Embrace the Power of Google Vehicle Ads

Posted on November 30, 2023 (Last Updated: January 25, 2024)

From displaying detailed vehicle specifications to providing captivating visuals, GVA empowers dealerships to create a compelling online presence, enabling potential buyers to make informed decisions and seamlessly transition from research to purchase.

Did you know that nearly 95% of car purchases begin online, Google has revolutionized the way auto dealerships reach potential buyers with the introduction of Google Vehicle Ads (GVA). 

This groundbreaking opportunity has completely transformed the landscape of automotive advertising on Google, allowing dealerships to establish meaningful connections with their target audience like never before. With GVA, dealerships can now showcase their inventory in an innovative and captivating way, capturing the attention of online shoppers and enticing them to explore the vast selection of vehicles available. By leveraging this cutting-edge advertising format, dealerships can effortlessly tap into the immense potential of the online market, ensuring their brand and inventory stay at the forefront of the digital automotive landscape. 

From displaying detailed vehicle specifications to providing captivating visuals, GVA empowers dealerships to create a compelling online presence, enabling potential buyers to make informed decisions and seamlessly transition from research to purchase.

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This groundbreaking tool has truly revolutionized the way dealerships connect with potential buyers on Google, elevating their online advertising efforts to new heights and propelling them ahead of the competition. 

With Google Vehicle Ads, dealerships now have the power to captivate, engage, and convert online shoppers like never before, solidifying their position as industry leaders in the digital automotive space.

Vehicle Listing Ads Hero Image

What Are Google Vehicle Ads? 🚗

Launched at the highly anticipated National Automobile Dealers Association show in 2022, Google Vehicle Ads (GVAs) have revolutionized the way dealerships showcase their extensive vehicle inventory, making it more accessible than ever before. With GVAs, dealerships can now effortlessly display their impressive range of cars directly in Google's search results, capturing the attention of potential buyers with a captivating visual presentation.

This innovative format goes beyond simply displaying the vehicles, it goes the extra mile to provide essential details that car enthusiasts crave. From the make and model to the condition, mileage, and price, every important aspect of the car is highlighted, ensuring that users have all the necessary information at their fingertips. Furthermore, the accompanying visual of the vehicle adds an extra layer of appeal, allowing potential buyers to get a glimpse of their dream car from the comfort of their own screens.



When a user comes across these enticing ads and decides to dive deeper, a simple click directs them to the Vehicle Description Page (VDP) on the dealership's website. Here, they are greeted with a comprehensive overview of the vehicle, complete with detailed specifications and additional photos. This seamless transition from the search results to the VDP ensures a smooth and immersive browsing experience, enabling potential buyers to explore every aspect of the car they're interested in.

The convenience doesn't stop there. Once on the VDP, users are presented with various options to take their interest to the next level. Whether they want to inquire further, arrange a test drive, or seek more information, contacting the dealer is just a click away. Alternatively, for those who prefer a more streamlined approach, filling out a lead form is also an available option. This effortless engagement mechanism ensures that interested buyers can easily connect with the dealership, paving the way for a potential purchase.

GVAs have emerged as a game-changer, providing dealerships with an unparalleled opportunity to showcase their inventory and capture the attention of eager buyers. With seamless integration into Google's search results, along with an enticing visual presentation and a user-friendly browsing experience, GVAs are truly transforming the way customers interact with dealerships online. 

So, whether you're a car enthusiast searching for your dream ride or a dealership looking to enhance your online presence, get ready to venture on a thrilling journey with Google Vehicle Ads.

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The Benefits of Using Google Vehicle Ads:

  • Targeted Exposure: GVAs offer a unique opportunity to display the most relevant listings to potential buyers at the right moment, increasing the chance of a sale.
  • Qualified Leads: By showcasing key vehicle information upfront, GVAs help in attracting more qualified leads.
  • Omnichannel Marketing: GVAs support both online (leads) and offline (store visits) conversion goals, making them an integral part of an omnichannel marketing strategy.
  • Automated Targeting: GVAs automatically present your most relevant listings based on user queries, streamlining the ad targeting process​.
  • Setting Up Google Vehicle Ads:
  • Google Merchant Center Account: Begin by creating a Google Merchant Center account, a Google Ads account, and a Google Business Profile for your dealership.
  • Enable Vehicle Ads: Submit your interest in GVAs via Google Merchant Center and enable Vehicle Listing Ads (VLAs) in the account.
  • Inventory Feeds Submission: Provide updated inventory feeds to Google Merchant Center. These feeds should include comprehensive details of each vehicle like make, model, and price.
  • Linking Accounts: Link your Google Ads and Google Business profiles to the Merchant Center.
  • Campaign Creation: Once approved, create a Performance Max Campaign in Google Ads using the feed from your Merchant Center account​.

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Eligibility and Policies:

Gone are the days when GVAs were exclusively available to U.S. and Canadian dealerships. With growing demand and increasing interest from car enthusiasts worldwide, Google has decided to extend the limited beta of GVAs to other countries upon request. This exciting development means that car dealerships from across the globe can now get a taste of the incredible features and benefits that GVAs have to offer.

However, it's important to note that GVAs are designed specifically for non-commercial passenger vehicles. This ensures that users can have the best possible experience while navigating the roads in their everyday cars. Whether you're cruising through urban streets or embarking on an adventurous road trip, GVAs are here to enhance your driving experience.

When it comes to showcasing your vehicles on Google Merchant Center, it's crucial to follow the image guidelines set by Google. This means steering clear of any overlays, watermarks, or additional logos in your vehicle images. By adhering to these guidelines, you not only create a visually appealing and professional listing, but you also ensure that potential buyers can focus solely on the beauty and features of your cars.

So, whether you're a dealership in the United States or a car enthusiast in a different part of the world, GVAs are ready to revolutionize the way you experience and interact with vehicles. With their expanded availability and Google's image guidelines, you can elevate your car listings to new heights, attracting the attention of buyers and ultimately driving more sales.

Get ready to take your dealership or personal car collection to the next level with GVAs – the future of automotive excellence.

As we mentioned, vehicle ads are performance-focused allowing advertisers to promote their entire inventory of new and used vehicles. 

In order to participate in Google’s vehicle ads program, you must adhere to Shopping ADS POLICIES. 

  • Allowed vehicle types - non-commercial and passenger 
  • For sale only
  • Vehicle auctions
  • Vehicle parts
  • Dealership license
  • Direct sellers only
  • Location 
  • Online delivery of vehicles
  • Image feed

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  • Vehicle aggregators
  • Advertising offering online delivery 
  • Original equipment manufacturers ( OEM)

Best Practices for Maximizing GVA Performance:

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Conversion Tracking: Track high-intent actions like form fills, phone calls, and chats as conversions.

Budgeting: Allocate a substantial budget to ensure campaign effectiveness.

Feed Optimization: Focus on providing detailed and accurate inventory feeds to Google.

Campaign Structure: Customize campaigns based on inventory types (new/used/CPO, make, model, price) for better control.

Combining with Search Ads: Use GVAs in conjunction with traditional search ads to maximize visibility and reach on Google​.

How to get yourself started? 

We have provided you with a list of the steps listed by Google within the Google Merchant Centre so you are more than equipped to begin advertising.

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Guide to Implementing Vehicle Ads in Performance Max Campaigns

This guide provides a comprehensive overview of integrating vehicle ads into Performance Max campaigns. It's a crucial component of the eighth step in showcasing local products on Google and part of the broader vehicle ads onboarding process (step 7b).

By September 2023, all existing Vehicle ads Smart Shopping campaigns will transition to Performance Max. This shift aims to expand your reach and introduce new formats to attract customers. Below are detailed instructions for setting up and optimizing Performance Max campaigns for vehicle ads. An active Performance Max campaign in your Google Ads account is a prerequisite. If you don’t have an account, you should create one.

Customizing your vehicle ads setup can significantly enhance performance. To begin, ensure your Google Ads and Merchant Center accounts are linked.

Setting Up a Performance Max Campaign with Vehicle Feed:

  • Campaign Creation and Objective Selection:
  • In Google Ads, click on Campaigns, then select New Campaign.
  • Choose Sales, Leads, Website Traffic, or a campaign without goal guidance.
  • Select a conversion goal that aligns with your main objectives, like Purchases, Contacts, or Store Visits.
  • Opt for Performance Max as your campaign type to utilize all Google Ads inventory.
  • Bid and Budget Configuration:
  • In the Bidding section, choose a strategy like Maximize conversion value or Maximize conversions, optionally setting a ROAS or CPA target.
  • Incorporate store visits into conversions for omnichannel bidding.
  • Set your daily budget.
  • Campaign Settings Adjustments:
  • Choose your target locations and languages.
  • Expand More settings for scheduling, URL settings, and campaign dates.
  • Consider enabling Final URL expansion for optimal landing page selection.
  • Asset Group and Audience Selection:
  • Create an asset group with a common theme or target audience.
  • Use various image assets, headlines, and descriptions to achieve an “Excellent” Ad strength rating.
  • Use audience signals to inform Google's AI about your target audience.
  • Campaign Publication:
  • Review and publish your campaign.
  • Allow a 2-week ramp-up period and run the campaign for 4–6 weeks for meaningful data.

Remember, these steps are part of a new design in the Google Ads user experience. For the older version, use the Appearance icon to switch designs. This guide aims to streamline the process of incorporating vehicle ads into your Performance Max campaigns, ensuring efficient and optimized ad performance.



In today's digital age, where online presence is crucial for businesses, Google Vehicle Ads provide a game-changing platform for auto dealerships to take their sales to new heights. With their unparalleled reach and effectiveness, GVAs empower dealerships to tap into the vast online car-buying market like never before.

By harnessing the power of Google Vehicle Ads, dealerships can ensure that their inventory is not only seen by a wide audience but also reaches the right audience at the right time. This targeted approach allows dealerships to showcase their vehicles to potential buyers who are actively searching for their dream car, increasing the chances of a successful sale.

With the future of auto sales rapidly shifting towards the digital realm, embracing Google Vehicle Ads is a strategic move that can revolutionize the way dealerships operate. By leveraging this innovative platform, dealerships can stay ahead of the competition and maximize their online presence, ultimately driving more sales and increasing their revenue.

So, why wait?

Embrace the future of auto sales with Google Vehicle Ads and unlock the full potential of your dealership. With their unrivalled reach and targeting capabilities, GVAs are the ultimate tool to enhance your online presence, connect with the right audience, and boost your sales.

Don't miss out on this opportunity to stay ahead of the curve and thrive in the digital terrain.

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Written by Kamelia Pusheva

Topics:tips & tricksProduct Feed ManagementProduct Feed OptimizationEcommerce StrategiesGoogle Shooping

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