Enterprise Paid Search Campaign Manager Hub
Designing an internal platform that centralizes budget allocation, pacing, and campaign management for large-scale paid search media teams.
Company
Lowe's Companies Inc.
Role
Product Designer
Timeline
Dec '25 – Feb '26
Responsibilities
Impact tldr;
End to end pacing & budget allocation workflows
Portfolio worth $831M
Reduced Excel dependency by +95%
Overview
The Enterprise Paid Search team relied on complex Excel-based workflows to manage quarterly budgets and allocate spend across fiscal weeks, MDVs (Merchandising Divisions), platforms (Google Ads, Microsoft Ads), and tactics (Text, Shopping), and to pace spend in-flight. This approach introduced operational risk and manual overhead.
Context
Led the end-to-end UX for Lowe's Enterprise Paid Search Campaign Manager Hub — an internal platform that centralizesbudget allocation, pacing, and campaign management for large-scale media teams. Integrated live data from SA360, Google Ads, and Microsoft Ads to give campaign managers a single source of truth for managing an $831M paid search portfolio.
The Problem
Campaign managers were juggling multi-tab, formula-heavy Excel files to allocate and pace budgets across massive paid search portfolios. The process was manual, error-prone, and unsustainable at scale — creating significant inefficiency for teams managing hundreds of millions in media spend.
An in-depth case study is available upon request. Due to the confidential nature of this project, detailed design artifacts and process documentation are shared privately.