Automotive Paid Search (PPC) Management

Frequently Asked Questions

• Do you have experience with large automotive groups and multi-location dealerships?
  Yes, we have extensive experience partnering with major automotive groups in the UK. Our team understands the complexity of marketing for multi-location dealerships – from managing campaigns for different brands under one group, to coordinating ads for various locations or franchises. We've worked with well-known dealer groups and helped them unify their PPC strategy while still tailoring ads to local markets and specific brands. For example, we know how to structure campaigns so that a search for “BMW deals in Midlands” shows one dealership's ad, while “Jaguar dealer London” shows another, all under a cohesive group strategy. We also take into account stock availability at each location, so we don't waste budget advertising cars that are only in certain showrooms. Our case studies include scenarios where group-wide digital campaigns led to group-wide growth in leads. In short, whether you're a single rooftop dealer or a nationwide motor group, we have the know-how to scale PPC campaigns to your needs, all while maintaining consistency and maximising lead generation across your automotive business.
• How do Google Vehicle Ads help car dealerships in the UK?
  Google Vehicle Ads are a game changer for automotive PPC. They allow car dealerships to showcase actual vehicle inventory at the top of search results with photos, prices, make and model details. This attracts more qualified buyers by showing them relevant cars right away. UK dealerships using Vehicle Ads have seen higher engagement – Google reports advertisers got about 25% more conversions when combining Vehicle Ads with traditional search campaigns. In short, Vehicle Ads help your dealership stand out and connect with customers actively looking for cars, leading to more enquiries and sales.
• Why is PPC important for car dealers? Can it really help sell more cars?
  Yes – PPC advertising is one of the most effective ways to drive sales for car dealers in today's digital age. The vast majority of car buyers now begin their shopping online, searching for models, dealers, and offers. PPC lets your dealership appear at the top of those search results, precisely when customers are looking. That means you attract high-intent traffic to your website (people actively interested in buying or servicing a car). With the right campaign setup, PPC can generate a steady flow of leads: phone calls, contact form submissions, and even walk-in visits prompted by seeing your ads. It's also highly measurable, so you can track how many leads and sales you get from your ad spend. Our automotive clients typically see noticeable increases in enquiries and units sold when their PPC campaigns are optimised – it's not a magic bullet, but when done right, paid search drives real, tangible growth for car dealerships.
• What role does paid social media play versus PPC for automotive marketing?
  Paid social media (like Facebook and Instagram ads) and PPC search ads serve different purposes, and they work best together. PPC on Google/Microsoft captures active intent – it reaches people who are searching for cars or dealers right now, which often leads to immediate enquiries. In contrast, paid social can target users based on demographics and interests, even if they're not currently searching for a car. For example, a Facebook ad can raise awareness of a dealership's ongoing sale or new model release among a broad local audience. However, social traffic might be higher up the funnel (people browsing rather than ready to buy). We consider paid social a complementary channel to PPC. It's great for branding, promotions, and especially for retargeting (showing ads to people who visited your website but didn't convert). A typical strategy is to use Google Ads to capture the ready-to-buy customers, while using social ads to keep your dealership in front of potential buyers as they move through the buying journey. Evo Agency can manage both, but on this page, our focus is on the immediate impact of search PPC – which consistently delivers some of the highest quality automotive leads.
• Should car dealerships use Microsoft (Bing) Ads as well as Google Ads?
  Absolutely. Google Ads should be your first priority (since Google holds over 90% of the UK search market), but Microsoft Advertising (Bing Ads) is a smart secondary channel. Bing still captures around 4–5% of UK online searches, and it often reaches a slightly different audience – for example, Bing users tend to be older and may have higher incomes (many use Bing by default on home or work PCs). For car dealers, this could mean additional high-quality leads. The cost per click on Bing is usually lower too, so you can get more clicks for a given budget. We recommend dealerships run ads on both platforms. In our campaigns, we often mirror Google Ads to Microsoft Ads, so your dealership is visible on Bing without much extra effort. It’s an easy win to ensure you’re not leaving any segment of potential customers untapped.
• What is Automotive PPC?
  Automotive PPC is a digital advertising technique that car dealerships and auto businesses use to drive targeted traffic. Through PPC campaigns, businesses bid on relevant keywords, such as car models or services, and display ads on search engines and other platforms. They only pay when a user clicks on the ad, making it a cost-effective way to reach customers searching for automotive information.
• What are the benefits of using Paid Search for Automotive?
  Paid Search for automotive helps businesses drive targeted traffic, increase brand visibility, generate leads, and boost sales by reaching potential customers actively searching for specific car models or related services. Most consumers conduct online research before visiting a dealership, making automotive PPC a crucial way to connect with them during their decision-making process.
• Which platforms should I use?
  For Automotive PPC, the best platforms include Google Ads, Microsoft Ads, Facebook, Instagram, and YouTube. These platforms reach a wide audience, target specific demographics, and drive traffic to dealership websites effectively, resulting in high-quality leads.
• How do I measure success?
  Success in Automotive PPC can be measured by tracking key performance indicators (KPIs) like click-through rate (CTR), conversion rate, cost-per-click (CPC), impression share, and lead generation - looking at conversion actions like form submissions and phone calls. This strategy can be tailored towards your unique business goals.