When it comes to selling cars today, your online presence is just as important as your inventory. But even dealerships investing in digital marketing often fall into common traps that hold them back from real, measurable growth. After 25 years of helping businesses — especially in automotive — we’ve noticed the same mistakes pop up again and again. Here are the 5 most common digital marketing mistakes we see dealerships making (and how to fix them):
1️⃣ Not Tracking Where Leads Actually Come From
Many dealerships run ads, boost posts, and cross their fingers — but don’t have a clear system to track which campaigns generate real sales.
👉 The Fix: Make sure you’re using proper tracking tools like Google Analytics, conversion tracking on your website, and call tracking numbers. If you’re not measuring where your best leads come from, you’re just guessing.
2️⃣ Wasting Money on Broad, Generic Google Ads
It’s easy to burn through your ad budget targeting search terms like “cars near me” or “best SUV.” The problem? You’re competing with everyone — including national brands — and paying too much for low-quality clicks.
👉 The Fix:
Focus on high-intent, location-specific keywords tailored to what people actually search for when they’re close to buying. Example: “2023 Honda Accord financing [Your City].”
3️⃣ Ignoring Mobile Experience
Did you know that over 60% of dealership website traffic now comes from mobile devices? If your site is slow, clunky, or confusing on a smartphone, you’re losing buyers before they even see your inventory.
👉 The Fix:
Audit your website’s mobile speed, layout, and lead forms. Make it ridiculously easy for visitors to call, text, or book a test drive.
4️⃣ Focusing on Clicks Instead of Leads
A campaign might generate thousands of clicks, but how many of those turn into actual sales conversations or visits to your showroom? Clicks don’t pay the bills. Buyers do.
👉 The Fix:
Optimize your campaigns for lead conversions (calls, form submissions, live chats) — not just website visits.
5️⃣ Not Having a Clear Follow-Up Process
Even when dealerships do generate leads, many don’t follow up consistently or quickly enough to close the sale.
👉 The Fix:
Have a structured follow-up system in place — whether it’s automated emails, CRM reminders, or personal phone calls within minutes of receiving an inquiry. Speed matters.
✅ Final Thought: Don’t Leave Sales on the Table
If any of these mistakes sound familiar, you’re not alone. The good news? These problems are fixable — and fixing them can mean more leads, better customers, and more sales for your dealership.
Want help identifying exactly where you might be leaving sales on the table?
Schedule a time to get a free audit of your dealership’s marketing here
Leave a Reply