Facebook Ads for Commercial Auto Sales and Service
Fleet and commercial vehicles are a niche part of your dealership’s inventory that attract a specific and unique audience. So how do you ensure that this unique group of people is included in your automotive digital marketing?
Promoting your unique inventory to the right audience while attracting qualified leads can be accomplished with commercial vehicle Facebook ads.
Need help coming up with Facebook ad ideas for commercial sales? Here’s how to target and what to say in your fleet inventory and commercial service ads.
3 Facebook Ad Techniques for Commercial Auto Sales
There are three main ways you can boost your commercial auto sales using Facebook advertising: targeting your ads, explaining the financial benefits, and distinguishing yourself from the competition.
1. Target Your Facebook Ads
Spread the word to the right people about the commercial auto sales and fleet services you offer by targeting your ad set.
Using Facebook’s Special Ad Category, try incorporating the targeting options below to communicate your fleet and commercial vehicle services to those most interested.
Option #1: Detailed Targeting
While you may not be able to target people with a direct interest in fleet and commercial vehicles, try targeting other similar interests.
Option #2: Custom Audience and Special Ad Audience Targeting
Perhaps a more refined targeting option for commercial auto sales is to target based on website traffic and past commercial vehicle auto sales.
In Facebook, create a custom audience of those who have recently been shopping for commercial vehicles on your website. You can also build a special ad audience (similar to a lookalike audience) based on this web traffic. Remember to create new special ad audiences regularly, as this information doesn’t update over time.
You can also upload a list of past fleet vehicle purchasers from your dealership CRM. These people are likely to buy from you again as you already sold to them once before!
2. Explain the Financial Benefits of Your Fleet Service
Sometimes it’s difficult for a dealership to keep track of service invoices for fleet vehicles. If your store offers financial support to ease this stress, you should definitely mention that in your Facebook ads!
Crater Lake Ford, for example, offers commercial centralized billings options for small, medium, and large fleet accounts. To promote that, the store uses creative Facebook ads like the one shown below.
The ad copy explains what the benefit of this financial service is (reduce time) and what city the dealership is located in (Medford, OR). The ad also uses an eye-catching photo and a clear call-to-action.
3. Distinguish Your Service Benefits from Your Competitors’
Let commercial vehicle drivers and businesses know upfront if you offer added benefits that your competitors don’t. Keep your dealership top of mind for commercial service needs by stating the unique value you offer.
Here are some offerings commercial fleet drivers and management want to know about:
- Pickup and delivery options
- Extended hours and Saturday service
- Reduced parts and labor rates
- Monitoring of all factory recalls
The ad below distinguishes Crater Lake Ford from its competitors by explaining how its fleet services are different. The ad also incorporates a human touch by expressing an understanding of a driver’s need to get back on the road as quickly and safely as possible.