Google Ads is expanding its automotive advertising capabilities with automotive model feeds, previously known as Vehicle Top Ads, allowing vehicle manufacturers to showcase their lineups directly in Google Search results.
What’s new
Automotive model feeds allow eligible original equipment manufacturers (OEMs) to enhance their Search ads with dynamic vehicle information. Instead of relying solely on text ads, manufacturers can showcase relevant models with visuals and product details directly within search results.
How it works
Google automatically matches information from an advertiser’s automotive model feed with relevant search queries and existing text ads. This allows vehicle details to appear alongside sponsored listings without advertisers manually creating individual ads for every model.
Who’s eligible
The feature is available as a beta to qualifying vehicle manufacturers that meet several requirements:
- OEM status: Advertisers must represent an eligible vehicle manufacturer.
- Active Search campaigns: An existing Google Ads Search campaign is required.
- Valid automotive model feed: Manufacturers must provide vehicle information through a supported feed.
Where it’s available.
The beta is available in supported markets, including the United States, Canada, Australia, and the United Kingdom.
Why we care
Automotive model feeds could make Search ads more informative and visually engaging, helping manufacturers highlight relevant vehicles earlier in the buying journey. For shoppers comparing different models, seeing images, pricing, and features directly in search results could make it easier to identify suitable options.
The catch
The feature is currently limited to eligible OEM advertisers, meaning dealerships and other automotive businesses shouldn’t assume they qualify. Advertisers also need to maintain accurate vehicle feed information to ensure the details displayed in their ads remain relevant.
How to opt out
Manufacturers that want to stop displaying automotive model feed ads can remove the feed from the Business Data section of their Google Ads account.
The bottom line
Automotive model feeds give eligible vehicle manufacturers a new way to showcase their lineups directly in Google Search. For OEMs, the beta offers an opportunity to make Search ads more informative without building separate ads for every vehicle model.