I’ve helped several brands like Dealfront, Planable and Landbot.io reach new audiences, build trust and generate high quality leads through podcast advertising campaigns. So, I know a thing or two when it comes to implementing and managing a podcast ad campaign that will help you generate a great return on your investment.

Here's our approach:

Instead of blindly buying ad spots on large platforms like Spotify, focus on selecting 5-10 podcasts that cater to your ideal audience. This targeted approach ensures that your ads reach listeners who are more likely to be interested in your products or services.

Allow the podcast host to craft a compelling ad script. Host-read ads tend to be more genuine and effective because they come from a trusted voice. These ads are better at bypassing the listener’s skepticism and engaging them more deeply.

In addition to audio ads, run video ads on the podcast’s YouTube channel if they have one. This multi-channel approach enhances your reach and engages the audience visually, increasing the likelihood of conversion.

Run a 4-week test campaign to gather data on performance. This test period helps you understand which podcasts are driving the most engagement and quality traffic to your website.

After the test period, analyze the results and remove any podcasts that aren’t delivering the desired engagement. Focus your efforts and budget on the podcasts that perform well. This optimization process ensures a good return on investment and helps you discover new growth channels.

Result: By following these steps, you can achieve a good ROI and uncover new growth channels for your brand through a well-executed B2B podcast advertising campaign.