Pricing

Published, flat, per rooftop.

You were going to ask in the first four minutes. Making you ask is the oldest tell in this business, and a vendor who will not print a number is a vendor whose number moves depending on the store.

Recon

The single point that is already spending and suspects it is being taken, but will not hand a stranger the whole budget. The door, not the business.

$2,450per rooftop
per month

Three-month minimum, then month to month with a 30-day out.

The NJ Ad File, standing, not a one-off
Per-brand MAP floor sheet, read off the current dealer-agreement addenda
Two quarters of co-op denial review — claimed, denied, expired
Incumbent-vendor forensics: change history, negative-keyword age, brand vs non-brand split, orphaned pixels, duplicate CRM attribution
The 180-day ad archive, captured forward from day one — every price-bearing asset, dated, creative preserved. Where a platform keeps history I pull it; Meta drops commercial ads the moment they stop running, so that half starts when you do
One monthly review call with me, not a coordinator

Month one

The written Ad File for one rooftop inside ten business days, with a ranked fix list.

Front Line

The store that has decided the incumbent is coasting and wants the non-co-op money run properly. The everyday business.

$3,650per rooftop
per month

Month to month, 30-day out. Media billed direct to your own ad accounts at zero markup.

Everything in Recon
Used and aged-unit merchandising against the live feed, VIN-level, triaged by days on lot and turn
Conquest and owner-base campaigns
Service-to-sales and fixed-ops retention
Co-op-ready invoicing by default: legal entity name, explicit service period, itemised deliverables, dated creative screenshots, platform spend export
Reporting in desk numbers — cost per sold unit, VDP-to-lead, appointment set and show rate, units off aged inventory

Month one

Rebuilt used and conquest sets live within 14 days, with the baseline written down and agreed before anything launches.

Full Desk

The store that wants the front and the back connected: ad, prequal, BDC word track and lender routing as one process owned by one person who has done the job.

$7,950per rooftop
per month

Month to month, 30-day out. Media billed direct at zero markup. Two rooftops at a time while this is a one-person practice — ten is the ceiling on the business, not the number I am carrying.

Everything in Front Line
Prequal to desk as a managed service: tier routing, lender selection, deal structure before the customer arrives, BDC word track per credit tier
Campaign-cohort matchback to sold units with F&I gross and product penetration reported per cohort
Co-op recovery on funds left unclaimed, billed as a share of what is actually recovered
Signed one-page intake per campaign recording inventory, price stack and availability count
The quarterly Store Plan

Month one

The prequal-to-desk build live, and a list of names with a credit tier next to each. Not a marketing deliverable at all, which is the point.

How to test the number

Against your own gross, not against other vendors.

At an F&I gross of $1,996 per retail unit (StoneEagleDATA, Q2 2026), the arithmetic every vendor does for you is fee divided by PVR — and it is wrong, because $1,996 is gross and gross is not what is left. It sits before the producer’s commission, before chargeback reserve on cancelled product, and before pack.

The honest test: take your own F&I gross per unit, net those three out, and divide the fee by what remains. At most stores that lands Full Desk between five and seven incremental units a month, Front Line at three or four, Recon at two.

Run it on your own number rather than on mine. If a vendor quotes you a payback off gross PVR without netting the comp, they either do not know how an F&I pay plan works or they are counting on you not checking.

I will not show you a competitor price comparison. The per-rooftop tools this sits next to all price privately, so any band I printed would be something I made up. What I will tell you is that nobody else in this category reports F&I gross per campaign cohort, and that is the whole of what the top tier is priced on.

For the size of the line item: the average rooftop spent $586,246 on advertising last year, 74.9% of it digital, at $739 per vehicle retailed (NADA Data 2025). A Cars.com marketplace subscription averaged $2,500 per dealer per month in Q2 2026 across 19,343 dealers — a listings subscription, not a comparable service, but it is the scale of thing you approve without a meeting.

Co-op

Some of this may be claimable. I will not price it as though it is.

A worked example, so the shape is clear: on a Front Line program at $3,650, suppose your brand treats the eligible portion of an agency management fee at a 50% match. If two thirds of the month’s work falls inside the eligible portion, the claim is against roughly $2,430 and the match is roughly $1,215 — a net somewhere near $2,435.

Every number in that paragraph is conditional. Eligibility for a non-certified vendor’s fee varies by brand, is frequently capped, and is sometimes excluded outright. I am not an approved vendor under any manufacturer program and I will never tell you I am. What I will do, in the first week and before you sign anything, is read your brand’s current program and tell you what it actually says — including if the answer is nothing.

Not included, at any tier

Written into the agreement, not just onto this page.

No percentage of ad spend My fee does not move when your budget does.
No markup on media Billed direct to your own ad accounts, at cost.
No lead resale I do not sell your leads. I do not sell anyone’s.
No guaranteed results Anyone guaranteeing units has not read 26A or met your market.
No lead-count promises Lead volume is the metric that got you here.
No OEM-certified websites Locked to approved vendors. Not worth your co-op to move.
No brand search Same reason. You are already buying your own name back; I will tell you how much.
No white-label subcontracting You are buying the operator, not a queue in another time zone.
No long-term contract Month to month after the minimum, 30-day out, always.
No payment or lease advertising Triggering terms under Reg Z and Reg M. If you want payment creative, your OEM agency already does it.

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