Where should your ad money go?
Most stores overspend on the shoppers who were already coming and underspend on the ones who weren't. Put in your monthly budget and get a sensible starting split.
This is a starting point, not a rulebook
Run it for a month, then move money toward whatever books appointments cheapest. Judge each channel on cost per appointment set — not clicks, not impressions. And keep the testing money: it's how you find next quarter's winner.
If your follow-up is slow, fix that before adding budget. More leads into a slow process just means paying more for the same number of deals. See what slow follow-up costs →
Guides that pair with this.
How to split a $5,000 dealership ad budget
Brand, conquest and retargeting each do a different job. Most stores overspend on the one that was going to happen anyway.
Read the guide →Retargeting without following people for months
The shopper who looked at one Tucson in March shouldn't still be seeing it in July. Three settings fix it.
Read the guide →Facebook and Instagram ads that don't feel like a car ad
A carousel of stock photos gets scrolled past. Native-feeling creative from your own lot doesn't.
Read the guide →Want a second set of eyes on your ad accounts?
I'll look at where the money goes now, what it books, and what I'd move first. Plain language, no pitch deck.