Seven Paid Media Tips for Car Dealerships That Actually Drive Results
Whether you’re a local used car dealership or a multi-site franchise, you know that visibility is everything. But in a market where everyone’s shouting, the real winners are the ones who show up in the right place, at the right time, with the right message.
That’s where paid media comes in.
From Google Ads and Facebook to TikTok and Microsoft Ads, today’s advertising tools give you powerful ways to reach buyers… but only if you use them properly. So if you’re tired of throwing money at ads that don’t convert, here are seven practical tips to sharpen your paid media strategy and start generating real ROI.
Start with Search – But Don’t Set It and Forget It
Google Ads is still the go-to platform for dealers targeting high-intent buyers. When someone searches “used Ford Focus near me” or “low mileage SUV Leeds”, they’re in-market. But most dealerships waste money on broad terms and poorly structured campaigns.
Agilita Tips:
• Use Exact and Phrase Match for highly relevant keywords
• Set up dedicated ad groups by vehicle type or brand
• Optimise your ad extensions (location, callout, sitelinks, call) to boost CTR
• Use Conversion Tracking to measure leads, not just clicks
And don’t forget to exclude competitor names and irrelevant terms (e.g. “Ford careers” or “SUV wallpaper”).
Facebook & Instagram: Don’t Just Boost Posts – Build Funnels
Boosting random posts might get you views, but it won’t sell cars. Facebook and Instagram work best when you build a funnel, guiding people from awareness to enquiry.
Agilita Tips:
• Use video content to grab attention (walkarounds, “just arrived” stock, customer handovers)
• Build custom audiences: website visitors, Facebook engagers, past leads
• Run retargeting ads that promote offers, finance deals, or service bookings
• Always include a strong CTA and link to a relevant landing page
And don’t sleep on Instagram Stories - they’re a great place for exclusive “flash offers” or behind-the-scenes content.
TikTok Ads: Perfect for Awareness, Especially for Used Stock
Yes, TikTok can sell cars. No, it’s not just for Gen Z.
Dealerships across the UK are getting solid traction by posting real, unscripted content—like staff intros, stock reveals, or “day in the life” clips. TikTok Ads let you amplify these to local audiences.
Agilita Tips:
• Use TikTok Spark Ads to boost your best organic videos
• Keep it real - TikTok rewards authenticity over polish
• Target by postcode, age, and interests
• Focus on brand awareness and retarget interested viewers later
Bonus: if you’ve got part-ex stock under £10k, TikTok is gold, especially for first-time buyers.
Microsoft Ads: Still Underrated, Still Valuable
Microsoft Ads (Bing) still gets overlooked, but it reaches older, higher-income users who often don’t use Google as much. They’re also less saturated, meaning lower CPCs.
Agilita Tips:
• Clone your top-performing Google Ads campaigns into Microsoft Ads
• Sync your Google Merchant Centre (if you’re listing used vehicles as products)
• Target by age, device, and income level to tighten spend
It’s ideal for targeting buyers researching cars during the workday, especially in B2B and fleet segments.
Use Dynamic Retargeting for Vehicle Stock
If someone visits a car listing on your site and leaves, don’t let them disappear. Platforms like Facebook and Google allow dynamic remarketing, where your ads show the exact vehicle they viewed.
Agilita Tips:
• Upload your stock feed or use a plugin like AutoTrader Connect
• Show vehicles with “Price Drop” labels or “Just Reduced” to re-engage browsers
• Include urgency (e.g. “Popular – 3 people viewed this car today”)
This works incredibly well for high-consideration, high-ticket purchases like cars.
Track Properly – Or Don’t Bother
Running ads without proper tracking is like selling cars with no test drives. You need to know what’s working, what’s wasting money, and what’s bringing in leads.
Agilita Tips:
• Set up Google Tag Manager for event tracking (calls, form submissions, page views)
• Use Meta Events Manager to track Facebook leads and site engagement
• Monitor Cost per Lead and Lead-to-Sale ratio across platforms
If your agency can’t give you this data? That’s a red flag.
Layer In Local Ads for Real-World Impact
Google’s Local Campaigns and Meta’s Store Traffic Ads are designed to get people through your doors - perfect for weekend events or clearance sales.
Agilita Tips:
• Promote a specific action: test drive, finance check, part-ex valuation
• Include map directions and click-to-call in your ads
• Run these within a 10–20 mile radius of your showroom
You can also sync ads with weather or traffic triggers (“Too cold to bus it? We’ve got 4x4s ready to go”).
Final Thoughts
Paid media is a powerful tool for dealerships, but only when it’s done right. With the right mix of platform choice, smart targeting, strong creative, and proper tracking, you can turn ad spend into real, measurable growth.
At Agilita Digital, we work with dealerships of all sizes to build lean, high-performing paid media campaigns. Whether you want to shift stock, fill your showroom, or grow online finance enquiries, we can help.
Need help fixing your current ads or building something from scratch?
