Facebook’s dynamic ads for auto dealerships get new lead-gen features

Amy Gesenhues | May 16, 2018

Facebook’s dynamic ads for auto dealerships get new lead-gen features
Facebook is rolling out updates to its dynamic ads for auto dealerships, giving them a lead-gen feature that feeds leads directly into the dealership’s CRM system. The ads — which are created using the dealership’s vehicle catalogue and include a call to action to complete a lead-gen form — will now send the leads directly to a CRM system so that a sales representative from a dealership can follow up. Facebook says the new ads will help dealerships design more locally relevant ad campaigns that put a spotlight on available automobile inventory. At least two dealerships — Hub City Ford in Louisiana and an RV dealership — have beta-tested the new ads. Hub City Ford used the ads to target people who had visited their website, prompting them to sign up for a test drive. The campaign delivered 154 leads that resulted in 34 car sales — the business’s best sales period to date. Camping World, the RV dealership that was part of the beta run, used the ads in an attempt to reduce lead-gen costs. The campaign, which only used ads that included in-stock inventory paired with a prepopulated lead form, generated a 3x return on ad spend.

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