Podcast Growth: The Ultimate Guide to Advertising Your Show

Congrats! You launched a podcast. 

Now comes the hard part: convincing strangers to care.

It’s one thing to create a show worth listening to. It’s another to make sure people actually find it. Unfortunately, the “build it and they will come” mentality is far from the truth. Great content doesn’t go far without a little push. And in podcasting, that push often comes in the form of advertising.

Unless you’re already a celebrity or breaking down the latest unsolved mystery, the algorithm alone won’t save you. That’s where a smart, well-placed advertising strategy comes in.

In this ultimate guide, we’re breaking down the most popular (and proven) channels where podcasters are advertising their shows. From placing ads on other podcasts to experimenting with Google and social media campaigns, we’ve got you covered. We’ll walk you through the pros, cons, and best practices of each so you can build a growth strategy that works.

Without further ado, here’s the paid plays podcasters need to know:

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1. Advertising on other podcasts

If your goal is to reach podcast listeners, why not go straight to the source? Podcast advertising is one of the most effective ways to promote your show, because you're already meeting people in the right medium, with the right mindset, and (if you play your cards right) the right interests. And no, it’s not only for brands to promote their products or services on existing shows.

But like all things in podcasting, not all ad placements are created equal. The best podcast-to-podcast ads are thoughtfully targeted, carefully crafted, and chosen based on why you’re advertising, not just where.

Let’s break down your options:

Host-read ads

Host-read ads are the golden child of podcast promotion. When another show’s host talks about your podcast in their own voice, it feels like a genuine recommendation, not a paid placement. I would argue it’s the closest thing to word-of-mouth in podcast advertising.

You can provide a short blurb or talking points to help guide the ad read, but these ads work best when they feel natural and authentic – think of your friend sharing their latest favorite podcast with you over coffee. 

Best for:

• Niche shows with a strong, loyal listener base
• Partnering with hosts who have a strong relationship with their audience
• Cross-promotion between related shows

Pros:

• Higher conversion rates, with 55% of all podcast ad revenue coming from host-read ads
• 60% higher brand recall and engagement compared to pre-produced ads
• Builds credibility through association

Cons:

• Pricier – Acast reports the average cost of host-read ads is $25 to $40 CPM
• Harder to scale as they’re show-specific 
• You won’t have complete creative control 

Pre-produced ads

Pre-produced ads are recorded in advance and slotted into podcast episodes programmatically, through direct deals, or via dynamic ad insertion (DAI). These are the go-to for podcasters looking to scale their promotion across a wide range of shows.

Ultimately, these types of ads are more scalable than host-read ads and provide you with complete creative control. However, they do lose that personal touch that makes host-read ads so effective. 

Best for:

• Boosting awareness across different genres
• Budget-conscious campaigns with broader goals
• Consistent branding across placements

Pros:

• Easy to distribute across networks
• Fast to launch, update, and iterate
• Cheaper per impression than host-reads – Acast reports the average cost of pre-produced ads is between $15 to $30 CPM

Cons:

• Less trusted by listeners – revenue is 15% less than host-read ads
• Easier to tune out or skip
• Harder to make contextually relevant

Trailer swaps

Trailer swaps are podcasting’s version of the classic "you scratch my back, I’ll scratch yours." You run their trailer, they run yours. No money changes hands, but when done right, everybody wins.

This needs to be a thoughtful collaboration in order to work. Pick shows that share your tone, audience, and content themes, and listen to a few episodes before you say yes. To verify your audience overlaps, you can compare stats using tools like Advanced Audience Demographics and B2B Analytics. 

Best for:

• Building relationships with similar creators
• Reaching new listeners in your niche

Pros:

• Free
• Easy to arrange when there's mutual value
• Great way to foster community with similar, existing podcast listeners 

Cons:

• Requires thoughtful vetting and audience alignment 

So, what’s the right podcast advertising mix?

For most podcasters, you’ll want to:

• Use host-reads for depth and listener trust.
• Layer in pre-produced ads for reach and scale.
• Supplement with trailer swaps to build grassroots momentum.

As always, targeting is king. Whether you're buying a $500 host-read or coordinating a free trailer swap, make sure the show you're advertising on aligns with yours. Because nothing kills a first impression faster than hearing your podcast ad on a show no one would associate with your brand.

How to book podcast ads

Now that you understand more about how to get heard across the airwaves, you’re ready for the next step: booking your podcast ads. Fortunately, platforms have made this process easier than ever, whether you’re after broad reach or precision targeting.

Here are two solid options, depending on your goals, budget, and how hands-on you want to be:

Acast Self-Serve

If you want to go directly to specific podcasts, or at least stay within your lane, Acast’s Self-Serve gives you that power. You can book ads across categories or handpick individual shows, and even opt for host-read ads if the show allows it.

As mentioned, you’ll want to look at a show’s listener profile before booking. Aligning tone and audience is more important than download numbers alone.

Pros:

• Choose specific shows or genres
• Mix and match between host-read and pre-produced formats
• Ideal for campaigns focused on fit over volume

Cons:

• Requires more research and setup
• Host-read ads may need more lead time
• Smaller reach compared to platforms like Spotify

Spotify Ad Studio

Spotify Ad Studio lets you place 30-second audio (and optional video) ads that play between songs and podcast episodes for free-tier listeners. You can’t select specific shows, but you can target by genre, interests, behavior, and podcast categories.

Best for:

• Promoting shows with broad appeal
• Brand awareness over precise targeting
• Podcasters looking to reach Spotify listeners 

Pros:

• Easy to set up and launch
• Advanced audience targeting
• Large potential reach – there are currently 425 million ad-supported Spotify listeners

Cons:

• No control over exact show placement
• Less suited for niche campaigns

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2. Social media for podcast growth

Let’s be honest: social media looks like a quick win for podcast growth, but views don’t automatically equate to long-term listeners. 

You’ve likely seen podcast clips go viral on TikTok or Instagram, but virality doesn’t always translate into sustained audience growth. Likes and shares are easy; getting someone to pause their scroll, open a new app, and commit to a 30-minute episode? Not so much.

Ultimately, social platforms aren’t designed for long-form audio consumption. Users aren’t in “podcast discovery mode”—they’re browsing, multitasking, and moving quickly. It’s not just about getting your podcast in front of people; it’s about getting them to change platforms and behaviors. That’s a high-friction conversion.

That said, social advertising can be useful when approached strategically and with realistic expectations. Here’s the need-to-knows:

Pros to podcast advertising on social media:

• Targeting capabilities are powerful: You can reach audiences based on interests, behaviors, job titles, or lookalike profiles.
• Collect useful engagement data: Even if clicks don’t result in listens, you’ll gain insights about who’s interacting with your content.
• Flexibility and scalability: You can test multiple creative formats and messaging without committing a large budget.

The downsides of podcast advertising on social media:

• Most users aren’t actively looking for podcasts: Ads are often seen as interruptions, which makes conversion tougher.
• The attention span is short: You’re competing with endless content, so unless you’re already a podcast fan, podcast promotion rarely stands out.
• Tracking is difficult: Once someone leaves the platform to open a podcast app, attribution typically drops off. 

Best practices for advertising your podcast on social media:

• Use tracking links or a podcast landing page: If you send people straight to Apple or Spotify, you’ll lose visibility into what happens next. 
• Drive traffic to your email list: This gives you a chance to build a relationship, share new episodes, and convert over time.
• Test creatives carefully: Short videos, carousels, and images can all work, but clarity should be your top priority. Test multiple creatives and double down on what works.

Ultimately, social media is best for visibility, experimentation, and audience insight, but don’t count on it to carry your podcast growth strategy on its own.

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3. Google Ads

If you’ve Googled anything today (and let’s be honest, you probably have), you’ve seen a Google ad. 

They’re the sponsored links that quietly sit at the top of the search results, usually marked with a small “[Ad]” tag—blending in just enough to earn the click. For podcasters, they can offer a direct line to people actively searching for information. 

But is that enough to turn Googlers into listeners?

The good news is: Google Ads work best when your podcast answers a specific question. Maybe your show helps people become better leaders, choose better running shoes, start a side hustle, or understand climate policy. If your episodes directly solve a problem, Google Ads can help position your show as the solution at exactly the right moment.

Pros of advertising your podcast with Google Ads

• It’s fast and simple to launch: No creative assets required—just copy. A few headlines, a description, and you're live.
• You’re reaching people with intent: Unlike social platforms where users are aimlessly scrolling, Google users are actively searching for answers.
• Low budget? No problem: You can start small (as low as $1/day), test different messages, and scale only what works.
• Level playing field. You don’t need pro design or production. It’s about relevance, not resources.

Where Google Ads falls short

• Audio isn’t the end goal on Google: People typically want quick answers, not 30-minute audio episodes, so we suggest repurposing your content into blog posts or website content to give people the answers they need quickly.
• Click ≠ listen: Just like with social ads, there’s friction between clicking a link and actually pressing play in a podcast app.
• Tracking is limited: Once someone clicks out to Spotify or Apple Podcasts, you lose insight into what happens next.
• It’s competitive: Popular keywords (like “how to start a podcast”) can get pricey fast.

Best practices for podcasters using Google Ads:

• Target search terms that match your episode content: Think long-tail, low competition, high volume keywords like “best beginner running shoes” or “tips for starting a side hustle.” To find your most relevant podcast keywords, we suggest tapping into SEMRush or Moz.
• Write headlines that reflect the value of your show: This isn’t clickbait or your time to be so creative it’s confusing — it’s about being helpful and relevant.
• Use tracking links or a dedicated podcast landing page: This works much better than sending people straight to Spotify, as you’ll be able to track attribution more accurately.
• Consider promoting an email list or a free downloadable resource: This extra value ad leads users into your podcast as time goes on and keeps your show top of mind.

Overall, Google Ads are ideal if you know what your audience is actively searching for and if your podcast is built to deliver on those needs. They won’t magically convert a searcher into a superfan, but they can introduce your show at the right moment, especially if you make the journey from search result to episode as seamless as possible.

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4. Newsletters

Advertising your podcast in newsletters might not sound flashy, but it’s one of the most direct ways to reach people who actually read, click, and care. Whether you're targeting podcast enthusiasts or professionals in your niche, newsletters let you place your show in front of an already engaged audience.

Unlike social or display ads that rely on passive scrollers, newsletters are opt-in. People have chosen to get them in their inboxes and (you guessed it) read them. That makes these spaces less crowded and more intentional. Your podcast doesn’t have to fight for attention between memes, videos, or unrelated content.

There are two ways to go about this:

Podcast industry newsletters

If your show is about podcasting or you're looking to reach people in podcasting, industry newsletters are a great bet.

• Podnews: With over 32,000 daily subscribers, Podnews is a go-to source for audio professionals. For $29/day, you can run a brief ad promoting your show.
• Podcast Business Journal: This newsletter focuses more on the business and monetization side of podcasting. A good fit if your podcast speaks to creators, marketers, or tech-savvy listeners.
• Earbuds Podcast Collective: A weekly newsletter that shares curated podcast recommendations around a different theme each week, with picks chosen by guest curators from around the world. It's a go-to inbox discovery tool for podcast lovers looking to explore beyond their usual queue.
• Pod The North: For our Canadian friends, Pod The North is a free, biweekly newsletter that spotlights industry insights, indie and Indigenous shows, and community news.

Industry-specific newsletters

The people most likely to care about your show are the ones already reading about the themes or problems you explore. Say you host a podcast about climate innovation. Advertising in newsletters like Heated or Canary Media could land your show in front of people who already follow sustainability topics.

Here are some examples of topic-specific newsletters to consider:

• Morning Brew – for business or entrepreneurship podcasts
• Stack Overflow’s newsletter – for developer or tech podcasts
• The Gist – for policy or news shows

The key? Find out what your ideal listener is reading and meet them there.

Why advertising in podcast newsletters is worth it

• Pre-qualified audience: You’re targeting people who are already interested in podcasting or your podcast’s niche.
• Less noise: Unlike social ads, you’re not competing with a sea of other content.

The cons of advertising your podcast in newsletters

• Short shelf life: Your ad may only appear once (unless it's on the site too), and inboxes are crowded.
• Harder to attribute: Unless you're tracking with UTM links or tracking links, it’s tough to tie a download to a click.

Best practices for podcasters advertising in newsletters

• Get specific: Generic copy won’t cut through. Write like you're speaking directly to someone in your target audience.
• Use tracking links to measure attribution: CoHost’s Tracking Links help track who clicked and where they listened.
• Prioritize relevance: Bigger isn’t always better. A smaller, more niche newsletter often outperforms a mass-audience blast.

Newsletter advertising isn’t about scale — it’s about fit. It won’t explode your numbers overnight, but it can bring in the kind of listener who actually sticks around. And when you're trying to grow a loyal audience, that matters a lot more than a viral spike.

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5. Real-world advertising 

In a world of digital overload, sometimes the most refreshing move is to take your podcast offline. That’s right — real-world advertising is still alive and well – and oddly effective when used strategically. Whether it’s conferences, mailers, or a well-placed billboard, physical touchpoints can create memorable moments that screens simply can’t.

Let’s break down the analog options that can give your podcast a real-world presence:

Conferences and events

Industry events are filled with exactly the kind of people you want listening to your show. And better yet, they’re already in conversation mode.

Bring business cards with a QR code to your show. Mention your podcast during your presentation if you're speaking. Prompt people to pull out their phones and subscribe during a breakout session or networking mixer. Face-to-face interaction can do what digital ads often can’t: spark real, immediate engagement.

Physical mailers

If you’ve got a tight list of dream listeners — say, 100 key clients or execs you’d love to reach — consider old-school direct mail. Yes, like envelopes, paper, stamps. It’s not scalable for the masses, but for ultra-targeted outreach, it can make a lasting impression. 

Take it outside 

If your podcast appeals to a broad audience and you’ve got some budget to play with, outdoor ads — think subway posters or digital billboards — can help build awareness at scale. Take this example of The Daily, which ran in Portland, Chicago, and LA.

Sure, you may not be able to track direct conversions (though QR codes can help), but with tens of thousands of people passing through transit hubs each day, we suggest giving it a go if your show has mass appeal.

The advantages of real-world podcast advertising 

• Memorable and unexpected: Most people aren’t expecting to hear about a podcast at a networking event or in their mailbox.
• Great for brand building: Tangible experiences stick, especially in an overly digital world.

Where real-world ads fall short

• Costs can add up: Especially for print or outdoor placements, this isn't the most budget-friendly option.
• Harder to measure: Attribution is tricky without direct response links or QR codes.

Things to know before you advertise your podcast offline

• Make it easy to subscribe: Whether it’s a QR code or a short link, get rid of any possible friction.
• Match the creative to the moment: What works at a tech conference may fall flat on a billboard. Context is everything.
• Use real world to amplify digital: Combine these tactics with your online strategy to reinforce your message across channels.

Real-world advertising may not deliver the instant gratification of a click-through rate, but it can create brand moments that matter. And in an industry built on human connection and storytelling, those moments are where loyalty starts.

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6. Podcast listening apps 

So, you’ve brushed up on advertising your show on other podcasts. But what if you could catch new listeners before they even press play?

That’s where in-app podcast advertising comes in. This strategy skips the show entirely and puts your podcast in front of users as they browse inside listening apps, while they’re in podcast discovery mode and primed to try something new.

Whether it’s a banner on a category page or a featured placement on the app’s homepage, in-app podcast advertising is all about timing and context. These aren’t distracted social scrollers or casual web surfers — you’re reaching podcast fans who are actively searching for what to listen to next. 

It’s intent-based, friction-free, and tailor-made for discoverability.

Pros of advertising your podcast on listening apps

• High intent audience: You’re reaching people already looking for podcasts—no need to explain what a podcast is or how to find one.
• Minimal friction: Ads live inside the app, so the listener is only a tap or two away from subscribing.
• Visually driven: Your podcast cover art can shine, and the call to action is often as simple as “listen now.”
• Flexible targeting: Many platforms let you narrow by category or browsing behavior, especially as these apps evolve.

Drawbacks of advertising your podcast on listening apps

• Limited space: You’ve got one image, a short headline, and maybe a line of copy to make your pitch.
• Results vary: Some platforms share great performance data; others keep it under wraps. You’ll need to experiment to see what sticks.

Best practices for advertising on podcast apps

• Focus on timing: Promote around key moments—like a new season launch, a high-profile guest, or an award win.
• Write for curiosity: Your title and tagline should spark interest or emotion. In a sea of 3.5 million podcasts, “A parenting podcast” won’t cut it. Try “The parenting podcast that skips the sugarcoating and pours the coffee.”
• Test – over and over again: Start with a small run with a few different copy and creative options on a couple of platforms. If it converts well, scale up. If not, tweak the creative and try again elsewhere.

Where to run in-app podcast ads

Spotify 

Best for: Precision targeting across free-tier listeners

Spotify Ad Studio goes beyond dynamic audio ads in music and audio — it also surfaces your podcast ads inside the app through banners and CTA cards. 

Overcast

Best for: Indie shows with niche audiences

Choose a category that matches your show, and your ad will run as a visual banner for 30 days to users browsing that genre.

Headliner 

Best for: Transparent, programmatic podcast growth across trusted media sites

Headliner’s Podcast Promo tool uses programmatic advertising to place your podcast on high-traffic publisher networks where audiences are most open to discovering new shows. 

Pocket Casts

Best for: Broader reach during big show moments

This app’s “Discover” section gets nearly a million unique views weekly. You can buy placements here to reach both iOS and Android users.

Podcast Addict

Best for: Audience segmentation by interest

Offers both general homepage placements and category-specific ads. They boast an impressive reach of global Android users.

Player FM

Best for: Podcasters with minimal bandwidth

Hands-off packages promote either a specific episode or your entire feed. You supply the RSS, they do the rest.

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The lowdown on paid podcast promotion

The truth is, great content deserves great promotion. And that doesn’t always mean blowing your budget on big, flashy campaigns. It’s about being strategic, picking the right tools for your goals, and knowing where your future fans are already listening – whether that’s tuning into similar podcasts, scrolling on TikTok, or reading their favorite newsletter.

We covered a lot of ground here: from swapping promos with aligned shows to tapping into banner and audio ads right inside popular podcast apps. Each tactic has its own strengths, but the best results come from combining these tactics thoughtfully based on your goals, audience, and budget.

For more podcast growth tips like these, join the community of podcasters who trust Tuned In, our bi-weekly newsletter.