Performance Max Vehicle Ads: Is feed only still relevant?

Best practices for Performance Max Vehicle Ads (also known as VLAs) continue to evolve as Google rolls out new updates and functionality. At Green Line Automotive, we’ve been testing different campaign structures to find what drives real results for dealerships.

Lately, our focus has been on comparing Feed-Only campaigns to Feed + Asset campaigns. Here’s what we’ve seen:

Feed-Only Campaigns

Pros:

• Excellent for generating low-cost VDP views
• Lower CPCs
• High impression volume

Cons:

• Lower CTRs due to broader reach
• Lower conversion rates — traffic often comes from casual shoppers rather than ready-to-buy customers
• Lower leads and phone calls, increasing Cost Per Lead

If your goal is to maximize visibility and get more eyes on your inventory, feed-only campaigns can deliver. However, visibility alone doesn’t always lead to sales. It’s crucial to work closely with your paid search team to ensure that the clicks are translating into actual showroom traffic and sales.

Feed + Assets Campaigns

Pros:

• Higher conversion rates
• Lower Cost Per Leads
• Increased calls and leads

Cons:

• Higher CPCs
• Requires ongoing monitoring to maintain quality 

As of April 2025, our recommended approach is to run Performance Max campaigns with both feed and assets enabled. This setup consistently outperforms feed-only structures, particularly when your goal is to drive qualified leads and real-world conversions.

Final Thoughts

As with all things digital, there’s no one-size-fits-all solution. Your ideal setup may vary depending on your market, budget, and inventory. But based on our testing across multiple dealerships, Feed + Asset campaigns are currently the most effective way to drive results with Performance Max for automotive.

Need help dialing in your VLAs? Learn more about our Paid Search services and schedule a meeting to talk strategy.