The car-buying journey is now firmly digital, with most shoppers starting on smartphones or computers via search engines, comparison sites, social media, and dealership websites.
Around 90% of car buyers begin their journey online¹. In the UK, almost all new-car buyers use digital tools to purchase their vehicle – 24% rely on them entirely, while 68% combine them with in-person visits². These early touchpoints let customers compare models, check prices, explore finance, and take virtual tours before visiting a forecourt.
For dealers, the challenge is to be visible across channels and deliver a seamless journey from first click to final sale, with information carrying smoothly from online to in-store. Done well, this multi-channel approach engages buyers earlier, builds trust, and drives stronger returns. Next, we’ll explore how to use digital marketing at each stage of the sales funnel to maximise these opportunities.
say a dealership’s website quality impacts their decision³
completed the entire car purchase digitally⁴
of customers want a mix of online and in-person buying⁵
What Is the Sales Funnel - and Why Does It Matter?
The Sales Funnel
Reach customers at every funnel stage to strengthen your sales strategy.
The Sales Funnel
Reach customers at every funnel stage to strengthen your sales strategy.
The sales funnel represents the journey your customers take – from the moment they realise they need a vehicle, to the point they complete a purchase (and beyond). In a digital-first world, dealerships need to match their marketing efforts to each stage of that journey, using the right message, in the right channel, at the right time.
Here’s a breakdown of the typical funnel stages, and what kind of digital marketing solutions are available to help support and optimise each of those stages.
Top of the Funnel
Awareness & Discovery
Customer situation
“I need a new car, but I’m not sure where to start.”
Your goal
Focus on brand awareness to get your dealership seen by the right people, at the right time.
This is where visibility is everything. Car buyers are using search engines, social media, and marketplace listings to explore options. If you’re not showing up, you’re not in the race.
Things to consider
- Optimise your dealership website to appear in organic search results for the terms/words that buyers are already searching for on search engines. SEO (Search Engine Optimisation) services are a very effective way of addressing this.
- Boost your dealership’s visibility through targeted ads across top search engines like Google, and social media platforms like Instagram and Facebook. These ads have the benefit of being highly tailored based on your specific stock, audience and location information. If lack of time or expertise is holding you back from executing such a plan, then partnering with a third party so they can devise and manage social media marketing campaigns for you is an effective way to cover these channels.
Top Tip
Have you updated your Google business profile recently, or at all?
Updating your Google Business Profile is a powerful yet often overlooked way to boost your dealership’s local SEO and online visibility.
Top Tip
Have you updated your Google business profile recently, or at all?
Updating your Google Business Profile is a powerful yet often overlooked way to boost your dealership’s local SEO and online visibility.
Middle of the Funnel
Consideration & Research
Customer situation
“I’m comparing options and shortlisting potential dealers.”
Your goal
Capture attention and build trust as buyers evaluate their options.
At this stage, buyers want details: vehicle specs, reviews, finance options, and trust signals. It’s crucial to build credibility and offer a frictionless browsing experience.
Things to consider
- PPC (Pay-Per-Click) campaigns are a powerful way of attracting ready-to-buy customers directly to your dealership’s website. By targeting specific keywords and search terms that your potential buyers are actively using, PPC ensures your vehicles and services appear right when and where it matters most – at the top of search results.
- A website that loads fast with user-friendly landing pages, works seamlessly on mobile, and makes it easy to browse stock, value part-exchanges, and book test drives will help build credibility with consumers. Website design services are a great way of addressing this.
Top Tip
PPC isn’t a “set it and forget it” strategy. To get the most out of your marketing spend, your campaigns need regular attention.
You need to monitor performance, refine your targeting, test new ad copy, and adjust budgets where needed. Ongoing optimisation helps you generate better quality leads – without increasing your spend.
Top Tip
PPC isn’t a “set it and forget it” strategy. To get the most out of your marketing spend, your campaigns need regular attention.
You need to monitor performance, refine your targeting, test new ad copy, and adjust budgets where needed. Ongoing optimisation helps you generate better quality leads – without increasing your spend.
Bottom of the Funnel
Decision & Action
Customer situation
“I’m ready to buy! What’s the best, easiest, most convenient and trustworthy way for me to do so?”
Your goal
Make the buying process as easy and reassuring as possible.
Now it’s about converting interest into action. That means making enquiry, finance application, and contact processes seamless and compelling.
Things to consider
- According to Google, there has been a 27% year-on-year increase in buyers clicking on online vehicle ads. This trend highlights the importance of showcasing your dealership’s live vehicle stock directly in search results. By utilising Google Vehicle Ads (GVA) you can do this effectively. GVA also come with real-time updates – including price, mileage, and photos.
- Drive enquiries with targeted campaigns and tailored landing pages for specific vehicles or offers. For this you could think about optimising your landing pages so they’re conversion-focused.
- Did you know that 68% of customers shop outside of standard opening hours? An effective method to address this is to use online lead generation software, which captures the leads and integrates with your back-end systems for faster, smarter follow-ups, even when your dealership is closed. This enables customers to build and reserve their vehicle deal in full, 24/7.
Top Tip
Let Google do the heavy lifting with Vehicle Ads.
Google Vehicle Ads (GVA) use AI to automatically create and display your ads across multiple platforms – including Search, YouTube, Gmail, and even News.
It’s a smart option if you’re not confident in writing ad copy or fine-tuning targeting. With GVA, your stock gets seen by more in-market buyers, without the manual legwork.
Top Tip
Let Google do the heavy lifting with Vehicle Ads.
Google Vehicle Ads (GVA) use AI to automatically create and display your ads across multiple platforms – including Search, YouTube, Gmail, and even News.
It’s a smart option if you’re not confident in writing ad copy or fine-tuning targeting. With GVA, your stock gets seen by more in-market buyers, without the manual legwork.
Our solutions in Action
When an established independent used van dealership in Middlesex partnered with Click Dealer’s digital marketing experts, their main goal was to boost online visibility in a highly competitive market – particularly among London-based buyers.
We built a digital marketing strategy that didn’t just target people ready to buy, but also those at the very start of their van-buying journey. This gave the dealership greater exposure and helped them reach a much wider audience.
By combining SEO with PPC campaigns, we ensured the dealership appeared throughout the buying cycle. This boosted their visibility in search results, increased brand awareness, and brought in more qualified buyers.
more vehicles sold per month
increase in sales
better conversion rate
increase in local visibility
The result?
The dealership saw a steady flow of high-quality leads that turned into real sales, giving their business a measurable boost. More buyers across London were discovering their vans, engaging with their listings, and choosing them over the competition.
This growth showed how a carefully executed digital marketing strategy can transform increased online visibility into tangible, lasting business results.⁶
Digital Marketing Made for Motor Retailers
Our automotive marketing experts are ready to help you hit your marketing goals and drive real results. Speak with our award-winning team to discover how the right campaigns can increase your leads, boost sales, and deliver a measurable return on investment for your dealership.
ClickPPC
Pay-Per-Click Advertising
ClickSEO
Search Engine Optimisation
ClickBlog
Blog & Writing Support
Keep your dealership website fresh with Google-optimised web content.
GVA
Google Vehicle Ads
1 Around 90% of car buyers begin their journey online: Automotive World
2 24% rely on digital tools entirely, while 68% combine them with in-person visits: Auto Trader, 2024
3 75% say a dealership’s website quality impacts their decision: Cox Automotive, 2023
4 28% completed the entire car purchase digitally: AM Online, 2023
5 86% of customers want a mix of online and in-person buying: Autocar, 2025
6 Sales and conversion based on total sales for Jan-March 2024 compared to Jan-March 2025
10 vehicles per month based on total increase in sales Q1 2024 vs Q1 2025 divided by number of months
Increase in local visibility based on Feb-Apr 2024 vs Feb-Apr 2025 for London Keyword Impressions (Google Search Console)
