Dominating the SERP

For dealers, visibility on page one of Google’s search results is vital to winning online shoppers. This article explores how to dominate the SERP through optimized Google Business Profiles, high-performing Vehicle Listing Ads (VLAs), and DealerOn solutions like Listings Manager and Connect Google Inventory Feeds.

As shoppers increasingly begin their car-buying journey online, your presence on Google—through organic SEO, paid ads, and a strong Google Business Profile (GBP)—is critical to capturing that intent-driven traffic.

For automotive dealerships, page one of Google’s Search Engine Results Page (SERP) has always been the most valuable digital real estate. Whether you earn it through strong SEO or secure it through paid ads, visibility on the first page drives the bulk of car shoppers to your website. In a landscape where buyers begin their journey online, showing up early and often on Google isn’t just a marketing goal; it’s essential for survival.

The Power of Local Search

Local search continues to play a pivotal role in connecting nearby customers with dealerships. One of the most effective ways to dominate local visibility is through your Google Business Profile (GBP). On average, GBPs drive around 15% of all dealership website traffic*, making it one of the most important assets in your digital toolbox.

How to Optimize Your Google Business Profile

A well-maintained GBP does more than list your hours. It helps shoppers find, trust, and engage with your dealership before they ever click on your website.

Here are some proven ways to strengthen your profile:

Keep hours of operation accurate, including holidays and special events.
Use departments for service, parts, and collision centers so customers can find exactly what they need.
Refresh photos frequently to showcase your lot, staff, and vehicles.
Cultivate a 4.5+ review average and respond to all reviews (positive or negative) within 72 hours
Leverage Google Posts to highlight promotions, events, and dealership updates.

Each of these actions improves your local ranking and helps your dealership appear across Google Maps and mobile search, right where car shoppers are looking. For dealers looking for help optimizing GBP, check out DealerOn Listings Manager as a great solution.

Google Vehicle Listing Ads (VLAs)

Unlike the free listings being phased out, Google Vehicle Listing Ads are a paid advertising product that dynamically showcases your entire inventory across Google Search, Display Network, YouTube, and Gmail.

These campaigns drive high-quality, ready-to-buy traffic directly to your Vehicle Detail Pages (VDPs). DealerOn’s Digital Advertising packages include full setup and management for VLAs, helping dealers maximize ROI and visibility without the manual hassle. Across the DealerOn network, Vehicle Listing Ads (VLAs) drive users who engage 7% more on Vehicle Detail Pages (VDPs) compared to standard paid search, making them a powerful addition to any well-rounded marketing strategy.

DIY VLAs: DealerOn Connect Google Inventory Feed

For dealers who prefer a more hands-on approach, the DealerOn Connect Google Inventory Feed makes it easy to power your own Performance Max campaigns through Google Merchant Center. This pre-formatted feed includes all the essentials: year, make, model, price, and images. With this inventory feed, you can quickly create the ads to get your vehicles in front of active shoppers across Google’s ecosystem.

Changes to GBP – Google Deprecates Vehicle Listings

Google recently announced it will deprecate the Vehicle Listings feature (formerly known as Cars for Sale) by November 12, 2025. This feature allowed dealerships to showcase live vehicle inventory within their Google Business Profiles and Search results.

While it’s natural to worry about losing visibility, the impact will be minimal. Across the network, Vehicle Listings generated less than 1% of total traffic to dealer websites*. In other words, dealerships have far more powerful ways to connect with shoppers, and those alternatives are already delivering better results.