Building a Smarter Digital Strategy: Choosing the Right Tactics for Today’s Dealership

Digital advertising has evolved well beyond simply choosing a channel and setting a budget. Today, success comes from understanding how different tactics work together—each playing a specific role in influencing shoppers, driving engagement, and ultimately generating conversions. For dealerships, the challenge isn’t access to options—it’s knowing which tactics to prioritize and how to balance them effectively.

When it comes to upgrading vehicles, timing and messaging are everything. One dealership recently uncovered a valuable opportunity hidden in plain sight: customers who had purchased over a year ago, many with monthly payments exceeding $800. These high-equity owners were ideal upgrade candidates—but only if the message could break through the noise.

In our latest whitepaper, PureCars Playbook for Dealers, we take a closer look at what it takes to compete in today’s fast-moving automotive landscape. Shoppers are more informed, less brand loyal, and expect seamless, personalized experiences at every touchpoint. At the same time, dealerships face fragmented systems, incomplete data, and increasing pressure to deliver measurable marketing performance. This playbook provides a clear path forward—one built on connection, where data, insights, and execution work together to drive smarter decisions and stronger results.

In a recent conversation with Auto Dealer News, Lauren Donalson, CEO of PureCars, shared a grounded perspective on how dealers can actually put AI to work—without losing control of the customer experience.

A Chevrolet dealership wanted to increase awareness of its service department and keep its Fixed Ops brand top-of-mind among local vehicle owners. The dealership aimed to expand its reach across digital channels beyond search and capture customers earlier in their service journey.

The 4th of July has become one of the most competitive sales moments in automotive retail. It sits at the intersection of summer travel season, holiday promotions, and peak consumer intent—when shoppers are actively in-market and ready to make decisions.

Search advertising is undergoing one of its most meaningful shifts in years. Starting in June 2026, Google is officially rolling out Vehicle Feeds on Search Ads (VFSA) across the United States, moving it out of beta and into general availability.

Consistent, targeted direct mail can do more than just reach inboxes—it can drive real, business outcomes. By combining advanced data with multi-touch outreach, dealerships can turn service campaigns into revenue-generating engines, even in a short time frame.

On a recent episode of the Car Guy Coffee Podcast, José Gomez, Vice President of Sales at PureCars, shared his perspective on how dealerships can leverage data, technology, and strategy to enhance customer relationships and drive long-term growth.