Case Study

Proprietary

Google Ads

Improving Lead Quality and Campaign Performance in Google Ads

Info

Role: Product Designer

Platform: Web app

Overview

In response to growing advertiser demand for higher-quality leads and better data collection, I worked on a suite of improvements to Google’s lead generation product. These efforts targeted both new and existing advertisers, particularly those less familiar with advanced ad tools and measurement strategies.

My role spanned early exploration through implementation, partnering closely with engineering, PMs, and legal teams. While I can't disclose specific unreleased features, my work focused on improving form configuration, flexibility, and data quality — all in service of advertiser ROI and internal revenue goals.

Challenge

Google Ads’ lead generation tools are widely adopted for their ease of use, yet advertisers increasingly expressed concerns about lead quality and limited customization.

 There was also a clear opportunity: increasing form flexibility and usability could directly improve campaign success rates and platform revenue.

Our team set out to solve problems around:

  • Lead qualification and data relevance

  • Reducing user friction during campaign creation

  • Improving campaign readiness and activation rates

Process

Working with Constraints

Several of the proposed enhancements required maintaining with the team's existing design system components and technical limitations.

I worked closely with engineers to design interaction models that stayed within scope while still delivering meaningful functionality to users.

Simplifying complexity

Another initiative centered on reducing form abandonment. I redesigned part of the form setup flow to give advertisers greater control over which fields to require or suggest.

I collaborated with UX writers to ensure error states, toggles, and explanatory text were clear and accessible.

To keep this experience intuitive, I used existing design system patterns where possible, but made careful, documented exceptions when usability demanded it.

Increasing Monetization Potential

A third initiative focused on helping advertisers create campaign assets that could go live faster — avoiding delays from backend review processes.

My work involved rethinking how we present approval states and guiding users through next steps once their content cleared policy.

I created new UX flows that clarified asset readiness and minimized drop-off, working closely with policy and content partners to ensure accuracy and compliance.

Outcomes

While the features are still under wraps, these design efforts directly contributed to internal goals around:

  • Reducing friction in campaign setup and launch

  • Improving lead quality and downstream conversion tracking

  • Laying the foundation for more advanced logic and customization in future iterations

Validation methods included usability testing, launch readiness reviews, and tracking adoption, error rates, and monetization potential post-launch. Internally, these changes were positioned to close a critical gap between campaign creation and revenue capture — particularly among small-to-medium advertisers.