US Automotive Manufacturers - PPC Market Share Analysis December 2024

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Manufacturers category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 US Automotive Manufacturers brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain	Share of clicks
bmwusa.com	1.52
ford.com	1.53
honda.com	1.59
cars.com	1.73
carmax.com	1.8
toyota.com	2.92
carfax.com	3.61
harley-davidson.com	4.9
cargurus.com	8.85
carvana.com	15.49
others	56.06

In the automotive PPC landscape, Carvana leads with 15.49% click share, followed by Cargurus at 8.85%. Harley-Davidson captures 4.9%, while Carfax holds 3.61%. Toyota, Carmax, and Cars.com trail behind. Notably, ‘others’ dominate with 56.06%.

Market Exposure

Share of Spend for the top 10 US Automotive Manufacturers brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.

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Share of Spend - Last Month
Date	carvana.com	cargurus.com	carfax.com	toyota.com	cars.com	autonation.com	echopark.com	harley-davidson.com	ford.com	carmax.com
2024/12/01	11.94%	6.86%	3.02%	2.19%	1.44%	1.46%	2.23%	3.24%	1.94%	1.52%
2024/12/02	9.89%	6.44%	2.99%	2.29%	1.44%	1.27%	2.55%	2.68%	1.88%	1.42%
2024/12/03	10.9%	5.94%	3.01%	2.24%	0.98%	0.94%	2.32%	3.54%	1.99%	1.28%
2024/12/04	10.56%	6.14%	3.11%	2.28%	1.25%	1.25%	2.01%	2.32%	1.45%	1.38%
2024/12/05	15.27%	7.05%	3.14%	1.79%	1.07%	1.86%	1.91%	1.74%	1.16%	2.06%
2024/12/06	15.67%	8.1%	3.48%	1.62%	0.81%	1.57%	1.48%	1.06%	1.41%	2.07%
2024/12/07	17.41%	8.97%	3.05%	1.67%	0.9%	1.66%	1.41%	1.53%	1.18%	2.52%
2024/12/08	15.69%	7.37%	3.07%	2.18%	0.6%	1.52%	1.4%	2.61%	1.84%	2.07%
2024/12/09	17.67%	8.42%	2.49%	1.58%	1.47%	1.37%	2.54%	1.7%	1.15%	2.26%
2024/12/10	16.09%	7.52%	2.48%	2.05%	1.4%	1.62%	2.21%	3.04%	1.18%	2.26%
2024/12/11	13.59%	6.29%	2.95%	2.75%	1.56%	1.63%	1.38%	1.01%	1.5%	1.32%
2024/12/12	17.2%	7.51%	3.1%	2.16%	2.01%	1.64%	1%	1.29%	1.19%	1.77%
2024/12/13	16.21%	6.48%	2.42%	1.73%	0.97%	2.07%	1.49%	1.35%	0.95%	1.52%
2024/12/14	16.31%	6.67%	2.75%	1.93%	1.15%	1.76%	2.08%	1.96%	1.33%	1.14%
2024/12/15	14.17%	7.28%	2.54%	1.8%	1.12%	1.44%	2.39%	2.18%	1.96%	1.34%
2024/12/16	15.51%	6.76%	2.57%	1.86%	1.88%	1.73%	1.82%	2.36%	1.78%	1.46%
2024/12/17	16.67%	6.78%	2.25%	2%	1.99%	1.49%	1.42%	1.32%	1.42%	1.34%
2024/12/18	16.31%	6.73%	2.38%	2.02%	2.06%	1.82%	2.45%	1.29%	1.39%	1.4%
2024/12/19	15.83%	7.26%	2.77%	2.53%	0.95%	1.3%	1.83%	1.23%	1.5%	1.43%
2024/12/20	16.23%	7.54%	3.12%	2.16%	1.4%	2.03%	2.32%	0.65%	1.64%	1.39%
2024/12/21	18.33%	7.2%	3.17%	1.36%	1.88%	2.03%	2.21%	1.47%	0.89%	1.57%
2024/12/22	15.64%	7.04%	3.01%	1.67%	1.83%	2.1%	1.87%	0.74%	0.98%	1.15%
2024/12/23	15.21%	6.54%	2.39%	2.23%	1.32%	1.95%	2.04%	0.98%	1.39%	0.95%
2024/12/24	14.28%	6.42%	2.5%	1.76%	0.78%	1.71%	1.61%	1.05%	1.5%	0.92%
2024/12/25	13%	7.5%	2.85%	1.9%	0.93%	2.25%	2.38%	0.89%	1.13%	1.29%
2024/12/26	18.6%	6.81%	2.49%	1.79%	1.4%	1.96%	1.99%	1.89%	1.57%	1.11%
2024/12/27	16.62%	6.57%	2.58%	2.68%	2.07%	1.5%	1.61%	1.11%	1.47%	1.09%
2024/12/28	18.5%	5.9%	2.5%	2.09%	1.81%	1.65%	1.7%	1.27%	1.49%	1.06%
2024/12/29	16.17%	6.4%	2.58%	1.86%	1.85%	1.27%	1.92%	0.47%	1.12%	0.73%
2024/12/30	18.29%	7.36%	2.48%	2.16%	1.91%	1.24%	2.09%	0.51%	1.34%	0.86%
2024/12/31	13.63%	7.83%	3.2%	2.17%	1.96%	1.59%	1.46%	1.44%	1.43%	0.94%

In December 2024, Carvana’s PPC spend share fluctuated, peaking at 18.60% on the 26th. CarGurus saw a steady rise, ending at 7.83%. Carfax’s share remained low, closing at 3.20%. Toyota’s share varied, finishing at 2.17%.

Market Exposure

Competitor Count for US Automotive Manufacturers

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month.

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Competitor Count - Last month
Date	Competitor Count
2024/12/01	4210
2024/12/02	4283
2024/12/03	3990
2024/12/04	4238
2024/12/05	4386
2024/12/06	4316
2024/12/07	4284
2024/12/08	4424
2024/12/09	4379
2024/12/10	4090
2024/12/11	4329
2024/12/12	4423
2024/12/13	4061
2024/12/14	4105
2024/12/15	4310
2024/12/16	4152
2024/12/17	4161
2024/12/18	4209
2024/12/19	4516
2024/12/20	4380
2024/12/21	4097
2024/12/22	4233
2024/12/23	4338
2024/12/24	4037
2024/12/25	4354
2024/12/26	4037
2024/12/27	4082
2024/12/28	4156
2024/12/29	4174
2024/12/30	4198
2024/12/31	3865

December saw fluctuating advertiser numbers, peaking at 4,516 on the 19th. The month concluded with a dip to 3,865.

Campaign Efficiency

Market Loss & Market Gains for US Automotive Manufacturers

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name	Market Trend
carvana.com	1%
cars.com	0.36%
gm.com	0.18%
echopark.com	0.16%
toyota.com	0.16%
truecar.com	-0.22%
alfaromeousa.com	-0.26%
cargurus.com	-0.3%
carmax.com	-0.66%
harley-davidson.com	-2.27%

Carvana.com surged with a 1.00 increase in click share, while harley-davidson.com faced a significant drop of -2.27. Other notable gains include cars.com at 0.36 and gm.com at 0.18.

Campaign Efficiency

US Automotive Manufacturers Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	carvana.com	cargurus.com	carfax.com	cars.com	autonation.com	echopark.com	carmax.com	toyota.com	harley-davidson.com	autotrader.com
2024/12/01	15.2%	10.7%	4.04%	1.85%	1.74%	2.25%	2.02%	1.13%	1.5%	1.37%
2024/12/02	12.8%	9.54%	4.07%	1.74%	1.41%	2.49%	1.78%	1.22%	1.53%	1.46%
2024/12/03	14.49%	8.88%	4.01%	1.37%	1.18%	2.27%	1.67%	1.24%	1.78%	1.29%
2024/12/04	14.12%	9.29%	4.14%	1.54%	1.57%	1.91%	1.58%	1.24%	1.45%	1.62%
2024/12/05	18.27%	9.92%	3.92%	1.37%	1.98%	1.74%	2.4%	0.91%	1.03%	1.62%
2024/12/06	18.85%	11.18%	4.1%	0.93%	1.74%	1.3%	2.34%	0.9%	0.58%	1.49%
2024/12/07	20.59%	12.73%	3.77%	1.08%	1.85%	1.39%	2.79%	0.93%	0.87%	1.05%
2024/12/08	20.32%	10.98%	3.91%	0.75%	1.93%	1.29%	2.54%	1.1%	1.26%	0.95%
2024/12/09	21.37%	11.98%	3.09%	1.88%	1.6%	2.46%	2.78%	0.81%	1.07%	1.1%
2024/12/10	20.08%	11.53%	3.18%	1.92%	1.98%	1.8%	2.68%	1.01%	1.54%	0.86%
2024/12/11	17.25%	9.8%	3.67%	2.15%	1.93%	1.35%	1.79%	1.47%	0.71%	0.88%
2024/12/12	21.65%	10.71%	3.79%	2.5%	1.96%	1.11%	2.12%	1.13%	0.91%	0.95%
2024/12/13	21.27%	9.52%	2.87%	1.35%	2.43%	1.53%	1.95%	0.93%	0.73%	0.85%
2024/12/14	20.44%	9.95%	3.4%	1.41%	1.99%	1.69%	1.51%	1.06%	1.12%	0.75%
2024/12/15	17.77%	11.37%	3.41%	1.52%	1.8%	2.06%	1.66%	1%	1.5%	1.06%
2024/12/16	19.87%	10.23%	3.15%	2.42%	2.03%	1.62%	1.89%	1.03%	1.42%	1.05%
2024/12/17	21.09%	10.04%	2.93%	2.53%	1.84%	1.32%	1.81%	1.11%	0.71%	1%
2024/12/18	20.08%	9.76%	3.04%	2.48%	2.06%	1.94%	1.78%	1.08%	0.87%	1.04%
2024/12/19	18.92%	10.64%	3.51%	1.13%	1.57%	1.67%	1.63%	1.29%	0.84%	1.19%
2024/12/20	20.2%	10.73%	3.85%	1.65%	2.4%	1.97%	1.75%	1.1%	0.39%	0.94%
2024/12/21	21.91%	9.76%	3.71%	2.17%	2.24%	2%	1.83%	0.71%	0.78%	1.13%
2024/12/22	18.95%	10.31%	3.52%	2.18%	2.41%	1.66%	1.46%	0.92%	0.43%	1.18%
2024/12/23	19.38%	9.61%	2.99%	1.74%	2.25%	1.97%	1.23%	1.25%	0.57%	0.97%
2024/12/24	18.46%	9.52%	3.33%	1.03%	2.01%	1.62%	1.26%	1.02%	0.63%	1.09%
2024/12/25	16.42%	10.65%	3.54%	1.29%	2.53%	2.15%	1.52%	1.07%	0.44%	1.03%
2024/12/26	22.77%	10.16%	3.15%	1.87%	2.42%	1.8%	1.32%	1.01%	1.24%	1%
2024/12/27	20.47%	9.45%	3.12%	2.82%	1.7%	1.51%	1.31%	1.32%	0.54%	1.06%
2024/12/28	23.03%	8.66%	3.12%	2.24%	1.86%	1.67%	1.3%	1.06%	0.63%	0.99%
2024/12/29	20.49%	9.19%	3.25%	2.28%	1.52%	1.66%	0.94%	1.01%	0.29%	1.13%
2024/12/30	21.77%	10.05%	3.1%	2.35%	1.47%	1.67%	1.14%	1.21%	0.23%	0.54%
2024/12/31	17.58%	11.14%	4.02%	2.39%	1.79%	1.4%	1.23%	1.21%	0.95%	0.61%

In December 2024, Carvana’s impression share surged from 15.2% to 23.03%, peaking mid-month. CarGurus fluctuated, ending at 11.14%. Carfax saw a slight rise, closing at 4.02%. CarMax’s share dipped, finishing at 1.23%. Toyota remained stable, ending at 1.21%. Harley-Davidson’s share dropped significantly, closing at 0.95%. AutoTrader’s share varied, ending at 0.61%. Overall, Carvana dominated the month’s impression share.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Automotive Manufacturers

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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1
BMW USA® Official Site https://www.bmwusa.com › bmw › year_end_event
Find Your BMW Today — Experience the Performance, Luxury, and Innovation of the Ultimate Driving Machine. Explore Models, Build Your Own, and Find Local Inventory from a Nearby BMW Center.
2
The Official Honda Site https://automobiles.honda.com › honda › models
Build & Price Your New Honda — Every Honda Vehicle is Designed and Engineered to Unlock a World of Driving Excitement. Build & Price...
3
2025 MAZDA CX-5 Official Site https://www.mazdausa.com
2025 MAZDA CX-5 Compact CUV — Featuring a 2.5 L Dynamic Pressure Turbo Engine, MAZDA CX-5 Turbo is Built for Performance. The...
4
Subaru of America https://www.subaru.com
The Official Subaru Site — Explore our entire model lineup. From the new Outback to the 2024 Subaru Crosstrek. Visit...
5
Toyota® - Official Site https://www.toyota.com › toyota › 2024
Toyota® USA — Uncompromising Quality, Reliability, Comfort And Safety. Build Your New Toyota Now. Compare...

In the competitive landscape of automotive PPC ads, BMW emphasizes performance and luxury, while Ford highlights customization with the Bronco. GM leads with electric innovation, and Honda promises driving excitement. Hyundai simplifies buying, Kia offers durability, and Mazda focuses on performance. Subaru showcases its lineup, Toyota assures quality, and Volkswagen invites exploration.

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