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Car dealers · Pay per click advertising

Your own brand name is the cheapest click and the biggest argument.

Paid search for a dealership is mostly a fight over the brand's own name, fought with a co-dealer, the portals and sometimes the manufacturer. GullySales sets the campaigns inside the brand's advertising rules, keeps targeting on your side of the city, and judges the account on test drives.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of car dealers at work in India

What pay per click advertising means

Pay per click advertising (PPC) is paying a fee each time someone clicks your advert on Google or another platform. It puts you at the top of a search page immediately, instead of waiting for ranking to build. GullySales sets the targeting, writes the ad text and checks spend against enquiries received.

Also for car dealers

Sales and marketing for car dealers, the overview.

Last updated 5 Oct 2026.

For car dealers

Where it usually goes wrong, and what we would do.

  • “Half a city budget buys test drives for the other dealer”

    A brand with three dealerships in one city has three campaigns chasing the same buyer. Set the radius by where your deliveries and workshop customers actually come from.

  • “What you may say is decided elsewhere”

    Logos, price claims, scheme wording and creatives sit under the manufacturer's dealer advertising rules, and a co-op claim fails when the fine print is wrong. Get the rules in writing before the account is built.

  • “A form on social costs little and answers less”

    Lead forms fill with numbers that never pick up, and the desk loses an evening. Call campaigns and a home test drive booking cost more per lead and produce more test drives.

  • “The launch fortnight is the one time to spend hard”

    Interest in a new model or facelift peaks around the launch and then falls away. Spend there, on pre-booking, rather than spreading the same money thinly over a quarter.

What we do

What we deliver for car dealers.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Targeting drawn to your side of the city

    Pin codes and radius set by where deliveries and workshop customers come from, stopping short of the next dealership carrying your brand.

    Result: You stop buying test drives for a co-dealer.

  2. The brand's advertising rules in writing

    Logo use, price and instalment claims, creative approvals and the co-op conditions, collected from your regional office before anything is built.

    Result: Nothing runs that gets pulled or refused later.

  3. Campaigns split by what the searcher wants

    Separate campaigns for model and variant searches, on-road price searches, used cars, service and the launch, each with its own page.

    Result: You can see which kind of search produces a booking.

  4. Calls and appointments instead of forms

    Call campaigns through showroom hours and a booking page for home test drives, with lead forms kept for launches and events.

    Result: The desk spends its evening on people who answer.

  5. A launch burst planned in advance

    Spending weighted to the fortnight around a launch or facelift, with the pre-booking page and the waiting list ready beforehand.

    Result: The money lands while interest is highest.

  6. Test drives and bookings counted per campaign

    Every advertisement lead followed through first call, test drive, booking and delivery, beside the baseline taken before the account changed.

    Result: The account is judged on cars delivered.

How the result is measured

  • Cost per click
  • Cost per enquiry
  • Enquiries from paid search

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full performance marketing and PPC page

Searches to bid on and block

The searches worth paying for at a car showroom, and the ones to keep out.

Model plus city, such as Creta on road price in Bengaluru
Bid. An on-road price search means the buyer has shortlisted the model. Send it to that model's page with a test drive form. Clear the advert text with the manufacturer's rules first.
Offer and discount searches for a model
Bid only on offers the manufacturer has approved in writing, or the advert will be pulled. Name the model, the showroom and the date the offer is valid, and keep it factual.
Service, spare parts and accessory searches
Keep them out of the sales campaign. A car owner wanting a service is a different buyer from one wanting a new car. Give the workshop its own campaign and its own call number.
Mileage, review, EMI calculator and comparison searches
Block from the sales campaign. Those readers are on review sites, weighing cars, and are not ready to walk in. Add mileage, review, specifications, EMI calculator and comparison as negatives.
Where the click lands
Send the click to the model's page with a test drive form that asks for a preferred slot, and a call button on mobile. A form that asks too many questions loses the buyer.
Counting a real enquiry
Count test drives completed and bookings taken, not form fills. Record the campaign and model against each in the dealer system, so you read spend against deliveries.

Who it is for

This is written for these car dealers.

  • Authorised new car dealerships for mass-market brands
  • Premium and luxury car dealerships
  • Electric vehicle dealers and experience centres
  • Multi-brand pre-owned car dealers
  • Manufacturer-certified used car outlets
  • Commercial vehicle and taxi fleet dealers
  • Dealer groups with several showrooms and workshops
  • Rural and semi-urban dealer outlets

Not for

It is not the right fit if.

  • Your tele-calling desk does not answer calls through the day, so paid clicks would turn into missed calls.
  • You have not read the brand's advertising rules in writing, and an advert that breaks them can be disallowed.
  • You cannot link a test drive or booking back to a campaign, so you could not tell where the money went.

How it works

How the pay per click advertising work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Agree the whole budget

    We fix the total paid budget across platforms, who owns each ad account, and how much is open to moving.

  2. 2

    Audit tracking and accounts

    We check that conversions fire once, that calls and WhatsApp chats are counted, and that your enquiry sheet matches what the platforms say.

  3. 3

    Set one definition of success

    You and we agree what a qualified enquiry is and what an order is, so every platform is judged the same way.

  4. 4

    Build and launch the plan

    Campaigns are structured across platforms with shared naming and tags from day one.

  5. 5

    Read search terms and lead quality

    We review the queries that triggered ads and the enquiries that arrived, and remove waste before moving money.

  6. 6

    Reallocate and report

    Budget moves toward what is earning, within agreed limits. Results are reported against the baseline, at the frequency agreed in writing.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Should we bid on our own brand's name?
In most cases yes, because portals and other dealers are already bidding on it and the click is cheap. Check the manufacturer's rules first, as some brands restrict it. Then watch the click cost against the test drives it produces.
Social leads cost a fraction of search leads. Which is better?
Compare them at the test drive rather than at the lead. Social leads are cheap and largely unreachable; search leads cost more and ring back. Most dealerships run both, with social kept for launches and events.
Should the dealer advertise models that are out of stock or have a long waiting period?
Pause or reword them. A buyer who clicks, then learns the car is months away, is a wasted click. Advertise models you can deliver, or say the waiting period plainly and offer to book. Keep the stock list with whoever manages the adverts.
Which hours should call-only adverts run?
Only the hours someone trained answers, with the model name ready. A call that rings out is a lost buyer who then rings the next showroom. Run the form version outside showroom hours, and call those leads back first thing.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for car dealers.

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More for car dealers

Everything else we would do for you.

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