Vehicle buyers now do most of their research before ever visiting a dealership, largely on channels the dealership doesn't control.
A multi-location dealership's inventory was scattered across third-party listing sites, so paid spend was driving traffic to platforms the dealership didn't control.
Bring inventory discovery back to a channel the dealership owns, and use Meta Ads to put specific vehicles in front of specific buyers instead of generic dealership ads.
In-market vehicle buyers within driving distance, segmented by vehicle type and budget rather than treated as one broad audience.
By the time a buyer requests a test drive, they've usually already chosen the vehicle. The real competition happens earlier, in the scroll — not on the lot.
Dynamic-style Meta Ads creative featuring specific vehicles currently in stock, linking directly to a test-drive request rather than a general “browse inventory” page.
Clean, confident vehicle photography and short walkaround video — no stock imagery, no generic dealership templates.
Meta Ads for in-market audiences, with retargeting for site visitors who viewed a vehicle but didn't request a test drive.
Cost per test-drive request and request-to-visit rate — not raw click volume.
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