The short answer
A dealership added vehicle listing ads to its dealer-terms search campaign in November 2024. Cost per lead fell from $550.05 in September 2024 to $133.38 in February 2025, a 75% reduction, on leads from form submissions.
September 2024 compared with February 2025, the lowest month. Cost per lead was $555.52 in November 2024, the launch month, and $206.89 in March 2025.
Can inventory ads lower the cost of search leads?
The dealer's search campaign on dealer terms was working, but cost per lead had plateaued. The goal was to lower it without giving up the quality or volume of leads.
Before Demand Local
- A dealer-terms search campaign that worked, with cost per lead stuck on a plateau.
- A need to cut cost per lead without losing lead quality or volume.
How did the dealership pair listing ads with search?
In November 2024 we added a vehicle listing ads campaign alongside the existing dealer-terms search campaign. Listing ads show inventory directly in search results, which made the ads more relevant and reached shoppers with high purchase intent.
- 01Keep search runningThe dealer-terms search campaign kept running as before.
- 02Show the inventoryVehicle listing ads put the dealer's cars directly into search results.
- 03Count quality leadsCost per lead was tracked on form submissions, month by month.
How did cost per lead change month by month?
- September 2024: $550.05.
- October 2024: $333.16.
- November 2024: $555.52, the first month both campaigns ran together.
- December 2024: $499.96.
- January 2025: $333.61.
- February 2025: $133.38.
- March 2025: $206.89.
What did pairing the two campaigns deliver?
- Cost per lead fell 75%, from $550.05 to $133.38 at its lowest.
- Leads came from form submissions, keeping quality high.
- Inventory ads plus search produced leads at a lower cost than search had on its own.
Questions about this case study
- How much did vehicle listing ads lower cost per lead?
- After the dealership added vehicle listing ads to its dealer-terms search campaign in November 2024, cost per lead fell from $550.05 in September 2024 to $133.38 in February 2025, a 75% reduction.
- Can we connect Google Ads results to vehicle sales?
- With your CRM and DMS connected, LinkOne matches available ad engagement data with sales records. This helps you see which campaigns are linked to vehicle purchases.
- Which channels can dealers activate?
- Supported channels include CTV, digital out of home, streaming audio, online video, display and search, with activation through platforms such as Meta, Google, Amazon and The Trade Desk. We build the channel plan around your market, inventory and sales goals.
