In 2026, Meta became positioned for the first time to pass Google in digital ad revenue, with over 10 million advertisers using Ads Manager to publish ads to almost 4 billion monthly active users. Just two years prior, publishing an ad campaign in Ads Manager was a very different experience, with tools that were growing in scale and sophistication, but also in complexity.

This project unified two previously separate campaign creation workflows into a single, cohesive experience. The combination of Advantage+ Sales Campaign under the umbrella of Opportunity Score became the first proactive framework that guided advertisers toward higher-performing campaign configurations before publishing new campaigns.

Merging Campaign Score into Advantage+ Sales Campaigns was a major shift in how advertisers create ad campaigns, moving from manually configuring independent levers toward increasingly intelligent automation systems, with a clear view into the biggest opportunities and most valuable insights.

The problem

As Meta’s advertising ecosystem evolved, tools increased in sophistication, and campaign setup became more complex, navigating targeting, placements, budgets, creative optimization, and automation decisions across Ads Manager.

At the same time, Meta’s Advantage+ products introduced increasingly sophisticated AI-optimized solutions, but advertisers often lacked clarity around when automation would outperform manual configuration, or which setup decisions mattered most.

As complexity scaled, advertisers faced more optimization capabilities, but less clarity about how to use them effectively.

The solution

Unifiy Advantage+ Sales Campaigns and Opportunity Score under the umbrella of a Campaign Score as a centralized optimization and guidance framework, directly into the campaign setup experience.

The system surfaces prioritized recommendations to improve campaign quality tied to proven best practices. Rather than manually interpret increasingly complex systems, Campaign Score simplified ad setup through prioritized opportunities with predicted performance impact.

This helps advertisers build confidence in automation systems, while simplifying campaign creation tasks.

Key objectives

For advertisers

Simplicity

Simplify campaign creation by helping businesses confidently configure high-performing campaigns through guidance, prioritizing automation features that are proven to be the most impactful.

For Meta

Automation adoption

Transition to AI-assisted advertising by increasing advertiser trust and adoption of automation products, to improve setup quality and optimality across the campaign creation journey.

For me

System thinking

Design a system that helps bridge the gap between advertiser control and insight-driven automation, and transforms campaign setup from fragmented manual controls into confidence-driven decision making.

Program details

My scope

I led design strategy for Campaign Score, and the broader merging of Advantage+ Sales Campaign and Opportunity Score in ad creation experiences.

My work included the campaign scoring framework itself, automation adoption strategy, advertiser trust and explainability concepts, setup minimalization patterns, and workflow orchestration across automation products.

I also defined the cross-team quality testing processes used in 26 sessions, resulting in hundreds of technical quality issues being resolved before launch.

The transition was referred to by leadership stakeholders as one of the largest advertiser experience transformations in company history.

Design philosophy

One of the core challenges behind Campaign Score was balancing advertiser control with increasingly capable automation systems. As AI systems matured, many of the manual decisions became less valuable, and in many cases limited optimization potential. The challenge shifted from helping advertisers configure every detail manually toward helping them confidently collaborate with intelligent automation systems

Some of the most impactful work came from reinforcing a new mental model, where less manual configuration feels necessary, enabling automation systems to find more meaningful results.

How it works, as explained in-product

Optimization state

New campaigns start out in an optimal state, with the most performant automation product levers, such as automated placements, enabled by default. This is reflected in the starting score of 100 points.

Automation state

When the Advantage+ sales campaign status is “on”, it means that all three of the primary automation levers are enabled: budget, audience, and placements. This represents the highest level of automation for the system to find the most meaningful outcomes.

Product state

The green badge next to an automation product indicates it’s enabled for the campaign. It doubles as a symbol of trust that within its scope, the product will automatically find the best possible outcomes.

Outcomes

For advertisers

Meaningfully improved the ad creation experience

In testing, the merged experience exceeded its targets. It drove meaningful improvements in key metrics across automation (in particular, automation liquidity and product adoption) and revenue, as well as improved outcomes for advertisers. It outperformed campaign creation variants using only Advantage+ Shopping Campaign or Campaign Score alone.

For the business

Exceeded experiment targets and launched globally

In testing, the merged experience exceeded its targets. It drove meaningful improvements in key metrics across automation (automation liquidity and product adoption) and revenue, as well as improved outcomes for advertisers. It outperformed campaign creation variants using only Advantage+ Shopping Campaign or Campaign Score alone.