The Ultimate Guide to Podcast Advertising (2025)
How to Plan, Buy, and Scale Campaigns That Convert
Whether you're trying to figure out how much this whole thing costs, how to avoid wasting your budget on the wrong shows, or how to go from testing to scaling without pulling your hair out—you're in the right place.
At ADOPTER Media, we’ve helped brands like Magic Spoon, BlueChew, Lumen, Qualia, and Zbiotics get real results with host-read podcast ads. We’ve placed more than 150,000 ads across 25,000+ shows and learned a lot in the process. This guide shares what actually works—and how to avoid common mistakes along the way.
Let’s get into it—this guide will walk you through the key types of podcast ads, how to budget and plan your first campaign, what makes great ad copy, and how to measure success so you can scale effectively.
Why We Made This Guide
This guide is designed to give you both a clear overview and specific next steps. While not every brand will need every section, we’ve included deeper links, data, and examples so that beginners can start smart—and experienced marketers can go further.
Not Sure Where to Start? If you're new to podcast advertising, begin here:
- Clarify your goal – Are you aiming for awareness, conversions, or retargeting?
- Define your audience – Who do you want to reach, and where do they already spend time?
- Set a test budget – Most brands begin with enough to test 10–20 shows.
- Choose a buying approach – Direct? Network? Programmatic? Or a hybrid?
Curious how to turn those goals into real results? Read Direct Response Podcast Advertising for strategy tips, cost breakdowns, and examples of what actually works.
What Is Podcast Advertising—and Why It Works
Podcast advertising isn’t just a trendy “nice-to-have.” It’s a full-fledged marketing channel with the potential to outperform your other digital campaigns in trust, attention, and conversion.
At its core, podcast advertising means getting your message read by a host (or inserted into an episode) so that listeners hear about your product in the context of a show they already love. The real magic? It doesn’t feel like an ad. It feels like a trusted friend telling you about something that works for them.
Why it works so well:
- Trust and Authenticity: Hosts' endorsements feel personal, making listeners more receptive to recommendations.
- Engaged Audience: Podcast listeners are typically highly engaged, tuning in by choice without the distractions common in other media.
- Increased Retention: Podcast ads are known for their high listener retention, meaning more people hear the ad all the way through.
- Action-Oriented Response: Studies show that podcast listeners are more likely to take action on what they hear.
- Brand Favourability and Awareness: With high engagement, brands often see a lift in favourability and awareness, as evidenced by HelloFresh’s success.
- Audience Profiling: Podcast ads allow brands to align with specific audiences, matched by content, demographics and host personality.
It’s not just theory—data shows podcast advertising works. These ads have a measurable impact on listeners:
- 86% recall the podcast ads they hear
- 65% say podcast ads hold their attention better than other media
- 72% report podcast ads influence their purchase decisions
Podcast Ad Types and Formats
Understanding the types of podcast ads is the first step to building a campaign that resonates. Download the PDF version of the chart below here.
Podcast ads come in a variety of flavors—some subtle, some splashy, and some that don’t even sound like ads at all. Understanding the differences is step one in figuring out what’ll work best for your brand.
There are three key dimensions to consider when evaluating podcast ads:
- Read type – who’s delivering the message
- Insertion type – how the ad is integrated into the episode
- Placement – where the ad appears within the episode timeline
Each of these influences how your message is received, how much you’ll pay, and what kind of results you can expect.
Read Type: Who’s Delivering the Message?
- Host-Read Ad: The podcast host reads the ad, lending authenticity and trust.
- Producer-Read or Announcer-Read Ad: A producer or announcer delivers the ad, often providing a consistent tone across episodes.
- Pre-Produced Ad: The brand creates a fully produced ad, which is then inserted into the podcast.
Within these categories, ads can also be defined by their function:
- Endorsed: The reader personally endorses the product or service.
- Non-Endorsed: Read without personal endorsement—often still effective, but less intimate.
- Direct Response: Includes a call to action, like a promo code or dedicated URL.
- Non-Direct Response: Focuses on brand awareness without prompting immediate action.
Insertion Type: How the Ad Is Integrated
- Live Read: The host delivers the ad off-the-cuff during the recording session. This is rare today due to editing limitations.
- Baked-In Read: A pre-recorded ad embedded directly into the episode’s audio file before distribution. To change it, the episode must be re-edited and re-uploaded.
- Dynamic Ad Insertion (DAI): Ads are inserted at specific ad markers at the time of download, typically by the hosting platform. This allows for flexible targeting and easy updates.
- Streaming Ad Insertion: Ads inserted at the moment of listening by platforms like Spotify or iHeart. These are typically programmatic, scalable, and less personalized.
Tip: Host-read ads tend to perform best—especially in the test phase. According to Podscribe’s 2024 Podcast Benchmark Report, host-read ads generate a 34% higher average conversion rate than announcer-read ads. Dynamic ad insertion offers scale and flexibility, while baked-in ads often deliver stronger long-tail value. The most effective campaigns typically layer all three formats to optimize both immediate and sustained performance.
Placement: Pre-roll, Mid-roll, Post-roll
One final piece to consider: where your ad is placed in the episode. This can significantly influence both cost and performance.
- Pre-roll (start of the episode): Often great for brand awareness, though there's a higher chance it gets skipped. When priced appropriately, pre-rolls can still deliver solid performance for direct response campaigns.
- Mid-roll (middle of the episode): Typically commands the highest CPMs and delivers the strongest engagement. With a host's full attention and audience buy-in, this is often the most effective placement for performance-driven campaigns.
- Post-roll (end of the episode): Lower-cost and sometimes overlooked, but don't write it off. According to Podscribe’s 2024 Podcast Benchmark Report, post-roll ads have shown just a 13% lower conversion rate than mid-rolls—despite significantly lower CPMs—making them a smart choice for cost-conscious strategies.
Want to hear what great podcast ads sound like? Check Out These Podcast Ad Examples
Podcast Advertising Rates
Podcast advertising is typically sold on a CPM basis, meaning it's priced per 1,000 impressions. CPM stands for “cost per mille” (Latin for “thousand”). So, if a podcast’s CPM is $25, that means you’re paying $25 for every thousand impressions — most often measured as downloads, not actual listens.
While streaming can confirm a true listen, the industry standard is still based on download counts, which means you're paying based on the opportunity to reach an audience — not a guaranteed playthrough. That’s why ad copy, show alignment, and placement strategy matter so much: they help turn potential into performance.
According to Podscribe’s 2024 Podcast Benchmark Report, the average conversion rate for host-read ads is 1.34% based on impressions — not verified listens — underscoring the importance of getting every aspect of the campaign right.
For example: Let’s say ADOPTER’s Podcast, AdStops,—averages 10,000 listens per episode.
- Divide by 1,000 (that gives you 10)
- Multiply 10 × $25 CPM = $250 per episode
But here’s the catch: most podcast ads are sold “episodically.” That means the rate is based on the show’s average downloads per episode, not the exact number of impressions each individual episode ends up delivering. In other words, you’re buying against a benchmark, not a live count.
Most podcast advertisers are charged based on how many downloads an episode receives within the first 7 to 30 days after release — commonly referred to as the attribution window. Some networks may extend this window to 60 or even 90 days, depending on how their audience typically consumes content.
While listener behavior varies by genre and show, Podscribe data shows that roughly 90% of impressions occur within the first 7 days for most episodes — making that early performance window critical for measurement and optimization.
So if AdStops sells ads based on an average of 10,000 downloads, and an episode hits 15,000 because of a big-name guest or viral moment? That extra reach is a free bonus for you. It happens more often than you'd think—and it's one of the reasons episodic buys can be such a good deal.
This is especially true if:
- The podcast also simulcasts on YouTube
- You’re buying multiple episodes or negotiating an upfront/annual deal (you benefit from audience growth over time)
Typical CPM Ranges:
- Host-read mid-roll: $18–$40 CPM
- Pre-roll or post-roll: $10–$20 CPM
- Dynamic insertion: $5–$30+ CPM (varies by targeting)
What Impacts the Cost of Podcast Advertising?
From audience size to ad placement, here are some of the factors that influence your final podcast ad price.
- Audience size and show popularity
- Inventory scarcity (some shows have long waitlists)
- Ad format (host-read vs. pre-produced)
- Placement (mid-rolls typically command more than pre- or post-rolls)
- Targeting and exclusivity (e.g., geo-targeted or category-specific ads)
- Spend volume with the show or network (bulk buys often lead to lower CPMs)
Bottom line: A low CPM doesn’t always mean a great deal, especially if the audience isn’t converting. And a high CPM? It’s often worth it if it delivers the right audience with the right results. Get the full breakdown in our Podcast Advertising Rates Guide
How to Buy Podcast Ads: Direct, Network, or Programmatic?
In this section we will review the differences between the three main buying methods—and how to choose the right one for your campaign goals. There are three primary ways to buy podcast ads—and each offers a different balance of control, efficiency, and scale.
Direct Buys
You negotiate directly with a podcast creator or their production team. This is the most hands-on approach and often yields the most personalized, authentic ad experiences, especially if you’re looking for host-read endorsements or custom integrations.
Best for:
- Brands that want close alignment with specific hosts
- Campaigns where messaging and delivery really matter
- Shows with loyal, niche audiences
Trade-Offs
If you're managing podcast advertising in-house, be prepared for a hands-on process. From researching shows and contacting hosts to managing contracts and aligning creative, it can be time-intensive and manual — especially when scaling.
Some brands choose to work with podcast advertising agencies to streamline this process, leaning on their experience and existing relationships to move faster and reduce overhead. Whether you go direct or partner with an agency, the key is making sure your strategy is aligned with your capacity and goals.
Ad Networks
These operate like podcast marketplaces, selling inventory across a roster of shows. You work with one sales team, but you’re accessing multiple podcasts at once. Networks often help with show matching, ad placement, and campaign coordination, making them great for efficiency.
Best for:
- Mid-sized campaigns looking to run across a variety of shows
- Brands that want to test without going full programmatic
- Performance marketers who still value host-read ad control
Programmatic Advertising
Programmatic podcast buying utilizes technology, via DSPs or SSPs, to automatically purchase ad inventory based on targeting parameters such as show content, audience demographics, geography, device type, or listening behavior.
This method prioritizes scale and efficiency, but personalization takes a hit. Most programmatic ads are pre-produced announcer-read spots, dynamically inserted at the time of download or streaming.
Best for:
- Large-scale brand awareness campaigns
- Retargeting efforts and omnichannel strategies
- Brands prioritizing reach over personalization
Trade-offs:
- Less audience connection (few host reads, minimal endorsement)
- Often measured in impressions, not downloads
- Risk of appearing in less contextually relevant environments
Curious how it works under the hood? Read: Programmatic Advertising in Podcasting
What Approach Is Best?
For most performance-focused brands, the sweet spot is a hybrid approach—one that mirrors the same “waterfall” structure publishers use to fill their inventory.
Start with direct buys or network-led host reads to test messaging, validate show fit, and build traction. These placements offer authenticity and control—ideal for learning what resonates.
Once you’ve dialed in what works, layer in programmatic to scale, retarget, and maximize efficiency. This combination allows you to maintain personalization where it matters and automate where it counts.
The result? A smarter campaign strategy that balances precision, reach, and results.
FYI: When navigating the world of podcast advertising, it’s common to encounter the terms “podcast advertising network” and “podcast ad agency.” These two entity types, while integral to the industry, function very differently. Understanding these distinctions can help you make informed decisions that are tailored to your needs, whether you’re a podcaster or a podcast advertiser.
Most podcast inventory is sold using a waterfall model: direct sales are prioritized, followed by network-level and programmatic sales. This approach also aligns with how most brands should scale their campaigns.
Looking for network options to support your hybrid strategy? Explore Top Podcast Ad Networks
How to Plan and Launch a Podcast Ad Campaign
Podcast ads aren’t something you just “set and forget.” A high-performing campaign starts with smart planning, strong creative, and strategic execution. If you're looking for a quick reference, grab our free Podcast Ad Campaign Checklist—a one-pager that summarizes the key steps. And if you're ready to dig in keep reading for a detailed breakdown of each stage.
Define Your Goals
Are you trying to drive conversions, boost brand awareness, or retarget lapsed users?
Get specific. Your goals will shape everything from show selection to creative tone to how success is measured.
Know Your Audience
What do they care about? What shows do they listen to? Where do they hang out online when they’re not listening? The more dialed-in your audience profile, the better your chances of aligning with the right hosts and communities.
Set a Smart Test Budget
We recommend starting with enough budget to test across 10-20 shows. This gives you a performance baseline without overcommitting.
Tip: Mix genres and audience sizes so you can compare how niche vs. broad shows perform for your brand.
Choose Your Buying Strategy
Do you want hands-on control with direct host relationships, the efficiency of an ad network, or the scale of programmatic?
If you're new to the space, working with an agency like ADOPTER can streamline the process and get you to ROI faster.
Craft Your Creative
Podcast ad copy works best when it sounds like the host, not a commercial script.
Collaborate with the host when possible—but come prepared with a strong base script, clear product benefits, and a memorable CTA.
Launch and Track Intelligently
Don’t fly blind. Use a mix of attribution tools to understand what’s working and where to optimize:
- Promo codes – Easy to implement, but limited in tracking accuracy
- Custom landing pages or vanity URLs – Better attribution and A/B testing across shows
- Pixel tracking – Tools like Podscribe allow for deeper performance insight via impression and conversion data
- Post Purchase Surveys (PPS) – High-level first-party attribution, capturing how customers heard about you
The best campaigns use multiple signals to evaluate impact. While no method is perfect, combining these tools gives you a more complete view of performance over time.
Review, Learn, and Optimize
Podcast ad performance builds over time. Give each campaign enough runway to gather meaningful data, then double down on the best-performing shows and offers. Experiment with creative tweaks, alternate CTAs, and different placements as you go.
Want to learn how real buyers think about testing and scaling? Read: The Podcast Ad Buyer Mindset
Writing Podcast Ad Copy That Actually Works
The most effective podcast ads don’t sound like ads at all—they sound like real conversations. When a host delivers your message in their own voice, it becomes a natural part of the episode—not an interruption. But even the most charismatic host can only do so much with a stiff script. If you want to convert listeners into customers, your ad copy needs to set them up for success.
Here’s how to get it right:
- Give the host room to be themselves. Authenticity drives performance—and a host's voice carries more weight when it doesn’t feel forced.
- Include a clear call-to-action (CTA). Whether it’s a promo code, landing page, or "just Google us," tell the listener exactly what to do next.
- Highlight 1–2 memorable benefits. Focus on what matters most—your product's strongest differentiator or most relatable use case.
- Make the discount or offer easy to remember. Keep promo codes simple, URLs short, and names sticky.
Keep things on track and avoid the following:
- Over-script every word. It kills spontaneity. Give hosts key points, not a teleprompter.
- List every feature of your product. A good podcast ad isn’t a spec sheet—it’s a story.
- Forget to make it personal—or fun. Listeners are more likely to convert when they feel a connection. If the host can weave in a personal anecdote, even better.
Great copy can make or break a campaign—and we’ve heard (and fixed) our share of awkward reads.
Need help writing great copy? We’ve got a full guide to ad creative.
Podcast Ad Metrics That Matter
So, how do you know it worked—and why is measuring podcast ad performance one of the most strategic things you can do? Here’s the short answer: what you track shapes what you scale. If you’re only watching promo code redemptions, you’re seeing just a fraction of the real picture.
Today’s best podcast ad campaigns use a layered measurement approach—mixing traditional tools with modern attribution tech to capture how listeners actually respond to audio ads.
Tools of the Trade: Podcast Ad Measurement Methods
Each method brings a different piece of the puzzle. Here’s what to use—and why:
Promo Codes
- Simple and cost-effective
- Best for: Tracking direct conversions
- Limitations: Doesn’t capture people who forget to use the code (which happens a lot)
Custom Landing Pages
- Great for cleaner attribution
- Helps you A/B test messaging, offer placement, and page layout
- Tip: Keep URLs short and consistent with the CTA read by the host
Want more tips? Read: Landing Page Attribution Tips
Pixel-Based Tracking
- The most powerful attribution method available today
- Tracks exposure → site visit → conversion, even if the listener doesn’t use a code
- Tools like Podscribe allow you to see incremental lift and true performance across platforms
Post-Purchase Surveys
- A classic tool that still works
- Especially useful for validating new channels and capturing self-reported data
- Keep it simple: “Where did you hear about us?”
What to Watch—and How to Use It All Wisely
Some metrics tell a clear performance story. Others provide helpful context—but only when viewed alongside more direct conversion data.
Core Performance Metrics (Track These Closely)
- Cost-per-acquisition (CPA) – Your north star for efficiency
- Return on ad spend (ROAS) – How much revenue your campaign drives per dollar spent
- Conversion rate by show and genre – See what types of content move your audience
- Attribution by placement type – Evaluate how mid-roll, pre-roll, or post-roll impact results
Supporting Signals (Helpful, But Not the Whole Story)
- Download volume – Shows audience potential, but doesn’t confirm performance
- CPM – Useful for understanding cost structure, but doesn’t indicate value unless tied to conversion metrics.
The key is to look at the full picture. A show with a slightly higher CPM might actually deliver a lower CPA. And a show with modest download numbers may still convert exceptionally well if there’s tight alignment between the host and your target customer.
Incrementality
The true measure of success isn’t just how many conversions you get—it’s how many of those conversions you wouldn’t have seen without the ad. That’s where incremental lift comes in.
Platforms like Podscribe help connect the dots, showing which conversions were truly driven by ad exposure—not just coincidental timing. Want proof? Check out Podscribe’s Benchmark Report to see how often conversions are attributed to pixel-based tracking—not promo codes.
Tools like promo codes, landing pages, and post-purchase surveys still serve a purpose, but they’re most effective when used together. A layered approach gives you a more comprehensive and confident picture of what’s really working.
Curious how to turn podcast ad data into smarter decisions? Check out our Podcast Ad Metrics Guide
How to Scale a Podcast Advertising Campaign
Scaling doesn’t mean blowing your budget on episode #1. It means testing smart, optimizing fast, and reinvesting where it counts. The goal is to turn a handful of successful tests into a full-funnel growth channel. So where do you start?
Steps to Scale with Confidence
Start by identifying your top 3–5 performing shows. Don’t just focus on download numbers—look for strong conversion rates, audience alignment, and clear lift in traffic, orders, or branded search.
Key signals of scale-worthy shows:
- Engagement rate: Shows with higher retention and completion rates deliver 1.5–2x stronger conversion performance, according to Podscribe’s 2024 Benchmark Report.
- Advertiser renewal rate: Shows with 2+ brand renewals per quarter consistently rank among top ROAS performers—an indicator of long-term fit.
Once you’ve pinpointed what’s working, here’s how to scale smartly:
- Increase frequency (strategically): Don’t oversaturate. Aim for a 20% share of voice (SOV)—roughly 1x/month for weekly shows, or 2x/month for bi-weekly. Repetition builds trust, but pacing protects performance.
- Expand into adjacent genres: If true crime performs well, test investigative journalism. If wellness converts, try health-tech or nutrition shows.
- Test new creative angles: Even on strong shows, a refreshed CTA or offer can reignite engagement and keep the message feeling fresh.
Real-World Results: Scaling with Audience Alignment
What do our most successful campaigns have in common? Host-audience alignment. When the message fits the voice—and the voice fits the listener—performance follows. Here’s how three different brands scaled with podcast advertising:
A science-backed supplement with a complex value prop, Qualia needed smart hosts who could translate the benefits into everyday language. By pairing them with science-savvy shows that naturally aligned with their tone, we saw deeper engagement and stronger conversions.
Result: A breakout campaign that turned podcasting into a sustainable performance channel.
For this biohacking and wellness tool, success came from finding hosts with personal credibility in the health space—people who were already trusted by their audience for innovation and results. From frequency to fit, the campaign was lean and highly efficient.
Result: A high-ROI strategy that scaled through multi-show buys and YouTube “views guarantee” packages.
After struggling to scale in-house, Reel Paper partnered with ADOPTER to refine placements, optimize creative, and dial in host fit. Within two months, podcasts became their #1 acquisition channel—surpassing Meta, Google, and influencer campaigns.
Result: A 276% drop in CPA and a 343% increase in monthly revenue.
The takeaway? Podcast success doesn’t come from reach alone—it comes from resonance. When hosts sound like trusted friends and listeners see themselves in the story, podcast ads become a scalable, brand-building machine.
Curious to see how it all played out? Check out our full case studies details!
Is Podcast Advertising Right for Your Brand?
Podcast advertising might be the right fit if you have a product with a clear value proposition and story to tell, your audience listens to podcasts, and you're ready to test, optimize, and refine—rather than take a set-it-and-forget-it approach.
Still not sure? We offer a free audit to help you decide if your brand is podcast-ready. Let’s make your next best customers podcast listeners. Reach out to ADOPTER Media today
ADOPTER Media
We believe in data-driven results and are dedicated to helping everyone make better decisions and advance their work using a platform trusted by Fortune 500 companies and beloved regional brands alike. Have a question about podcast advertising or YouTube sponosrship? Connect with us and we will be happy to help!
