A used car dealership  can save money and improve profitability by generating organic Google search results on page one for relevant keywords, rather than relying heavily on third-party aggregators (such as CarGurus, TrueCar, or AutoTrader) or using paid (PPC) advertising extensively.

• Improved Margins: Data shows that organic search can lower customer acquisition costs to between $300-$500 per customer, compared to $1,000-$1,800 for paid search (CPC "ads), and even higher for third-party aggregator leads.
• Better Close Rates: Leads generated directly through a dealership's own website typically convert at a higher rate—sometimes 60% higher—than leads coming from third-party aggregators, which often send the same user to five different competitors. 
• Direct Visitors to Dealer Website: By optimizing for specific keywords, you drive traffic directly to your own website, allowing you to showcase your entire inventory, dealer reputation, and service offers without distractions from other dealers.