Overview
The Fullpath Activation suite includes two Paid Advertising solutions — Digital Advertising (DigAd) and VINs Acceleration — each with its own self-serve Custom Campaign option for targeted control. They're built to work together, not to replace one another. Knowing when to reach for each one, and when to layer in a Custom Campaign, helps you align your strategy and actually hit your goals. This article breaks down what each solution and customization option is, and walks through the real conversations your teams may have which can point to one over another.
The Two Solutions, and Their Custom Campaigns
Digital Advertising (DigAd)
DigAd is Fullpath's AI-powered engine for Search, Display, Social, Performance Max, and Demand Gen advertising. It automatically generates and optimizes ads across your full inventory and business objectives — New Inventory, Used Inventory, Brand, Service, Trade-In, and more — shifting your budget in real time toward whatever is driving the most quality leads.
DigAd Custom Campaigns let you build a targeted campaign on top of your regular DigAd budget, aimed at a specific Dynamic Audience — a saved, filterable list of shoppers built in the CDP. This is the customization to reach for when you're targeting a defined group of people with custom messaging, such as everyone in your CRM interested in a certain model.
VINs Acceleration
VINs Acceleration is a traffic-acquisition tool built specifically to drive shoppers to the VDPs of vehicles that need more visibility. It's most often used to work aging inventory — vehicles that have been sitting on the lot without traction — using VIN-specific ads, email, SMS, and on-site engagement across Search, Display, and Social./
VINs Acceleration Custom Campaigns let you target a defined Inventory Segment instead of the standard aging-inventory logic — a specific set of vehicles (for example, "2026 Telluride, in-stock, under 90 days"). This is the customization to reach for when you're promoting a particular slice of inventory for a business reason other than aging: a price drop, a model year-end push, a new shipment, or a seasonal opportunity.
Which Solution Fits Your Situation
The fastest way to know which tool to reach for is to start with what's actually going on at the store. Here's how some of the most common scenarios map to a strategy and solution — and why.
| The Challenge | Strategy / Solution | Why |
|---|---|---|
| "My lead volume is down / CPL is too high." | Digital Advertising | Store-wide demand problem, not a specific-car problem. |
| "Service and parts bays are soft." | Digital Advertising | VINs Acceleration only advertises VDPs — it has no service or parts motion. |
| "I'm losing shoppers to the store across town." | Digital Advertising | Competitors and Dealer Near Me objectives are built for conquest. |
| "I want to advertise to my CRM database." | DigAd Custom Campaigns | CDP audience activation with custom copy. Requires CDP Pro. |
| "These 40 units have been sitting 90+ days." | VINs Acceleration | The days-on-lot algorithm is built exactly for this. |
| "I need to clear this model year before values drop." | VINs Acceleration Custom Campaigns | Dealer-defined inventory segment, self-serve from the dashboard. |
| "I just dropped prices on a dozen units." | VINs Acceleration Custom Campaigns | Timely promotion — needs visibility now, not next cycle. |
| "New shipment landed, I want velocity from day one." | VINs Acceleration Custom Campaigns | Pre-empt aging instead of reacting to it. |
The Short Version
Ask yourself two questions:
- Is the issue store-wide (leads, CPL, conquest) or specific to certain vehicles? Store-wide points to DigAd; specific vehicles point to VINs Acceleration.
- Within that solution, do you need to go beyond the standard logic to target a defined group of shoppers or a defined group of vehicles? That's when a Custom Campaign comes in — a Dynamic Audience under DigAd, or an Inventory Segment under VINs Acceleration.