Car Sales Leads with Lamar Advertising

Digital and printed billboards on the roads your buyers drive every day, from the company with the most faces in the country.

Lamar Advertising owns more billboard faces than any other company in the country, printed and digital, along highways, arterials and the commercial strips where dealerships cluster, in large metros and in the small cities and rural routes the other outdoor companies skip. Digital faces rotate several advertisers on a schedule and can change creative in a day; printed faces hold one message for a month or more. Lamar sells directly through local offices in every market and, for its digital faces, through the programmatic outdoor platforms that buying partners use.

For a dealership, a billboard is the oldest advertising it does and still one of the most effective for one job: reminding every driver in the zone that the store exists, where it is and what it sells. A digital face two miles from the lot on the commute route, with a plain message and the store's name, is seen by the same households every day. Lamar's density in small markets is the reason it is on this list; there is a Lamar face near almost every store.

A store spends with Lamar because billboards on the route to the store reach every driver in the zone, including the ones who block every digital ad, at a low cost per thousand, with the frequency of a daily commute. Digital faces let a store rotate a truck event, a service special and a used inventory message in the same week, and programmatic buying lets it run only the hours and days that matter.

The honest objection is that a billboard produces almost no direct response; nobody fills a form on the highway. Its effect shows up as branded search and walk in traffic over months, and a store measuring it by leads in a week will see nothing. Printed faces lock a message for weeks, prime locations are booked far ahead, and production and installation add cost to the first month. It is a brand and location channel, read slowly.

For the broader case for this kind of channel, Geofencing Advertising for Car Dealerships covers it without repeating what is here.

Leave your number and a lead specialist calls you back to answer your questions about pricing, coverage, and setup. Mon - Sat, 9:00 AM - 6:00 PM Pacific.

Prefer to talk right now? Call or text 844-376-2274.

Protected by reCAPTCHA. Google Privacy Policy and Terms of Service apply.

Lamar fits any dealership on a commuting route, especially stores in small and mid sized markets where Lamar dominates, franchise stores with a location message, and dealer groups branding several rooftops. It fits less well for a store that needs direct response, and it is a poor first channel for a store with no digital presence to catch the search a billboard creates. National sellers have little use for it beyond airport and highway branding.

Lamar Advertising sells its inventory through buying platforms and media partners, so the way in is through one of them, and that is exactly what LeadLocate arranges on request. From the Advertising Networks page in the CRM, ask for Lamar Advertising, and our team arranges the placement in your store's name, sets the geography to the area you actually sell in, and manages it from the same Leads Manager selections that drive your other campaigns. Stores or agencies that already buy through a platform carrying Lamar Advertising keep that seat, and we work within it. Reporting comes back into the CRM beside every other channel, so the question of whether Lamar Advertising earned its budget is answered in the same place as the rest.

A Lamar sourced lead reaches the CRM as a branded search, a call to the number on the face, or a walk in whose salesperson asks how they heard about the store, attributed over weeks. The CRM's reporting shows branded search lift in the zone during the flight, and a short URL or a texting keyword on a digital face produces the small amount of direct response outdoor ever does.

Whichever way the shopper arrives, the record is the same. The lead carries its source, the campaign, and the answers to the pre screening questions you set in Leads Manager, and it goes to the salesperson or the rotation you chose in lead distribution. The first response can be automatic: a text, an email, a task on the calendar or a call from the BDC. If your store works leads in another CRM, turn on Instant Push and the lead is forwarded there by ADF the moment it arrives, at no change in price. What no channel can do is decide who submits the form. Some shoppers arrive with a VIN and a trade, some with a monthly budget and a rough idea, and both are real; what to expect from car sales leads covers that plainly.

The point of running Lamar Advertising through LeadLocate is not Lamar Advertising. It is that Lamar Advertising becomes one more line in a system that already holds everything else. Leads Manager is where the campaigns are planned, whatever the channel: the zone, the campaign type, the questions a shopper answers, the creative. The CRM is where the leads land, are distributed, are worked by text, email, call and voicemail drop, and are reported on in the activity, company and management reports. A store that adds Lamar Advertising does not add a login, a report or a vendor to chase; it adds a source. The same is true of the dozens of other channels on the advertising channels page, which is the list the CRM itself shows a dealership under Advertising Networks.

That matters more than it sounds. Most stores do not fail at advertising because a channel was wrong; they fail because the leads from the third and fourth channels never got worked, since nobody was watching that inbox. One inbox, one set of distribution rules and one follow up process is what makes a fourth channel worth adding at all, and the same reporting is what lets a manager see, in one place, which channel is earning its budget this month and which one is not.

For an agency, Lamar's local offices are the outdoor buy in most markets, and programmatic access to its digital faces lets the agency run outdoor with the same dayparting and geography as digital. Connected to the store's LeadLocate CRM, the branded search lift during a billboard flight becomes a report the dealer can see.

Agencies are how most stores buy Lamar Advertising, and LeadLocate treats the agency as part of the store's team. An agency user can manage the campaigns in Leads Manager, hold the platform accounts in its own name and connect them, pull the same reporting the dealership sees, and use the webXintel Ads Network as a lead source for clients that want results before they want a media plan. What the agency gains is the piece it typically lacks: the CRM, the distribution rules, the texting and calling, the follow up processes, all of it visible so the agency can show the store what happened after the click. Agencies that bring dealerships onto the platform can enroll in the referral program. See automotive-advertising-agency-alternativeL for how the agency side works.

Nobody drives across three states for a sedan, so the market Lamar Advertising is bought in is the market you draw. Leads Manager's zone editor takes a radius, counties or a state and hands it to every channel you run, including this one, and the reporting comes back by that zone so you can see which part of your area actually answers, which is often not the part a store expected. Groups run separate zones per rooftop; brokers and national sellers open the map up. On financing campaigns the audience is not narrowed by protected characteristics, because fair lending rules do not allow it and the controls in Leads Manager are locked accordingly. Geography and vehicle targeting stay fully in your hands.

Starting is a request, not a project. Inside the CRM, open Leads Manager, then Advertising Networks, find Lamar Advertising and click Request Connection; our team takes it from there, usually the same day. If you are not on LeadLocate yet, the platform is priced as a monthly subscription with no long term contract, and the plans on the pricing page include the webXintel Ads Network, so a store has leads coming in while Lamar Advertising is being set up. Media you buy through your own Lamar Advertising account is billed by Lamar Advertising to you. A store that already works leads in another CRM keeps doing so; the leads are pushed there by ADF at no change in price.

What happens after the request is worth knowing too. A person from our team confirms the zone, the campaign type and the pre screening questions with you, tells you plainly what Lamar Advertising does best for a store of your size and market, and sets a review date. Nothing about Lamar Advertising is a commitment beyond the media itself: if the reporting says it is not earning its budget after a fair trial, it is switched off from the same page it was switched on, and the CRM keeps every lead it produced.

Do billboards still sell cars?

They remind every driver in the zone that the store exists and where it is, which shows up as branded search and walk in traffic over months. They do not produce form fills, and a store that measures them that way will misjudge them.

Digital or printed?

Digital faces rotate messages and can be bought by daypart, sometimes programmatically; printed faces hold one message for a month at a lower rate. Most stores use digital near the lot and printed on the highway.

How does a store measure a billboard?

By branded search lift in the zone during the flight, calls to the number on the face, and walk ins logged in the CRM with the source, read over weeks rather than days.

Can my dealership buy Lamar Advertising directly?

Yes, through LeadLocate. Lamar Advertising is sold through buying platforms and media partners, so you request it from the Advertising Networks page in the CRM and our team arranges the placement in your dealership's name. If your agency already has a seat on a platform that carries Lamar Advertising, we work through that.

Can Lamar Advertising leads go into the CRM we already use?

Yes. Instant Push forwards every lead to your existing CRM by ADF as it arrives, source and campaign included, and the subscription price does not change for it.

What does LeadLocate charge for Lamar Advertising?

The platform is a month to month subscription with no long term contract, priced on the pricing page, and every plan includes the webXintel Ads Network. The media itself is billed for the placement our team arranges, in your dealership's name. We never tie the price to a result.

Draw the market you sell in, request Lamar Advertising from the Advertising Networks page, and watch the leads land in the same CRM as everything else. No long term contract.

Prefer to talk right now? Call or text 844-376-2274.

Protected by reCAPTCHA. Google Privacy Policy and Terms of Service apply.