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Automotive Inventory Ads (AIA) Playbooks turn a client's inventory into Meta image and carousel ads. Every AIA Playbook does that. What changes is where the shopper goes next: the dealer's vehicle pages, the dealer's website, a lead form inside Meta, or a mix.
All AIA Playbooks run on Meta. Each campaign has a Prospecting ad set for new shoppers and a Retargeting ad set for shoppers who've already looked at the inventory on Meta or the dealer's website. Some also come in Spanish.
Quick Links
- Pick by Goal
- Sales (Off-FB)
- Leads (Web)
- Leads (Forms - Qualified Leads) and Leads (Forms - Max Leads w/ SMS Verify)
- Full Funnel Playbooks
- Qualified Leads Playbooks Need CAPI
- Budget Tips
- How to Find AIA Playbooks
Pick by Goal
- Send shoppers to vehicle pages: Sales (Off-FB)
- Get leads on the dealer's website: Leads (Web)
- Get Meta form leads most likely to buy: Leads (Forms - Qualified Leads)
- Get as many Meta form leads as you can, with phone numbers checked: Leads (Forms - Max Leads w/ SMS Verify)
- Cover vehicle pages and leads together: Full Funnel (Sales & Qualified Leads) or Full Funnel (Sales & Max Leads w/ SMS Verify)
Sales (Off-FB)
One Sales campaign that sends shoppers to the dealer's Vehicle Detail Pages (VDPs) and optimizes for View Content. No lead forms.
Best for: dealers who want high-intent traffic on their own website.
Watch: website visits from Meta ads, cost per VDP view, and engagement on retargeting ads.
Leads (Web)
One Leads campaign that sends shoppers to the dealer's website and optimizes for people likely to become leads on the site.
Best for: dealers whose website forms already convert well.
Watch: website lead volume and cost per lead (CPL).
Leads (Forms - Qualified Leads) and Leads (Forms - Max Leads w/ SMS Verify)
Both run one Leads campaign with a lead form inside Meta, and both send the leads straight to the CRM.
- Qualified Leads optimizes for the form fills most likely to convert. It needs CAPI with CRM integration (see below).
- Max Leads w/ SMS Verify optimizes for form fills and adds a text-message check on the phone number.
Best for: dealers with a BDC or sales team ready to follow up fast. Also a good add-on for dealers already running Sales (Off-FB).
Watch: lead volume, cost per lead, and how many leads turn into showroom visits.
Full Funnel Playbooks
Three campaigns in one Playbook: a Leads campaign to the dealer's website, a Leads campaign with a Meta lead form, and a Sales campaign to the VDPs.
- Full Funnel (Sales & Qualified Leads): the form campaign optimizes for the leads most likely to convert. Needs CAPI with CRM integration.
- Full Funnel (Sales & Max Leads w/ SMS Verify): the form campaign optimizes for form fills and adds SMS verification.
Best for: clients with a bigger budget who want one Playbook to cover traffic and leads.
Watch: website traffic, lead volume, cost per lead, and engagement on retargeting ads.
Qualified Leads Playbooks Need CAPI
Leads (Forms - Qualified Leads) and Full Funnel (Sales & Qualified Leads) need Meta's Conversions API (CAPI) connected to the dealer's CRM. The card says CAPI for CRM Required. If the dealer doesn't have that set up, pick the Max Leads w/ SMS Verify version instead.
Budget Tips
- A bigger lot needs a bigger budget to give each vehicle a fair share of impressions.
- If you split the lot into Product Sets, such as trucks and SUVs, give each set its own budget so one doesn't starve the other.
How to Find AIA Playbooks
- In the left menu, open Playbooks and click Browse.
- In Filters, set Focus to Inventory, or type AIA in Search playbooks….
- Click Deploy on the Playbook you picked.
Need help choosing? Email support@buyerbridge.com or ask your Account Manager.