Google Ads has launched Automotive Model Feeds on Search, a beta format also called Vehicle Top Ads. It lets eligible vehicle manufacturers enrich existing Search ads with model images, prices, trims and features, rather than advertising individual VIN-level inventory.
What Google’s automotive model feeds are
Announced on October 14, 2026, Automotive Model Feeds are designed for original equipment manufacturers (OEMs). Google Ads Help describes them as “a new search ad format designed specifically for vehicle manufacturers (Original Equipment Manufacturers or OEMs).” The beta expands a standard text ad with structured information from a manufacturer’s model feed.
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When Google matches a feed entry to a relevant query and to an existing text-ad creative, it can show a visual presentation below the text ad. Depending on the auction and query, that presentation may be a carousel, a list or a single-model unit. On mobile, Google says it typically contains two to five tiles. A tile can lead to a model specification page or a Build & Price page, while the text ad’s main headline continues to use its normal landing page.
How an OEM sets up Vehicle Top Ads
- Obtain beta access. The advertiser must be an eligible OEM and allowlisted by Google.
- Keep a Search campaign active. The format uses an existing Search campaign; creating a separate campaign is not required.
- Open Business Data in Google Ads. Upload a valid automotive model feed in that area.
- Align the feed with ad copy. Google matches feed records to searches and existing responsive-search-ad creatives when headlines or descriptions contain corresponding model, trim or category information.
- Maintain the landing pages. Confirm that every final URL and mobile URL resolves to the model information represented in the feed.
Showing a model unit is not guaranteed for every eligible query. Google identifies ad rank, device, query specificity and feed-data quality as delivery factors.
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Eligibility and current availability
The documented beta requirements are limited to OEM advertisers with an active Search campaign and a valid feed. Google currently lists availability in the United States, Canada, Australia and the United Kingdom.
| Requirement | What it means |
|---|---|
| Advertiser type | Vehicle manufacturer (OEM), not a general dealership or inventory aggregator |
| Campaign | An active Google Search campaign |
| Access | Google allowlisting for the beta |
| Data source | Valid automotive model feed uploaded through Business Data |
| Documented markets | United States, Canada, Australia and United Kingdom |
Dealers and aggregators promoting individual vehicles identified by VIN are directed to Google’s separate Vehicle Feeds on Search product. Automotive Model Feeds are model- and trim-level advertising, not a live inventory listing.
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Feed fields and image specifications
Each model or trim combination needs its own unique automotive model ID. The feed must include the following core data:
| Field | Status and guidance |
|---|---|
| Automotive model ID | Required; unique for each model or trim combination |
| Make | Required; the OEM brand |
| Model | Required |
| MSRP or price | Required; use Google’s required currency format |
| Final URL | Required; desktop destination |
| Final mobile URL | Required; mobile destination |
| Vehicle image | Required; at least one front-view or side-view image |
| Year, trim, features, engine type and body style | Optional, but useful for query matching |
| Build & Price URL | Optional destination for configuration journeys |
| Additional images, lifestyle images, video URLs and 360-degree views | Optional enrichment |
Images may be JPEG, PNG or static GIF. WebP is not supported. Feature values use semicolons between individual items. Prices, availability and URLs should mirror the live website; a stale feed can send users to inaccurate offers or pages.
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Operational practices that improve matching
Provide several trims
Google recommends at least three distinct trims per model. A broader trim set gives the system more structured variants to match against specific searches and gives users a clearer choice set.
Use descriptive vehicle attributes
Optional body-style, engine-type and feature values can help match searches such as “electric SUV” or “hybrid sedan.” Put model, make and category terms in responsive-search-ad headlines and descriptions so the ad creative and feed describe the same vehicle.
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Automate updates
Scheduled uploads from Google Sheets, HTTPS or SFTP can reduce stale pricing and availability. Establish a validation routine for required fields, image accessibility, currency formatting and desktop/mobile URL status before each upload.
Placement, billing and measurement
Vehicle Top Ads run through normal Search auctions. Clicks use standard cost-per-click billing, and Google charges no more than two clicks per ad impression. Delivery volume will vary because the format competes in eligible auctions and is subject to ad rank, device, query specificity and data quality.
Advertisers can evaluate activity in Google Ads reporting with the Click type segment. Existing conversion tags and conversion actions can be used; a separate measurement system is not required. Track model-page and Build & Price destinations separately if those actions represent different steps in the buying journey.
Automotive Model Feeds versus VIN-level vehicle feeds
| Comparison point | Automotive Model Feeds | Vehicle Feeds on Search |
|---|---|---|
| Primary advertiser | OEM vehicle manufacturer | Dealerships and aggregators |
| Data granularity | Model and trim combinations | Individual vehicles, including VIN-level inventory |
| Presentation | Multi-tile model carousel, list or single-model unit | Inventory-focused vehicle listing format |
| Typical destination | Model specifications or Build & Price | Inventory or vehicle-detail page |
| Operational work | Maintain model attributes, images, prices and synchronized URLs | Maintain individual inventory records and availability |
What earlier vehicle-ad results do—and do not—show
Google’s March 11, 2022 announcement reported figures for its earlier vehicle-ads product, not measured results for the 2026 Automotive Model Feed beta. In the 2021 US Gearshift Study conducted with Kantar (1,408 new-car buyers), 89% researched their new vehicle online and 16% purchased online, up from 1% three years earlier.
Google also reported a 25% average conversion increase during beta testing in 2021–2022. Its 2022 account examples included a 35% conversion increase and 12% increase in conversion value for Asbury Automotive Group, plus 55% more conversions at nine dealerships for Ken Garff Automotive Group during the first half of 2021. Those historical figures should not be treated as a forecast for an OEM’s Automotive Model Feed campaign.
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Quick Recap
Practical limits for launch planning
- Access is restricted to allowlisted OEMs in the currently documented countries.
- A valid feed does not guarantee a model presentation on every search.
- Incorrect prices, unavailable images or broken mobile URLs can undermine eligibility and user trust.
- The feed complements, rather than replaces, responsive-search-ad copy and normal Search campaign management.
- Because this is a beta, Google may change availability, matching behavior or reporting details.
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
