Driving the Shift to Monthly Invoicing
Boosting Visibility and Applications Through Onboarding Optimization
My Role
Partnered with engineering, finance, and cross-functional design teams to drive adoption of Monthly Invoicing — running an AI-first workflow with Metamate AI from discovery through handoff.
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.
Old 9-Step Onboarding Flow
Requirements & Discovery
I used Metamate to consolidate inputs from Data Science, Product, Engineering, and Finance into a single problem definition: where the 9-step onboarding flow was leaking users, which fields caused confusion, and which screens could merge. This turned four stakeholder perspectives into one prioritized opportunity list.
Research Synthesis
User research showed that combining screens improved completion confidence and that the account-selection dialog was a major drop-off point. I used Metamate to synthesize findings into design directions and acceptance criteria — effectively a working PRD the team could align on quickly.
Impact
Today
H1 2025
Expand eligibility
$11M impact
Improve awareness
Increase of 27%
Grow conversion
Savings
~ $20M/yr.
Execution & Iteration
Working from that spec, I rebuilt onboarding from 9 screens to 3, using Metamate to draft and pressure-test flows and to refine banner copy with Content for stronger value articulation. Each iteration was reviewed against the eligibility, awareness, and conversion targets.
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:
- Ran an AI-first (Metamate) workflow from cross-functional discovery to delivery.
- Simplified the application from 9 → 3 screens, lifting conversion from 39% to 97%.
- Partnered with Content on banner copy and with teams to surface it in higher-traffic areas, expanding eligibility (27%→67%) and awareness (8%→41%) toward ~$20M/yr in projected savings.
