to all U.S. dealers, though major aggregators like Cars.com and TrueCar currently dominate the space. Dealers reporting early results show mixed outcomes: while VLAs generate strong engagement with 135-165 VDP clicks per unit sold, they cost significantly more (~$2.00/click) than standard search ads (~$1.25/click), raising questions about long-term ROI as competition and CPCs inevitably increase. A key tension emerged around whether aggregators should actually be permitted on the platform according to Google's own rules, which could further inflate costs if the policy isn't enforced.

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