Targeted ads for car dealerships: test-drive and loan requests from Instagram and TikTok.
Car buyers spend time on Instagram and TikTok long before they start actively searching. We show ads by interest and lookalike audiences based on the customer base, offer a specific action — a test-drive, loan calculation, or model promotion — and receive requests via WhatsApp with CRM handoff.
Targeted advertising in a car dealership works differently from niches with fast decisions: a buyer doesn't book a test-drive after seeing one banner. Ads on Instagram and TikTok work through warming — multiple touchpoints with different offers: a video of the model in motion, a monthly payment calculation, a buyer testimonial, this month's promotion. By the time the person is ready to submit a request, they've already seen your dealership several times.
The offer matters: “buy a car” doesn't work; “book a test-drive for the Kia Sportage this weekend,” “calculate a loan from ₸45,000 per month,” “trade-in — we'll appraise your car in 30 minutes” do. A specific next step with a low barrier generates leads at an acceptable cost.
We receive requests via WhatsApp or a lead form with instant handoff to the CRM, where the manager gets a task to respond within 5 minutes. From there we count not clicks but test-drives and deals per campaign.
What's included in managing car dealership targeted ads.
We select 2–4 models or promotions with a clear benefit: test-drive, loan calculation, trade-in, monthly promotion, new arrival in the showroom. Each gets an offer and a landing page.
Automotive, credit, family, and travel interests; behavioural segments — owners of vehicles older than 5 years, kolesa.kz audience. Separate sets by city and region.
Lookalike audiences based on the CRM buyer database — the cheapest leads once sufficient base data has accumulated.
Videos of models in motion and in the showroom, loan calculations in carousel format, buyer testimonials, stories with an offer and a button. We test 6–10 variants and keep what works.
Test-drive or loan request via WhatsApp with a pre-filled message or via a Meta lead form with CRM handoff in seconds.
Website and catalog visitors who viewed specific model pages but didn't submit a request — a reminder with an offer and social proof.
Video reviews and test-drives in TikTok format for models chosen by the 25–35 audience; cost per impression is lower than on Instagram.
Cost per lead, cost per test-drive, cost per deal by campaign and model; weekly budget optimisation, monthly report.
Campaign structure.
- Campaign “Test-drive [model]”: automotive interests, 25–45, video + form
- Campaign “Financing and installments”: finance and automotive interests, payment calculator
- Campaign “Trade-in”: owners of vehicles older than 5 years, appraisal offer
- Campaign “Monthly promotion”: broad city audience, limited-time offer
- Retargeting: website and catalog visitors for specific models
- Lookalike from the CRM buyer base
- TikTok: new-model video reviews for the 22–35 audience
- Separate sets by city for dealer networks
Restrictions on financial product advertising.
Advertising car loans and installments on Meta and TikTok falls under the financial services category: real rates and terms must be stated, approval cannot be promised to everyone, and a link to the partner bank's licence is required. We write offers and ad copy in compliance with these requirements from the start — the ad account doesn't get blocked and ads aren't rejected. Financing terms and partner banks must be described on the landing page.
What a car lead from targeted ads costs.
Based on our experience and Kazakhstan market data: a test-drive or loan calculation lead from targeted ads — ₸3,000–₸10,000; a request with a clear purchase intent — ₸8,000–₸20,000 depending on the make and city. With an average ticket of several million tenge this is justified, but only with a fast manager response: every 30 minutes of delay increases the cost per deal. Lookalike audiences from the buyer base deliver leads 2–3× cheaper than cold audiences.
What affects the management fee.
Managing targeted ads for one dealership on one platform — ₸150,000–₸250,000 per month; two platforms (Instagram + TikTok), multiple brands, or two languages — ₸250,000–₸400,000. The advertising budget is paid separately, minimum ₸200,000 per month; for competitive makes in Алматы — from ₸250,000. Setup is included in the first month; one-time setup without ongoing management — ₸150,000.
Showroom and test-drive video production — quoted separately. General terms are on the targeted advertising page.
The short version.
How much does targeted advertising for a car dealership cost?
Management from ₸150,000 per month plus an advertising budget from ₸200,000. For competitive makes in Алматы, budget from ₸250,000. Less than that — the algorithms don't get enough data to optimise.
Which offer works best?
A specific next step with a low barrier: a test-drive booking, a loan calculation showing the monthly payment, a trade-in appraisal in 30 minutes. “Buy a car” doesn't work — the decision cycle is too long.
How soon will leads come in?
First leads — within the first week; a stable cost per lead — after 3–4 weeks of campaign learning and creative selection.
Is a website needed for targeted ads?
For lead forms and WhatsApp a website isn't strictly necessary, but a landing page for a specific model with price, trims, and a loan calculator increases conversion 1.5–2×. We often build a landing page in parallel with campaign setup.
What do you count as a result?
Test-drives and loan requests per campaign and model, their cost, and conversion to deals — via the Meta Pixel, CRM, and call tracking stack. Clicks and reach are not results.
Same service for other industries
Need test-drive requests? Tell us your makes and models — we'll propose campaigns and a budget.
Tell us your city, priority makes and models, and your current advertising budget. We'll respond with a campaign plan and forecast within 1–2 business days.