This thesis aims to improve how we describe the value of ad features in boosting UMKM (Usaha Mikro, Kecil, dan Menengah) merchant transactions in GoFood apps. The scope of this research is Jabodetabek only. This research will focus on the methodology by using in-depth stakeholder interviews and analyzing internal data. This research uses both quantitative and qualitative methods. The data will be analyzed using Thematic Analysis and quantitative content analysis. Ads Feature can help UMKM grow and leverage its revenue. However, the number of participants willing to use the Ads Feature is still at the bottom line. It can lead to many issues, including merchant income stagnation and a slow increase in GoJek revenue. There are numerous reasons why merchants do not participate in the Ads Feature, including a Lack of awareness and knowledge about the Ads Feature, Fear of the system that charges the merchant directly after the customer clicks the Ads, and a Lack of interest in trying out the Ads Feature. The benefits of using the Ads Feature are merchant sales, enhanced brand awareness, consumer awareness, brand exposure, and direct converts to transactions. The proposed solutions for GoFood include creating a dashboard and learning HUB, developing trials, promotions, deals, and discounts for ad costs, adding new features, sending awareness messages to merchants, hosting training sessions in branch offices, integrating reporting tools and performance metrics, and providing direct follow-ups through an account manager. Loyalty Merchants can maintain engagement by offering incentives and improving reporting. Acquisition Merchants can overcome awareness and cost barriers with free trials, education, and low-budget entry options. Churn Merchants can win back merchants through tailored solutions, enhanced support, and targeted features. Inactive Merchants can increase participation by addressing low awareness and simplifying ad onboarding.