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This report explores the widespread inflation of Google Ads results in the automotive industry, uncovering that a majority of conversions are misrepresented as sales opportunities. Dealers must transition from Cost Per Lead (CPL) to Cost per Sales Opportunity (CSO) to more accurately measure the effectiveness of their advertising efforts.
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.
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Today’s consumers begin their shopping journey online, and the competition for their attention is fierce. To thrive in this fast-changing environment, businesses must adapt quickly, provide transparency, and deliver fast, effective communication—long before customers ever set foot in a dealership.
Glenn Pasch’s, The Road to Sold, unveils a new approach to engaging potential buyers, building trust, and turning them into long-term advocates for your brand.
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Automotive CDPs: A Planning Guide for Dealers is a comprehensive guide that combines a book and video series to help dealerships implement and optimize Customer Data Platforms. Learn how to unify, maintain, and activate first-party data for improved communication, reduced waste, and enhanced revenue opportunities.
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This resource outlines how dealerships can define and implement key events in Google Analytics 4 (GA4) for optimal Google Ads campaign performance. By leveraging Automotive Standards Council (ASC) event specifications and custom events, dealers can track key customer interactions and ensure their ad campaigns are informed by actionable data, improving both marketing efficiency and ROI.
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