The way people search for and purchase vehicles online has transformed significantly, with digital advertising playing a key role in connecting buyers with sellers. Following the successful launch of Google Vehicle Ads (GVA) for car dealerships in the UK in February 2024, Google has now extended this powerful advertising format to caravan and motorhome dealers. This expansion opens up new opportunities for dealerships to showcase their stock directly in Google Search, ensuring that potential buyers find their inventory at the moment they are searching.
But what exactly are Google Vehicle Ads, how do they work, and why should caravan and motorhome dealers consider working with a specialist agency to set them up? Let’s dive in.
What Are Google Vehicle Ads?
Google Vehicle Ads (GVA) are a type of Performance Max campaign specifically designed for vehicle retailers. Unlike traditional text-based ads, these visual-first ads display actual images of available vehicles, complete with key details such as price, location, make, model, and mileage.
These ads appear at the top of Google Search results, in a similar style to Google Shopping ads. Instead of directing traffic to a generic listing site or marketplace, they send interested buyers directly to the dealer’s website, increasing high-intent enquiries and conversions.
How Do Google Vehicle Ads Work?
When a potential customer searches for a caravan, campervan, or motorhome, Google Vehicle Ads use a feed-based system to match dealer inventory with search intent. This means that dealers don’t bid on individual keywords; instead, Google uses machine learning to determine the best match between a shopper’s query and available vehicle listings.
Key elements of Google Vehicle Ads include:
A Merchant Centre feed – Dealers must upload their available stock, complete with high-quality images and key specifications.
Google Ads account integration – The campaign is run through Google Ads with bidding strategies optimised for performance.
Conversion tracking via GA4 and GTM – Essential to measure the success of campaigns and attribute sales and enquiries accurately.
Setting Up Google Vehicle Ads: A Complex Process
While Google Vehicle Ads offer enormous potential, setting them up correctly is no easy task. It requires multiple steps, technical expertise, and ongoing optimisation to ensure success. Here’s a look at what’s involved:
Merchant Centre Setup: Caravan and motorhome dealers must create and verify a Google Merchant Centre account. This involves proving ownership of the business and ensuring compliance with Google’s policies.
Data Feed Creation & Optimisation: A structured feed containing all vehicle details must be formatted correctly to meet Google’s strict requirements. Any errors can result in disapproved listings and wasted ad spend.
Google Ads & Bidding Strategy: Once the feed is approved, campaigns must be carefully set up in Google Ads. Dealers must decide on bidding strategies, daily budgets, and targeting preferences, all of which impact cost per click (CPC) and return on investment.
Conversion Tracking & GA4 Integration: Accurate tracking is essential to measure results. This involves setting up conversion tracking through Google Tag Manager (GTM) and GA4, ensuring that leads, phone calls, and form submissions are correctly attributed.
Ongoing Optimisation & Performance Monitoring: Success doesn’t happen overnight. Regular adjustments are needed to bid strategies, ad creative, and feed structure to improve visibility and ROI.
For dealers unfamiliar with Google Merchant Centre, GA4, or Performance Max campaigns, this process can quickly become overwhelming. That’s why partnering with a specialist agency with a proven track record in Google Vehicle Ads is crucial.
What Caravan and Motorhome Dealers Can Expect from Google Vehicle Ads
Since its launch for car dealerships, Google Vehicle Ads have significantly increased visibility and lead generation, providing dealers with a direct-to-buyer channel. We fully expect the same for caravan and motorhome dealers.
Higher Visibility – Ads appear at the top of Google Search results, even above traditional text-based PPC ads.
More Qualified Enquiries – Because ads show actual vehicle stock with pricing, leads tend to be high-intent buyers who are ready to take action.
Reduced Dependence on Marketplaces – Many dealers currently rely on third-party marketplaces to advertise stock. With GVA, you own your customer journey, directing traffic straight to your website instead of losing leads to competitors on marketplaces.
Why Partner with a Specialist Agency?
Given the complexity of setup and optimisation, caravan and motorhome dealers should consider working with a specialist agency that understands the nuances of Google Vehicle Ads. Here’s why:
Expertise in Google Merchant Centre & Performance Max – Avoid costly mistakes and get your feed set up correctly from the start.
Data-Driven Campaign Optimisation – An agency will continuously monitor and adjust campaigns to improve ROI.
Seamless GA4 & GTM Integration – Ensuring every click and conversion is tracked accurately.
Avoid Disapprovals & Compliance Issues – Google has strict policies, and a professional agency will ensure your ads stay compliant and active.
Success Since the Launch in February 2024 & What’s Next
Since going live for UK car dealerships in February 2024, Google Vehicle Ads have delivered outstanding results, with dealers reporting increased traffic, higher conversion rates, and improved cost-efficiency compared to traditional search ads. Given this success, we anticipate a similarly strong performance for caravan and motorhome dealers now that the product is available to them.
For dealerships looking to future-proof their marketing strategy, now is the time to act. Early adopters of Google Vehicle Ads for caravans and motorhomes will gain a competitive advantage, capturing high-intent buyers before competitors catch up.
Get Started Today
Google Vehicle Ads represent a game-changing opportunity for caravan and motorhome dealers. Instead of competing on crowded marketplaces, this is your chance to gain a level playing field and attract buyers directly to your dealership.
However, success depends on expert implementation, precise tracking, and continuous optimisation—all of which require time and expertise.
By partnering with a leading Google Ads agency, you can maximise your visibility, lead generation, and return on investment while focusing on what you do best: selling caravans and motorhomes.
Want to get started with Google Vehicle Ads? Contact us today to discuss how we can help your dealership succeed.