Advertiser growth and compliance

During my 1.5 years in the small business ads space, I led two major work streams. On ads growth, I defined the strategy for advertiser retention and acquisition. On compliance, I reframed how regulatory requirements were enforced across ad creation, without disrupting advertiser workflows.

Overview

Meta offers a wide range of advertising tools, but the learning curve is steep for small business owners. Most are intimidated by the complexity and hesitate to get started; those who do run ads often struggle to see results. Advertising regulations add further noise to the creation experience, since requirements vary by country and are tricky to navigate.

I shipped a range of experiences that lowered the bar for entry and guided new advertisers through ad creation. On the compliance side, I redesigned how advertisers complete verification, removing friction from the process and defending Meta against significant revenue loss.

My role and team

I served as product lead — identifying core problems, validating with data, defining scope, and aligning on a design direction with several partner teams. I partnered with a tech lead, 2 engineers, and a content designer to audit the current experience, conduct opportunity sizing, and build out content strategy.

New advertiser ad creation

Setting new businesses up for success

I designed a guided ad creation experience for new advertisers, replacing the empty states with data backed defaults. Working with ML engineers, we built a recommendation model tailored to a business's size, category, and activity, with transparent education on how these were selected so people could trust and adopt the guidance rather than feel forced into it. The framework scaled as advertisers gained tenure, driving improved outcomes, retention (~6K weekly active advertisers) and ad spend.

Personalized ad previews

Building the advertiser growth channel

I developed Ad4ad, a personalized, contextual upsell built from a business's recommended settings. It gives hesitant business owners a tangible preview of what their ad could look like, fast-tracking them into ad creation. What started as an acquisition tactic became the main revenue driver for our team - driving 0.065% incremental revenue. It now serves as a channel that partner teams across Meta use to deliver relevant advertising guidance.

Advertiser compliance

Streamlining verification to defend revenue

Previously, compliance notices were littered across the experience, causing disruption and drop offs. I redesigned the infrastructure, consolidating the verification flows and building for inline resolution to reduce friction. This defended a significant share of Meta's ad revenue from drop off and regulatory fines, and kept advertisers compliant with international requirements. The framework was validated and scaled across three monetization surfaces: Facebook, Meta Business Suite, and Ads Manager - defending ~$200M company revenue.