Product Designer, Goal-Based Bidding · 2021 — 2023
Google Ads
Google Ads decides where billions of advertising dollars flow. I led design for the conversion-measurement and goal-based bidding systems that tell those automated bid strategies what to optimize for — from the first-run onboarding that gets a Google tag firing, to Unified Goals that align every campaign on the same conversions, to the New Customer Acquisition bidding that lets advertisers value a first-time buyer differently from a returning one.
The work below walks the advertiser's journey end to end: set up measurement, define goals, keep them current, and bid toward the customers that matter most.
Conversion setup in onboarding
Before a campaign can bid toward results, it has to measure them. The onboarding flow walks new advertisers from "your ads are live" into activating a Google tag and wiring up an event snippet for each conversion — then confirms, in plain language, that measurement is live.
Set up the Google tag
A focused, self-serve panel to install the Google tag — paste the tag ID manually, or let Google wire it up automatically through the website builder the advertiser already uses, from WordPress to Squarespace.
Unified Goals
One source of truth for what every campaign optimizes toward. Pick a campaign objective, see the account-default conversion goals that bidding will use, drill into a single goal's primary and secondary actions, and choose the specific sales goal to focus Smart Bidding on.
Updating goals after launch
Goals change as a business grows. A guided review shows exactly how reassigning a conversion action ripples across goal settings and campaign performance before anything is saved — and a Conversions summary keeps the whole account legible.
New Customer Acquisition
Goal-based bidding that values a first-time buyer differently from a repeat one. Advertisers add incremental value for new customers in Performance Max and Search, configure it at the campaign and account level, and read it all back in the Conversions summary.