Episode 281 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

Why Podcast Ads Are Not One Size Fits All

Podcast ads can be powerful for growing your show, but success isn't just about picking any ad strategy and throwing money at it. You need to be intentional: understand the different podcast ad types, know how to target the right audience, track your results, and refine your approach based on what’s working.

In this episode, I’m back with Mike Wiston from MowPod to dive into the tactical side of using paid ads to grow your podcast. Mike breaks down the different types of podcast ads and explains why not all ads are created equal when it comes to listener growth, to help you decide which ads are right for your show. 

So if you want to make your podcast ads count and learn which ad strategies can help you reach more listeners, read on.

Why Podcast Ads Are Not One Size Fits All

When you think of podcast ads, you might picture a host-read shout-out on another show or a pre-recorded ad slipped into someone else’s episode. The idea seems simple: listeners hear your message, get curious, and hopefully, come check out your show.

But podcast ads aren’t one-size-fits-all. There are different types of ads, each with their own strengths, and not all of them are created equal when it comes to getting new listeners. Like Mike explains, "The biggest difference is understanding where the ad is reaching the listener. Audio ads are great when you’re already targeting someone in podcast-listening mode. But if you're trying to bring new people in, you need to catch them where they are."

So, if not all ads are created equal, how do you know which type will actually work for your show? Before we dive into that, it’s important to understand another key factor: ad fatigue and how it impacts your listeners.

Podcast Ad Fatigue and What It Means for Your Strategy

We’ve all been there — you’re listening to your favorite podcast, and suddenly the ads hit. And what do you do? Skip, skip, skip, until you’re back to the content you actually came for. Welcome to the world of ad fatigue. It’s like cable TV all over again, except now we’re doing it with our ears.

So, what does this mean for you, the podcast host trying to grow your show with ads? It means that old-school methods — like running ads inside of other podcasts  — aren’t as effective as they used to be. As Mike pointed out, “the number of ads in podcasts is increasing significantly,” which means people are tuning out more than they’re tuning in.

The takeaway? Podcast ads aren’t dead, but you’ve got to be smarter about how you approach them. It’s all about targeting the right people at the right time.

Choosing the Right Ad Targeting to Reach More Listeners

If you want more listeners, it’s all about targeting. Since now you know that not all podcast ads are created equal, and reaching the right audience comes down to choosing the right kind of targeting. Mike helped break this down for us, explaining how native display ads and programmatic strategies can be total game-changers.

“With native display ads, we’re finding people wherever they are on the web and targeting them with anywhere between three and ten different programmatic strategies,” Mike said. Instead of crossing your fingers, hoping someone will hear a host-read ad and actually remember to search for your show later, native display ads get your show in front of the right people more directly.

It’s all about data — using things like browsing habits or lookalike audiences to put your podcast in front of people who are already interested in what you have to offer. It’s way more effective than hoping someone hears your ad mid-episode while driving or pounding the treadmill, and then remembers to look you up later. 

How to Track Retention and Tell If Your Ads Are Working

Once you’ve picked the right podcast ads, the next question is: are they actually working? Because let’s be real, if the listeners you gain from an ad campaign don’t stick around, was the campaign really a success?

Retention is the name of the game here. If you run an ad and see a spike in downloads, but then your numbers drop right back to where they were, that’s a red flag. Mike put it simply: “You need to know your averages before running a campaign. If you typically get 100 downloads per episode and see a boost during the campaign, what matters is whether your new average holds after it ends.”

Luckily, tools like Podtrac or Rephonic can track where your downloads are coming from, and smart links from tools like Linkfire can show how effective each campaign really is. These give you the insights you need to know what’s working and what’s not. 

Now that you know where to go to track your campaign’s success, let’s talk about what to do if your ads aren’t converting the way you expected and how to turn things around.

Why Your Ads Aren’t Converting and How to Fix It

Now, let’s talk about what happens when your podcast ads don’t convert the way you hoped. You run a campaign, get a spike in listeners, and then—crash—your numbers drop back down. What’s really going on here?

Here’s the truth: if your show isn’t growing before you run ads, those ads aren’t going to fix that. Ads can amplify what’s already working, but they won’t save a strategy that isn’t getting results organically. As Mike said, “If you’re not seeing organic growth before spending on ads, you’re just putting money behind a failed strategy. It doesn’t mean your podcast is bad—it just means something in your approach needs tweaking.”

The solution isn’t throwing more money at ads. It’s stepping back and evaluating the foundation of your show. Is your messaging clear? Are you speaking directly to your target audience? Is your content resonating with them? These are the things that need to be dialed in first.

Once you’ve built that solid foundation and are seeing consistent, organic growth, then you can leverage ads to accelerate it. But if ads still aren’t moving the needle, it might be time to reevaluate your ad creative. Are your ads connecting with the right listeners? Are they compelling enough to make people take action? Ads can drive traffic, but the content itself needs to hook people in and keep them coming back.

Remember, podcast ads can be a powerful tool for growth, but only when your messaging and content are already working. You’ve got to be intentional — know the ad types, target the right audience, track your results, and refine your approach based on what’s working.

And if you’re an established coach or consultant who needs help dialing in your podcast messaging so you can reach more listeners and turn them into clients, book a free strategy call with our team to find out if you’re a fit for PodLaunch® — we’re here to help.

Or if you’re ready for more insider secrets on creating a bingeworthy top podcast listeners can’t ignore, hit follow on Insider Secrets to a Top 100 Podcast on your favorite app so you never miss a new episode.

Next Up:

Tired of hearing the same old podcast advice that sounds great but gets you nowhere? In the next episode, we’re breaking down 3 of the worst pieces of podcasting “advice” that are holding you back — and sharing what you really need to know if you want a podcast that turns listeners into clients.