Why Putting Every Ad Dollar Into Google Is a Trap

71% of the brands a car shopper will ever consider are already in their head before they type a single search, and Jason Goldberg says that's exactly why dealers putting 90% or more of their ad budget into search and social are showing up too late. He walks through how dealers in one automaker's regions pooled their ad dollars into streaming TV and audio to buy the customer instead of the network, and argues that as AI shopping agents start requesting quotes on their own, dealers who don't build a brand will end up selling a commodity. Jason Goldberg is the General Manager of Automotive at The Trade Desk, an AI-built advertising platform that sees 20 million ad opportunities every second across streaming TV, audio, online video, and the open internet. He works directly with automakers and dealer groups on where their ad dollars go and whether those dollars actually sell cars. He speaks candidly about the three or four vendors who all take credit for the same sale, why a click is a proxy at best, and why dealers can't rely on the automaker to do all the heavy lifting of building the brand. He explains: ◼ Why the optimal split is about 60% brand and 40% performance, and how dealers using it see 3X the results of the competition ◼ How he'd invest a $100,000 ad budget, starting with the audience instead of the channel ◼ How AI lets dealers tailor ads by market, like a car driving through snow in the Pacific Northwest and through the desert in the Southeast ◼ Why smart dealers start with the automaker's own ad assets instead of building from scratch ◼ How to prove which ads actually sold the car, instead of crediting whatever the shopper clicked last Topics: 00:55 Programmatic Is Like Auctions Going Online. 02:05 20 Million Ad Opportunities Per Second. 03:20 71% Of Brands Chosen Before Searching. 05:50 Dealers Pool Dollars For Streaming. 08:30 Buying The Consumer, Not The Publisher. 10:45 Linear TV Targeting Everyone Including Buyers. 12:20 Rebalance Away From 90% Search. 14:40 Click Doesn't Sell The Car. 16:10 Three Partners Take Credit For One Sale. 19:30 AI Creates Creative For Different Regions. 23:35 Consistent Creative Beats Bespoke. 26:20 Clicks Are Vanity, Outcomes Matter. 29:40 60/40 Brand To Performance Split. 30:30 That Split Delivers 3X Results. 33:50 Waiting For The Transaction Commoditizes You. This episode is brought to you by: 1. LotAgent – Stop stacking software. Agents are the way out. One problem, One Agent, only $99. Try it free now @ https://lotagent.com/ 2. @Podiumsoftware – the AI platform trusted by one in three dealerships. Podium helps dealers consolidate sales, service, messaging, and voice into one connected system that actually runs the work. If your AI isn’t driving real outcomes, it’s time to take a closer look @ https://www.podium.com/car-dealership-guy 3. @TheTradeDeskInc – By the time a lead reaches your CRM, buyers have often already narrowed down their options. Research from The Trade Desk Intelligence and PA Consulting found that 71% of the brands a car buyer ultimately considers are selected early in the shopping journey. Many buyers turn to consumer advice sites, marketplaces, and review platforms on the open internet during the research process. For advertisers, that means engaging consumers earlier in the purchase journey. As an independent media buying platform, The Trade Desk helps advertisers connect with audiences across the open internet and measure the impact of their digital advertising campaigns. Learn more at https://www.thetradedesk.com/ and download the research report here: https://www.thetradedesk.com/insights/autos-report-2026?utm_source=cardealershipguy&utm_medium=dd&utm_campaign=namer_multi_dwnld_autor&utm_content=gen_genpop Check out Car Dealership Guy’s stuff: For dealers: CDG Circles ➤ https://cdgcircles.com/ Industry job board ➤ http://jobs.dealershipguy.com Dealership recruiting ➤ http://www.cdgrecruiting.com Fix your dealership’s social media ➤ http://www.trynomad.co Request to be a podcast guest ➤ http://cdgguest.com For industry vendors: Advertise with Car Dealership Guy ➤ http://cdgpartner.com Industry job board ➤ http://jobs.dealershipguy.com Request to be a podcast guest ➤ http://cdgguest.com Car Dealership Guy Socials: X ➤ https://www.x.com/GuyDealership Instagram ➤ https://www.instagram.com/cardealershipguy/ TikTok ➤ https://www.tiktok.com/@guydealership LinkedIn ➤ https://www.linkedin.com/company/cardealershipguy Threads ➤ https://www.threads.net/@cardealershipguy Facebook ➤ https://www.facebook.com/profile.php?id=100077402857683 Everything else ➤ https://www.dealershipguy.com

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