Why Dealers Without Google Vehicle Ads Are Being Left Behind

Understanding the Disadvantages Facing Car Dealers Who Haven't Adopted Google Vehicle Ads

Automotive retail has accelerated dramatically in recent years, fundamentally changing how consumers here in the UK discover, research, and ultimately purchase vehicles. At the forefront of this evolution stands Google Vehicle Ads (GVA) - a revolutionary advertising format that has rapidly become a competitive differentiator for dealerships.

For car dealers who have been hesitant to adopt this powerful new channel, you could say that the consequences are increasingly apparent. As the digital car buying journey solidifies around these high-intent, stock-specific online adverts, dealers without Google Vehicle Ads are experiencing a widening gap from their competitors who are. This affects everything from visibility and lead quality to market share and profitability.

In this article, WeAdvertiseAnyCar examine the mounting evidence that car dealers who haven't yet implemented Google Vehicle Ads are being left behind, so we explore the specific disadvantages they face in today's digital-first automotive marketplace. Read on to discover more… 

The Changing Search Landscape for Vehicles

First in Search Engine Results

Google Vehicle Ads now occupy the most prominent position in automotive search results, appearing above both traditional text ads and organic listings. This premium placement has fundamentally altered the search landscape as we know it in a number of ways:

1. Google Vehicle Ads capture approximately 35% to 40% of all clicks for vehicle-specific searches
2. The visual format draws significantly more attention than text-based results
3. Users see actual stock before encountering any traditional listings

For car dealers without Google Vehicle Ads, this means their conventional search listings - whether paid or organic - have been effectively pushed down the page, dramatically reducing visibility and click-through opportunity. 

Even with substantial investment in traditional search advertising, car dealers without Google Vehicle Ads are starting at a significant disadvantage in the battle for consumer attention.

Visual Search Behaviour

Consumer behaviour has rapidly adapted to this new visual-first search experience that Google Vehicle Ads provides. Here’s the lowdown:

1. 72% of consumers report finding image-based vehicle results more helpful than text listings
2. Eye-tracking studies show users spend 3 to 4 times longer examining Google Vehicle Ads compared to text-based results
3. Consumers increasingly expect to see actual vehicles, not just descriptions, in search results

This shift in expectation creates an immediate impression gap for dealers who aren't participating in Google Vehicle Ads. When competitors are showcasing actual stock while non-participating car dealers offer only text descriptions, the perception difference is substantial and immediately noticeable to anyone in the market for a new or used vehicle.

Understanding the Competitive Gap Between Car Dealers

Market Insight and Data

Beyond the obvious visibility benefits of Google Vehicle Ads, the platform also provides unprecedented market intelligence to those who have adopted this form of advertising, thanks to the following insights: 

• Real-time data on which vehicles generate the most search interest
• Competitive insights on market pricing and stock trends
• Detailed performance metrics on vehicle-specific consumer preferences
• Regional demand patterns and seasonal shifts

As you can see, those without Google Vehicle Ads are operating with a significant information deficit, often making crucial business decisions based on limited or outdated market insights.

Evolving Pricing Strategy

Market insight provided by Google Vehicle Ads has particular significance for how vehicles are priced in various geographical areas. Here’s how:

• Google Vehicle Ads allow you to see real-time market response to pricing positions
• Quick adjustments can be made based on clicks and conversion data
• Competitive positioning becomes more scientific and less intuitive
• Price elasticity testing becomes possible at a granular level

In a market where consumer price sensitivity continues to increase, any type of reaction delay can significantly impact both turnover velocity and margin protection.

GVA Adoption Advantage

Quality Score and Online Performance Benefits

To put it simply, Google's advertising platform rewards early adopters of the pay-per-click initiative. So, car dealers who have already implemented Google Vehicle Ads benefit from a significant advantage that late adopters will struggle to overcome quickly, such as: 

1. Quality scores that improve with consistent positive performance
2. Click-through rates that influence future ad positioning
3. Access to data that enhances bidding algorithm effectiveness
4. Performance metrics that positively affect new vehicle listings

Audience Development and Remarketing Opportunities

As a dealership, no doubt the aim of your broader marketing efforts is to attract more customers not only to your website, but to your showroom. So, how does Google Vehicle Ads create access to valuable audiences? Allow us to explain:

• Users who interact with specific stock ads can be remarketed to across platforms
• Audience insights inform a much broader marketing strategy
• In-market segment identification becomes more precise
• Your cross-channel targeting effectiveness improves

Dealers not taking advantage of Google Vehicle Ads are missing important opportunities to build these sophisticated audience pools, limiting the effectiveness of their entire digital marketing strategy.

Rising Costs in Traditional Ad Channels

It probably comes as no surprise that Google Vehicle Ads are absorbing an increasing share of high-intent traffic, which means the economics of traditional advertising channels are shifting. Here’s what the data says: 

• Cost-per-click on traditional text ads has increased by up to 25% for competitive vehicle terms
• Organic click-through rates have declined as results move further down the page in favour of GVA presence
• Third-party listing sites have rapidly increased rates as they compete with Google's offering
• Traditional lead generation costs continue to rise with increased competition in the market

Any car dealers relying exclusively on conventional advertising channels face steadily increasing costs without corresponding improvements in lead quality or conversion rates.

Increase the Quality of Your Customers

The way Google Vehicle Ads are designed to perform lends itself to advantages in traffic quality by naturally pre-qualifying potential customers in a number of ways:

1. Users see vehicle details before clicking, creating natural pre-qualification
2. The visual format reduces confusion and mismatched expectations
3. Specific vehicle alignment means less time wasted on irrelevant stock searches
4. Direct access to vehicles further eliminates navigation frustration

Conversion rate analysis consistently shows that Google Vehicle Ads traffic converts at up to two times the rate of generic search traffic!

Meeting Customer Expectations

Today's car buyers have quickly adjusted their expectations around the car-buying experience. So much so that these stats will shock you:

• 76% of UK car buyers now expect to see actual vehicles in search results
• 68% report frustration when having to navigate through multiple pages to find specific vehicles
• 81% value the ability to see price, mileage and specifications at the initial search stage
• 73% prefer car dealers who offer streamlined, direct access to vehicles

So, car dealers without Google Vehicle Ads are increasingly perceived as providing a less convenient, more frustrating online shopping experience compared to competitors who offer direct vehicle access from search results.

The Obvious Benefits of Google Vehicle Ads

It’s clear to see that for car dealers not investing in Google Vehicle Ads, they are inadvertently being penalised in the market. Even with aggressive investment in traditional search advertising, capturing the equivalent reach and visibility is virtually impossible with conventional formats alone. 

Beyond the known-item searches, GVA creates exciting new discoverability paths that you’ll want to be part of:  

1. Google Vehicle Ads appear in approximately 80% of relevant vehicle searches
2. The platform captures between 35% to 40% of all automotive search clicks
3. Presence varies across hundreds of thousands of relevant search terms
4. Coverage extends across general, make, model, and location-specific searches
5. Related vehicle suggestions promote your stock to browsers, not just searchers
6. Category-level searches (e.g., "SUVs near me") highlight specific vehicles in stock
7. Discovery extends beyond traditional keyword targeting limitations

Most notably, dealerships are reporting much-welcomed visibility in search results for competitors' customers for the first time, creating an abundance of opportunities that were previously inaccessible.

GVA Implementation Barriers: Perception vs. Reality

While the advantages of Google Vehicle Ads may all be well and good, we appreciate that this change in advertising practices may lead to some hesitation from car dealers. To help address any concerns, we answer some of your most common questions we get asked about GVA:

Question: “Do we need a completely redesigned website?”

Answer: No. Google Vehicle Ads link to vehicle detail pages on your existing website with minimal adjustments needed.

Question: "Will our stock management system be compatible?"

Answer: Yes. Almost all dealer management systems can generate the required data feed with a simple configuration.

Question: "Do we need extra resources?"

Answer: Not at all! Third-party GVA providers like us here at WeAdvertiseAnyCar can handle the entire process with minimal internal resource requirements.

Question: "Is it expensive to implement?"

Answer: Compared to the ROI, no. GVA setup costs are modest, and the pay-for-performance model means ongoing costs scale with the results you see.

Don’t Get Left Behind!

The evidence is increasingly clear: dealers without Google Vehicle Ads are being left behind when it comes to automotive retail performance. From basic visibility and traffic quality to sophisticated market intelligence and customer experience, the competitive gap continues to widen as GVA becomes the dominant first step in the car-buying journey.

For dealers still watching from the sidelines, actioning this vital advertising model is the key to your dealership's success. At WeAdvertiseAnyCar, we're here to guide dealers through the transition to Google Vehicle Ads, helping to close these competitive gaps and regain digital market share. 

Our experience shows that with the right approach and support, even late adopters can quickly begin to recover lost ground and establish a competitive presence online. The question is no longer whether Google Vehicle Ads should be part of your digital strategy, but how quickly you can implement it to avoid being further left behind.