Case study
Ads duplication
Reducing error states to increase revenue
Ads duplication is one of the biggest revenue drivers for Meta. Advertisers needed the ability to duplicate ads while changing the campaign objective — but the backend complexity meant the original approach would trigger up to 60 error states. I was brought in to write error messages. I pushed for something better.
At a glance
Goal
Unlock advertiser spend by making it easier for advertisers to duplicate and publish existing ads.
Challenges
- ·Original solution would throw up to 60 errors due to back-end incompatibilities
Solution
Reduced potential error states through better backend handling and clear messaging; co-designed a new modal to walk advertisers through the duplication flow.
Impact
- ·2.2% revenue increase
- ·2.6% increase in new ads creation
- ·1.7% increase in new advertisers
- ·0.7% improved responsiveness
- ·Overall decrease in error states
Understand backend issues
Worked closely with engineers to map what happens when an advertiser changes ad objectives
Audit and create framework
Identified which issues could be resolved invisibly vs. surfaced to users.
Create designs and messaging
Co-designed a new modal with clear, step-by-step language explaining what was happening to advertisers.
With a simplified framework for how to surface backend changes, we were able to ship a modal that clearly communicated what would be different in duplicated ads. This removed blocking error states and empowered advertisers to make informed decisions about next steps.
Impact
- →2.2% revenue increase
- →2.6% increase in new ads creation
- →1.7% increase in new advertisers
- →0.7% improved responsiveness
- →Overall decrease in error states
