Every dealership marketing conversation eventually lands here: Should we be on Google or Facebook?
The honest answer is both — but not equally, and not for the same goals. The dealers wasting money are the ones treating these platforms interchangeably. They're fundamentally different tools for different stages of the buyer journey.
Here's the breakdown.
The Core Difference: Intent vs. Discovery
This is the only framework you need.
Google Ads = capturing existing demand. Someone types "used trucks for sale Kelowna" into Google. They're already in buying mode. Google puts you in front of them at the exact moment they're looking. The intent is there — you just need to show up and not screw up the conversion.
Facebook Ads = creating demand. Someone is scrolling through their feed on a Tuesday afternoon. They weren't thinking about a new vehicle. But your video ad shows a loaded 4Runner in the Fraser Valley snow and now they're thinking about it. Facebook plants the seed.
Neither is better. They serve different jobs. The dealerships winning in BC right now are running both — and understanding exactly what each one is supposed to do.
Google Ads for Dealerships: Where It Works
Google Ads (specifically Search and Performance Max campaigns) excel when someone is actively searching for a specific make, model, or deal, you have inventory that matches high-volume search terms, or you want to capture in-market buyers who are close to a decision.
Average benchmarks for automotive Google Ads (2025, Canadian market):
| Metric | Industry Average | Strong Performer |
|---|---|---|
| CPC (cost per click) | $3.50–$7.00 | $2.00–$4.00 |
| CTR | 4–6% | 8–12% |
| CPL | $60–$120 | $30–$55 |
| Conversion rate (click to lead) | 3–5% | 7–12% |
The biggest Google Ads mistake BC dealers make: bidding on broad terms like "cars for sale" instead of high-intent queries like "2024 Ford F-150 XLT BC" or "used SUV under $30000 Abbotsford." Broader terms are more expensive and attract far more window-shoppers.
Google Ads requires a strong landing page to convert. If you're sending paid search traffic to your homepage, you're bleeding conversion rate. Match the ad to a specific vehicle or offer page.
Facebook Ads for Dealerships: Where It Works
Facebook (and Instagram, since it's the same ad platform) excels when you want to reach people before they start Googling, you have visual inventory worth showing off, you're running promotional offers (year-end clearance, 0% financing), or you want to retarget website visitors who didn't convert.
Average benchmarks for automotive Facebook Ads (2025, Canadian market):
| Metric | Industry Average | Strong Performer |
|---|---|---|
| CPM (cost per 1,000 impressions) | $12–$25 | $8–$15 |
| CTR | 0.8–1.5% | 2–4% |
| CPL | $45–$90 | $20–$40 |
| Lead quality | Lower (browsing mindset) | Depends on form friction |
The biggest Facebook mistake: running awareness-style ads with no clear offer and no lead capture. Pretty inventory photos with "Come visit us!" as the CTA generate likes, not buyers.
For CPL optimization tactics specific to Facebook, see our guide: How to Lower Your Cost Per Lead on Facebook Ads for Car Dealerships.
Head-to-Head: The Real Comparison
| Factor | Google Ads | Facebook Ads |
|---|---|---|
| Buyer intent | High (actively searching) | Low-to-medium (interrupted) |
| Cost per click | Higher ($3.50–$7) | Lower ($0.50–$2.00) |
| Lead quality | Generally higher | Lower (needs qualification) |
| Creative requirements | Text-focused, low barrier | Visual/video, higher bar |
| Speed to results | Fast (days) | Slower (weeks to optimize) |
| Best for | In-market buyers | Brand awareness + retargeting |
| BC market competition | High for popular models | Moderate |
The pattern we see across BC dealership accounts: Google converts better per lead, Facebook generates more volume at lower CPL. The optimal mix depends on your inventory type and sales velocity.
What Budget Split Actually Works
Use VELO's CPL Calculator to model different budget splits against your current close rates — it'll tell you which channel math makes more sense for your specific situation.
The Emerging 2026 Factor: AI-Optimized Campaigns
Both platforms have pushed hard into AI-automated campaign types — Google's Performance Max and Meta's Advantage+ Shopping campaigns. In 2025, both showed promising results for dealerships willing to give the algorithms enough creative assets and conversion data to work with.
The catch: these AI campaigns are black boxes. You lose granular control over which keywords or audiences you're targeting. For dealerships with clean CRM data and 6+ months of conversion history, they can outperform manual campaigns. For newer ad accounts or smaller budgets, manual campaign structures still give better control.
The Bottom Line
Run both. But know what each one is for.
- Google catches buyers already in the funnel. Don't be absent when someone searches for exactly what you sell.
- Facebook builds the top of that funnel. The buyer who buys from you in 3 months saw your Facebook ad last month.
The dealerships that treat this as an either/or question are leaving money on the table on both sides.
We'll analyze your current Google and Facebook spend, show you where each platform is performing, and give you a specific budget recommendation for your market and inventory mix.
Related: How to Lower Your Cost Per Lead on Facebook Ads · CPL Calculator for BC Dealers