Lead Ads: better leads, less abandoned setup.

Lead Ads is a $2B+ per year product with 280K+ monthly advertisers. It is how a car dealership or insurance broker captures interest without sending the user off platform. It had grown from a simple form into a platform, and the UI had not kept up.

Advertisers were drowning in low-intent leads because there was no way to screen on the form itself. And the Salesforce integration, the highest-friction step in setup, was where a meaningful share of SMB advertisers gave up.

Qualifying Questions. Designed the surface that lets advertisers add a screening question to the lead form. The hard part was not the input. It was preventing advertisers from over-filtering and killing their own lead volume. Inline guidance at the point of creation, plus a preview of estimated impact on lead count.

Salesforce integration. Rebuilt the connection flow from a five-step wall into a guided onboarding with one decision per screen, assuming the user is figuring out both products at once.

A newer Facebook. Both surfaces moved onto Facebook's new design language along the way, so a product that had grown feature by feature since 2015 finally read as one thing.

Shipped Qualifying Questions and the rebuilt Salesforce flow into the live product. Across two years and five teams, work I contributed to generated over $200M in new revenue.