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Google Ads has launched automotive model feeds on Search, a beta format also called Vehicle Top Ads. It lets eligible vehicle manufacturers (OEMs) add model images, prices, trims and features to existing Search ads. The feed is matched to relevant queries and text-ad creatives, then may appear as a visual model presentation beneath the text ad. The launch was reported on October 14, 2026.
What automotive model feeds are
Google Ads Help describes automotive model feeds on search ads as “a new search ad format designed specifically for vehicle manufacturers (Original Equipment Manufacturers or OEMs).” This is a model-level product: it represents an OEM’s models or trim combinations rather than individual vehicles identified by VIN.
The format expands a normal Search ad with structured vehicle information. Depending on the query, device and feed data, Google may show a carousel, a list or a single-model presentation. On mobile, the documented layout typically contains two to five tiles below the text ad. A tile can lead to a model specification page or a Build & Price page, while the main text-ad headline continues to use its existing landing page.
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Who can use Vehicle Top Ads
Eligibility requirements
- The advertiser must represent an OEM brand.
- An active Search campaign must already be running.
- A valid automotive model feed must be uploaded in the Google Ads Business Data area.
- The advertiser must be allowlisted for the beta.
Current availability
Google’s documented beta availability covers advertisers in the United States, Canada, Australia and the United Kingdom. Availability is therefore both geography- and account-dependent; an OEM outside these markets, or an account that has not been allowlisted, should not assume the format will serve.
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Dealerships and aggregators advertising individual vehicles with VINs are directed to Google’s separate Vehicle Feeds on Search product. Automotive model feeds are intended for the manufacturer’s model and trim catalog, not dealer inventory.
How the feed and ad delivery work
- Create or maintain a Search campaign. No new campaign type is required.
- Prepare the model feed. Add each model or trim combination with its required identifiers, pricing, URLs and imagery.
- Upload it to Business Data. The feed must pass Google’s validity checks and remain aligned with the manufacturer’s live site.
- Use matching Search creatives. Google recommends including make, model or category terms in responsive-search-ad headlines and descriptions.
- Let Google match demand. Google evaluates feed entries against the search query and existing text-ad creative. A matching entry may then be rendered as a carousel, list or single-model unit.
Serving is not guaranteed for every eligible query. Google lists ad rank, user device, query specificity and feed-data quality as factors that influence whether a Vehicle Top Ad appears.
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Required and optional feed fields
| Field group | What Google requires or supports | Implementation note |
|---|---|---|
| Model identifier | Unique automotive model ID for every model or trim combination | Keep IDs stable so updates do not create duplicate catalog entries. |
| Vehicle identity | Make (OEM brand) and model | Use the same naming conventions that appear in Search ads and on landing pages. |
| Price | MSRP or price in Google’s required currency format | Synchronize the value with the live page and label market-specific pricing correctly. |
| Destinations | Final URL and final mobile URL | These are required even when a separate Build & Price URL is supplied. |
| Primary image | At least one front-view or side-view image | Accepted formats are JPEG, PNG or static GIF; WebP is not supported. |
| Vehicle details | Year, trim, features, engine type and body style | Optional fields can improve matching for searches such as “electric SUV” or “hybrid sedan.” |
| Additional media | Build & Price URL, additional vehicle images, lifestyle images, video URLs and 360-degree views | Use only assets that are current and available on the corresponding destination. |
Feature values use semicolons between individual items. For example, a feed value can list several equipment features as separate semicolon-delimited entries rather than one undifferentiated sentence.
Operational practices that reduce feed problems
Represent the range of each model
Google recommends including at least three distinct trims per model. A single base trim gives the matching system less structured information and may not represent the choices a shopper is seeking.
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Keep price, availability and destinations synchronized
Prices, availability and URLs should agree with the live manufacturer website. A stale MSRP, a discontinued trim or a URL that redirects to a different vehicle can undermine both user trust and feed quality. Scheduled uploads from Google Sheets, HTTPS or SFTP can reduce the time that outdated records remain active.
Supply descriptive attributes
Body style, engine type, features and other optional attributes provide more signals for category-oriented queries. An electric powertrain, SUV body style or hybrid designation can help Google select a relevant model when the query does not name an exact trim.
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Align responsive-search-ad copy
Include the manufacturer, model and useful category terms in responsive-search-ad headlines and descriptions. Because matching considers both feed entries and text-ad creatives, a feed that is accurate but paired with generic copy may have fewer opportunities to qualify.
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Vehicle Top Ads use the existing Search campaign and standard cost-per-click billing. Google states that no more than two clicks are charged per ad impression. The format does not require a separate campaign budget structure.
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Advertisers can inspect results in Google Ads reporting by using the Click type segment. Existing conversion tags and conversion actions can be used, so measurement can remain in the account’s current Search setup rather than requiring a new tracking system.
How this differs from other vehicle and image formats
| Comparison point | Automotive model feeds / Vehicle Top Ads | Vehicle inventory or conventional image formats |
|---|---|---|
| Primary advertiser | OEM vehicle manufacturers | Vehicle inventory formats are aimed at dealerships or aggregators; conventional image formats have broader advertiser eligibility. |
| Data granularity | Model and trim combinations | Vehicle Feeds on Search can represent VIN-level inventory; a conventional image ad may have no structured vehicle catalog. |
| Presentation | Multi-tile model carousel, list or single-model unit, typically two to five mobile tiles | Often a single image or an inventory listing, depending on the product. |
| Click destination | Model specification or Build & Price page; the text ad retains its normal landing page | Destination depends on the inventory or image-ad setup. |
| Operational work | Maintain IDs, trims, prices, URLs, supported images and optional attributes, with ongoing synchronization | Requirements vary; VIN inventory requires a different feed product and data model. |
What the older vehicle-ads figures do—and do not—show
Google’s March 11, 2022 announcement for the earlier vehicle-ads product reported several historical figures. They are not measured results for the 2026 automotive model-feed beta:
- Google/Kantar’s 2021 US Gearshift Study (1,408 respondents) found that 89% of new-car buyers researched their new vehicle online.
- The same study reported that 16% purchased their car online in 2021, up from 1% three years earlier.
- Google reported a 25% average increase in conversions during beta testing in 2021–2022.
- Asbury Automotive Group was reported to have a 35% increase in conversions and a 12% increase in conversion value.
- Google reported 55% more conversions at nine dealerships for Ken Garff Automotive Group in the first half of 2021.
Those figures provide historical context for Google’s broader vehicle-advertising push, but they should not be presented as a performance promise for an OEM using the 2026 beta.
What manufacturers should verify before applying
- Confirm that the account is an OEM advertiser in one of the four documented countries and has beta access.
- Audit every model/trim ID for uniqueness and stable naming.
- Check MSRP currency, availability, final URLs and mobile URLs against the live site.
- Convert or replace WebP assets because WebP is not supported.
- Provide at least one front or side image and test that it meets the accepted JPEG, PNG or static-GIF formats.
- Decide whether Build & Price, specification and optional media URLs are maintained by the same content workflow.
- Use scheduled uploads when pricing, inventory availability or model pages change frequently.
- Establish reporting views with the Click type segment and verify that existing conversion actions capture the intended destinations.
For an eligible OEM, the practical value of the beta is richer model discovery inside an existing Search program—not guaranteed placement. Feed completeness, current landing-page data and close alignment between catalog entries and ad copy determine how reliably the format can participate in relevant searches.
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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.
