Boosting: Budget, Strategy and Reporting
Managed a six-figure annual boosting budget with monthly pacing, variance tracking and leadership reporting.
Challenge
Audible’s organic social content was being boosted in-feed, which made it hard to see which creative, audiences and formats were working. The team needed a repeatable way to plan spend, choose posts, track pacing and report results, and to scale it to other regional teams.
My role
I ran the day-to-day boosting in Meta Ads Manager for the US team. I built the naming convention, operated the monthly budget plan my associate director designed, and co-developed a proactive and reactive boosting strategy with her. I also wrote monthly emails to report progress to my Director.
Tools
Meta Ads Manager, Sprinklr, Bitly, Excel
Sample Overview (illustrative data)
Sample Monthly View (illustrative data)
What I did
Planned each month’s spend by campaign bucket and platform, then tracked pacing and variance against plan, and caught overspending early.
Chose which organic posts to boost, balancing proactive boosts of planned content with reactive boosts of posts that were already resonating.
Created a three-level naming convention (campaign, ad set and ad) so every asset could be traced and reported consistently.
Reviewed boosts for accuracy and quality before launch.
Reported monthly to my Director and to the agency, covering spend against plan, top and bottom assets and results.
Shared my boosting QA guide and tagging structure with the Canada and LATAM leads, who saw success with them.
Results
In 2024, boosted campaigns reached over 10 million accounts and drove hundreds of thousands of link clicks. Boosted engagement rate beat goal in multiple months, including August and November, and November spend landed within about 1% of plan. When a month missed its goal, I reported it with context and a plan to recover.”