Create a 12-month strategy to grow Ads Manager among emerging-market users

Problem Statement Description

Product context: Meta is a social technology company; its products include Facebook, Instagram, WhatsApp, Messenger, Threads, Quest, creator tools, and ads.

Meta Ads Manager is a core tool for businesses that want to acquire customers, drive sales, and measure advertising performance across Meta’s family of apps. In emerging markets, many potential advertisers are small or medium-sized businesses, creator-led shops, informal sellers, local service providers, and mobile-first teams with limited marketing expertise, constrained budgets, inconsistent connectivity, and varying levels of trust in digital advertising.

You are asked to create a 12-month strategy to grow Ads Manager adoption and usage among emerging-market users. The focus is not only on acquiring new advertisers, but also on helping them successfully create campaigns, understand results, continue spending, and see Meta as an efficient growth channel compared with alternatives such as TikTok, YouTube, Snap, local ad platforms, and offline marketing channels.

Your strategy should reflect Meta’s broader context: large social graphs, messaging-based commerce, creator ecosystems, performance advertising, measurement challenges, platform trust, and safety at scale. You should make clear which emerging-market advertiser segments you are prioritizing, why Meta has a right to win with them, and what trade-offs you would make across product, go-to-market, education, partnerships, pricing, and measurement.

The strategy should consider:

- Which emerging-market user segments and business types are in scope, and how their workflows, constraints, and motivations differ

- The biggest barriers to Ads Manager adoption, activation, campaign success, and repeat usage

- Strategic options for growth across product simplification, education, payments, local market support, messaging commerce, creator-led advertising, and partner channels

- Competitive dynamics versus short-form video platforms, search/video advertising, local marketplaces, and non-digital marketing options

- How to balance advertiser growth, ads quality, user experience, safety, privacy, and long-term trust

- Key 12-month milestones, investment areas, sequencing, and decision gates

- Metrics that would indicate whether the strategy is working, including acquisition, activation, retention, spend quality, advertiser outcomes, and guardrails

- Major risks, dependencies, and assumptions that could affect execution in emerging markets

The goal is to present a focused, defensible 12-month growth strategy that identifies the most attractive opportunities, explains the trade-offs, and shows how Meta could help emerging-market advertisers succeed while building a durable Ads Manager business.