Are Google Results Inflated?

Over the past two decades, Google Ads have become a central part of automotive digital marketing, with most dealerships heavily investing in the platform to drive sales. However, this report uncovers a critical flaw in the way ad performance is measured and reported. Many Google-certified agencies conflate various types of conversions, such as phone calls and form submissions, without differentiating their purpose—whether they are sales, service, or administrative inquiries.

As a result, dealers are led to believe their Google Ads campaigns are more successful than they are in terms of generating sales opportunities. The report calls for a shift in the industry’s approach to ad reporting and strategy. It urges auto dealers to adopt a Cost per Sales Opportunity (CSO) framework that accurately reflects whether a conversion translates into a true sales lead. The report also highlights the importance of leveraging third-party marketplace data to enhance Google Ads effectiveness and reduce wasteful spending.