Selling cars, trucks, and SUVs requires more than a broad inventory selection and friendly sales staff. In addition to local advertisements on radio and television, dealers use digital marketing strategies to promote their store. Techniques of all kinds are available, including original SEO content, CPC campaigns, and advertisements on classified websites. One platform that continues to grow in popularity is Facebook ads for car dealerships. These advertisements are not too different from CPC ads in that they have the potential to encourage more significant traffic and leads. Getting those leads to convert into sales, though, is where the real test of your vendors’ work lies. 

The thing is, there is no magic secret to paid ads, whether it’s on a search engine or a social media website. It takes expertise and research to find the ideal combination of keywords and content to attract shoppers. In other words, to get people to click on an ad and fill out a form, you need a vendor willing to put in the work to make it happen. This is especially true when you think about how saturated online marketing is, especially for the auto industry. You need vendors who will create unique campaigns to ensure that quality traffic and leads arrive at your store. 

One of the biggest roadblocks to maximizing your digital advertising potential is that many vendors are unable and unwilling to generate high-quality campaigns. Third-party lead providers are the most ubiquitous vendors GMs are familiar with, and their emphasis is on quantity. Think about it: they promise hundreds of new leads in your CRM every month for a relatively low price. Yet, there is no quality control for these leads. Many contacts feature incomplete or incorrect details so that even your most dedicated staff member can’t get in touch with them. Moreover, the contacts that do have complete information also get sold to your competition. Third-party lead providers sell their leads to anyone willing to pay for them. 

First-generation leads are the alternative that dealerships need to break the third-party lead cycle. Compared to third-party ones, first-generation leads are up to ten times more likely to convert into a sold vehicle. The reason for that is because first-generation leads rely on engaging with buyers as they browse the internet. Regardless of platform, vendors that generate high-quality leads use techniques to catch shoppers’ attention and ignite their curiosity. First-generation leads are not a quick fix. However, if what you’re looking for is a better way to move some iron, a vendor that generates these leads is the key to making that happen.