Post-roll ads, which play at the end of an episode, have the highest skip rate and the lowest conversion rate. There are three main ad placements:

Post-Roll: At the end of the episode (worst performing)

Mid-Roll: During the middle of the episode (highest performing)

Pre-Roll: Before the episode starts (second best)

For the best results, focus on mid-roll placements, as they integrate more naturally into the content and hold the listener's attention better.

Starting an ad with phrases like "now it's time for a commercial break" signals to the listener that they can skip the ad. Avoid this approach to keep listeners engaged. Instead, integrate the ad content naturally into the podcast.

Just like you wouldn't run a Google or Facebook ads campaign with just one ad, you shouldn't limit your podcast advertising to a single show. Running a campaign across multiple podcasts (5 to 10) over a span of four weeks helps identify which podcasts generate high-quality leads. This strategy allows you to refine your approach and achieve a higher return on investment.

Hiring a podcaster means leveraging their expertise and trust with their audience. Allow the podcast host to write the ad script for a more authentic and genuine message. They know their audience best and can tailor the ad to resonate more effectively than a pre-written script from your team.