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Digital Marketing for Automotive: Test Drives Booked, Not Just Browsed
GBP Optimisation for local test-drive bookings and model-specific SEO pages matching pre-visit research, measured against bookings and service appointments.
Automotive marketing pairs GBP Optimisation, driving local test-drive bookings, with model-specific SEO pages matching how buyers research before visiting a dealership. Service centres run on local SEO and review generation. Measured against test-drive bookings and service appointments, not site traffic.
Buyers arrive at the dealership already decided
Most car buyers do their homework online before they visit. Cox Automotive’s Car Buyer Journey research found 75% used third-party sites such as Kelley Blue Book or Autotrader, 59% visited dealer websites and 25% of new-vehicle buyers used AI tools while shopping (Cox Automotive Car Buyer Journey Study). Only 7% bought entirely online, and 63% preferred a mix of online and in-person steps. The dealer that makes the online half easy usually wins the visit.
What we build for dealers
- Model, trim and stock pages with real prices, finance examples and availability
- Google Business Profiles for sales and service, with separate hours, categories and review requests
- Test-drive and part-exchange landing pages with short forms and instant confirmation
- Service department campaigns, which often make more margin than new car sales
- Local search campaigns for model names plus town, and for “used cars near me”
Service and parts customers are the quiet profit centre. Reminder emails and texts for MOTs or scheduled services, plus a well-reviewed service department profile, keep customers coming back between cars.
What we build for automotive brands and suppliers
Manufacturers, EV charging companies and parts suppliers need model and product comparison content, dealer locators that work, and content that answers ownership questions: charging, running costs, warranties and resale value. For B2B suppliers, see manufacturing marketing.
How we measure it
Test drives booked and attended, part-exchange valuations, service bookings and sales matched back to campaigns in your dealer management system where possible.