Product Updates
      Back to home
      1. Help Center
      2. Product Updates & Enhancements
      3. Product Updates

      Plabook Update: AIA Lead Campaign New Custom Audience Requirements

      Learn what changed with Meta’s Custom Audiences, why it matters, and how BuyerBridge updated Playbooks to keep your campaigns running smoothly.

      In February 2025, we notified you about some changes to Meta audience targeting that affected Automotive Inventory Ads (AIA) Lead campaigns in BuyerBridge Playbooks.

      To stay ahead of these updates, we adjusted our AIA Lead-Focused Playbooks to reflect the new requirements.

      If you’ve been wondering why your audiences look different—or why they aren’t showing up at all—this article will walk you through exactly what changed, why it matters, and how we’ve updated our Playbooks so your campaigns continue running without disruption.

       

      Lead Gen Meta AIA Custom Audience Playbook updates

      What Changed?

      Meta now requires that all AIA Inventory Lead campaigns use Custom Audiences.

      • BuyerBridge Lead Playbooks now feature exclusive Custom Audiences (CCA).

      • These audiences cannot currently be created for automotive clients directly in Facebook’s UI.

      • Any attempt to create Custom Audiences in Facebook’s UI using Automotive catalogs will result in an empty audience that doesn’t target as expected.

      📣 BuyerBridge has already adapted all Lead Playbooks to ensure the right Custom Audiences are deployed automatically.

      Who Are the New Audiences and What Do They Target?

      Depending on your selected inventory, BuyerBridge Playbooks will now use one of the following new audiences:

      • CCA | All Vehicles (30d)

      • CCA | All New (30d)

      • CCA | All Used (30d)

      These audiences capture shoppers who have shown interest in specific vehicles within the last 30 days (via View Content, Search, or Wishlist events) and exclude users who have already submitted a lead.  The same powerful retargeting capabilities remain in place just with updated audience handling.

      Why Do I Need to Deploy the Updated Playbooks?

      There are three key reasons why you’ll want to deploy the refreshed Playbooks right away:

      1. Campaigns that are not updated will no longer display audiences in the UI.

      2. If your pixel ID changed during a dataset update, the old audience will stop working.

      3. Deploying updated Playbooks automatically adds CCA audiences to your account so you can use them as needed.

      How Are These Audiences Used?

      • Included Audience: In Retargeting ad sets, the CCA audience is included to re-engage shoppers viewing those vehicles.

      • Excluded Audience: In Prospecting ad sets, the same CCA audience is excluded to prevent overlap.

      ⚠️ Prospecting campaigns may perform differently than before due to Meta’s targeting updates, but BuyerBridge Playbooks handle the adjustments for you.

      What If I Need to Advertise a Different Vehicle Set?

      Need to target a specific set (e.g., trucks only, SUVs, or EVs)? No problem.

      • Reach out to your PX rep, and we’ll create the exact audience you need and connect it to the correct ad account.

      • Functionality to build your own Custom Audiences within BuyerBridge is coming soon! 🚀

      Key Takeaway

      Meta’s shift to exclusive Custom Audiences required immediate changes—but BuyerBridge has already updated our AIA Lead Playbooks so you can keep running campaigns seamlessly. By deploying the new Playbooks, you’ll ensure your audiences stay visible, functional, and optimized for retargeting and prospecting.

      For questions or help setting up a custom audience, contact your PX rep anytime.