How much is it worth to be at the top of Google’s search results?

According to a new study from SearchLab Digital, it’s almost $3 million annually compared to coming up in the 10th position.

The digital marketing agency’s 2025 Google Business Profile Report: Auto Edition showed dealerships that rank 10th in search results would need to spend about $245,000 per month — that’s $2.94 million over a full year — in pay-per-click advertising to match the organic visibility of a dealership in the No. 1 spot.

The study, which examined 2,260 dealership profiles in 20 U.S. cities, also found dealerships at the top of the search rankings show up for more than twice as many searches as those at No. 10.

“For the first time ever, the automotive industry has hard data that proves the effectiveness of SEO,” SearchLab Digital chief operating officer Greg Gifford said. “Quick wins can be tempting, but our data proves the fundamentals of SEO still matter.

“The difference between ranking No. 1 and No. 10 is execution, and we’re now equipped with the definitive roadmap to help dealers bridge that $2.94 million gap. This research doesn’t just identify problems — it provides the blueprint for automotive success in the digital age.”

The study also found the average dealership has 2,195 reviews with an average 4.3-star rating, but those coming up first in Google searches had almost twice as many reviews (3,386) as those in the 10th position (1,885).

Some of those issues in search engine optimization, the report said, come from dealerships not taking advantage of the opportunities in their Google Business Profile. For example, just 17% of dealerships use all 10 available categories in their profile, which SearchLab Digital called a critical local ranking factor, and 47% don’t have a separate profile for their service and parts business.

“In an era in which every car buyer starts online, those missed optimizations directly translate into lost leads, fewer phone calls and empty showroom floors,” Gifford said. “Dealers who prioritize Google Business Profile optimization are building lasting visibility and trust. Those who don’t are effectively paying a penalty in lost traffic and sales opportunities.”

The company said its study used technology from Places Scout for live search data collection, enriched with backlink and visibility analysis from Ahrefs and cross-referenced with Whitespark’s Local Search Ranking Factors.

“We put this study together because we have so much data at our fingertips and we know our clients benefit when we can turn that into clear insights,” SearchLab Digital CEO Mark Bealin said. “The goal is not just to gather numbers — it’s to help dealers make better decisions that drive real results. This research gives our clients an edge.”

The full report can be downloaded here.