First, let’s begin with lead buyers. In this scenario, vendors buy clicks from 3rd party websites — then mark up price & resell clicks to dealers. Being that these types of vendors (Lead Buyers) are purchasing clicks from 3rd party sites — they have little to no control of the quality of traffic they send. This method often leads to Abysmal Conversion Rates because leads are rarely attached to a specific vehicle, and are being sent to a dealer’s site that may or may not have the car shopper is looking for.
Because these leads are coming from 3rd party websites they don’t control, they are not targeted or attached to a specific car/make/model and are simply generic car shoppers. Not to mention those same leads are usually being sent to other dealers & are often Shared with Competitors.