---
title: "AIA Playbooks 101: How to Pick the Best Fit"
description: Compare BuyerBridge's AIA Playbooks for Meta (Sales, Leads Web, Leads Forms and Full Funnel) and pick the best fit for each dealer client.
---
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3. [Playbooks](https://support.buyerbridge.com/knowledge/platform-tools?hsLang=en#playbooks)
# AIA Playbooks 101: How to Pick the Best Fit
## Pick the right Automotive Inventory Ads (AIA) Playbook for a dealer client by goal: website traffic, leads, or both.
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](https://support.buyerbridge.com/knowledge/aia-playbooks-101-how-to-pick-the-best-fit#pick)
- [Sales (Off-FB)](https://support.buyerbridge.com/knowledge/aia-playbooks-101-how-to-pick-the-best-fit#sales)
- [Leads (Web)](https://support.buyerbridge.com/knowledge/aia-playbooks-101-how-to-pick-the-best-fit#leads-web)
- [Leads (Forms - Qualified Leads) and Leads (Forms - Max Leads w/ SMS Verify)](https://support.buyerbridge.com/knowledge/aia-playbooks-101-how-to-pick-the-best-fit#leads-forms)
- [Full Funnel Playbooks](https://support.buyerbridge.com/knowledge/aia-playbooks-101-how-to-pick-the-best-fit#full-funnel)
- [Qualified Leads Playbooks Need CAPI](https://support.buyerbridge.com/knowledge/aia-playbooks-101-how-to-pick-the-best-fit#capi)
- [Budget Tips](https://support.buyerbridge.com/knowledge/aia-playbooks-101-how-to-pick-the-best-fit#budget)
- [How to Find AIA Playbooks](https://support.buyerbridge.com/knowledge/aia-playbooks-101-how-to-pick-the-best-fit#find)
### 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](https://support.buyerbridge.com/knowledge/aia-playbooks-101-how-to-pick-the-best-fit#capi)).
- **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
1. In the left menu, open **Playbooks** and click **Browse**.
2. In **Filters**, set **Focus** to **Inventory**, or type AIA in **Search playbooks…**.
3. Click **Deploy** on the Playbook you picked.
Need help choosing? Email [support@buyerbridge.com](mailto:support@buyerbridge.com) or ask your Account Manager.
### Continue Learning
- [VINFlow 101: Starting Guide](https://support.buyerbridge.com/knowledge/vinflow-101-starting-guide?hsLang=en)
- [How to Deploy a Playbook](https://support.buyerbridge.com/knowledge/how-to-deploy-a-playbook?hsLang=en)
- [How to Create a Product Set (Step-by-Step)](https://support.buyerbridge.com/knowledge/how-to-create-a-product-set-step-by-step?hsLang=en)
- [Playbook Update: AIA Sales Campaign New Custom Audience Requirements](https://support.buyerbridge.com/knowledge/playbook-update-aia-sales-campaign-new-custom-audience-requirements?hsLang=en)
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