FamilySearch & RootsTech
Paid social and Performance Max ad creative for FamilySearch, a global genealogy platform, and RootsTech, its flagship annual conference. Multi-market campaigns spanning four continents and three languages, as part of the Strategy Labs agency team.
Performance Creative
Project Overview
Client: FamilySearch · RootsTech
Industry: Technology · Genealogy · Non-Profit · Event Marketing
Platforms: Meta · Google Performance Max (PMAX)
Markets: North America · Latin America · APAC · Africa · Europe
Languages: English · Spanish · Portuguese
My Role: Visual Creative Designer
Agency: Strategy Labs
As part of the Strategy Labs performance marketing team, I contributed ad creative for both FamilySearch and RootsTech campaigns — designing a portion of the visual assets across Meta and Google Performance Max. I worked alongside dedicated copywriters, media buyers, account managers, and other designers.
About the Brands
FamilySearch is a nonprofit genealogy organization offering one of the world's largest collections of free genealogical records. RootsTech is FamilySearch's flagship annual conference — one of the world's largest family history events, drawing hundreds of thousands of attendees globally across in-person and virtual participation.
Scale & Scope
This was one of the highest-volume accounts in the agency — spanning multiple campaign cycles, global market adaptations across four continents, and a full suite of Meta and Google Performance Max asset formats per creative concept. Campaigns consistently met client goals, including RootsTech's annual conference registration targets on schedule.
Global Adaptation
A significant portion of this work involved adapting creative for international markets across North America, Latin America, APAC, Africa, and Europe. This required more than resizing — each market adaptation involved reconsidering imagery, cultural context, and messaging hierarchy to ensure relevance for diverse audiences. Assets were fully translated and adapted into Spanish and Portuguese alongside English originals.
Creative Approach
FamilySearch campaigns centered on emotional connection — the discovery of family stories, heritage, and belonging. Creative featuring real family moments and personal discovery themes consistently resonated with an audience motivated by curiosity about their roots. This client required all creative to be produced without AI-generated imagery, relying entirely on brand assets, photography, stock assets and traditional design craft.
RootsTech campaigns required a different energy — event promotion demands urgency, excitement, and clear calls to action. Creative focused on the scale and community of the event, driving registration within tight campaign windows and consistently hitting annual targets.
Format range — beyond standard Meta feed formats, this account required a full suite of Google Performance Max asset sizes, adding complexity to production workflows and requiring strong organizational systems to manage asset libraries across campaigns and markets.
Results
Tools Used
Adobe Illustrator · Photoshop · After Effects · Premiere Pro
