Google Vehicle Listing Ads (VLA) for dealerships: Complete guide

What are Google Vehicle Listing Ads?

The Google Vehicle Listing Ads (VLA) are a specialized advertising format from Google focused on the automotive sector. They allow dealers to showcase their vehicle inventory directly in Google's search results in a visually prominent way. These ads are very similar to Google Shopping but applied to the vehicle market, showing a detailed profile of the car, including photo, make, model, year, price, mileage, and the name of the dealer.

The ads typically appear when a user searches for terms like “buy used car in [city]” or “Audi A3 for sale,” connecting the buyer directly with the dealer offering just the vehicle they are looking for. Additionally, these ads appear in a carousel format under the title Vehicles for sale at the top of the search results.

How do Google Vehicle Ads work?

Unlike traditional text ads, Vehicle Ads are automatically generated from the dealer's vehicle inventory. To set them up, it is necessary to upload the inventory data to the Google Merchant Center via an inventory feed (a file in CSV, XML, or spreadsheet format with all the details of each vehicle).

The feed must include key attributes such as:

• Make

• Model

• Year

• Price

• Mileage

• Condition (new/used)

• Vehicle page URL

• Vehicle image URL

Google uses this information to match user searches with the cars available in the dealer’s inventory. It is unnecessary to manually select keywords; Google handles displaying the ad based on the user's search intent.

To manage the campaign, a special type of campaign called Performance Max is used, allowing optimization of ads across multiple Google properties, such as Search Network, YouTube, Display, and Discover, expanding the reach of vehicle ads.

🔄 Step-by-step setup of Google Vehicle Ads

1. Create an account in Google Merchant Center: Upload the vehicle inventory using a structured and updated data feed.

2. Verify the dealer and meet the requirements: Google requires a valid dealer license to allow ad publication.

3. Link Google Merchant Center with Google Ads: Allows centralized management of campaigns.

4. Create a Performance Max campaign: Select the vehicle feed as the data source for the ads.

5. Define conversion goals: Contact forms, phone calls, or visits to the dealership.

6. Launch the campaign and optimize: Google takes care of showing the ads to the relevant audience at the right time.

Technical and eligibility requirements

To make the most of Google Vehicle Ads, it is necessary to meet a series of technical and eligibility requirements:

• Dealer license: Only authorized dealers can use this tool.

• Physical inventory: The dealer must have a physical establishment where buyers can view the vehicles.

• Updated inventory feed: It is crucial that the inventory is synced and updated in real-time to avoid showing sold vehicles or incorrect prices.

• Compliance with policies: The website must be verified and comply with Google's ad policies.

Benefits of Google Vehicle Ads for dealers

1. Increased online visibility: Ads appear at the top of the search results.

2. More qualified leads: Users view vehicle details before clicking.

3. Multichannel optimization: Performance Max allows ads to appear on multiple Google platforms.

4. Automatic targeting: Google optimizes campaigns based on user searches.

5. Detailed information that builds trust: Ads display complete and up-to-date vehicle information.

💡 Tips to optimize Google Vehicle Ads

• Keep the data feed always updated.

• Use high-quality images with good resolution.

• Define clear goals in Google Ads.

• Optimize the landing pages (VDP) to improve conversion.

• Automate inventory synchronization to avoid errors.

• Add structured data (Schema.org) to improve SEO.

❌ Common mistakes when setting up Google Vehicle Ads

• Not updating inventory in real time.

• Including vehicles that are no longer available.

• Using low-quality or unoptimized images.

• Not properly verifying the dealer's license.

• Ignoring the technical requirements of Google Merchant Center.

📌 Conclusion

Google Vehicle Ads represent a new opportunity for dealers to enhance their visibility on Google and capture highly qualified leads. Their integration into digital strategy allows for greater efficiency and optimized reach, leveraging the power of automation and Google's machine learning.

🚗 Ready to take your inventory to the next level?

Start optimizing your inventory with Google Vehicle Ads today and maximize your online sales. Follow this step-by-step guide and stand out in the search results when your customers are looking for their next vehicle.

Need help setting up your Google Vehicle Ads? Contact a specialist and accelerate your dealership's growth.