Credit and financing ads for car dealers: what works and what to avoid

For a first-time buyer, a newcomer to the country or someone rebuilding their credit, the scariest part of buying a vehicle is the finance office. Ads that say “we’ll help you understand your options” invite those shoppers in. Ads that overpromise bring complaints. The difference is in the wording.

Messages that work

• Pre-approval online: “Know your budget before you visit. Get pre-approved in minutes.”
• First-time buyers: “Buying your first car? We’ll walk you through it.”
• Rebuilding credit: “Credit challenges? We work with lenders who can help.”
• Newcomers: “New to Canada? Ask about programs for newcomers,” where your lenders offer them.
• Respect and privacy: “No judgment. Just options.”

Each message is about help and options, not a promise of approval.

Wording to avoid

The rules

• Rates and payments need full disclosure. If you mention a payment, down payment or rate, show the full terms. See how to advertise payments, rates and leases.
• Facebook and Instagram: Meta requires credit and financing ads to run in its special ad category for financial products and services, which limits targeting. Plan your audience around that.
• Treat everyone the same. Don’t target or exclude people by age, gender, race, religion or other protected traits in credit advertising.
• Protect their information. Link to a secure application form, and never ask for credit details in comments or messages.

Where to run them

• Stories and Reels, with a big, simple headline and a link to apply.
• Your website, as a homepage banner and beside your inventory.
• Google Business Profile, where people search “car loans near me”. See Google Business Profile posts.
• Tax season, when shoppers have a down payment. See the dealer marketing calendar.

For independent stores that rely on financing, see DealerAdGen for independent dealers.