Digital Empire
Most “industry benchmarks” are recycled guesses. These come from real paid-social campaigns we've managed for dealer partners since 2021 — anonymized, matched to actual vehicle sales.
Data from managed dealer campaigns 2021–2026 · Last updated July 20, 2026
5,500+ Dealer leads generated
798 Cars sold, matched to social
$11.49 Best cost per lead
2.1M Video views driven
What real dealer campaigns produce
Figures below are drawn from paid-social campaigns we've managed for dealer partners — matched to actual vehicle sales, not clicks.
| Metric | Typical range | Best we’ve measured | What it means |
|---|---|---|---|
| Cost per lead (paid social) | $11 – $25 | $11.49 | What you pay for a qualified in-market lead. Varies with market competition, offer, and creative quality. |
| Cost per vehicle sold | $89 – $201 | $89.07 | Ad spend divided by units matched back to the campaign — the number that actually matters to an owner. |
| Lead-to-sale match rate | 13% – 17% | 16.7% | Share of paid-social leads that became a matched vehicle sale. Speed-to-lead and BDC process move this most. |
| Cost per click | ~$0.92 | $0.92 | Efficient reach on well-optimized inventory and offer campaigns. |
| Monthly volume lift | up to 3.6× | 55 → 201 / mo | One store's units per month after a full-funnel rebuild — an all-time record. |
Ranges reflect our managed dealer campaigns since 2021 and are directional, not guarantees. Your results depend on market, inventory, offers, and follow-up. See the underlying case studies →
Where dealers win — and leak
Cost per sold unit, not per lead
Two dealers with the same cost per lead can have wildly different cost per car sold. Match spend to units and you find the real winners — and cut the campaigns that only look good on paper.
Speed-to-lead moves the match rate
The gap between a 13% and a 17% lead-to-sale rate is usually follow-up speed. Contacting a lead in minutes instead of hours turns the same ad spend into more delivered vehicles.
Full-funnel beats inventory-only
Dynamic inventory ads capture existing demand; awareness video and localized creative create it. The stores that break records run all three as one system.
What “good” looks like in 2026
If you're a franchise or independent dealer running paid social, here's a realistic set of targets to hold your marketing to — based on what we consistently see when the system is built right:
Cost per lead: aim under $25, with strong markets and offers reaching the low teens. Cost per matched vehicle sold: $90–$200 depending on your margin and market. Lead-to-sale match rate: 13%+ , with best-in-class follow-up pushing past 16%. Speed-to-lead: first automated touch in under 5 minutes, human callback same hour.
If your numbers are well outside these ranges, the problem is usually one of three things: you're measuring leads instead of sales, your follow-up is too slow, or your funnel is inventory-ads-only with no demand creation. A free audit will tell you which.
Related: Car dealership marketing playbook · Automotive marketing · Case studies
Automotive benchmarks — FAQ
See your numbers against these
A free audit benchmarks your dealership's cost per lead, cost per sale, and follow-up speed — and shows the fastest wins.
