Global – October 27, 2026 -- Car dealerships can direct manufacturer-provided co-op marketing funds across seven spending categories, from digital advertising to website upgrades, according to marketing provider COOPABLE, which says many dealers still fail to use the money fully.
Digital channels and SEO take the first two slots
COOPABLE says dealers can use co-op funds for Google Ads, social media promotions and display advertising. These platforms allow targeting by demographics, interests and online behavior.
The funds can also pay SEO experts or agencies for keyword research, content optimization and backlink building. COOPABLE describes SEO as a long-term play that can raise organic traffic and conversion rates over time.
Video and email target lead nurturing
Dealers can finance video content covering vehicles, customer testimonials and dealership events, distributed via YouTube and social channels. COOPABLE says video builds trust and credibility with buyers.
Co-op money can also fund email campaigns promoting offers, new arrivals and events. Personalized, targeted emails can lift open rates and engagement, the company says.
Traditional media and sponsorships still qualify
Funds can be allocated to local newspaper print ads, radio spots and television commercials, which reach local audiences and reinforce brand recognition. Sponsorships of local sports teams, charity events and community festivals are also eligible uses, according to COOPABLE.
Website upgrades complete the list
The seventh category covers website improvements such as better user experience, virtual tours and live chat integration. COOPABLE calls the website a dealership's first point of contact with potential customers.
The company recommends a mix of digital and traditional spending to maximize the impact of co-op funds.