Microsoft
End- End
Text ads like BOP (Bottom of Page), MOP (Middle of Page), and MLTA (Mainline Text Ads) usually sit on search result pages. With generative search, there’s a chance to show them more effectively. The goal was to improve how text ads appear so they feel more useful and drive better results.
Objectives
Improve click‑through rates for text ads in generative search.
Support revenue growth by making ads feel more relevant and integrated.Reduce how often users needed to visit a branch.
Make the app feel trustworthy enough to become their main banking tool.
Scope of Work
Initial research
I studied Bing’s text‑ad formats, focusing on which placements drove the most revenue and why, based on how users behaved and clicked.
I looked at Google Labs and Google SERP to understand how they were evolving text ads in AI and generative search, and where the space is headed.
Design
Ads perform better when they’re clear and visual. I designed generative text ads that use dynamic, personalized content to match the user’s intent, making them more relevant and engaging without breaking the search flow.
Results
In the development stage, the SBS UX Labs showed that the ad performed well compared to the control.