Darshan Kantak, former vice president of Google Search Ads, has joined Snap — which owns photo messaging app Snapchat — as senior vice president of revenue product. The announcement was made Wednesday. 

The goal is to help Snap improve the performance of its digital ads. Prior to working at Google, Kantak supported Facebook as ads delivery product lead, and Microsoft as partner, group program manager for Bing Ads.

Darshan oversaw product development for Search, Shopping and Discovery ads, and led the team responsible for Google Search and Retail Ads automation tools that allow advertisers to build advertising and marketing strategies.

Reuters first reported Kantak’s appointment.

Snap is rebuilding its ad-sales team after two key leaders left for Netflix last year. Long-time Microsoft executive Rob Wilks joined Snap last month to lead ad sales in the Americas.

When Wilk announced in a LinkedIn post he would step down at Microsoft, Kya Sainsbury-Carter, the first female to move into this position, replaced him. 

Snap also wants to improve the way that ads lead to product sales. The company said in January that first-quarter revenue could decline as much as 10% due to weaker advertising demand.

The announcement spurs questions regarding whether Snap will build out services in performance-based advertising, including search.