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This report explores the widespread inflation of Google Ads results in the automotive industry, uncovering that a majority of conversions are misrepresented as sales opportunities. Dealers must transition from Cost Per Lead (CPL) to Cost per Sales Opportunity (CSO) to more accurately measure the effectiveness of their advertising efforts.
Over the past two decades, Google Ads have become a central part of automotive digital marketing, with most dealerships heavily investing in the platform to drive sales. However, this report uncovers a critical flaw in the way ad performance is measured and reported. Many Google-certified agencies conflate various types of conversions, such as phone calls and form submissions, without differentiating their purpose—whether they are sales, service, or administrative inquiries.
As a result, dealers are led to believe their Google Ads campaigns are more successful than they are in terms of generating sales opportunities. The report calls for a shift in the industry’s approach to ad reporting and strategy. It urges auto dealers to adopt a Cost per Sales Opportunity (CSO) framework that accurately reflects whether a conversion translates into a true sales lead. The report also highlights the importance of leveraging third-party marketplace data to enhance Google Ads effectiveness and reduce wasteful spending.
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As AI reshapes automotive retail, Digital Voice Assistants (DVAs) are playing a critical role in streamlining communication and driving operational efficiency. This report compares leading DVA platforms and showcases how dealers are reducing missed calls, lowering BDC costs, and improving appointment conversions with voice-driven automation.
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This program guides dealerships through a step‑by‑step process to validate their website conversion data, audit their technology stack, and optimize site speed and user experience. It’s designed for dealers who want actionable results—better reporting, leaner tech, and stronger conversions.
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This investigative report reveals the surprising number of third-party scripts collecting customer data on dealer websites—often without the dealer’s knowledge. It introduces a comprehensive inspection checklist to help automotive retailers audit, optimize, and secure their digital properties.