Glossary

PPC (Pay-Per-Click)

A digital advertising model where advertisers pay each time a user clicks their ad - Google Ads is the most common PPC platform for dealerships.

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PPC

Marketing

What Is PPC (Pay-Per-Click)?

Pay-Per-Click (PPC) advertising is a core channel for most dealership marketing strategies. In automotive, PPC primarily means Google Ads (Search, Display, Vehicle Listing Ads) and social media ads (Facebook/Instagram, YouTube). Typical dealership PPC spend ranges from $5,000-$50,000+ per month per rooftop, with cost-per-click for competitive terms like "Toyota dealer near me" reaching $5-15. PPC provides immediate visibility but doesn't compound - when you stop paying, traffic stops. Content-driven SEO provides an alternative for many keywords, with organic leads typically costing 60-80% less than paid leads. The smartest dealerships use PPC for high-intent commercial terms while building organic coverage for informational and long-tail queries.

Related Terms

CPC

The amount an advertiser pays each time someone clicks on their ad - a key metric for measuring paid advertising efficiency.

SEM

The broader practice of marketing through search engines, encompassing both paid search advertising (PPC) and organic search optimization (SEO).

Quality Score

Google Ads' rating of the quality and relevance of your keywords, ads, and landing pages - directly affecting ad position and cost per click.

Deep-Dive Guides

/resources/reduce-ppc-with-content

/resources/google-ads-dealerships

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