Car shoppers are spending more time online than ever, and that means your dealership’s digital presence matters just as much as your showroom. With so many advertising options available, two platforms stand out for automotive marketing — Google Vehicle Listing Ads (VLAs) and Facebook & Instagram Inventory Ads.
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Google Vehicle Listing Ads vs. Facebook & Instagram Inventory Ads: Which Works Better for Car Dealers?
Both can drive real results, but they do it in very different ways. Understanding how each works — and when to use them — can help your dealership spend smarter and sell more cars.
Understanding Google Vehicle Listing Ads (VLAs)
Google Vehicle Listing Ads are designed to capture high-intent shoppers — people who are actively searching for cars online. When someone types in “2021 Toyota Camry near me” or “used F-150 for sale,” they can see live listings pulled directly from a dealer’s inventory. These ads show key details like price, mileage, and photos, all within Google Search and the Shopping tab.
The best part? They send shoppers straight to your vehicle detail pages, where they can take the next step — whether that’s calling, submitting a lead form, or scheduling a test drive.
Dealers running VLA campaigns are seeing impressive engagement metrics:
- Bounce Rate: 44%
- Pages per Session: 1.32
- Average Session Duration: 1 minute 26 seconds
- Cost Per Click: $0.54
- Click-Through Rate: 1.0%
Those numbers speak for themselves. Because these shoppers are searching with intent, the traffic is stronger and more likely to convert.
What About Facebook and Instagram Inventory Ads?
Facebook and Instagram Inventory Ads (also known as Meta Automotive Ads) work differently. Instead of capturing people who are already searching for a specific car, these ads are designed to find potential buyers based on their interests, behavior, and past activity.
If someone visited your website, viewed a vehicle, or interacted with automotive content, Meta’s algorithm can automatically show them similar vehicles from your inventory. It’s a great way to stay in front of prospects who might not be ready to buy yet — but are getting close.
These ads tend to have a lower cost per click, usually between $0.20 and $0.60, and they’re ideal for showcasing your brand, promoting special offers, or retargeting past visitors. However, because the audience isn’t actively searching, the leads are often higher in the funnel and less immediately ready to purchase.
How the Two Platforms Compare
| Feature | Google Vehicle Listing Ads | Facebook & Instagram Inventory Ads |
|---|---|---|
| Buyer Intent | Very high – shoppers are actively searching | Lower – audience is casually browsing |
| Lead Quality | Strong, ready-to-buy customers | Mixed – better for awareness and retargeting |
| Cost Per Click | Around $0.40–$0.80 | Around $0.20–$0.60 |
| Conversion Rate | Higher | Lower |
| Best For | Direct lead generation | Brand awareness and retargeting |
When to Use Google VLAs
If your goal is to bring in high-quality leads who are ready to take action, start with Google Vehicle Listing Ads. They’re ideal for driving measurable ROI because they target people who are already in the market and looking for specific vehicles.
VLAs perform best for dealerships that keep their inventory feeds accurate and up to date, since the ads rely on real-time data. If you want to get your vehicles seen by shoppers who are close to making a decision, Google is the place to be.
When to Use Facebook and Instagram Inventory Ads
Facebook and Instagram are powerful tools for building brand awareness and retargeting. These ads shine when you want to showcase your dealership’s personality, share promotions, or stay top-of-mind with potential buyers.
They’re also excellent for retargeting shoppers who’ve already visited your website but didn’t convert. For example, if someone looked at a truck on your site yesterday, you can show them that same model on Instagram today — keeping your inventory in front of them until they’re ready to act.
The Smartest Strategy: Use Both Together
The most successful dealers don’t choose between Google and Meta — they use both. Think of it as a full-funnel approach:
- Google VLAs capture ready-to-buy shoppers searching today.
- Facebook and Instagram Ads build relationships and bring shoppers back tomorrow.
By combining both, your dealership reaches people at every stage of the buying journey — from awareness to purchase. Many dealerships see the best results when around 70% of their ad budget goes toward Google Vehicle Listing Ads and 30% supports Meta campaigns for retargeting and awareness.
If you want to generate immediate leads and measurable ROI, start with Google Vehicle Listing Ads. Once you’ve built steady traffic and visibility, add Facebook and Instagram inventory ads to extend your reach and reinforce your brand.
Both platforms are valuable — and when they work together, they can dramatically increase your dealership’s visibility, engagement, and sales opportunities.
