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Scaling Monthly Invoicing Adoption

Moving high-spend
advertisers beyond
credit card limits

My Role
Led a six-week redesign of Meta Monthly Invoicing with Engineering, Finance, and Design. Moved discovery to high-traffic business surfaces and reduced the application from nine screens to three by reusing verified data. Used Metamate AI from discovery through handoff.
An advertiser slumped at a laptop, one hand to their forehead, as Meta Ads Manager reports that their credit card was declined during setup.
Application
9 → 3
Screens delivered
Conversion
97%
From a 39% baseline
Savings
~7.5%
Annually

The Opportunity

A valuable product was hidden behind two kinds of friction

Card failures and funding gaps can pause campaigns for high-spend advertisers. Monthly Invoicing reduces that risk and the cost of card processing—a line that runs $2.46B a year and is heading toward $4.2B. Wider adoption saves at least 7.5% annually.

Where We Started

High customer value, low product access

  • Invitation hidden in a low-traffic area

  • Nine screens repeated known information

  • Card limits and failures could pause campaigns

The Strategy

Move upstream.
Reuse verified data.

What It Becomes

Turn collection into confirmation

  • Present the offer where advertisers already work

  • Pre-approve with existing verification records

  • Let customers confirm or correct verified information in three screens

Eligibility and Verification

The offer appears only after eligibility is confirmed

Advertisers must pass four checks before entering: Monthly Invoicing eligibility, business verification, legal-entity matching, and Moody’s screening. Those who qualify unlock a pre-approved experience built around guidance and information Meta already has⁠—not another form.

Workflow diagram in two rows. The top row of checks runs from MI eligible, to Business verified, to Match LE with BV information, to Run Moody's API check on LE. Its result connects down to the row below, which runs from Pre-approved entry point, to How it works, to Display LE information plus terms and conditions, to Success, to Redirect to Accounts page.MI eligibleBusiness verifiedMatch LE with BVinformationRun Moody’sAPI check on LEPre-approvedentry pointHow it worksDisplay LEinformation + termsand conditionsSuccessRedirect toAccounts page

What happens when the record is wrong

The three delivered screens carry the approved path. These are the paths designed around it — proposed handling, not observed operational policy.

Stale records
Reconfirm verification data that has passed its freshness window.
Mismatched information
Identify conflicting information and let the advertiser correct it in place.
Manual review
Show what’s under review, the expected timing, and a clear pending status.
Failed verification
Keep the current payment method active and explain how to become eligible.
Inspection and correction
Display reused information in full and make it easy to edit before submitting.
Freshness, consent, and trust
Explain the credit line, terms, consent, and data freshness at the point of action.

Before and After

From document collection to information confirmation

Before

9 screens to collect what Meta already held

  1. Step 1: the Billing and payments Accounts page, with the monthly invoicing banner sitting above the accounts table.

    01 Banner

  2. Step 2: an overview dialog listing the tax ID, business document, and payment terms the application will require.

    02 How it works

  3. Step 3: choosing the legal entity the invoice will be issued to, from a dropdown of registered organizations.

    03 Legal identity

  4. Step 4: a business information form asking for country, email, and phone number.

    04 Business information

  5. Step 5: a legal address form asking for the registered business name, EIN, street address, city, state, and ZIP code.

    05 Legal address

  6. Step 6: a billing address form repeating the same address fields behind a same as legal address checkbox.

    06 Billing address

  7. Step 7: selecting which ad accounts the credit line should cover, from a searchable checklist.

    07 Add accounts for Monthly Invoicing

  8. Step 8: uploading a legal document as a PDF and accepting the invoicing terms and conditions.

    08 Upload documents

  9. Step 9: an application pending approval notice asking the advertiser to wait two to three business days for a decision.

    09 Application pending approval

After

Three pages to confirm, correct, and approve

  1. Page 1: a request monthly invoicing dialog explaining that the advertiser confirms their business information, receives a credit line, and is billed once a month.

    01 How it works

  2. Page 2: legal and billing information already filled in from Meta's records, with a single edit control beside the submit button.

    02 Confirm information

  3. Page 3: an approval notice confirming an initial credit line and telling the advertiser their active ad accounts can now use it.

    03 Approved

Prototype

Impact

Increased enrollment = Less credit card fees = Greater savings

Baseline

H1 2026

Expand eligibility

67%
27%

27% baseline → 67% H1 2026; $11M impact

Improve awareness

41%
8%

8% baseline → 41% H1 2026; a 33-point gain

Grow conversion

97%
39%

39% baseline → 97% H1 2026; a 58-point gain

Annual savings

~7.5%

Each row is a separate measure against its own pre-launch baseline, compared over H1 2026. The $11M is attributed to the eligibility expansion alone; the awareness and conversion figures are percentage-point gains, not restatements of it. Results shared by the Meta team after launch.

Behind the Work

How I led the change: one coordinated strategy across discovery and conversion

Increase Awareness

Mapped high-traffic business surfaces and the teams that owned them, built partnerships for upstream banner placement, and moved the invitation into moments qualified advertisers already frequented.

Increase Completion

Audited verified customer data and requirements with Product, Data Science, Legal, Finance, and Engineering, then reframed the flow around preapproval, prefill, and quick correction.

  1. Empathize

    Partnered with Research and Data Science to understand advertiser needs, eligibility and funnel loss.

    AIOrganized study context and compared completion signals across segments

  2. Define

    Framed one problem across five teams: raise awareness and remove avoidable application work.

    AIClustered friction, separated eligibility signals and drafted success measures

  3. Ideate

    Explored preapproval, prefill and quick correction with Product, Legal and Finance.

    AIExpanded distinct flows, critiqued concepts and generated edge cases

  4. Prototype

    Built the end-to-end Figma flow, reducing nine screens to three.

    AIAdded verified-data states, realistic content and focused variants

  5. Test

    Partnered with Research on validation and Data Science on performance; I prioritized design action.

    AISynthesized evidence, separated behavior from feedback and ranked issues

  6. Implement

    Stayed with Engineering through eligibility checks, delivery and post-launch measurement with Data Science.

    AIPropagated fixes and drafted specifications, analytics events and QA cases

  • Tools
  • Figma + Code Connectdesign intent ↔ production components
  • Figma MCP + AI agentscontext, critique, implementation and QA

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