Google Ads: 3P Chat

Google Ads

3P Chat Experience Strategy

Reimagining Google Ads customer engagement through conversational experiences across LINE, WeChat, WhatsApp, and other messaging platforms.

Project Information

Google Ads wanted to explore how third-party messaging platforms could evolve beyond customer support and become a strategic engagement channel throughout the customer journey.

Through research, workshops, service design, and experience prototyping, we developed a future-facing conversational ecosystem that connected events, education, support, community building, and expert guidance into a single experience. The project explored how messaging platforms could create more personalised, interactive, and scalable relationships with advertisers, agencies, and business decision-makers across APAC.

The work culminated in a pilot recommendation focused on post-event expert engagement, creating a direct connection between customers and Google Ads specialists through messaging-first experiences.

Credits

Client — Google Ads
Agency — .Monks (formerly Media.Monks)
Role — Creative Strategy, Service Design, Experience Design

Research & Strategy

The project began with a discovery phase combining customer research, stakeholder interviews, workshops, and opportunity mapping across Google Ads teams and customer segments.

The research revealed a gap between existing communication channels and customer expectations. While email and traditional CRM channels remained important, customers increasingly expected faster, more personalised, and more conversational interactions. Common needs included easier access to expertise, relevant content recommendations, event support, community connections, and ongoing learning opportunities.

This led to a clear ambition: to build a closer, more personalised two-way relationship between Google Ads and its customers through conversational experiences.

Experience Vision

The concept expanded messaging platforms beyond simple customer support.

Instead, 3P Chat was envisioned as an engagement layer connecting customers with Google Ads throughout their journey—from event discovery and content recommendations to expert consultations, community interactions, personalised learning, and ongoing support.

Six opportunity areas were identified:

Event Experiences
Live Expert Chat
Virtual Assistant
Content Discovery
Skillshop Re-engagement
Community & Rewards Programs

Together, these formed a roadmap for a more connected and personalised customer experience ecosystem.

Live Expert Chat

Following prioritisation workshops, the team selected Live Expert Chat as the pilot opportunity.

The concept connected online events with real-time and post-event expert support, allowing attendees to ask questions, access resources, join moderated group discussions, and book one-on-one sessions with Google Ads specialists directly through messaging platforms.

Rather than ending when an event concluded, the experience extended engagement beyond the webinar itself, creating opportunities for deeper learning, stronger relationships, and more relevant follow-up interactions.

Service Design

The project included detailed journey mapping, interaction design, onboarding flows, event experiences, post-event support models, expert booking systems, and data integration frameworks.

The final recommendation outlined how conversational experiences could evolve from simple event support into a long-term engagement platform capable of personalising content, facilitating expert access, and strengthening customer relationships across the Google Ads ecosystem.