Ads portal (redesign)
Redesigning an internal PPC automation tool for clarity and speed
Product
Internal CMS Platform
Team
1 UX, 1 PM, 3 DEV, 5+ Stakeholders
Duration
4 month, 2025
Project Overview:
Ads Portal is an internal platform for managing PPC automations at scale. While powerful, it suffered from confusing navigation, repetitive workflows, and a lack of clarity - especially when switching between Google and Bing accounts. This redesign focused on simplifying the experience, centralizing controls, and helping users work faster with greater confidence.
Users & Pain Points:
PPC (Marketing Analyst)
These are the core, hands-on users of the Ads Portal. They manage live campaigns daily, use automation to optimize performance at scale, & rely on the portal to reduce repetitive work
“I have to reselect the same Google and Bing accounts on every screen - it’s a waste of time.”
Initial Research:
BizDev
Ensure campaign setup meets partner expectations; use automation logs and performance reports to maintain quality and trust.
“There’s no centralized view for how automations are performing across accounts.”
The navigation was confusing, with automations and settings spread across disconnected views.
Google and Bing accounts had to be reselected repeatedly, creating unnecessary friction.
Users lacked visibility into automation results and had to rely on email alerts or external tools.
Competitive Analysis
To ground the redesign in industry standards and user expectations, I conducted a competitive analysis of 2 key platforms: Google Ads and Coinbase. The goal was to understand common patterns in campaign management interfaces and identify UX elements that would resonate with our users - primarily PPC analysts who spend most of their time in tools like Google Ads.
Wireframes:
I designed wireframes to map out the new structure of Ads Portal, focusing on simplifying navigation, supporting bulk actions, and improving visibility into automation performance. These wireframes helped test layout ideas, validate flows, and guide the final UI.
User Testing
I tested the redesigned flows with key users, including PPC analysts and product stakeholders. Feedback confirmed improvements in navigation clarity, account control, and bulk automation workflows. Their insights helped refine edge cases and finalize interaction patterns before moving into high-fidelity design.
The final experience:
The redesigned Ads Portal focuses on improving clarity, reducing cognitive load, and streamlining complex workflows for PPC users managing automated campaigns. From high-level overviews to granular keyword actions, every screen was crafted to feel familiar yet more focused than traditional platforms like Google Ads. By surfacing meaningful insights and controlling campaign logic with precision, the new design empowers users to trust & scale their automations with ease.