Google Vehicle Ads are a performance format that pulls your live inventory from Google Merchant Center and shows a rich listing (image, make, model, price, mileage, dealer name) in Google Shopping. Shoppers click through to the vehicle detail page (VDP) on your site to enquire, call, or book a visit. Campaign delivery runs via Performance Max, which can reach Search, YouTube, Display, Discover, Gmail and Maps depending on your assets and goals.

Yes. Vehicle Ads are in open beta in the United Kingdom. UK advertisers can participate by uploading a vehicle feed to Merchant Center and running Performance Max campaigns to serve Vehicle Ads.

Two notable updates:

Smart Shopping “Vehicle” campaigns → Performance Max: Google upgraded legacy vehicle campaigns to Performance Max with vehicle feeds, widening reach across more touch points.

Category expansion (Mar 2025): Google added RVs, motorhomes and campers to Vehicle Ads eligibility, broadening the format beyond cars/pickups.

Eligible: Non-commercial passenger vehicles (e.g., cars, pickup trucks) and, since March 2025, RVs, motorhomes and campers.
Not eligible: Most commercial vehicles, two-wheelers, buses, farm vehicles, boats, planes, etc. Also, private sellers/auto brokers aren’t permitted. Vehicle Ads are for licensed dealers/retailers.

Yes. Vehicle Ads run via Performance Max. You’ll link your Merchant Center (vehicle feed) and Google Business Profile so Google can match stock to your locations. You can also link a vehicle feed to an existing Performance Max campaign (not just at campaign creation).

A typical vehicle ad unit includes an image, make/model, price, mileage, and your dealer name, leading to your website page. With Performance Max, your campaign can reach Search, YouTube, Display, Discover, Gmail and Maps; Google distributes impressions where it expects conversions against your goals (or our set goals).

Google requires specific allowlisting steps for Vehicle Ads in the UK/EEA (account setup, eligibility checks, compliant data, and dealership/location linkage). Once prerequisites are met, UK advertisers can submit to participate and activate delivery via PMax. We handle this end-to-end.

VIN numbers are a must.

At a minimum, plan for make, model, price, mileage and key identifiers/landing URLs per vehicle. Attributes like condition, colour, fuel type, transmission, trim and images help performance and policy compliance. Google provides attribute-by-attribute specs (for example, mileage has a strict format in miles/kilometres).

There’s no fixed price, Google Ads uses an auction. You set budgets and goals in Performance Max, which uses Smart Bidding to maximise conversions or conversion value (with optional tCPA/tROAS targets). Your actual costs depend on inventory, demand, creative, local competition and your objectives.

Yes. Vehicle Ads explicitly support new and used inventory, as long as it’s a permitted vehicle type and you meet policy and feed requirements.

No. Private sellers and auto brokers aren’t permitted. Vehicle Ads are for licensed dealers/retailers with compliant inventory and locations.

Yes. Link Google Business Profile locations to Merchant Center so Google can match inventory to the right forecourt(s). We implement the mapping and ensure your feed/location data stays in sync.

Yes. Google published a policy update in March 2025 expanding Vehicle Ads to include RVs, motorhomes and campers. UK trade groups (and Google’s own help content) have since reiterated that leisure-vehicle dealers can participate subject to the usual licensing/location requirements.