Vehicle ads are a performance-focused, omnichannel ad format, which allows vehicle advertisers to promote their entire inventory of new and used vehicles to interested customers shopping for vehicles online. This format is relevant to any vehicle advertiser that wants to promote vehicle inventory for sale. Vehicle advertisers can participate by uploading their vehicle feeds to Merchant Center and running Performance Max campaigns in Google Ads to serve vehicle ads. Learn more about how to set up vehicle ads.
To participate in our vehicle ads programme, you must adhere to the Shopping ads policies with the following requirements and exceptions.
Requirements to participate in vehicle ads
Note: Exceptions to the requirements below may apply based on participation in beta features.
- Allowed vehicle types: Non-commercial and passenger vehicles only
- Any vehicle that requires a special licence to operate, permission to be bought or isn't equipped and licensed for use on public roads is excluded.
- Examples of excluded vehicle types: motorhomes, ATVs, motorcycles, motor bikes, boats, planes, farm vehicles, go-karts, race cars and any vehicle requiring a commercial licence.
- For sale or lease only: Vehicles available for subscription aren't supported
- Vehicle auctions: Vehicle auctions and auction pricing aren't supported
- Vehicle parts: Vehicle parts, accessories, tyres and services aren't supported
- Vehicle title: All vehicles listed for sale must have a clean title. Vehicles with any title defect are ineligible for vehicle ads
- Examples of unacceptable title types: salvage, lien, etc.
- Dealership licence: Dealerships must have a valid dealership licence in the states, territories or provinces in which vehicles are located and/or offered for sale. To apply for verification of your dealership licence, fill in this form.
- Examples are state vehicle dealer licence, sales licence, permit information or business registration.
- A driving licence or purchase receipt aren't valid documentation to meet this requirement.
- Direct sellers only: Brokers aren't allowed to participate
- Aggregators and original equipment manufacturers (OEMs): Aggregators and OEMs may only upload vehicles from dealerships with valid licences.
- Online delivery of vehicles: Currently isn't supported
- Location: You must have a brick-and-mortar business location for customers to physically visit, review and/or purchase the vehicle in the state/region where you are listing the vehicle for purchase
- One account per state/region: You may only list vehicles for sale in a single state/region within a single Merchant Center account
- Image feed: Vehicle ads have additional image feed specifications and image requirements. Learn more about vehicle ads policies and guidelines
Exceptions to Shopping ads policies
The following Shopping ads policies don't apply to vehicle ads:
- Unsupported shopping content [vehicles]: Light passenger cars and trucks may be advertised using vehicle ads.
- Only promote products available for direct purchase: Vehicle ads may lead a customer to complete a vehicle purchase in person and thus the policy for 'Links promoted in Shopping ads and free listings need to lead users directly to a page that allows them to buy the advertised product' isn't required for vehicle ads.
- Website requirements regarding online checkout: The requirement for online payment and transaction requirements don't apply to vehicle ads.
- Delivery: Given that vehicle ads require an in-store purchase and pick-up, no delivery information is required.
Vehicle ads beta features
Vehicle ads from the following advertisers are available as beta features:
- Advertisers offering online delivery of vehicles
- Multi-state/region sellers in a single account
Note: Beta features for vehicle ads are being tested and expanded. Participation in beta features may initially only be available to certain vehicle advertisers. Performance in beta countries may differ from that of non-beta countries. Beta features may not be eligible to appear everywhere, can change at any time and may never be fully launched. If you wish to participate in these beta features, fill in this form to indicate your interest.
If you're working with a third-party platform, some of these instructions may not apply to you. Refer to your third-party platform for instructions on how to resolve the issue and request a review. Learn how to find support if you use a non-Google platform.
