Podcast ads - how do you judge if the price is 'worth' it?
This case study explores how Deel Used Podcast Advertising to Reach HR Leaders and Startup Founders
Deel, a leading Global People Platform, helps companies seamlessly manage international teams with HR, payroll, compliance, and mobility solutions. With over 25,000 companies relying on Deel—from startups to enterprise brands—Deel is at the forefront of modern workforce management.
However, traditional digital marketing channels were becoming oversaturated. Deel needed a fresh, high-impact growth strategy to engage HR leaders and startup founders in a meaningful way. That’s where podcast advertising came in.
Problemdline
- Finding a High-Impact Channel Beyond Clicks and Impressions
Deel wanted a marketing channel that did more than just drive traffic—it needed to build real connections with high-value prospects.
- Building Brand Authority with Decision-Makers
To stand out, Deel had to establish credibility with HR leaders and startup founders in a way that felt authentic and engaging.
- Limited Internal Resources to Manage a New Channel
With a lean team, Deel needed a full-service podcast advertising solution that handled everything from strategy to execution, without draining internal resources.
Our Approach & What Was the Process Likedline
We designed and executed a targeted podcast ad campaign to put Deel’s message in front of the right audience.
1. Precision-Targeted Podcast Selection
We handpicked 8 highly relevant podcasts in the HR and startup space, ensuring Deel’s ads reached key decision-makers in the US and Europe. This included partnerships with trusted HR-focused podcasters and startup-focused shows.
2. Authentic, Host-Read Ads
Each ad was carefully crafted and recorded by the podcast hosts themselves, delivering Deel’s message in a way that felt natural and trustworthy. The host-read format increased engagement and brand recall.
3. Multi-Channel Amplification
Beyond audio ads, we placed video ads on YouTube versions of these podcasts, adding an extra 17,534 views to the campaign’s reach.
4. Seamless, Hands-Off Execution
Since the podcasts were already part of the B2B PodPros network, we handled all the logistics—from ad scripting to host coordination—allowing Deel’s marketing team to stay focused on other growth initiatives.
Hear examples of audio host-read ads that were used in the campaign
(turn on volume)
Results
- Brand Awareness + Lead Generation = Growth
While many brands see podcast advertising as a brand awareness tool, Deel’s campaign successfully drove both brand lift and high-quality leads, fueling its sales pipeline.
- Strengthened Thought Leadership
By aligning with trusted HR & startup podcasters, Deel positioned itself as a go-to authority in the industry, increasing recognition among key decision-makers.
- Immediate Engagement & Measurable Results
Within two weeks of launch, Deel’s analytics revealed that specific podcasts were driving high-quality site visits, validating the power of podcast advertising as a high-impact marketing channel.
- Estimate 8X ROAS
Spend: $16,500 (includes campaign management)
Brand CLTV (estimated)
Avg Revenue Per User per month ~ $500
Retention Rate ~ 90%
Avg. Customer Lifespan (years) ~ 4
Est. CLTV ~ $21,600
Results (estimated):
# Listens: 21,888
Est. CVR: 4% (listeners & readers who visited website)
Est. web visits: 876
Est. signup CVR: 1.0%
Est. web conversions: 8
Est. Revenue generated ~ $172,800
Profit ~ $150,912
ROAS ~ 8X
NOTE: This is just the short-term measurable ROI. This doesn’t factor the users who’ll come back in a few months via organic and direct traffic.
* study from Podsights reports that host-read ads can achieve conversion rates as high as 7.5% (I used 4% to be conservative)
Podcast advertising isn’t just about brand awareness—it’s a scalable, high-ROI channel for reaching niche decision-makers in a way that feels genuine and engaging. Deel’s campaign proves that when done strategically, podcast sponsorships can drive real growth.
Read More Case Studies
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