This was a DMSC 2026 session.See the 2027 Agenda
- Agenda
- 2026
- Mini Workshop
From Search to Showroom: Mastering Google Ads for Dealers in 2026
Build, optimize, and measure Google Ads strategies that drive real dealership performance
Presented by
About the Session
In this workshop, we’ll cover everything you need to know to run a successful Google Ads strategy for automotive in 2026. We’ll walk through beginner- and intermediate-level best practices for launching and structuring accounts, building a market-specific Google Ads strategy, setting up meaningful conversion tracking, and understanding what’s next for paid search. Dealers will leave with a strong foundation in how Google Ads drives real impact to their dealership’s bottom line, how to develop a strategy that works for their market, and how to measure true performance—no fluff, just results.
Key Takeaways: Learn how to build a high-impact Google Ads strategy that drives real dealership results Understand which metrics actually matter—and how to measure true performance Gain insight into how paid search is evolving and how to adapt your advertising to meet today’s consumers Introduce dealers to how OEM-mandated Google Ads can be executed within these strategic frameworks
On Stage
Sarah CiociolaVice President of Media Planning and Account Strategy, PCG DigitalAs Vice President of Media Planning and Account Strategy at PCG Digital, Sarah Ciociola leads the Search Engine Marketing Team, Paid Social Media Team, Graphics Department, and Compliance Department, while overseeing the agency’s internal marketing initiatives. Sarah is also a prominent speaker, representing PCG Digital at various automotive conferences, 20-groups, and non-automotive events nationwide, where she shares her expertise in digital marketing.
Joshua DonaldsonSEM Specialist, PCG DigitalJoshua Donaldson started his career in Digital Marketing in 2011 and has worked exclusively with car dealerships to develop more on-site engagement through custom webpages, engaging SEO content, and sound paid ad strategies. As an SEM Specialist for PCG Digital, Josh helps dealerships execute strategies focused on driving a combination of soft and hard conversions from on-site actions rather than simply clicks and impressions.
Worth Knowing
From DMSC’s research on Advertising & Media. Every number links to its source.
- By the Numbers$739
Average dealership advertising spend per new vehicle sold in 2025, up from $705 in 2024
Source: NADA
- Term to KnowConnected TV (CTV)
Streaming video watched on a TV screen through a smart TV, streaming device or game console.
- Ask Your Vendor
What share of our streaming impressions ran on TV screens, on which apps and channels, and what invalid-traffic rate did an independent verification company measure?
- Try This Monday
Add up last month's total ad spend, including listing sites and agency fees, divide it by retail units sold, and compare the result with NADA's 2025 average of $739 per new unit.
Keep Going
More on Advertising & Media
- Flash Talk · Sunday, April 26, 2026 · 5:15 pmThe Co-Op Heist: How Dealerships Are Accidentally Stealing From ThemselvesMark Baruth
- Workshop · Monday, April 27, 2026 · 10:30 amStreaming as a Market Share Engine: How Dealers Win with CTV & Digital AudioBrett Hall
- Mini Workshop · Monday, April 27, 2026 · 11:30 amHow to Add Millions in Gross with Used EVsRyan Osten
- Flash Talk · Monday, April 27, 2026 · 5:30 pmThings That Make You Go Hhhmmm… What Your OTT Provider Isn’t ExplainingOwen Moon
See You in 2027.
April 18–20, 2027 at the Westin Kierland Resort & Spa. The program keeps its shape, and sessions are announced as they confirm.