Localise is making the long-awaited Google Vehicle Ads available to dealerships as part of a pilot scheme.
Previously known as VLAs, the advertising solution has been running in the United States for almost two years.
New and used vehicle ads reach the most qualified buyers on Google by matching a dealer’s stock with the user’s search terms, delivering photo ads directly to the top of their web page.
The ads include pictures and other key info such as location, make, model, price and mileage. Once a consumer selects the ad, they are directed to the live advert on the dealership website to submit an enquiry.
Raphael Millin, managing director of Localise, said: “Our agency is incredibly proud to have been selected to take part in this pilot launch of Google Vehicle Ads in the UK. They have already proved incredibly successful in the United States, a country where we already have expertise in VLAs.
“It’s a game-changer for car dealerships, allowing them to stay ahead of the curve. while improving their margins. Those embracing this new format will drive sales by directly capturing the attention of potential buyers.
“Meanwhile, consumers will no longer need to trawl through multiple third party sites, instead they can find what they want instantly within their local area.”
Fraser Brown of automotive consultancy MotorVise which works with dealerships to improve sales and profits, predicts the introduction of Google vehicle ads will be transformative, significantly enhancing dealerships’ competitive edge.
He said: “We believe this will be transformative for car dealerships in the UK and will reduce advertising spend while increasing margins for dealers that can take advantage of the opportunity quickly.
“I’ve worked with Raph for many years and since he started Localise, I’ve been impressed by how well he has looked after our automotive customers. I’m delighted that he’s one of the first to be able to bring this service to dealerships here in the UK.”