Google Ads has opened a new beta format called automotive model feeds on Search ads, also known as Vehicle Top Ads, which lets vehicle manufacturers show their models with images, pricing and key features directly in the search results. Google has published a new help document for the format, and the beta is aimed at car brands rather than individual dealers.
To take part, an advertiser must be an OEM vehicle brand, run active Search campaigns and provide a valid automotive model feed that follows Google’s formatting specifications. The beta is currently available in the United States, Canada, Australia and the United Kingdom, and brands join by contacting their Google sales representative. Once a feed is connected, Google automatically matches the model data with relevant search queries and existing text ads, so vehicle images, prices and specifications can appear alongside the standard text ad. Advertisers who want to stop can delete the feed in the Business Data section of their account.
The format pushes Search ads further up the buying journey, letting manufacturers put a visual shortlist in front of shoppers before any click. It also raises the value of clean, complete feed data inside Google Ads, the same direction as recent feed work such as the Merchant Center warranty attribute for product feeds. It lands in the same week that Google gave advertisers finer control over where Performance Max budgets go, with channel prioritization and budget allocation controls — together, the two changes give car brands both richer creative and tighter control over spend.
Source: Search Engine Land, Search Engine Roundtable, Search Engine Watch and Google Ads Help
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