Nate Tilley breaks down why a car dealership's Facebook ads only reach people already shopping for cars, missing 95% of potential buyers. He recommends top-of-funnel ads that target people likely to shop in the next 30 to 90 days, a gap most competitors ignore.
I was looking at your guys ads. This is like a really basic ad strategy. It's good, it works. But it literally excludes 95% of the people that are scrolling on Facebook because 95% of the people scrolling on Facebook aren't even in the market for a car. And this is a very in market shopper esque approach with no real emotional building resonance. Like you guys have an emotionally strong website. Like you see all the people and you're like wow, this is great. This is like a really good hometown dealership. And same with on your Facebook page. Your Facebook page has just really great posts like this should be your ad, this should be your ad picture. Okay, you're going to attract like way more top of funnel people. But the problem with that is going to be qualification because then you're going to be getting people that maybe they're not in the market today but they're going to be in the next 30, 60, 90 days. And the benefits of that is the other dealerships aren't targeting those people.
