How Ourisman Auto cuts ad spend by $100 per unit and unlocks $2.5M in profit

Yesterday, Jeff Ramsey, CMO of Ourisman Automotive Group, joined Daily Dealer Live to break down his team’s marketing strategy—and how they’ve dropped ad cost per sale by $100/unit while unlocking more than $2.5 million in added profit.

No fluff. No secret lever. Just structure, and a ruthless focus on what actually moves the needle.

For context: Ramsey oversees marketing for 18 rooftops across Virginia, Maryland, and Delaware.

So how’d they cut about $100 per unit from ad spend?

First: They scrapped percentage-based ad fees.

• Ramsey now insists on flat, capped costs, so vendor compensation doesn’t automatically grow with the budget.

• That way, everyone stays aligned: vendors earn based on results, not just spend.

Second play: Ditch the one-size-fits-all vendor model.

• His team tracks performance store by store, then leans into what converts in each market.

Case in point: CarGurus performs well across much of the group, but in Delaware, Cars.com wins.

• And it’s not about liking one vendor over another. It’s about knowing what works where and adjusting before you waste pennies.

Third move: Keep ad strategy in sync with inventory, especially inbound and aging units. Not to micromanage, but to stay laser-focused on what’s actually on the lot.

Take Volkswagen, for example:

His group’s VW new-car inventory is down about 65% since January. Without tracking that drop in real time, they’d still be promoting models they can’t deliver. Not a good look.

• He also noted that Hondas, Subarus, and Toyotas often close quick and cheap, usually under $100 in ad spend per sale.

• Meanwhile, Stellantis 4x4s, especially Dodge Hornets, take more work and more budget to move.

Big picture: Ramsey’s maintaining a marketing system that mirrors how dealers actually sell cars today: one store, one market, one model at a time. And maybe that’s the move. Less chasing averages, more dialing in what really converts in your backyard.

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