Monetization at Scale
Designing the intelligence layer inside Ads Manager — and the tools that let product teams build it.
Ads Manager is how most businesses interact with Meta — from a local shop running its first campaign to a global brand managing thousands.
Behind every campaign is a machine learning system optimizing for results. But that system only works when advertisers set it up correctly — right audience, right placements, right signals. Most don't know what they're missing.
Recommendations are how Meta closes that gap. A nudge at the right moment: turn on this setting, add more creatives, fix your pixel. Small actions, proven to improve results.
When I joined, twelve recommendations existed — scattered across the product, with no shared language between product and sales. A third of advertisers couldn't receive any guidance at all.
I designed guidance across the full ad lifecycle — but the real work was finding the right opportunities, running controlled experiments with data science to prove their value, and building the inventory of recommendations that could actually reach advertisers.
Pre-campaign account recommendations
Individual guidances worked. The system around them didn't. Adoption across the system was below 1%.
Opportunity Score changed that — a single 0–100 score, backed by experimentally proven recommendations, ranked by predicted impact. The behavioral insight behind the scale: it's not the score that motivates — it's the gap to 100. A specific, achievable distance drives action.
Proven recommendations, now prioritized and personalized.
One language across product, sales, and marketing. It launched at Cannes 2025 — advertisers who adopted recommendations saw a 12% median decrease in cost per result.
I designed the guidance layer within OS — the cards, their integration across surfaces, and how the score reflected guidance state. As the domain expert, I worked alongside the OS team to shape the scoring logic and surface edge cases. An A/B test proved the account-level approach drove 10.8% higher adoption.
Opportunity Score in Ads Manager Accounts Overiew
Opportunity Score in Ads Manager Table
Opportunity Score in Ads Manager Preflight
As the guidance inventory scaled, the tooling to build it didn't.
Guidance Center — where teams build, configure, and ship guidances — was the bottleneck. Content updates required engineering, there was no way to preview before going live, and teams tracked production state through manual documentation. I redesigned it: one place for the full lifecycle, from creation to performance monitoring.
Guidance Center Guidance Creation
Guidance Center: Monitoring Guidance
Over three years on the Ads & Monetization team, I designed across every layer of the guidance system — from individual advertiser-facing experiences, to the unified scoring framework, to the internal platform that lets teams build and ship at scale.