The sales funnel for vehicles has changed. One of the most significant changes is that potential car buyers are entering the funnel earlier.
Today’s car owner enters the sales funnel even when they’re not ready to buy, just yet. For example, when someone goes to a website to find out how much their car is worth, they might be told they’re upside down with their loan.
Of course, as soon as they enter their contact information, it gets sold to a car dealership. Now they’re suddenly getting emails from all of the dealers in the area trying to get them to buy a car or truck.
The buyer’s response is, “I’m just looking.” This gets exhausting. Many dealers stop contacting the lead because they’re not getting immediate results.
Too often, dealerships are only committed to the short term. They’ll only keep contacting someone if they’re likely to buy in the next couple of months. With the leads entering the funnel much sooner than ever before, lots of leads are being lost to a short attention span.
There are a number of ways to make a long lead work for you.
Email – Email is a great way to stay in touch with people. Make sure that your email addresses their issues and concerns. If you create an email series that’s geared toward people who are “just looking,” you can answer their questions and nurture their business.
Emails that address issues like, “How to deal with a vehicle you’re underwater with,” and “Can I buy a new car owing a balance?” will go a long way to helping people make up their minds and move forward with a purchase.
Text messaging – Texting is one of the most powerful ways to stay in touch with people. Over 90% of texts get read. That means that you can count on people to see them and react.
Your texts can direct them to articles that interest them, great financing deals, or even special vehicles that they might be interested in. You can host a “No Pressure” event where they can come to your dealsherhip, look at vehicles, and get their questions answered, without being pressured to buy a vehicle right away.
The best way to stand out from the crowd is to forge a relationship, not just a chance to sell a vehicle. So often, dealerships and sales people are so hungry for the sale they forget what it’s like to be on the other side and feeling pressured to make a decision now!
What about the immediate sales? How will you survive?
This idea doesn’t mean that you should give up what you’re doing now to make sales and pay the bills. This nurturing concept is in addition to your current strategies.
After about 6 to 12 months, you’ll suddenly find yourself with a bunch of customers who have been reading your messages for a while.
Yes. Absolutely.
The emails can contain longer content and help people to learn about buying a new vehicle. Text messages are invites to special events or just a touch base to talk about whatever is on their minds.
The key is to build a relationship. Become the organization that your leads think of when they consider buying a vehicle.
The only leads you should get rid of are the ones that tell you not to contact them again. Otherwise, every lead is a lead that you need to stay in touch with. This includes people who just bought a car or tell you they’re just looking.
Every lead you get, no matter how you get it, is worth money because it cost you money. Don’t give up one someone just because they’re not ready to buy a car today.
Use the tools that you have to contact them and they’ll reward you by becoming a customer instead of a lead.
Choosing between google ads vs facebook ads is one of the most important digital marketing decisions an auto dealership can make. Both platforms dominate online advertising, yet they work in fundamentally different ways. Understanding how each channel captures buyer intent, influences decision-making, and drives showroom visits is essential for maximising return on ad spend.
In this guide, we break down the real differences between Google Ads and Facebook Ads for dealerships, explain where each performs best, and show how modern platforms like SimpSocial help dealerships turn paid traffic into real sales – automatically.
At a high level, the debate around google ads vs facebook ads comes down to intent versus influence.
Both can work—but only when used strategically and supported by the right engagement technology.
Google Ads place your dealership in front of people actively searching for vehicles, dealerships, or related services. When a user types a query into Google, ads appear above or alongside organic results.
For years, Google Ads were the primary driver of online automotive leads. Dealerships could dominate search results and generate consistent enquiries.
The challenge with google ads vs facebook ads today is cost efficiency. As more dealerships, OEMs, and third-party marketplaces bid on the same keywords, competition has intensified.
Key issues include:
Industry data shows that nearly 80% of automotive search traffic flows to third-party platforms, while only around half reaches dealer websites. Even more concerning, research indicates that a large percentage of paid clicks are for dealership brand names—traffic Google would deliver organically anyway.
In effect, many dealers are paying Google to act as a digital phone book.
When comparing google ads vs facebook ads, Facebook operates in an entirely different mindset.
People do not visit Facebook to search—they visit to browse, consume content, and engage socially. This creates unique opportunities for dealerships.
Facebook users spend an average of 30+ minutes per day on the platform, often checking it multiple times daily. This makes Facebook an ideal environment for repeated brand exposure.
One of the clearest distinctions in google ads vs facebook ads is how ads are triggered.
Facebook allows dealerships to place inventory, offers, and branding in front of potential buyers long before they actively search.
Marketing research shows that buyers rarely convert after a single exposure. Studies suggest it takes 12–15 impressions before a purchase decision is made.
This is where google ads vs facebook ads diverge sharply.
Each scroll is an impression. Each impression reinforces brand recognition. Over time, this familiarity drives trust—and sales.
Many dealerships assume posting regularly on Facebook is enough. While organic posts are important for credibility, their reach is extremely limited.
Every minute on Facebook:
Organic posts are easily missed. Paid Facebook ads, however, are placed directly into high-visibility feed positions. Users must scroll past them—guaranteeing impressions.
This makes paid Facebook advertising far more reliable than organic posting alone.
A common concern in the google ads vs facebook ads debate is lead quality.
The key is what happens after the lead is captured. Without fast, consistent follow-up, even high-intent Google leads go cold.
This is where technology becomes the deciding factor.
SimpSocial ensures that no matter where a lead originates—Google or Facebook—it is instantly engaged and nurtured.
SimpSocial turns every lead into a real opportunity. Its AI assistant, Sarah, instantly engages enquiries, sets appointments, and follows up post-sale. With built-in lead generation, a Power Dialer, automated messaging, and 24/7 AI engagement, dealerships never miss a lead, call, or sale.
This solves the biggest weakness in both platforms: delayed human response.
Facebook ads work best when leads are contacted immediately. Delays of even 10 minutes can drastically reduce conversion rates.
SimpSocial enhances Facebook performance by:
This transforms Facebook from a “top-of-funnel” tool into a full sales engine.
Google Ads still have value—especially for:
However, with rising costs, Google Ads must be paired with intelligent engagement to remain profitable. SimpSocial ensures Google leads are worked instantly, preventing wasted spend.
While costs vary by market, dealerships consistently report:
Facebook’s ability to deliver thousands of local impressions daily for minimal cost gives dealerships an advantage that search ads cannot replicate.
One of SimpSocial’s biggest advantages is precision-targeted social media lead generation tied to live inventory.
This allows dealerships to:
Combined with AI engagement, this creates a closed-loop system from ad to appointment.
The real answer to google ads vs facebook ads is not choosing one—but integrating both correctly.
Best Use Case Strategy
This multi-channel approach delivers the highest lifetime value per lead.
As consumer behaviour shifts further online, platforms that rely solely on manual follow-up will fall behind. The future belongs to dealerships that combine:
SimpSocial represents this future by unifying ads, engagement, and sales workflows into one platform. One system. Endless ROI.
The debate around google ads vs facebook ads is ultimately about timing and influence. Google captures buyers at the moment of intent. Facebook shapes intent before it exists.
In today’s crowded digital marketplace, Facebook advertising—supported by AI engagement—often delivers higher ROI, more consistent lead flow, and stronger long-term brand impact. Google remains valuable, but only when used strategically.
For dealerships serious about growth, the winning formula is clear: intelligent advertising paired with instant, automated engagement. With platforms like SimpSocial, every click becomes a conversation, every enquiry becomes an opportunity, and every opportunity moves closer to a sale.
The question is no longer Google or Facebook. It’s whether your dealership is equipped to maximise both.
There are a lot of sources for leads that auto dealerships can tap into. From third party websites to lead generation companies to Google advertising to email lists, everyone is trying to sell you “leads” that you can sell to.
The biggest concern: can you make money with those leads? What is your return on investment?
You can look at a lot of statistics, like cost per lead, the number of leads, the quality of the leads, the clickthrough rate of your marketing efforts, and on and on. The real issue is ROI – how much did you make for what you spent?
Third Party Auto Sales Sites
For a while, the third party sites had control over the entire auto sales market. You couldn’t search for a car or even a car part without suddenly getting an ad from a third-party auto sales site.
That has relaxed a little as Google has realized that they aren’t doing the thousands of dealerships any favors by giving every search response to four or five third party sites. Facebook never had this problem since their ad service is much more geographically-based.
Lead Generating Ads on Facebook for Dealerships
“Lots of people want to hear from your business, but filling out forms can be difficult on mobile. Facebook lead ads makes the lead generation process easy. People can simply tap your ad and a form pops up—it’s already pre-populated with their Facebook contact information and ready to be sent directly to you.” – https://www.facebook.com/business/ads/lead-ads
That’s the most powerful explanation that you can give for what makes Facebook lead generating ads so powerful. Since Facebook already has a user’s email address and probably their phone number, their ads can fill out a contact form for them.
The ad shows up in the user’s newsfeed. As they scroll through pictures from their friend’s birthday party and funny cat memes, there, in the middle, is a photo of a gorgeous car or truck. You can include the price, the monthly payment, and anything else that you want.
When the user clicks the ad, it will take them to prefilled contact form. One more push of a button and a message is sent to your dealerships that someone is interested in that vehicle.
This is a radical change from Google ads that require that you build a form, a landing page, or that you send them to your website. Everything is just two clicks away and you have a new lead.
Because you only pay per lead, not per view, it can be a very low cost per sale. You’re only going to hear from people who are really interested in buying a car.
A Little Too Good
There is a problem with these ads when they’re well-designed and well-placed: dealerships get overwhelmed with too many leads.
That might sound like a fantasy, but there have been a number of dealerships that have found that the volume of leads exceeds their capacity to contact and handle everyone. In that case, you can dial back the amount your spending, thus the number of leads you get in a day or you can simply bring in some new staff to help.
Not a Saturated Market
Unlike Google ads, the Facebook lead generating advertisements aren’t saturated with dealerships. It has been a slow move among dealerships that are used to getting leads the old-fashioned ways, whether that’s newspaper ads or through Google, the new Yellow Pages.
The idea that a social media website can generate quality leads organically is a bit hard for many advertising managers at dealerships to grasp. That’s good. That means that if you use these ads, and you’re among the first in your area, you’re going to end up with a lot of leads that your competitors are still sitting on Google looking for.
Advertise where people are
There are no billboards on the tops of mountains or the bottom of the ocean. Why not? There’s no one there. You want to put your ads where everyone is and where they go all the time.
69% of US adults are on Facebook. – https://www.pewresearch.org/fact-tank/2019/05/16/facts-about-americans-and-facebook/
That means that nearly 70% of everyone you meet has a Facebook profile and everyone is checking it every day. That’s why you want to be advertising on Facebook.
Using lead generation ads on Facebook for auto sales is a match made in heaven. Facebook even has a whole page dedicated to success stories of auto industry businesses and Facebook ads: https://www.facebook.com/business/success?categories[0]=automotive&categories[1]=lead-ads#
Make Facebook lead gen ads a major part of your business and you’ll see it grow fast.
December, 2017, Number One sales month ever!
There are a lot of Facebook ads success stories that you’ll hear if you surf the internet. Many of them are a bit dubious. You aren’t given a lot of facts and the sources might be a bit questionable.
The story of Hub City Ford in Lafayette, Louisiana, comes directly from Facebook. The numbers above are impressive. Consider that there isn’t really any other lead pipeline that delivers a 22% sell-through rate in 60 days.
Hub City is a 40-year old dealership that had served its community well in that time with sales and service.
Hub City accomplished their sales in two stages.
The ads were targeted to lookalike audiences from their website and based on the vehicles that people were interested in.
These ads were targeted with ad sets that spoke to the interests of that group. Ads were divided by car model. This way the contacts saw similar cars again and again in their Facebook feeds.
Facebook offers dynamic ads. These ads are built by the Facebook ads artificial intelligence (AI) from a catalog of images and models. The AI sees what the user is interested in and customizes ads just to them.
Because the dealership’s inventory was linked to Facebook, it only showed vehicles that were in stock.
By using carousel ad designs, they were able to show a series of images, each with a different but related model. For example, if someone loved Ford muscle cars, they would see a series of those cars in the carousel. They were less likely to see a truck or an economy car.
The second set of ads were retargeted ads to people who had visited the website. This is possible because Facebook will put a small cookie on the customer’s browser that tells the system the customer had visited the website. The AI then sees the cookie and creates ads targeted at that customer.
The fact that over 70% of all Americans are on Facebook, this retargeting effort can be very successful.
One important aspect of understanding whether you’re getting a return on your investment is offline tracking. When someone crosses the threshold at your dealership, you need to know how they got there. It’s important that you and your staff ask every time. If you don’t then there’s no way to know how they arrived there.
A hint that a customer has been targeted by Facebook ads would be if they come in asking for a specific car in the inventory or a very specific model. This tells you that they’ve seen your ads or have been to your website.
During the sale of a car, there’s always a lot of time to talk. Your sales team needs to be trained and held accountable for asking all the right questions.
Since the customer is usually sitting there for a while for financing and paperwork, there’s lots of time to ask without sounding strange.
Some dealerships will actually simply come out and say what they’re doing. “We want to make sure that we’re able to find more great customers like you. How did you find us?”
The biggest key to success for Hub City Ford was planning and a clear understanding of how Facebook ads can work.
Often, people will simply create ads and let them run, but Facebook has created immensely powerful tools that can deliver customization, targeting, retargeting and deep analysis to the ad campaign. The old days of buying newspaper ads or paying thousands of dollars to be in the Yellow Pages—with no idea if it’s working—are gone.
A look at an old funnel
Back in the good old days, just about anytime before 1999, every dealership created its own funnel. They put ads on the radio, TV, in the newspaper, they even sponsored Little League teams, all in an effort to be “top of mind” when the customer thought about buying a car.
The manufacturers ran ads that inspired emotions, sold the safety and economy features, and generally built the brand.
There was a system in place that had worked well for everyone for a long time.
Then Google came along!
The new funnel
There was a new place to market vehicles: Google and other search engines.
This was easy. Someone would go on the internet, type in what they were thinking about, and results would pop up that were relevant to their thoughts. If they wanted a small economy car, they typed that in and, in microseconds, they got a bunch of responses.
Google began selling ads on its search engine. The manufacturers and the new group of third-party sellers jumped on that. After all, what could be better than paying to have the answer to the customer’s question be, “Our cars!” It was awesome.
Rather than needing to build the entire funnel from brand building to sale, companies and even dealerships were able to simply raise their digital hand and capture the sale.
And it worked. In fact, it worked too well!
Everyone started buying Google ads. And with Google’s massive market penetration and nearly complete coverage of the internet search game, the big boys began buying all the ads. They outbid the local dealerships.
Sure, you might be able to find a way to pay for ads that would be for “local Fiat dealer near me,” but why would you? If you’re the only game in town, your website and Google My Business listing will pop up anyway.
All of this created so much competition on Google ads that most dealerships were simply priced out of the market or, at least, they weren’t getting the ROI that they need to make it worth doing.
Building the new dealership marketing funnel
If Google is no longer the place to advertise and the old funnels aren’t delivering the returns that they used to, where can you go? Where are the eyeballs and wallets that you need to keep the doors open?
The short answer is Facebook.
The longer answer is Facebook ads.
Because of the highly local nature of Facebook, ads on the platform are still offering a return on your investment.
With the right Facebook ad campaign, dealerships are able to target their area, retarget people who have already visited their website, and keep their ads right where the customers are looking – several times a day.
Because you’re not competing with the manufacturers and the big third-party sites, the prices are still relatively low and well within reach.
Using Facebook ads, you can hit every part of the funnel, from the top where you’re building your brand to the bottom where the customer is ready to buy.
Facebook ads allow you to refine your targeting to the point that you’re only reaching people who are likely to buy from you and are in your area. With a television ad, you’re broadcasting all over the place, even if your dealership is on the other side of the city from the potential customer. Facebook ads will let you narrow your ads down to a specific distance from your business. This keeps the focus directly on you. You won’t find yourself advertising models that are on your lot but end up getting sold by the dealership on the other side of town.
The sales funnel still exists, but the good old days of Google handing dealerships the bottom of the funnel are gone. Facebook makes it easy to recreate the funnel. All it takes is some planning and a little experience.
To do this right, it makes sense to enlist the help of experts. There are entire books dedicated to using all the tools that Facebook ads provide you – and all of the books are out of date by the time they get to print. Let a team of experts in auto dealership marketing build the right ads, the right funnel for your business.
