Schedule More Test Drives Using Facebook "Lead Gen" Ads

1000% ROI With Facebook - Do I have Your Attention Yet?

As the cost of running a dealership continues to rise, and savvy consumers are further enabled by tools like Auto Trader, profits are suffering. In a time when margins are decreasing, the only answer should be to sell more! I'm going to show you how to do exactly that, using Facebook.

What Are Facebook Ads?

Facebook Ads are a low cost, highly targetable, extremely effective tool, that all dealerships should leverage. For the price of your daily coffee run, your dealership can generate dozens of qualified leads each week. 

Several types of Facebook Ads exist, but for the purpose of this article i'm going to be talking about "Lead Generation" ads. As I believe them to be the most under rated, yet highly effective way to schedule more test drives and ultimately increase your dealerships sales. .

What Are Lead Generation Ads?

Simply put, when building a Facebook Ad campaign, you're given a variety of Ad types to choose from. Each Ad type is optimized a little bit differently and provides slightly different functionality. So for the purpose of this article, as mentioned above, we're specifically talking about "Lead Generation" Ads. 

As described by Facebook, lead generation ads "Collect lead information from people interested in your business." So what exactly does this mean?

Basically, lead generation ads allow you to show an advertisement via Facebook to your target audience. If they like what they say, they can click to learn more. If they'd like to take advantage of whatever it is you're offering, they will be shown a page containing their pre-filled contact information. They will then submit this to you, and expect to hear back from a representative of your company. You will receive their contact information, and can follow up with the customer accordingly. That's pretty much the basics of how a "Lead Gen" advertisement works. 

Using Lead Gen Ads To Generate Test Drives

The intricacies of creating a high performing ad that convert, are far beyond the scope of this blow post. However the graphic below will give you an idea of how we're using Facebook lead generation ads to book test drives. 

Now the idea behind all of this is real simple. Show people an ad with something of value that they might want, tell them you will give them that "thing" in exchange for coming in for a test drive, and let them opt in right on the page. That's the beauty, lead gen ads make it so easy for customers to complete a form and opt in right from the ad it self. Check out the screenshot demo below of the 4 steps a customer goes through to book a test drive.

The 4 Parts of a Lead Gen Ad:

A lead gen ad is not simply just an ad. It's actual a 4 part sales funnel in which the customer discovers your offer, clicks through to learn more, opts in to claim the offer, and is brought to a thank you page. The whole process is outlined below.

Next Steps

After the user "converts" by going through the whole process above, now it's all up to you. In your Facebook ads dashboard, you will have access to download each lead in realtime. Simply check back once a day, download the leads, and send them to your sales rep or BDC. All leads should be contacted within 24 hours maximum, but the faster the better. If a sales rep can contact them within an hour of filling out this form, you have a 99% chance of having them come in for a test drive.

Your Big Question: How much does all this cost?

The answer is... as much as you want it to cost! 

Facebook allows you to allocate as much, or as little as you'd like to any give ad campaign. My suggestion is start with at least $20 a day. That should result in at least a dozen or so leads each week. But the more you can invest, the more customers you'll be able to bring through your dealerships doors.

The Bigger Question: What's my Dealerships ROI?

Actually it's pretty incredible. Think of it this way, for pre-owned vehicles the margin can range, but typically dealers are aiming for between $1000-$3500 in gross profit per vehicle depending on a few factors. But lets say you ran a Facebook Lead Gen ad, for $20 a day, promoting test drive for one month. You would spend a total of $600.

For a total spend of only $600, you would acquire somewhere between 35-45 leads! That is 35-45 customers who are telling you they want to test drive a car, and want to know when they can come in to do so. Now... if you convert just 1 customer out of all these leads, even worst case scenario you are making $1000 profit, and nearly 100% ROI! If your sales team cant convert 1 lead out of 45 who are asking to come in for a test drive. You have bigger problems here.

Most likely you will actually convert between 5 - 7 leads each month depending on your sales team and capabilities. Now assuming you net an average of $1500 per vehicle, you would be generating $7500 - $10,500 net profit each and every month. That's nearly a 1000% ROI. 

Let me RE-CAP:

AD SPEND $600/MONTH = $7500-$10,500 NET PROFIT

The numbers don't lie! This is something you as the Owner, GM, or Sales Manager need to evaluate. An extra 10k per month for spending even $1000 a month is an incredible opportunity. Especially if you own a dealer group, and implement this strategy across 10 of your locations, we're talking an extra $1,000,000 per year!!!! Why aren't you doing this already!


So why aren't more dealerships using this?

Because most of them have no idea this exists, and they are too busy shoveling buckets of money over to AutoTrader. But seriously, most dealerships are not even aware this functionality exists. Ask anyone you know that works at a dealership about Facebook Lead Gen ads. Unless they are already my client, chances are they won't know what you're talking about. 

The bottom line!

Make no mistake, once this catches on in a few years, and every dealership is doing it, it will cost a lot more to get the incredible results we can get now. But for now, there is massive money to made relatively easily. At least until everyone else catches on and joins the party. But for the next few years at least, this method is going to be a gold mine for a few select dealers.

Now to be honest, the true secret to success here is not just running an ad. It's all about how you run the ad, your audience targeting options, demographic settings, time of day and week you run the ads, etc. These are things that we've narrowed down here at Suits Social. We have a simple plug and play formula, and once you set up your ads once, you can just keep them running all year and easily maintain them yourself. 





A Guide to "Google my Business" - For Real Estate Agents

What is a "Google My Business" listing?

A Google Listing, officially known as "Google My Business" by Google. Is one of the most important points of your online presence next to your website. For those who may not know what i'm talking about, your "Google My Business" listing is the little box that comes up in Google when someone searches for your business. It's also a place where customers can leave reviews, and share photos. If you ever want to rank at the top of Google search organically (without paying for ads), claiming or creating this listing properly is the single most important step.

See below for a picture of our very own Suit Social Google listing for reference:

Why is a "Google My Business" Listing Important?

An optimized "Google my Business" listing, is key to attracting new clients, building trust with potential clients, and building a presence in local search. Your Google listing is the first thing that will come up any time a client searched for your name or office. It's also a place where past clients can leave reviews/feedback which as a realtor you know is extremely important.  

The "Local Pack"

Now what makes your "Google my Business' listing so powerful, is that it doesn't just show up when people search for YOU. It can also be optimized to show up when people search for lets say... "Real estate agents in Barrie". When people search for something like this on Google, Google decided what the top 3 most relevant results are, and displays them in what is known as the "Local Pack". Getting your listing into this local pack for key search terms, can add a huge boost to your business.

local pack.png

"Google My Business" & Local SEO

Optimizing your business and listing to come up in local organic search, is called "Local SEO". Local SEO involved more than just a perfectly crafted Google listing, other factors are involved such as the quality of your website, frequency of content published around the web such as social media, how many reputable sources link back to your website, and how many directories are you accurately listed on. All of this plays a roll, but if you're going to do one single thing, pay attention to your Google Listing, it contributes more to Local SEO than any other single factor. 

Once your business is found in the local pack, users can click your listing to get an expanded view of your full Google my Business listing on Google maps. This will include all of your reviews, a link to your website, contact information, hours, and more. Take a look below to see what it looks like when we open one of the results from the local pack pictured above.

So it's quite clear that Google my Business is quite an important part of your online presence. You understand that you need one, and you need to optimize it to perform as well as it possibly can. The goal is to get in front of as many potential clients as possible organically. But the question is how do you do it? How should a real estate agent or brokerage optimize their Google business listing to rank as high as possible in local search? Below we're going to share some very important tips for both agents and brokers/owners. Follow these tips and you'll be well on your way to dominating in local search.


Pro Tips - Setting Up Your Google Listing

For Independent Realtors working at a brokerage - i.e ReMax, Royal LePage, Century 21, etc.

These tips are for independent realtors, meaning you're working at an agency and you want to have your own google listing. Can you do it? Of course, but 90% of real estate agents are doing it wrong, and may eventually be blacklisted because of it. 

Before we start sharing tips, please note we're assuming you already have a Google My Business account. You simply need to log in and make the necessary changes as per our suggestions. But if you have not made yourself a listing yet, you can do so HERE.

Tip #1 - Does your brokerage have a listing?

The very first tip is make sure your brokerage or local branch office has it's own Google my business listing. It's imperative to both your success as well as theirs. Talk to your marketing representative and ensure this gets set up. It's free, and massively important, so no excuse as to why it can't be done. See below for what a listing looks like for an independent branch office.


Tip #2 - It's all in the name

By far the biggest mistake realtors make when creating their Google listing is the name. Most of them use something like:  "RE/MAX-John Doe" or "Royal LePage - Barrie - John Doe". Even "John Doe Real Estate".


Yes, including the name of your brokerage and/or city/province will help you rank in local search. Actually it will help a lot. But in 9 out of 10 cases you will be violating Googles Terms & Conditions. Which means you can be blacklisted never to be found in search again, or have your account permanently deleted/frozen. Both of which are not favourable outcomes. 

Of course you know realtors who do it this way, and yes they haven't any issues yet, but they probably will. Maybe not this year, or next year but eventually they will. So if you're in real estate for the long term, follow the rules, and you'll be rewarded. When your competition suddenly drops from Google search and you're the last one standing getting all of the local business, you'll thank us for it. 

So how do you correctly set up your google my business listing name? As a real estate agent working at a brokerage with multiple other agents it's quite  simple.  

The Perfect Name For A Realtors Google Listing:

  • List your full name as the name of the business (do not include the brokerage name)
  • Use your headshot as the profile photo
  • Link your personal website, phone number, email etc.  
  • List the address of your brokerage
  • If you have a suite number, list on the the second address line.

Disclaimer: This is the proper way as recommended by Google, and the only way we can in Good moral standing suggest you setup your listing. However... at your own risk... including your brokerage name such as ReMax in the name i.e "John Doe - RE/MAX" will increase your visibility. But if Google ever cracks down, you'll likely loose this privilege forever.

Tip #3 - "About" Section & Your Google+ Profile

When creating a Google My Business account, you should be prompted to create a Google+ account as well. This is essentially a social media channel very much like Facebook. The great thing about Google+ is it's high rank in Google search (of course Google will rank it's own content highest). It's a good habit to regularly publish to this channel, and it should be a part of your overall social media strategy. Great for building up your local SEO authority.

Anyway, in the about/description section of your Google+ listing, you should list what brokerage you're working for, what areas you service, etc. But leave it out of the name if you want to remain in Google's good graces. You can also include here any information about yourself, your years in business, or anything you'd like potential clients to know. 

Don't be afraid to include clever keywords if they are truly relevant such as "award winning realtor" or winner of "the 2016 realtor awards" or "top agent in Ontario" etc.

Tip #4 - Your Website

Every Google listing will provide you with the option to link to your website. Viewers of your listing will see a button allowing them to access your website with a simple click. This is the natural next step that most people take when they come across your Google listing, so it's important that your website is set up to convert potential clients as efficiently as possible. Make sure all of the information on your website is consistent with that of your Google listing.

Make sure the following is included & up to date on your website:

  • Correct Name (It should appear exactly as on your Google Listing)
  • Up to date pictures of yourself and current listings
  • Correct address, phone number, & email address.
  • An easy to use contact form.
  • Links to your social media profiles (Facebook, Instagram, LinkedIn, Etc.)
  • Authentic and genuine client testimonials (The more the better)
  • An active Blog (A minimum of one new post per week)

It's important to take some time to update all of the above mentioned points. The reason for this is that if Google finds discrepancies between your listing and other online assets such as your website or social media, it is less likely to return your listing in local search results. The other items such as frequent blog posts, are meant to help boost your SEO and allows your website to be found as many times as possible by clients searching for what you offer. 

So make sure you website is up to date, looks good, and is ready to convert!

Here's a Realtors website that we loved: (No affiliation to Suits Social)


Insider Tip: Opt to go with a domain name such as or, something that would rank high in search for terms that relate to what you do. .


Tip #5 - Beyond Your Google Listing

Although your Google Listing is one of the most important parts of your online presence besides your website, and the topic of this entire article, it's not the only part. Keep in mind the your Google Listing is only one of many directories and listings that are out their for your business. Many have likely been created already only your behalf without your knowledge. It's important to search for and claim these listings, and create as many new ones as possible. You want to be found everywhere, and you want the information to be consistent. 

Another huge factor of your online presence is social media. Find what platforms work best to reach your target clientele, and put together a social media marketing plan. Figure out what you're going to post, how often you're going to post it, and how you're going to promote it. Social media as a whole, is becoming the single most powerful media outlet in the world, it arguable already is. Unlike a simple Google listing, social media is a proactive platform that you can build and use to actively connect with new clients. Take control of your social media before it's to late. I've personally spoken with realtors in Toronto who have sold multiple 5 million dollar plus, condos and homes through social media. Unbelievable right? Even if you invest what feels like a massive 10k a year into social media, wouldn't it be worth it if you sold even just one property because of it? Chances are you will, chances are you'll sell a lot more than just one.

Lastly, do not underestimate the power of your overall online reputation. Weather it's your social media, your Google listing, Yelp, it doesn't matter. Make sure you're actively aware of what people are saying about you, engage with the frequently and make it a habit to respond to reviews, comments, and anything else as fast as possible. This will boost your credibility in the eyes of customers, and likely result in more word of mouth referrals and ultimately sales.

The End!

Congratulations on actually making it to the end, that was no easy read. Typically we would package this up as a short E-Book and offer it to our existing clients. But recently due to popular demand and endless questions, we thought it would be great to publish this publicly and share it with everyone. We hope you enjoyed the read, and learned at least a trick or two that you can apply today.

 If you have any questions at all about the material in this article, or would like to hear more about our digital marketing services, please contact us now.

The Death of Impressions & Clicks. Local Businesses Only Care About One Thing...

When it comes to advertising, the path you take and the metrics you track, totally depend on your the type of business you run. Just as business has evolved to keep pace with the new digital economy, so has the modern marketer. Clicks, impressions, engagements, conversions, etc. are all popular terms you might see in your monthly marketing report. While this is fine for businesses of the internet variety selling products or services exclusively online, what does it really mean for local brick and mortar businesses? If you run a local restaurant, dealership, or banquet hall, do you really care how many clicks your getting? Does it matter how many impressions you got? If someone visits your website how do you know if they'll be walking through your door or simply clicked an ad by accident? Either way you're being charged for a "Conversion". It seems we have a problem on our hands.

Currently a massive gap exists between digital marketing, and traditional marketing. Modern marketing agencies are pushing digital as a one size fits all approach. Meaning they're providing you with the same system they use for clients who sell exclusively online, which clearly makes no sense. Where as traditional marketers are still trying to sell you newspaper ads, radio spots, and a giant banner towed behind low flying plane. None of which will provide any measurable ROI what so ever! The problem with both these methods is they don't provide a way for physical businesses to track ROI. For businesses selling on line, it's extremely easy to track a customers journey right through to the checkout page, and connect that to ad spend. But how to you track it in the physical world? How do you track X number of sales for X number of dollars spent? The answer for most business is simple. They don't... At least until now.

So if clicks, engagements, impressions and so on are not the answer, and don't matter in the least bit for your business, what does?

What really matters for local businesses is customer calls and visits. How many customers that are seeing the ads are actually calling the business or visiting it. In the case of a dealership for example both of these metrics tell a very important story. Especially if you can track keywords for the phone calls. For example, a customer see's your ad, calls in to speak with a sales rep and the words "schedule" + "test drive" "date/time" come up. Imagine if at the end of the month you got a report that showed you how many calls your ad generated that mentioned those keywords. A great indicator of how many test drives your ads generated.

But wait... it gets better! Now let's say you're a restaurant and a customer see's your ad, and the next day walks into you're restaurant. What if you could track that? What if at the end of the month you had a report that showed: you spent X number of dollars, X number of people saw you're ad, and X number of people actually walked into your restaurant to eat. Well thanks to new technology, we can now do exactly this!

These two metrics, calls + visits, are the most important because they're the only thing that matters. As a business owner or manager, you just want to know who's calling and who's coming in. You don't care about clicks, impressions, blah blah blah. You wan't people, real people, spending real dollars. Here at Suits Social we get that. That's why we're happy to offer a brand new service to our clients which is exactly what you read above. Local advertising that tracks calls and visits.

The technology behind how we do this is quite amazing, and we're happy to share with you in greater detail if you just shoot us an email at or give me a call personally at 705-417-2768. This is a brand new offering, and it's not even on our website yet. We can only accommodate a limited number of clients in the GTA and surrounding area's, so we're basing this on a first come first served basis. If you think your business is a good fit for this service, don't hesitate to get in touch and i'll be happy to explain more.

P.S. Current clients who subscribe to our local marketing management platform will be offered a special discount on this exclusive service.

How to Respond to Online Reviews - The Right Way!

Before we get started, if you're serious about your businesses online reputation, and want to take control of your online reviews, download our "Top 5 tips for responding to online reviews" guide. A must read for any business owner or manager, available for download FREE at the end of this post. 

Responding to your businesses online reviews is no longer an option, it's expected. Online reviews are where customers are having a conversation about your business, and where potential customers decide if you deserve their hard earned dollars. It's extremely important that your business is responding to every single review, good or bad. It's important to respond to bad reviews because bad reviews are like a billboard that says "Be careful when doing business with us". Responding to these bad reviews gives you a chance to right your wrong, prevent further reputation damage, and show customers you're a responsible business who values customer feedback. It's also just as important to respond to good reviews. It shows customers that your not just trying to put out fires and responding to the negative, but also praising the positive and valuing the input of very single customer. Good reviews also provide a great opportunity for up sells, and also make for great social media content. Don't be afraid to share your customers reviews on a regular basis, and make sure everyone knows how great you are!

Ready to learn more? If you're serious about taking your business to the next level and want to read the full guide for responding to online reviews, you can download it for FREE below!





This One Mistake Is Costing Dealerships Across Canada Millions!

Go Digital or Risk Extinction

Dealerships are at risk of going the way of Kodak. By clinging to the traditional way of doing business, they're missing out on huge opportunity and practically inviting startups to come in and disrupt their space. In particular i'm speaking in regards to the way they reach out, attract, and engage with new customers.

Customers are making decisions In A New Way

As of 2017, 90% of purchase decisions are now made online, failing to create a powerful presence in this space will have dire consequences. In the short term, this will result in countless customers and deals lost. In the long term, it will result in the downfall of the dealership as we know it, as startups work to bring high-tech into the world of automotive sales.

Let's Get Specific

Online presence is a broad term so lets narrow it down. The quantity and quality of your online reviews, social media profiles, and business listings all play a role in how customers find your dealership online. These key factors also play a role in helping customers decide how they feel about your business. As in, do they trust you and are they willing to spend their money with you?

The Punchline

So you might be asking... how are dealerships loosing millions of dollars each year? Recent studies show that businesses with a positive online presence generate between 5 - 9% each year. Now every dealership is different, but lets just assume your dealership generates about 2 million per year in gross revenue. A 5 - 9% increase would equate to roughly between 100,000 - $200,000 dollars a year. Multiply that by the number of dealerships in Canada with a weak online presence , and I promise you the number will be in the hundreds of millions if not billions. That is quite an opportunity.

How your dealership can capture a slice of that million dollar pie!

First and foremost make sure your dealership comes up on google with an accurate location page, relevant pictures, and most importantly positive reviews. Google reviews are king! Not Reviewsii, or any other self contained review platform. Google reviews will boost your rank in search by as much as 25%! They are also the most trusted and most frequented review score visited by consumers. 

Now if you have decent google reviews but you have not received any new ones in a while, it's time to put a strategy in place to collect more. Dozens of great strategies exist, and we're happy to point you in the right direction if you shoot us an email at

The next thing you need to do, the thing that 99% of dealerships fail at, is build a powerful and dominating social media presence. A strong social media strategy across as many relevant platforms as possible will be crucial to your online success. It will increase your rank in local search, increase relevancy, validate consume decisions, and increase brand awareness. I could write a book on social media strategy, tools, and hacks, but lets just save that for another day. You know how to reach us for more info.

The last and simplest tool to get a slice of that million dollar pie is business listings. Business listings are simply places online that list your business information. If these listings have inconsistent information, or missing information, your relevancy in local search and overall SEO will suffer. Make sure you frequently browse the top 10 Canadian listings sites, and check for correct business data. 

For any questions or advice, get in touch with our team -

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