Facebook vs. TikTok: Optimizing Your Car Dealership’s Advertising Spend

In the ever-evolving landscape of automotive digital marketing, choosing the right platform for your dealership’s advertising spend is crucial. Two giants dominate the scene: Facebook and TikTok. Each offers unique advantages, but which one gives your dealership the edge it needs? In this post, we delve into the pros and cons of both platforms to help you make an informed decision.

Understanding the Platforms:

Facebook, with its vast user base and advanced targeting options, has long been a staple in digital marketing for car dealers. Its ability to cater to a diverse demographic makes it a reliable choice for building brand awareness for your dealership and driving conversions.

On the other hand, TikTok’s meteoric rise has captured the attention of a younger, highly engaged audience. Its emphasis on creative, short-form video content presents an exciting opportunity for dealerships to tap into new customer segments.

Comparing Ad Performance:

Comparing Ad Performance between FB and TT

When it comes to key metrics like CPM (Cost Per Mille/Thousand), CPC (Cost Per Click), CTR (Click-Through Rate), and CVR (Conversion Rate), each platform has its strengths. Facebook generally shows higher costs but potentially more meaningful engagement, especially for a diverse demographic. TikTok, known for its lower CPC and higher CTR, could be a more budget-friendly option for reaching younger audiences.

Creative Content and Audience Engagement:

TikTok challenges dealerships to create innovative and engaging content, offering a fresh avenue to showcase vehicles and dealership services. Facebook’s more traditional ad formats, while less demanding creatively, offer highly targeted reach, crucial for dealerships with specific demographic targets.

Target Audience Suitability:

Understanding your dealership’s target audience is key. While Facebook’s broad demographic reach is unmatched, TikTok’s younger audience can be ideal for dealerships aiming to attract first-time car buyers or promote trendy, youth-oriented vehicle models.

Challenges and Considerations:

Navigating Facebook’s increasing ad costs and complex policies requires a strategic approach to ensure ROI. TikTok, while often more cost-effective, demands continuous creative input to stay relevant. Understanding each platform’s attribution model is also critical in measuring your dealership’s campaign effectiveness.

Strategic Recommendations:

Dealerships should consider their unique goals and customer profiles when choosing between Facebook and TikTok. For instance, a dealership with a strong creative team might thrive on TikTok, while another might benefit from Facebook’s detailed targeting options. With an experienced agency like The Automotive Advertising Agency at the helm guiding your strategy, the proper balance of both may be found.


The decision between Facebook and TikTok for your dealership’s advertising spend hinges on several factors, including your target audience, creative capabilities, and specific marketing goals. Both platforms offer distinct advantages, and the right choice varies from one dealership to another. The Automotive Advertising Agency can help you choose the most effective channel, or craft a strategy that enables your dealership to maximize returns from both.

Navigating the dynamic landscape of social media advertising can be challenging, especially when deciding between platforms like Facebook and TikTok. The Automotive Advertising Agency’s experienced team is here to help your dealership make the most out of its advertising budget. We specialize in automotive digital marketing solutions tailored to your unique goals and audience. Contact us today to start crafting a social media strategy that drives results for your dealership.

Marco Camacho, Principal, TAAA
About the author

Marco Camacho is the Founder and Principal of The Automotive Advertising Agency, with decades of experience in the automotive advertising industry. With a passion for cars and marketing, Marco has dedicated his career to helping auto dealerships achieve unparalleled success through strategic and innovative advertising campaigns. Leading a talented team of experts across offices in Austin, Los Angeles, and New York, Marco oversees operations and ensures the agency’s continued excellence. Marco’s journey began 35 years ago in car sales at Lone Star Volkswagen in San Antonio, Texas. Excelling in understanding customer needs and providing exceptional service, he expanded his expertise to prestigious brands like Ferrari and Lamborghini. However, driven by ambition and a desire for innovation, Marco transitioned into advertising and media, following in his father’s footsteps as a broadcasting pioneer. Starting as an advertising sales professional at a local radio station, he merged his passion for automobiles with his growing knowledge of marketing and media dynamics.