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.
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 →
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.
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.
Dynamic inventory ads capture existing demand; awareness video and localized creative create it. The stores that break records run all three as one system.
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
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