Driving the Shift to Monthly Invoicing
Boosting Visibility and Applications Through Onboarding Optimization
My Role
Using an AI first workflow with Metamate AI, I partnered with engineering, finance, and cross-functional design teams to drive broader adoption of Monthly Invoicing.
Timeline
1.5 months
Platforms
Desktop
Problem
High-spend advertisers risk costly campaign pauses from card failures and funding gaps. Monthly Invoicing helps prevent disruptions while reducing Meta’s credit card processing costs, currently $2.46B annually and projected to reach $4.2B. Increasing adoption is expected to save at least $20M annually.
I met with Data Science, Product, Engineering, and Finance to evaluate the current onboarding workflow and identify optimization opportunities. We found that the application flow created unnecessary friction through excessive steps and unclear fields. User research also showed that combining screens could improve usability and increase completion confidence.
Additionally, the account-selection dialog introduced interaction friction, with many admins struggling to add their advertising account during onboarding.
Impact
Today
H1 2025
Expand eligibility
$11M impact
Improve awareness
Increase of 27%
Grow conversion
Savings
~ $20M/yr.
Get easier billing with one invoice per month
As one of our most trusted advertisers, you may be eligible for monthly invoicing.
- Reduce the number of charges each month
- Avoid credit card payment issues that may stop ads from running
- Access a higher spending limit that can be shared across ad accounts
Things I did:
- Collaborate with the Content team to optimize banner copy for stronger value articulation and resonance with high-spend advertisers.
- Partner with cross-functional teams to surface the banner in higher-traffic areas, increasing visibility among high-spend advertisers.
- Simplified the application experience (9 → 3 screens) with backend engineers, boosting conversion from 32% to 93%.
