Ramp's accounts payable product was genuinely great. It automated invoice processing, coded expenses, and routed approvals based on company policy. The problem was that most people in the market only knew Ramp for its corporate card. In 2025, the growth team wanted to change that. I worked cross-functionally with the marketing, growth, and creative teams to build the campaign that would put Ramp AP on the map.

The approach was straightforward: meet prospects where they were through paid ads on Meta, LinkedIn, and YouTube, and drive them to a dedicated landing page to educate and convert. We also had the opportunity to create out-of-home collateral, using it as a way to make a larger-than-life statement that Ramp AP wasn't just a great product. It was the best one in the market.

Paid Social - Meta & LinkedIn

The core message across paid social was simple: Ramp could handle a month of AP in minutes. From there, we leaned into the things that set Ramp apart: no transaction fees, 2.4x faster processing than other software, and real-time ERP sync.

I animated some of the lighter assets myself in Jitter and After Effects, and for the more complex ones I created storyboards and worked with motion designer Simon Lutrin to bring them to life. The goal was to make stuff that fit the feed but still made someone stop scrolling long enough to actually watch it.

Paid Social - YouTube & Online Video

For YouTube, we led with a relatable AP pain point before showing how Ramp solves it. The goal was to create enough of a hook in the first few seconds that someone would actually stick around for the product story.

To create imagery for some of these ads, we experimented heavily with AI tools including Midjourney, Higgsfield, Veo, and ChatGPT.

Landing Page

The landing page was designed to carry the creative language of the campaign while staying focused on one thing: getting someone to submit their work email. We led with the core value props and gave prospects enough information to understand why Ramp AP was worth a closer look.

We had the opportunity to place a digital billboard in Times Square, so we wanted to make it count. The concept was simple: an email thread spiraling out of control with back-and-forth approvals, before Ramp comes in to solve it. We went type-only deliberately — Times Square is already overwhelming visually, and we thought stripping things back would help Ramp stand out.

750+ Leads

Within 6 weeks

69% Lift

In sales sourced SQLs month over month

National Coverage

Featured in Bloomberg

This was a true cross-functional effort, and I think it showed. Working closely with the marketing, growth, and creative teams, we were able to execute across every channel at once and keep the creative consistent throughout. We were still in the early stages of measuring long-term impact when I wrapped up at Ramp, but we saw meaningful increases in AP signups and leads, which was a good sign that the campaign was resonating with the right people.