12 vehicle ad Dos and Don’ts you need to know before your next campaign

What separates a vehicle ad that sells from one that gets lost in the scroll?

It’s the kind of question that separates a fast-moving forecourt from one full of markdowns.

And as digital competition ramps up, it’s never been more important for automotive retailers to understand what really moves the needle in paid advertising.

Get that right, and you're turning inventory fast. Get it wrong, and you could be staring at a forecourt full of cars gathering dust.

We recently caught up with Rosanna Hansford, Head of Paid Media at Motorpoint, who put it perfectly:

“Digital marketing is an attention economy, where you've got seconds to engage potential car buyers.”

And she’s right. Whether you're an OEM, running a big franchise or a single-site used car lot, the right ad strategy can make a huge difference - not just in visibility, but in actual buyer action.

So what does a smart strategy look like in practice?

Let’s break it down.

The Dos: what great vehicle ads get right

1. Do use quality visuals that make a strong first impression

When was the last time you clicked on a car listing with grainy, poorly lit photos? First impressions count, and visuals are often your first (and only) shot at grabbing attention.

Make sure every vehicle is shown in its best light - literally. Use clear, professional images that showcase the car from multiple angles. Lifestyle shots work brilliantly too. Cars in motion or parked in real-life settings help buyers imagine themselves behind the wheel.

And it’s not just about looks. High-quality visuals build trust. In fact, one report found that 73% of consumers say they’re more likely to buy from brands that use great imagery. On the flip side, poor visuals can send the wrong message - like maybe you’re cutting corners elsewhere, too.

Capture quality images every time with our complete guide to car photography

2. Do highlight value and offers clearly

With global trade tensions and economic uncertainty shaping buyer behaviour, car shoppers are thinking twice before making a move. And value is arguably more important than ever.

If your offer doesn’t stand out at a glance, it’s getting skipped. To address this issue head-on, make sure your promotions are crystal clear, with copy like:

✓ Test Drive Today
✓ 0% Financing
✓ £1,000 Trade-in Bonus

Add extra pull with perks like service packages, extended warranties, or seasonal deals, too.

3. Do include video in your vehicle ads

If you’re still only running static images, you could be losing out to competitors. Video outperforms static in nearly every format — across Meta, TikTok, Google, and beyond.

Mix things up. Showcase real customers in testimonials, highlight standout features, or explain financing perks. And don’t be afraid to experiment with short-form formats like YouTube Bumper Ads, Instagram Reels, or TikTok, as they’re built to grab attention fast.

With Phyron, creating high-quality videos is quick and cost-effective - less than the price of a coffee per car. Just look at Motorpoint: they cut their cost-per-thousand impressions by up to 30% and saw lead volume jump by 80% using our AI-powered image-to-video solution.

4. Do retarget shoppers who didn’t convert

Did you know 70% of car shoppers don't convert on their first visit? 

This is exactly why retargeting is so important. You can use it to follow up with shoppers who viewed specific models or saved vehicles to their wishlist. Show them dynamic ads for the exact cars they looked at and stay top of mind when they’re ready to buy.

Platforms like Facebook and Google make this easy. And it’s one of the smartest ways to turn interest into action.

5. Do track offline conversions as well as online leads

One of the biggest mistakes we see is dealers only tracking online leads. What about all those people who walk into the showroom after seeing an ad?

If you’re not connecting your CRM to platforms like Facebook Offline Events or Google Conversion Imports, you’re missing the full picture.

Track everything — calls, forms, visits. Then use that data to see which campaigns actually drive sales, not just clicks.

6. Do optimise your Vehicle Display Pages (VDPs)

Great ads will get the click. But if your landing pages aren’t up to scratch, that’s where the journey will end.

Pages should load fast, look great on any device, and make it easy for shoppers to take action. Clear buttons, fast performance, and mobile-friendly design are non-negotiables.

Make sure your clicks lead to the right VDPs too - not your homepage.

7. Do A/B test your ad creative

Don’t just go with gut instincts - test.

Meta says half your ad results come down to the creative. So why fly blind? A/B test your:

• Headlines
• Calls-to-action
• Images
• Videos 
• Formats like carousels or Reels

And find what resonates.

One great example comes from Donatella Cavallari, Marketing and Comms Manager at Intergea Group in Turin. She ran two identical Meta ad sets: one with Phyron’s AI video, the other with just images.

The results? The video ad set delivered 76% more leads and cut Cost Per Lead by 22%. The image-only version actually performed worse — leads dropped by 5.3%, and CPL went up by 21%.

The best-performing campaigns we’ve seen all have one thing in common: they test three to five creative variations per ad. It’s a small change that drives big results.

The Don’ts: what to avoid if you want your vehicle ads to perform

1. Don’t go generic with your messaging

Generic ads are easy to ignore. Instead of vague phrases like “Great Deals Available,” be specific. Highlight the vehicle, the offer, and the urgency:

Now that’s something a shopper can act on.

The more relevant and clear your message is, the more trust you build. And the better your chances of turning a scroll into a sale.

 2. Don’t ignore mobile

Here’s the harsh truth: if your ads aren’t mobile-friendly, you’re throwing money away.

Over 70% of automotive searches happen on mobile, according to Google. That means your VDPs and landing pages need to load fast, look great, and work smoothly on a phone. Otherwise, potential customers bounce before they even see what you’re offering.

3. Don’t overload your visuals with text

When it comes to your ad visuals, less is more, especially on platforms like Meta.

Cramming text onto your image not only clutters the design, it can also hurt delivery and performance. Let your visuals grab attention, then use concise, punchy copy to seal the deal. Save the details for the caption or body copy.

4. Don’t overcomplicate your lead forms

Every extra field can be a reason for someone to back out - so shorter forms tend to perform better.

Only ask for what you really need, like:

✓ Name
✓ Contact details
✓ The car they’re interested in

The more fields you add, the more people drop off. Keep it short and friction-free to keep those conversions flowing.

5. Don't overlook local SEO and reviews

Did you know that regardless of how a car buyer finds you, over 97% of new car buyers conduct online research that informs their car-buying decisions, according to a survey released by Car Keys?

That’s why your local SEO and reviews matter - even when you’re running paid vehicle ads. As Lovisa Hultgren, SEO Specialist at Jajja, puts it:

"Strong local visibility and positive reviews act as digital trust signals that build credibility directly in search results. When Google sees that you're locally relevant and trusted by customers, it rewards you with higher rankings and more clicks."

In short: your vehicle ads and your online reputation are more connected than you might think. Even if your ad grabs attention, buyers are still likely to check your Google reviews and map listing before taking action - so make sure they’re working in your favour.

Take your inventory to market in minutes

At Phyron, we’re redefining how automotive retailers approach digital advertising through AI-powered automation. Our platform enables you to harness the power of video to sell more cars quickly across Meta, YouTube, TikTok, and classified sites.

As Rosanna Hansford, Head of Paid Media at Motorpoint, put it: “When undertaking research for a new creative partner, Phyron jumped out as a unique solution that I couldn’t see anyone else on the market doing. Having a tool on hand that could help us create and test dynamic, social-first creative at scale was a no-brainer.”