Google Ads Vehicle Listing Ads (VLA) are now available and open beta in the UK, Denmark and France.
Previously only available in open beta in the United States, Canada, and Australia, VLA will also be rolling out soon to the Netherlands, Italy, and Spain at the end of the second quarter of the year.
Why we care. If you’re a business or seller trying to sell vehicles in the UK, Denmark or France, VLA can help you reach high-value consumers who are actively looking for vehicles, increasing your chances of generating high-quality leads.
What are VLAs? Google Vehicle Listing Ads allow car advertisers to display their entire inventory directly to consumers searching for vehicles on Google. This format provides key information such as images, make, model, price, mileage and advertiser details in search results, facilitating connections with interested buyers and generating qualified leads.
Clicking on a VLA takes customers to the vehicle description page on your website. Here, they can take further actions, such as contacting the dealer, filling out a contact form and more, before visiting the dealership.
first discovered Christopher Bell, head of PPC at Kelkoo, was the first to flag the VLA news and shared a screenshot on LinkedIn:
accessibility VLAs are only accessible through the classic version of Merchant Center, as they have not yet been integrated into the Merchant Center Next platform.
Eligibility VLA supports new and used vehicle inventory from dealers, retailers, aggregators or original equipment manufacturers (OEMs). However, some exclusions apply, such as:
Private sellers Individuals Car brokers. Certain types of vehicles such as recreational and commercial vehicles, agricultural vehicles, etc.
Starting. To start using VLA, you’ll need to upload your vehicle’s data feed to Merchant Center, including key details such as make, model, price, mileage, color and more. Google uses this information to match customer searches with the most relevant cars.
However, to use VLA, you must first create top-performing campaigns with vehicle feeds in Google Ads. Additionally, you must link your Google Ads account to a Merchant Center account and a Google Business Profile. Alternatively, a store feed can be used if you don’t manage dealer location profiles.
Benefits. VLA can help you reach “online vehicle buyers at the right time, with the right listings and information to move them closer to a purchase,” according to Google. Key benefits include:
More qualified leads. Omnichannel goals. Automated guidance.
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deep dive Read Google’s overview of vehicle ads for more information.
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