Free dealership advertising ROI calculator — measure ad performance across Google, Facebook, AutoTrader, TV, and more. Calculate cost per lead and cost per sale.
Most dealers waste 30-50% of their ad budget on underperforming channels. Know your numbers and optimize spend.
Track every advertising dollar back to specific leads and sales. Data-driven dealers spend less and sell more by cutting underperforming channels.
The dealerships that grow fastest are not those that spend the most on advertising — they are the ones that spend most intelligently by tracking ROI on every dollar.
Key Features & Benefits
- Channel Comparison — Compare ROI across Google Ads, Facebook, AutoTrader, Cars.com, CarGurus, TV, radio, direct mail, and SEO.
- Cost Per Lead — Calculate cost per lead and cost per sale for each advertising channel to optimize your marketing budget.
- Attribution Tracking — Understand which channels drive the most qualified leads and highest-value sales.
- Budget Optimization — See where to shift ad dollars for maximum return — stop spending on channels that don't convert.
Frequently Asked Questions
How much should a dealership spend on advertising?
The industry average is $600-$700 per new vehicle sold and $200-$350 per used vehicle. NADA data shows the average dealership spends about $500,000-$800,000 annually on advertising across all channels. Top-performing dealers spend less per unit by focusing on high-ROI channels.
What is cost per lead vs cost per sale?
Cost per lead is your ad spend divided by the number of leads generated. Cost per sale divides ad spend by actual units sold from those leads. A channel with a $50 cost-per-lead but 2% close rate has a $2,500 cost-per-sale — much more expensive than one with $100 leads but 10% close rate ($1,000 cost-per-sale).
Which advertising channels work best for car dealers?
Google search ads and SEO consistently deliver the highest-quality leads (actively searching buyers). Third-party sites (AutoTrader, CarGurus) provide volume but at higher cost-per-sale. Social media is better for brand awareness than direct sales. The best strategy combines 2-3 channels with rigorous ROI tracking.
How do I track which ads generate actual car sales?
The key is lead source attribution. Tag every lead source in your CRM — Google Ads, Facebook, AutoTrader, walk-in, referral, repeat customer. Then track each lead through the pipeline to the sale. Monthly analysis reveals true cost-per-sale by channel, not just cost-per-click or cost-per-lead.
Should dealers invest in SEO or paid ads?
Both, but they serve different roles. Paid ads deliver immediate leads but stop when you stop paying. SEO builds organic traffic that generates free leads indefinitely. The ideal strategy: use paid ads for immediate volume while building SEO for long-term, lower-cost lead generation.