The Dutch automotive industry – from passenger car dealers to lease companies and franchise networks – is increasingly shifting its marketing online. In 2025, dealers face a choice between traditional classified portals (Marktplaats, AutoScout24, Gaspedaal, AutoTrack, etc.) and digital ad platforms like Google. This report provides a deep analysis of online advertising channels for Dutch auto retailers, focusing on cost trends, ROI, and new opportunities. We compare the value propositions and cost-per-lead (CPL) trends of major auto portals to the performance of Google Ads, including the new Vehicle Listing Ads (VLA) format. We also highlight signs of rising portal costs relative to Google, and how early adopters of new tools are gaining an edge. Finally, we outline strategic recommendations for automotive marketers in 2025, with an emphasis on digital advertising strategies and lead generation innovations.
The Netherlands has several established online marketplaces for cars: Marktplaats, AutoScout24, AutoTrack (often coupled with aggregator Gaspedaal), and viaBOVAG.nl (run by the BOVAG industry association). Marktplaats is a horizontal classifieds platform (part of eBay/Adevinta) and by far the largest player, reaching a unique segment of car shoppers – an estimated 16% unique customer base not found on other sites. The others are vertical “occasion” portals focused solely on vehicles. AutoScout24 is known for its large audience (including international buyers) and was estimated around €30 million in annual revenue pre-pandemic. AutoTrack and Gaspedaal merged in 2019 under DPG Media’s Automotive Mediaventions, combining AutoTrack’s dealer listings with Gaspedaal’s aggregation of listings across sites. ViaBOVAG, launched by the dealer association in 2018, positions itself with a trusted inventory (only BOVAG-certified dealers) and a disruptive pricing model (pay-per-lead).
Marktplaats: As a general marketplace, Marktplaats delivers sheer volume of eyeballs and inquiries. Dealers list inventory via monthly packages and can opt for “Premium” placements. Marktplaats’s broad reach (including casual browsers who might not visit niche car sites) makes it a vital source of leads – one dealer noted it “reaches a unique customer base” that others don’t. It’s often considered indispensable for used car visibility.
AutoScout24: A specialist automotive portal with massive traffic and a strong brand among car shoppers. It markets itself as “the best marketing instrument for dealerships” and claims to deliver high ROI through serious leads. It offers added services like premium listings and AI-driven lead alerts, though these come at extra cost. AutoScout24’s audience includes international buyers, which can be a plus for unique or high-end vehicles.
AutoTrack/Gaspedaal: AutoTrack is a curated listing site (formerly run by media groups), and Gaspedaal.nl is an aggregator that funnels traffic to listings. Their merger created a combined platform with significant reach – AutoTrack can now tap into Gaspedaal’s visitor base, potentially boosting AutoTrack’s traffic by ~50%. AutoTrack traditionally used a subscription model (fixed fee for unlimited listings), while Gaspedaal historically operated on a pay-per-click model. Post-merger, the dual model remains (AutoTrack subscriptions + Gaspedaal CPC) with an eye toward eventually moving to a cost-per-lead model to better align pricing with delivered value.
viaBOVAG.nl: This portal was born out of industry frustration with rising portal costs. ViaBOVAG introduced a pay-per-lead pricing structure: dealers pay a modest base fee for unlimited ads and then a fixed charge for each actual lead (a “verkoopkans” or sales opportunity) generated. This performance-based model is touted as “veel eerlijker” – much fairer – because dealers only pay for value delivered. For example, if viaBOVAG charges roughly €50 per lead (as anecdotal figures suggest), 10 leads would cost about €500. This approach contrasts with the fixed monthly subscriptions of other portals and has pressured competitors to justify their fees.
The cost of advertising on the big portals has steadily increased in recent years, outpacing inflation in many cases. After a period of stability, portals implemented significant price hikes in 2017–2018 and again around 2020, prompting an outcry from dealers. For instance, both Marktplaats and AutoScout24 raised rates by “tens of percent” in 2017/2018. This led large dealer groups to back viaBOVAG as an alternative to regain control, and smaller dealers to form a coalition (Vereniging Autobedrijven Samen Sterk, VASS) protesting the hikes. AutoTrack and Gaspedaal, after merging, also increased prices in early 2020, albeit framing it as a long-overdue catch-up since their tariffs had “lagged far behind” competitors for years. AutoScout24 followed with another price increase in March 2020. At that time, Marktplaats claimed it had “no plans” for increases, likely to position itself as more dealer-friendly amid the backlash.
Portal pricing continued to climb into the 2020s. In March 2022, AutoScout24 pushed through a major 18% average price increase on its dealer packages. Smaller dealers (~15 cars advertised) saw ~5% higher costs, but larger volume dealers (>50 cars) were hit with 20%+ hikes. Such steep rises have made AutoScout24 “a relatively expensive portal” where fees “no longer reflect what it delivers”, according to the VASS association head. In fact, the owner of a Dutch dealership stated that due to this misalignment of cost and return, they decided to stop advertising on AutoScout24 altogether – and they’re not alone. VASS reported many angry responses from dealers facing these new rates. Marktplaats, under new ownership since 2021, is also profit-driven, though specific recent tariff changes are closely held. AutoTrack/Gaspedaal’s post-merger price “inhaalslag” (catch-up) was positioned as modest, but still marked an end to their previous under-market pricing. In short, by 2024 dealers have experienced double-digit percentage cost increases on the major portals, raising concerns about sustainability of these channels’ ROI.
Rising subscription fees might be tolerated if they yield more leads and sales, but evidence suggests ROI hasn’t improved proportionally. AutoScout24’s country manager argued in 2022 that the platform delivered 40% more leads than the year prior (and 52% more than in 2019) – partly due to investments like a new personalized homepage and a WhatsApp lead channel. However, dealers care about sales, not just leads. VASS noted that despite more leads, “over the years we’ve seen actually little difference” in the number of cars sold from those leads. In other words, many extra leads were not translating into significantly more sales – implying a drop in lead quality or conversion rate. (Indeed, if easier inquiry methods generate casual shopper messages, the true sales conversion can dilute.)
A look at actual performance data from a Dutch dealer underscores the ROI discrepancies among portals. Automotive consultant Paul de Vries shared detailed metrics from his dealership’s used car sales in 2024:
Marktplaats: €5,061 spent for 136 leads, yielding a Cost per Lead (CPL) of ~€37.21. Those leads converted into 15 sales, so the Cost per Sale was ~€337. Lead-to-sale conversion was about 11.6%.
AutoScout24: €3,429 spent for 36 leads, CPL about €95.25. Also 15 sales came from those leads (a high 17.1% conversion), so cost per sale was ~€571. Despite similar sales count, the cost per sale was significantly higher than Marktplaats due to far fewer leads generated for the money.
AutoTrack (via Gaspedaal): Approximately €600 spent. This yielded only around 6 leads (implied – the source text notes a cost per lead of €100) and 1 sale. So CPL ~€100 and cost per sale €600 in that period. However, the single sale means the conversion rate appears high (roughly 16-17%), but volume was low.
viaBOVAG: €591 spent for 11 leads, CPL about €53.7. This also led to 1 sale, meaning cost per sale = €591. Conversion ~8.3%, the lowest of the group, possibly reflecting that viaBOVAG leads may be earlier in the funnel or fewer in number.
These figures highlight large disparities: in this sample, Marktplaats delivered by far the highest lead volume and the cheapest leads (CPL €37). AutoScout24’s leads were nearly 3 times more expensive per lead, and while they did buy cars at a decent rate, the Cost per Sale was ~70% higher than Marktplaats’s (over €570 vs €337). AutoTrack and viaBOVAG provided very few leads in comparison – their single-digit sales make those cost per sale figures less statistically stable, but they indicate the challenge of low volume. Another set of data from the same dealer’s full-year 2024 results showed a similar pattern: Marktplaats produced 230 leads and 31 sales, whereas AutoScout24 yielded 59 leads and 10 sales. Calculated Cost per Sale in that analysis came out to €241 for Marktplaats vs €841 for AutoScout24 – AutoScout24 was simply not cost-effective for that dealer, prompting him to cancel it. “The cost per sale is just too high for us”, he concluded, noting that premium features like highlighted listings were driving costs up without proportional return.
These economics have real consequences. Dutch dealers have started paring back the number of portals they use to control costs. For example, the dealer above decided to drop from “four to three portals,” eliminating AutoScout24 and reallocating that budget elsewhere. Many others voiced similar intentions when faced with AutoScout24’s 2022 hikes – “we expect many companies… will reconsider their advertising choices”, said the VASS spokesperson. There’s also been collective action: VASS engaged legal counsel and even contacted the Dutch ACM (Antitrust Authority) questioning whether a dominant portal can “just keep raising prices”. While regulatory relief is uncertain, the pressure has led to some negotiation power for dealers. Large dealer holdings sometimes negotiate custom rates or packages on portals (as Paul de Vries mentions, he bargained for better prices due to his ambassador role). Still, for smaller dealerships, such hikes mostly hit the bottom line.
In summary, the trend on classified portals has been rising costs and mixed ROI. Portals remain an important source of leads (often cannot be completely ignored – “you can’t do without them,” as de Vries admits), but their value proposition is being challenged. Cost-per-lead on some major platforms has crept into the €50–€100+ range, and cost-per-sale can exceed €800 in worst cases. This has driven Dutch automotive marketers to look for alternatives or complementary channels that could deliver leads more cost-effectively.
With portal fees climbing, many dealers are asking: is money better spent elsewhere, such as on Google’s advertising network? In recent years, Google Ads – particularly search ads – have proven to be a scalable, performance-driven channel for automotive leads. The trade-off is that instead of a flat monthly fee, dealers pay per click (or per lead/action), requiring active campaign management. How do the costs and ROI of Google Ads compare, and are portal price increases making Google relatively more attractive?
On the face of it, Google Ads can often deliver lower cost per lead than the priciest portals. For example, a recent case study in Europe showed a car dealer achieving a cost per lead of just £44 via Google’s new campaigns, compared to about £120 per lead from a traditional auto platform (AutoTrader). This means Google produced leads at roughly one-third the cost in that scenario. While that example is from the UK, it mirrors the dynamics in the Netherlands where portals like AutoScout24/Autotrack charge high rates. In the Netherlands, if a dealer is paying ~€95 per lead on AutoScout24 or ~€100 on AutoTrack, a well-run Google Ads campaign that drives leads for say €40–€50 each would indeed be a better ROI. Industry benchmark data also support Google’s efficiency: across industries globally, Google Ads’ average CPL in 2024 was around $66 (≈€60). Automotive might be on the higher end of that (due to high competition on car keywords), but it still often comes out near or below the triple-digit CPLs seen on some portals.
One key advantage of Google Ads is the ability to capture intent-driven traffic. When someone searches “* tweedehands SUV kopen Utrecht*” (“buy used SUV Utrecht”), a dealer’s Google search ad (or listing ad) is reaching an active shopper with a specific need. These clicks tend to convert at a higher rate to leads or showroom visits than the general browsing traffic on a portal. In fact, one large dealer group in the US (Park Place) found that “one in five people who clicked on a search ad ended up visiting their dealership within 30 days”. That is a remarkable 20% click-to-store-visit conversion, demonstrating that search ads can directly drive showroom traffic. By comparison, portal visitors often contact multiple dealers casually; a portal lead might be less committed, and it’s harder to attribute if/when they show up in person. Google’s ecosystem also allows robust conversion tracking – dealers can measure form submissions, phone calls from the ad, and even physical visits (via Store Visits data in Google Ads) as conversions. This means Google Ads not only delivers prospects, but gives better insight into lead quality and real-world outcomes.
Another benefit is budget control. With portals, dealers are locked into subscriptions or packages regardless of performance. Google Ads by contrast lets advertisers scale spend up or down on the fly. If a certain model or region isn’t performing, budget can be reallocated instantly – something impossible with a fixed portal fee. This flexibility became critical during market swings (e.g., the 2020–2021 period when used car supply fluctuated; dealers using Google could throttle ads based on inventory, whereas portal fees remained fixed). Dealers also gain control over their branding and user experience. A click on a Google ad takes the user directly to the dealer’s website, not a third-party portal page. The dealer can capture that visitor with their own analytics, retarget them with follow-up ads, and nurture them in their own CRM – building the dealer’s first-party data asset. Portal leads, conversely, often come via the portal’s email system or phone tracking, giving the dealer less data on the consumer’s browsing behavior.
It’s worth noting that Google Ads are not “free” or easy leads – competition among dealers (and aggregators like CarNext or automakers) for top search spots can drive cost-per-click (CPC) quite high for popular queries. Dutch keywords like “lease auto aanbieding” or “occasions Amsterdam” are coveted; CPCs of a few euros up to double-digits (€2–€5+ per click) are common. If a dealer’s website has a low conversion rate, those clicks might not convert to leads cheaply. In contrast, on a portal, the consumer might submit a lead with relatively little friction (since they are already browsing inventory and can shoot off a message with one click). Portals also bundle exposure – a single fee might generate hundreds of thousands of ad impressions (listing views), whereas with Google you pay per click. In fact, portal proponents argue that cost per vehicle detail page view is lower on portals than via Google. De Vries points out that in the U.S., a dealer may pay “6 times as much for each VDP page view” via Google ads than via sites like Autotrader.com. His analysis in the Netherlands similarly found that Marktplaats or AutoTrack yielded cheaper per-view costs than driving that traffic to the dealer’s own site. However, this metric (cost per view) doesn’t tell the full story – one could get a thousand low-cost views that never convert to a single sale. Dealers ultimately care more about cost per lead or per sale, where Google often has an edge by delivering more motivated buyers.
Overall, as of 2025, rising portal costs have made Google Ads an increasingly attractive channel. Many dealers are reallocating portions of their budget from underperforming portals to Google. In doing so, they hope to capture equivalent (or greater) lead volume at a lower effective cost – and often to improve lead quality. Early evidence suggests that a well-run Google Ads strategy can indeed produce lower CPLs and higher conversion-to-sale than some traditional portal investments. This does not necessarily mean abandoning portals entirely (Marktplaats in particular still delivers volume that’s hard to replicate), but it means the marginal euro might now yield better returns on Google than adding yet another portal or accepting a steep renewal increase.
A major development in 2024–2025 is the rollout of Google’s Vehicle Listing Ads (VLA) in the Netherlands. This new ad format is essentially Google’s answer to automotive marketplaces, and it presents a fresh opportunity for early adopters to gain an edge. Here we highlight what VLAs are and how they can boost performance in terms of cost-per-lead, lead quality, and showroom visits.
VLAs are a specialized type of Google ad that allow car dealers to display their vehicle inventory directly in Google search results – including an image of the car, price, make/model, mileage, and the dealership name. They are akin to Google Shopping ads, but for vehicles. When a user searches for a car (e.g. “2018 Toyota Corolla occasion”), Google can show VLA units at the top of results with actual cars for sale matching the query. Clicking a vehicle ad takes the shopper straight to that vehicle’s detail page (VDP) on the dealer’s own website, where the customer can read more and potentially submit a lead or call the dealer. These ads thus bypass third-party portals and connect buyers directly with dealers. Google officially describes VLAs as a “performance-focused, lower funnel ad format” optimized for qualified leads and store visits. Initially launched in the US, Canada, and a few other countries, VLAs entered beta in Europe in 2023. As of Q2 2024, they have rolled out to the Netherlands in beta, and should be fully available to all Dutch auto advertisers by 2025.
In markets where VLAs have been active longer (like the US and UK), results have been very promising. Dealers report that VLAs drive substantial high-intent traffic. Because the ad showcases key details (price, etc.) up front, clicks tend to come from seriously interested shoppers – yielding “more qualified leads” as Google notes. Paul de Vries observed that US dealers were “universally positive” about VLAs, which delivered new traffic to their VDP pages and more leads. American dealers he spoke with in 2023 said they were seeing good cost-per-lead even if the raw cost per click was higher than portal views. In the UK, one agency reported a client’s cost per lead dropped to £44 with VLAs via Performance Max – far below their usual £120 CPL on AutoTrader. Moreover, in that case the dealer actually sold vehicles completely online to some of those leads (four customers bought without even a test drive or contact, simply placing deposits through the site). This underscores the lead quality: these Google-driven buyers were so confident (likely due to having ample info and photos from the VLA and dealer site) that they converted into sales with minimal dealer effort. Such early adopter success stories indicate that VLAs can yield superior results to traditional portals in both cost efficiency and outcomes.
There is also an implicit first-mover advantage at play. In late 2024, de Vries noted that few Dutch dealers were using VLA yet (still in beta), so those who joined saw additional exposure with little competition. He called it a potential wake-up call for those “who are alert” to get in early. Being in the beta allowed his dealership to appear in searches where competitors didn’t, essentially capturing leads at a lower cost due to the lack of bidding competition. Early adopters often enjoy a period of “cheap wins” before the majority jump in and ad auctions become more crowded.
Google’s integration of VLAs into its Performance Max (PMax) campaigns means the system can optimize across a variety of channels (Search, YouTube, Display, etc.) to find car buyers. PMax with a vehicle feed can serve inventory ads on multiple platforms, casting a wider net and using Google’s AI to maximize conversions. The earlier-cited case study credited strategic PMax optimization for the £44 CPL achievement. As Google’s support docs highlight, VLAs let dealers optimize for both online leads and offline (store) visits within a single campaign. This is quite revolutionary – the campaign might, for example, bid more for users who are near the dealership and likely to visit, or show different inventory to someone who previously visited the showroom. By tying ad spend to actual dealership footfall (using Store Visits data), early adopters can prove ROI in ways previously not possible. For instance, if a dealer sees that 50 store visits occurred from VLA clicks at an average cost of €10 per visit, they can justify increasing budget until marginal cost of visit equals payoff. This kind of data-driven optimization is a 2025 innovation that portals simply cannot match (portals can’t tell you how many people they sent to your physical showroom).
Implementing VLAs isn’t plug-and-play; dealers must upload a detailed vehicle feed (with make, model, year, mileage, price, etc.) to Google Merchant Center and keep it updated. They also need to have robust website VDP pages (since all traffic goes there). De Vries cautioned that “your VDP page must really be better than it is now” because it becomes the landing page for these ad clicks. Dealers should ensure their sites have clear calls to action (lead forms, chat, phone info) and mobile-friendly design to capture VLA-driven visitors. There’s also the strategic question of cost-per-VDP: as noted, one might pay more per individual click with Google than the effective per-listing-view cost on a portal. Early adopters need to focus on converting those clicks at a high rate to justify the higher cost per click. If done right, however, the payoff is in lower cost per lead and higher chance of sale – because a user on your own site, exploring your inventory, can be more readily engaged and sold to (via retargeting, email follow-ups, etc.).
In summary, Google’s Vehicle Listing Ads represent a key 2025 opportunity. They blur the line between search engine and car marketplace, and for those dealers who embrace them early, there is a chance to capture market share of leads at a compelling cost. VLAs, used in conjunction with traditional text search ads and smart audience targeting, can elevate a dealer’s digital marketing performance – delivering qualified, ready-to-buy customers straight to the dealer’s online showroom and ultimately to the actual showroom.
Digital marketing for automotive is evolving rapidly in the Netherlands. Here are the strategic opportunities and recommendations for 2025 based on the above analysis:
Dealers should rigorously track cost-per-lead and cost-per-sale for each portal and advertising channel. Use CRM and analytics to attribute sales to their lead sources. As we saw, not all portals are equal – e.g., AutoScout24 delivered leads at nearly 3× the cost of Marktplaats in one case. By calculating these metrics quarterly, marketers can make data-driven budget decisions. If a portal’s cost per sale becomes unsustainably high (e.g. €800+), consider cutting or negotiating it. Reallocate that budget to better-performing channels (whether another portal, Google, or elsewhere).
2025 is a good time to reassess reliance on each portal. Marktplaats remains crucial for its scale, but for others, scrutinize their value proposition. If a portal has implemented repeated price hikes (20%+ in recent years) without delivering more sales, it may be time to reduce spend there. Many Dutch dealers have already trimmed down to the portals that truly pay off. For example, some have dropped AutoScout24 due to high CPL and switched focus to AutoTrack/Gaspedaal or viaBOVAG. ViaBOVAG’s pay-per-lead model can be leveraged as a cost-control measure – you pay only when you get a lead. Dealers should experiment with viaBOVAG if they haven’t, to see if the lead quality for the price (~€50/lead) is on par. In any case, diversify rather than blindly sticking to all platforms. This prevents lock-in and encourages portals to be competitive in pricing and innovation to retain your business.
Google Ads should be a cornerstone of your 2025 strategy. The search giant offers high-intent reach that can match buyers with your inventory at the exact moment of interest. Standard Search campaigns targeted to your locale and inventory can drive steady leads at a controllable cost. More importantly, deploy Google’s Vehicle Listing Ads as they roll out. Feed-based inventory ads will put your cars in front of ready buyers on Google – essentially giving you an online showroom on the Google Search results page. Early adopters have seen dramatically lower CPLs and even online sales directly from these ads. To succeed, get your data feed and website in shape: ensure your Merchant Center feed is accurate and your landing pages are optimized for conversion (fast, mobile-friendly, with clear contact options). Use Performance Max campaigns with your vehicle feed to let Google’s AI find customers across Search, YouTube, Gmail, etc. who are in-market for your cars. This broad yet targeted approach can uncover additional lead volume beyond what any single portal could provide.
Focus not just on quantity of leads, but quality and conversion to sale. One advantage of digital ads (Google, Facebook, etc.) is the ability to qualify prospects better upfront. Vehicle ads that show price, mileage and reviews mean the clicks you get are from informed shoppers – yielding higher closing rates. Make use of Google’s ability to optimize for offline actions (like store visits). For instance, link your Google Ads with Store Visits tracking; if 20% of ad clicks lead to a dealership visit, that’s a powerful validation of your marketing. You can then bid smarter (e.g. more for users likely to visit). Additionally, integrate tools like online appointment schedulers or test-drive booking on your site – these can be tracked as conversions and often indicate a very high intent lead (almost a guaranteed showroom visit). By improving how you capture and nurture leads (through CRM workflows, prompt follow-up, even marketing automation like targeted email offers), you’ll extract more sales from the leads you get, improving overall ROI. High lead quality channels like Google will especially reward these efforts, as they can deliver leads who may even buy sight-unseen if given enough confidence online.
Finally, stay abreast of broader digital advertising trends relevant to automotive. In 2025, omnichannel marketing is key – customers bounce between your website, social media, and physical dealership. Ensure you have a presence and consistent messaging across all major digital touchpoints. For example, Facebook/Instagram Marketplace is popular for used cars in Netherlands; some dealers syndicate their inventory there for free visibility. Running targeted Facebook/Instagram ads (especially retargeting ads to those who visited your site via Google) can reinforce your brand and bring shoppers back. Consider using video – short walkthrough videos of popular models on YouTube or TikTok ads – to engage younger buyers. On the lead innovation side, experiment with tools like chatbots or WhatsApp Business API on your site to instantly engage visitors (since WhatsApp is now a notable 10% of leads on AutoScout24’s platform, offering it directly could capture leads faster). Another opportunity is online retailing features: allow customers to start the purchase online (calculate trade-in, financing, even place a deposit). The Localise case where four customers purchased outright online proves that a segment of buyers is ready for a seamless digital sale. Dealers who enable this will convert some leads that might otherwise hesitate or cross-shop.
In summary, the winners in 2025 will be those who adapt their marketing mix to the new realities – optimizing spend toward channels that deliver the best bang for the buck, and boldly trying new digital tactics to stay ahead of the competition. Traditional portals should be continuously evaluated for ROI, and no longer seen as the only game in town. Meanwhile, channels like Google (with Search and Vehicle Ads) and others offer powerful avenues to drive high-quality leads and showroom traffic at a potentially lower cost. By taking a data-driven, experiment-friendly approach, Dutch automotive marketers can significantly improve their lead generation efficiency and sales in 2025.
The landscape of online automotive marketing in the Netherlands is at an inflection point. Major classified portals, once the uncontested lead generators, have seen costs escalate and are facing justified scrutiny over ROI. Dealers and lease companies are increasingly unwilling to accept annual double-digit price hikes without commensurate returns. This has opened the door for alternative strategies. Google’s ever-improving ad platforms, particularly with the advent of Vehicle Listing Ads, provide a compelling complement (or even substitute) to traditional portals by leveraging intent-driven marketing and superior analytics. Early adopters of these new formats are achieving impressive results – lower cost per lead, strong lead-to-sale conversion, and measurable increases in dealership visits.
In 2025, a savvy automotive marketer in the Netherlands will likely deploy a hybrid approach: maintaining a presence on key portals (for volume and visibility) but simultaneously ramping up investment in more agile digital channels like Google Ads, and focusing on the customer experience from click to showroom. The goal is to ensure every euro spent brings maximum value – whether that’s a lead submission, a phone call, or a lot visit. By following the strategic recommendations outlined above – from measuring ROI diligently, to reallocating budgets wisely, to embracing new ad tech – dealers can navigate the rising costs of online advertising and come out ahead. The opportunity in 2025 is not just to generate more leads, but to generate better leads that convert efficiently into sales and long-term customers. With the right mix of platforms and an innovation mindset, automotive businesses can accelerate their marketing ROI and stay competitive in the digital age.
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