13 High Performing Google Lead Ads Example for Automotive (2024)
Google isn't just a search engine anymore. It's an everyday action for people today.
This shift presents a powerful opportunity for businesses to reach an expansive audience (both global and local). It's akin to having storefronts on streets in every city, anywhere in the world.
And there are strong numbers to back this up:
- Google has the highest market share amongst search engines (91.54%)
- It handles 8.5 billion searches every day
- It offers an average conversion rate of 7.04% (a notable figure in the universe of paid ads) across industries.
As an automotive brand or dealership, there are several successful ways you can get ahead in lead generation with Google Ads.
That's what we explore in this blog, using real examples.
Why consider Google Ads for lead generation?
Here are three reasons why Google Ads is one of the best channels for lead generation:
- Extensive global and local reach
88% of potential car buyers begin their research for a vehicle online. Usually, the first place they start is 'search'. Google is the most visited search engine globally, followed by YouTube (also a part of Google). You can make the most of Google's extensive reach and its powerful algorithm for your auto business's online visibility.
- Diverse choices on offer
Given how vast the platform is, you can use multiple, unique ad formats on Google. If that wasn't enough, Google also offers several targeting options based on:
- Keywords
- Geo-targeting
- Global and local audiences
- Optimised targeting (such as highest likely conversions, audience expansion, lookalike audience, and more).
- Intent harnessing with lead forms
You can attach lead forms to ads across Google's properties, devices, locations and campaign types. Lead form extensions (native forms) enable zero and first-party data capture from high-intent buyers. They collect lead data in a few clicks without interrupting the user experience.
Alternatively, you can redirect users to custom landing pages on your website. These landing pages can carry more information on the product, dealership and financing options to increase buyer confidence.
Before entering the CRM, you can validate leads by integrating with lead management platforms like Driftrock. It sifts through invalid leads to ensure you only capture the highest-quality lead data. You can then use this audience data to discover changing preferences and improve overall marketing effectiveness.
"Use the lead data for advanced customer lifecycle marketing across multiple touch points such as social ads, emails, and more."– Shivani Khokhani, Growth Marketing Lead, Driftrock
With so many benefits, there's no looking back from Google Ads. Let's find out how you can use the platform for automotive lead generation with real examples.
13 real-world Google Ads for automotive lead generation (and what we learned from them)
Of all of the Google ad formats available, the most relevant to automotive businesses are Search, Demand Gen, YouTube, Display, and Vehicle ads.
We've put together several examples from each ad type below:
A. Search ads
Search ads appear on Google's search engine results page (SERP) above organic search results.
They include responsive ads wherein you submit multiple headlines and descriptions. Google then uses AI to test various combinations and shows audiences the best-performing ones.
1. Mercedes-Benz London
The Mercedes-Benz London dealership runs exclusive offers during the Spring Sales event (one of the brand's largest global events) to attract buyers.
It promotes both new and used vehicles, prominently visible in the ad's CTAs.
The dealership also uses responsive search ads on Google My Business to increase footfall.
Another benefit is that Google My Business displays reviews, positively influencing interested leads.
2. Chevrolet
Auto buyers are gradually favouring online purchases. As much as 46% of car dealers reported a minimum of 9% of online vehicle sales.
The next generation–over 55% of GenZ– also plans to order their next vehicle online.
With these evolving preferences in mind, Chevrolet's ad encourages leads to visit their website and build car configurations online.
Leads can go through more information on the features and pricing and complete the final purchase at an offline dealership.
As such, the CTAs redirect to either 'contact a dealer' or 'view inventory'.
3. Honda Canada
Honda Canada uses the call-only ad format that appears on devices capable of making a phone call–typically mobiles and tablets.
You have the option to run the ad during your business hours, targeting a mix of local and broad audience segments.
You can also have the calls from the ads directly sent to specific business locations.
Honda's ad talks about their 2024 facelifts and test drive availability. It emphasises explicitly that leads can build payments to match their budget, aiming to solve the finance pain point for automotive buyers.
4. Nissan UK
Nissan takes the lead form extension route, using a native lead form attached to its ad for the Qashqai (the brand’s electric offering).
It uses a simple yet catchy headline to attract leads and encourage them to click on the ‘learn more’ CTA. When a lead clicks on the ad, it opens up the native lead form as below.
The form gives quick instructions on what action the user must take by filling the form, while also informing them of the next steps.
More importantly, Nissan qualifies leads as they fill up the form.
So, for instance, an interested buyer clicks on the Qashqai ad but is actually looking for information on the Nissan Leaf. They can still fill up the form by selecting the Leaf as their preferred model. Nissan will register the right intent for each lead.
B. Demand Gen ads
Demand Gen ads drive lead generation using multiple formats. They appear across Google properties like YouTube in-feed, Shorts, Discover feed and Gmail (some of Google's most immersive touchpoints).
The bids for demand gen ads are also lead-driven and targeted for clicks, conversion and conversion value.
5. Mahindra India
To make the maximum impact on viewers, pack more information by optimising for space, like this XUV300 ad by Mahindra.
Its tagline focuses on an aspirational audience. The ad copy specifies the car's USP–its 5-star safety rating, a key consideration for Indian car buyers).
The CTA directs users to book a test drive, encouraging users to click and learn more.
6. Volkswagen
In this engaging video, Volkswagen's leaders and employees answer questions from the audience about the Volkswagen R.
Persons appearing in the video come across as authentic, not camera-trained actors. Therefore, they are more relatable to buyers.
The ad also encourages viewers to explore more videos and information about the Volkswagen R.
7. Tesla Inc.
Tesla's demand gen ads use vertical video (popular for short-form content).
The ads focus on Model Y's Trip Planner, a feature that solves the problems of (a) finding charging stations and (b) not knowing how long the car takes to finish charging.
The video also uses captions, making it simpler to understand and capturing attention from start to end. It aptly ends with a CTA to 'test drive' with pricing.
C. YouTube ads
Google offers multiple ad inventories for YouTube ads:
- Skippable in-stream ads
- Non-skippable in-stream ads
- In-feed ads
- Bumper ads
- Masthead ads, and more.
YouTube ads appear on the platform's homepage, subscriptions page, watch later page and now, even Shorts.
This ad format is best used for new product launches, notable updates and introducing big offers.
8. Volkswagen
Volkswagen recently launched the latest version of the R, promoting the 'driven by personality' tagline. The ad focuses on the car's ability to cater to audiences with diverse interests.
Because it's a non-skippable ad, the storytelling concept and visuals are interesting enough to encourage viewers to watch the full video.
Volkswagen also displays the 'subscribe' CTA prominently in the link below the video.
Other CTAs include 'Let's connect' and 'Our R family' for leads to explore more about the car.
9. Redwater Dodge
YouTube ads aren't just for OEM product launches, though. A case in point is the Redwater Dodge dealership.
The dealership runs a skippable ad highlighting Redwater Dodge's best products with critical features and the big offer–a 25% off on MSRP.
The dealership's salespersons make an in-person appearance in the video, building relatability and trust for the customer.
There's a callout at the end with the dealership's contact details so viewers can easily reach them.
D. Display ads
Display ads appear with images or videos, plus CTAs on Google's Display Network and other properties (like YouTube).
They're primarily used to reach a wider audience beyond search ads.
You can also deploy display ads to retarget past customers and leads who previously interacted with your website (or another ad).
10. Aston Martin Washington DC
Aston Martin's Washington DC dealership promoted its latest offering–the DBX707–with a video display ad.
Since it's a car for serious enthusiasts (built from racing DNA), the ad aptly highlights its build, engineering, technical features and performance using captivating visuals.
Combined with a crisp and clear CTA, it captures eyeballs on Google's vast display network, encouraging leads to reach out.
11. BYD
BYD's banner display ad combines video and static elements.
The ad copy concisely highlights the car's starting price and a CTA to book a test drive.
Considering audiences view several ads online, BYD's ad is engaging and easy to understand, compelling leads to click on the CTA.
12. Mercedes-Benz London
The auto dealership uses a static banner display ad with a short ad copy talking about its special warranties and offers.
Despite smaller visuals with comparatively more text, the brand's prominent logo pulls in views from interested leads. Plus, the CTA 'learn more' is prominently visible so that leads know exactly where to click, even on a busy website.
E. Vehicle ads
Google's Vehicle ads are currently available in limited countries. You can learn more about these ads (coming soon to the UK) here.
In summary, vehicle ads promote online and local inventory for auto businesses, increasing traffic to the website or store.
They use Google's powerful AI to reach the right leads at the right time and capture those with high intent. Plus, a carousel-like flow simplifies user navigation.
You can create vehicle ads using your product data–pictures, title, description, store details, location, pricing and more.
Get in touch with us to learn more about Vehicle ads and get early access!
13. Hyundai, Dodge, Mercedes-Benz
Sources: Car Pros Hyundai, Glendora Chrysler Jeep Dodge, Mercedes-Benz London
In the ads above, dealerships use vehicle ads to promote their new as well as pre-owned cars.
The vehicle name, dealership name and pricing are visible at first glance, making it easy for high-intent buyers to take quick action.
The ads redirect leads to the specific vehicle's description page on your website.
As vehicle ads match the interested lead's intent with the right car, they speed up the buyer journey from leads to customers.
Tips to generate more leads via Google Ads
The above examples may have given you ideas for your Google Ads. But before you begin, here are a few tips to remember:
1. Make the most of Performance Max
Use Performance Max to access all your Google Ads inventory within a single campaign. It complements your keyword-based search campaigns to convert more leads.
You can access real-time insights on audience preferences, intent and signals to optimise campaigns continually.
Performance Max also helps expand your existing database by reaching new audiences across Search, YouTube, Gmail, Maps and the Display Network.
Google's AI simplifies your campaign management, providing more accurate predictions on the best ad combinations.
2. Leverage lead forms
As we mentioned earlier in this blog, lead forms are beneficial for deeper insights into your customers.
Add them to your Google ads in one of the two ways:
- Use lead form extensions (native forms on Google) and connect lead data to your CRM through a webhook integration with Driftrock.
You can optimise the form for either more lead volume or more qualified leads.
- Or you can capture leads through a web form on a custom landing page.
Use an informative ad copy showing the value leads get in return to compel them to click on your CTA.
3. Experiment with ad variations
Test different ad assets, headlines, copy, keywords and CTAs. Even your best-performing ads can be further optimised with more engaging copy, visuals and more.
Follow A/B testing to do this often and drive more leads from Google Ads.
Win at Google Ads for automotive lead generation with Driftrock
Google Ads is massively rewarding for automotive businesses. However, getting quality leads is an ongoing challenge, as only 8% of auto dealers trust online lead data unfailingly.
Driftrock's automotive marketing platform aims to solve this problem for you. It offers automated lead management, validation and end-to-end tracking to improve lead quality.
We've worked with 46 automotive brands across 12 markets to refine their marketing and lead generation efforts. We also helped our clients achieve over $270 million in New Vehicle Sales in the past 12 months alone.
Sign up for The Driftrock Accelerator to learn more about how you can enable lead management success with exclusive automotive marketing insights.
