The ideal ad spend split between sales and service departments in a dealership varies depending on several factors, including the dealership's specific goals, target market, and current market conditions. However, a general guideline is to allocate around 60-70% of the ad budget to the sales department and 30-40% to the service department.
This split recognizes that attracting new car buyers is typically more expensive and competitive than attracting service customers. However, the service department plays a crucial role in building customer loyalty and generating long-term revenue, making it a worthwhile investment.
Ultimately, the optimal ad spend split should be determined through careful analysis of your dealership's data and market conditions, along with ongoing monitoring and adjustments based on campaign performance.