I led product efforts to improve activation within Adtomic, Helium 10’s PPC advertising tool for Amazon and Walmart sellers. Despite advertising automation being our core value prop, only 3% of new Adtomic users were enabling it within the first 14 days. There weren't any quick wins to get things back on track. We had to uncover the right path through multiple rounds of research, experimentation, and working sessions with customer-facing teams. The problem proved to be three-fold: low discoverability, usability issues, and unment automation needs. Over 6 months, we delivered on-demand learning content, simplified UX, and expanded automation capabilities. These compounding improvements increased automation adoption to 37%.