According to PPC News Feed (17 October 2026), build-to-order vehicle ads are serving, in a small share of traffic, in nine countries: the US, Germany, France, the Netherlands, Italy, Spain, the UK, Australia and Canada. Portugal isn’t included. On 14 October, the same source recorded automotive model feeds in beta (Vehicle Top Ads) for manufacturers. For Portuguese dealerships and garages, this indicates the sector’s direction, but nothing is available in Portugal; what can be done is improving inventory, calls, reviews and measurement.
What was reported
PPC News Feed recorded that build-to-order (BTO) vehicle ads, a format for online vehicle configuration, are serving “in a small percentage of traffic” in nine countries: the United States, Germany, France, the Netherlands, Italy, Spain, the United Kingdom, Australia and Canada. Portugal isn’t part. The source says advertisers in other countries may upload BTO ads, but they won’t be served until the format launches in their country.
The landing page requirement changed: it now matches the attributes submitted in the data source, not the initial configurator step.
Model feeds for manufacturers (beta)
On 14 October, PPC News Feed recorded that automotive model feeds, known in beta as Vehicle Top Ads, are available for manufacturers (OEMs). The specific page was not consulted in detail for this article, so we don’t describe more.
For a dealership, relevance is indirect: the manufacturer may have tools the dealership doesn’t control.
Build-to-order vehicle ads
Countries where they serve (small share)
- US, Germany, France, Netherlands, Italy
- Spain, UK, Australia, Canada
- Portugal not included
What to do in Portugal
- Structured, updated inventory
- Calls and test drives measured
- Migrate call-only ads
What it means for a dealership in Portugal
None of this is available in Portugal. But it indicates Google is building data-driven vehicle formats (inventory, configuration, models). Dealerships with inventory in a structured feed, with prices, mileage and quality photographs, will be readier when formats arrive.
Ask the manufacturer and the Google representative what is planned for your market.
What it means for garages
For garages, the opportunity lies elsewhere: local Search and Business Profile, ads with call assets, reviews and easy booking. According to the calendar compilation, call-only ads end in February 2027, which garages living on calls should plan for.
Preparing for the vehicle format is secondary for an independent garage.
Good inventory data serves Search, portals, social networks and future formats.
What to do now: inventory and data
Keep inventory in structured format (make, model, version, year, mileage, fuel, price, condition), updated daily, with consistent photographs. Ensure the ad price matches the site’s. Avoid ads for already sold vehicles. Measure contacts per vehicle and showroom visits.
Good data serves Search, portals, social networks and future formats.
Calls, test drives and service
In the automotive sector, contact (call, message, form) and booking a test drive or visit are useful conversions. Measure calls by minimum duration and bookings completed. Define who answers and in how long, and follow contact through to sale.
The best campaign fails if contact isn’t handled quickly.
How to follow the arrival of formats
Record the news, date, source and confidence. Periodically ask the Google representative. When a format becomes available, assess with a small test and clear metrics. Meanwhile, don’t pay anyone promising early access to formats that don’t exist in your market.
A list of news by sector, reviewed monthly, avoids surprises.
Questions for your manager
Is our inventory in a structured, updated feed? Which vehicle formats are planned for Portugal? How do we measure contacts per vehicle and visits? When do we migrate call-only ads? What information do we ask the manufacturer?
If you want to review the inventory, feed and campaigns of your dealership or garage, with metrics through to sale, I can help build the plan.
Summary in three lines
BTO ads serve in nine countries, without Portugal, and model feeds are in beta for manufacturers. In Portugal, improve structured inventory, measured contacts, reviews and migration of call-only ads.
An illustrative example of a showroom with 60 cars
A used-car showroom with 60 vehicles keeps an inventory sheet with make, model, year, mileage, price and condition, updated every morning, and a dedicated phone number for ads. It measures contacts per vehicle and visits. The example is hypothetical. It finds 8 vehicles generate 70% of contacts, adjusts the prices of 10 stalled ones and removes ads for 5 sold ones. Cost per visit falls.
Good data and daily attention are worth more than a new format.
Common mistakes in automotive marketing
Advertising already sold vehicles; different prices between ad and site; weak photographs; not responding quickly to contacts; not distinguishing browsers from buyers; and not measuring visits. Each mistake spends budget and trust. A daily inventory routine and a response within minutes solve most.
Frequently asked questions
Do BTO ads serve in Portugal?
No: according to PPC News Feed, they serve in nine countries, without Portugal.
What are model feeds?
Automotive model feeds in beta (Vehicle Top Ads), available to manufacturers, according to the source.
What do I do meanwhile?
Improve inventory, calls, reviews and measurement, which serve any format.
Sources consulted
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