Search ads for car dealerships: hot buyers on make and model queries.
Someone searching “buy Kia Sportage in Алматы” or “official Hyundai dealer Астана” has already chosen a model and is looking for where to buy. We run Google Ads on branded make and model queries, drive traffic to landing pages with prices and loan calculators, and track calls and requests per keyword.
Search ads are the hottest channel for a car dealership: someone who types a query with a make and city is making a decision within days. But also the most competitive: “buy Kia Алматы” is contested by the official dealer, grey resellers, and aggregators. The winner isn't the highest bidder but the one whose ad — with price and installment terms — leads to a page with specific trims and a loan calculator, not to the homepage.
In Kazakhstan, Google holds the dominant search share, so we start with Google Ads: search on branded make queries, local campaigns with map pins, remarketing to catalog visitors. Яндекс Директ comes second — it adds volume on Russian-language queries in Алматы, Астана, and the northern regions.
Calls are tracked with call tracking, requests via the CRM. The report shows cost per lead and cost per test-drive by query group, and the budget is redistributed to wherever buyers are cheaper.
What's included in managing car dealership search ads.
Queries by make, model, and city with cost per click; negative keywords “jobs,” “parts,” “repair,” “reviews forum” to avoid paying for non-targeted traffic.
Separate campaigns for each make, for financing and installments, for trade-in, for local queries, and for the dealership brand; separate budgets and bids.
Headlines with “from” price, monthly payment, Kaspi installments, official dealer status; extensions — address, phone, model prices, test-drive links.
A page for each advertised model with trims, price, loan calculator, and request form — instead of a generic catalog page.
Google Business Profile and maps: showing the dealership on the map for “car dealership nearby” and “dealer [make],” directions and a call in one tap.
Virtual numbers by campaign and make, call recording, manager response quality assessment, missed calls as CRM tasks.
Re-engaging visitors who viewed specific model pages or the calculator but didn't submit a request — display and search remarketing with a current offer.
Cost per call, cost per request, cost per test-drive by campaign and keyword; weekly budget reallocation between makes and query types.
Campaigns and queries.
- Search ”[Make] buy”: branded queries for each make with city
- Search ”[Model] price”: model queries with trims
- Search “Financing and installments”: “car loan,” “auto loan Алматы”
- Search “Trade-in”: “trade in a car,” “car exchange with top-up”
- Search “Local”: “car dealership + district,” “official dealer nearby”
- Brand: dealership and dealer centre name
- Google local campaigns (maps and directions)
- Remarketing: model page visitors without a request
- Яндекс Директ: duplicates of priority campaigns for Russian-language queries
Advertising financing and financial terms.
Google requires compliance with financial services advertising policies: when stating loan or installment rates in ads, real terms must be disclosed on the landing page, the partner bank must be named, and the APR must be shown. Яндекс Директ requires similar disclaimers on financing terms. We configure ads and landing pages in compliance with these requirements — the account runs without blocks and ads pass moderation on the first submission.
What a lead from make-based search ads costs.
Kazakhstan benchmarks: a click on ”[make] buy” queries in Алматы — ₸300–₸900; on ”[model] price” — ₸150–₸500. A call or request for mass-market makes — ₸4,000–₸12,000; for premium makes — ₸10,000–₸25,000. With an average ticket of several million tenge, search ads pay for themselves from the first or second deal per month. The key economic lever is manager response speed on calls and requests: missed calls double the cost per deal.
What affects the management fee.
Managing one platform for one dealership — ₸150,000–₸250,000 per month; Google and Яндекс together, multiple makes, or two languages — ₸250,000–₸400,000. Advertising budget is separate, minimum ₸200,000 per month; for competitive makes in Алматы — from ₸400,000. Setup is included in the first month; one-time setup without ongoing management — ₸150,000.
Model landing pages — quoted separately as landing pages. General terms are on the search advertising page.
The short version.
How much do search ads for a car dealership cost?
Management from ₸150,000 per month plus a budget from ₸200,000. For competitive makes in Алматы, budget from ₸400,000. Setup is included in the first month.
Google or Яндекс for a car dealership?
We start with Google Ads — it holds the dominant search share in Kazakhstan and offers more precise geo-targeting. Яндекс Директ comes second: it adds volume on Russian-language queries in Алматы, Астана, and the north of the country.
Can ads run to the general catalog page?
They can, but conversion will be 2–3× lower than with a model-specific landing page. A buyer who searched “Kia Sportage price” should land on the Kia Sportage page with trims and a calculator, not on a list of all vehicles.
How do you measure results?
Call tracking counts calls by campaign and make; CRM counts requests and test-drives. The report shows cost per lead and cost per test-drive by query group — not clicks and impressions.
Is verification required to advertise financing?
Yes — when stating financial terms in ads, Google requires compliance with financial advertising policies: real rates, terms on the landing page, a link to the partner bank. We configure ads and landing pages to pass moderation without delays.
Same service for other industries
Want hot buyers searching for your makes? Send us your model list — we'll calculate a budget and forecast.
Tell us your city, priority makes, current website, and budget. We'll respond with a cost-per-lead forecast and campaign plan within 1–2 business days.