Ads and Monetization selected work
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 successful campaign is value-proven guidance, shown at the right moment. What looks like a simple prompt is the smallest unit of a larger machine — from individual guidances, to a unified scoring system, to the tools that let product teams build and scale guidance inventory.
A guidance is a small surface — a card, a modal, a tooltip. But designing one well requires understanding the advertiser's mental model, the technical constraints of the resolution path, the revenue mechanics of the recommendation, and the platform patterns that determine whether it gets seen at all.
I designed guidances across the ads ecosystem — spanning domains like budget, signals, and value optimization, and across each stage of the advertising journey from campaign planning to post-launch. Finding the right opportunities, working with data science and product to prove the value, then designing and shipping the experience.
Pre-campaign account recommendations
Individual guidances worked — but they competed against each other. Each had different performance metrics. Advertisers didn't know what value they'd get or how to prioritize. Product, sales, and marketing weren't aligned on what to recommend.
Opportunity Score changed that. A single 0–100 score that tells advertisers how optimized their campaigns are, with personalized recommendations ranked by predicted impact and updated in near real-time. One language across Ads Manager, CRM, and marketing. It launched globally in 2025 — advertisers who adopted recommendations saw a 5% median decrease in cost per result.
Proven recommendations, now prioritized and personalized.
Opportunity Score was a cross-org effort — product, sales, and marketing building toward the same framework. I designed guidances and the score experience in Ads Manager — the surface advertisers interact with directly.
Opportunity Score in Ads Manager Accounts Overiew
Opportunity Score in Ads Manager Table
Opportunity Score in Ads Manager Preflight
As more teams shipped guidances through Opportunity Score, the internal tooling couldn't keep up. Content updates required engineering. There was no way to preview before going live. Dashboards were spread across multiple tools. Teams were maintaining manual documentation just to track what was in production.
I redesigned Guidance Center — the internal platform where product teams build, configure, and ship guidances. Content management, live preview, and performance tracking, consolidated into one place.
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.