google x webflow [2025]
Creating Google Ads campaigns traditionally requires marketers to move between separate platforms, adding complexity to campaign setup and management.
The challenge was to bring a powerful advertising product into Webflow without overwhelming users, while meeting the requirements and established patterns of both platforms.
The Hard Parts
The decisions, constraints and trade-offs behind the final experience.
01
Two products had to feel like one
Balancing two sets of patterns
The integration needed to feel native to Webflow while still meeting the requirements and familiar conventions of Google Ads. Rather than simply reproducing one product inside another, I looked for the common patterns between them and designed a journey that felt coherent from start to finish.
02
A powerful product needed simplifying
Reducing complexity without losing control
Performance Max campaigns involve goals, accounts, assets, budgets and multiple configuration decisions. I worked with the team to break that complexity into a guided sequence, giving users enough context to make confident decisions without exposing everything at once.
03
AI needed to accelerate, not take over
Keeping the user in control
Generative AI could remove a lot of the effort involved in producing campaign assets, but fully automating the process would also remove useful control. We designed AI as a starting point: generating copy and imagery from the user’s site, then making everything reviewable and editable before launch.
04
We had four weeks to make it work
Designing in parralel to engineering
With a short delivery window, design couldn’t happen in isolation and then be handed over. I worked directly with the development squad, refining the experience alongside implementation and using regular feedback from Google and Webflow to resolve usability, technical and product constraints as they emerged.
Outcome
01
Simplified campaign creation
Delivered a clear, guided experience that made setting up Performance Max campaigns more accessible to Webflow users.
02
Faster asset generation
Integrated Google Ads Gen AI to help marketers quickly produce relevant copy and imagery using content from their existing website.
03
A more connected workflow
Brought campaign creation, launch and performance management into Webflow, reducing platform switching and helping teams work more efficiently.