4 Mistakes Podcasters Make When Advertising Their Show (+ What to do Instead)

They told you podcast ads would work. They didn’t tell you how.

If you’re a podcaster trying to grow your audience through paid ads, you’ve probably realized it’s not as simple as dropping a midroll on a popular show and waiting for the downloads to pour in.

Here’s the reality: most of the advertising we do for creators isn’t even traditional ad spots. Instead, it’s a mix of social media promos, search ads, newsletter placements, and podcast app campaigns — all designed to reach the right listeners where they actually pay attention.

If you’re a podcaster looking to invest in paid advertising that drives real audience growth, not just impressions or vanity metrics, you’ve come to the right place. 

In this blog, we’re breaking down the top 4 mistakes creators make when advertising their shows and how you can optimize your podcast ad strategy to get smarter with your spend and get the right eyes and ears on your series.

TL;DR:

• Don’t rely on just one channel: Diversify your placements across podcast ads, listening apps, social, search, and newsletters to meet listeners where they already are.
• Audience alignment is everything: Make sure you’re advertising on apps or shows with listeners who would actually care about your content.
• Adapt your ad to the platform: One-size-fits-all creative won’t cut it. Tailor your messaging to fit the tone and format of each channel.
• Make it easy to listen: Use Tracking Links so your audience doesn’t have to work to find your show.

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Common mistakes podcasters make when advertising their show

Podcast advertising isn’t a “set it and forget it” kind of play. 

If you’re not seeing traction, chances are it’s not your show; it’s your strategy. Let’s walk through where creators tend to go wrong and how to course-correct.

1. Relying solely on one platform

If you’re putting all your ad dollars into one channel, you’re not building a strategy, you’re placing a bet.

A common mistake podcasters make is treating one platform like a silver bullet. Maybe you’re convinced that Instagram is where your audience lives. Or you dumped your whole budget into listening app banner ads without testing anything else. 

Either way, the truth is: podcast discovery is fragmented. A listener might hear about your show on a podcast ad, see a clip on TikTok, and then Google it before actually subscribing. That’s why a multi-channel approach almost always wins.

“It can be really hard to track where your downloads are coming from once you start running ads. I always advise creators to cast a wide net when starting out and then doubling down and testing new elements (try a new call to action or linking to your Apple page rather than your Spotify to see if that converts more readily) once their initial run returns from results.” Arielle Nissenblatt (EarBuds) 

According to Edison Research, most podcast listeners discover new shows through social media, followed by other podcasts and organic search. Plus, the latest device data shows that most listeners tune in on smartphones, followed by laptops and Smart TVs. So if you’re only using one of these channels or catering to a single device, you’re leaving listeners on the table.

To avoid this:

• Start small across multiple platforms: Tap into ads on other podcasts, listening apps, social media, Google, and more to measure which ones drive results.
• Use consistent branding: By being instantly recognizable across all touchpoints, you reinforce recognition.
• Dive into listener analytics: Tools like Advanced Audience Demographics and Tracking Links allow you to discover where your audience already lives online, their social media habits, preferred listening apps, and top download sources. This way, you have data-backed insights on where to focus your ad spend, so you’re not just relying on a hunch. 

2. Overlooking audience alignment 

Just because someone hears or sees your ad doesn’t mean they’ll care. Sure, the show might have solid download numbers or a vibe you like, but if their audience isn’t remotely aligned with yours, you’re wasting your budget on ears that won’t stick around.

Let’s say you host a podcast about sustainable fashion. Dropping a midroll ad on a personal finance podcast might feel like a reach for “lifestyle overlap,” but unless that audience has a strong interest in ethical consumerism, they’re probably not your people. You’re better off finding a podcast with fewer downloads but a more values-aligned audience, like a slow living or eco-conscious parenting show. 

So, how do you make sure you're targeting the right listeners? Here's how to dig deeper than surface-level assumptions:

• Listen Network: Using smart targeting, Listen Network helps you get your podcast in front of the right people by placing your audio ads across places like mobile apps, websites, and social feeds—right where your audience is already scrolling or reading.
• Podcast Addict: If you want to reach podcast fans on Android, Podcast Addict is a great place to be. You can run banner ads inside the app that show up while users are browsing or searching for new shows. 
• MowPod: You set your budget, pick the episodes you want to promote, and MowPod places clickable display ads across the web that lead directly to your podcast. The best part? You only pay when someone actually listens.
• Player FM: Player FM lets you advertise right inside their podcast app. You can create custom ad campaigns — like banners or featured spots — and target listeners based on their interests or behaviors. 
• TuneIn: TuneIn is a major audio platform with over 75 million users. They offer ad options for podcasters, including pre-roll and mid-roll placements, plus programmatic campaigns through platforms like Google Ad Manager.

3. Doubling down on a one-size-fits-all approach

If you’re running the same ad across every platform, you’re not optimizing, you’re just copy-pasting.

Sure, creating one version of your podcast promo is easy. But if that same script or static image is being recycled across every channel — whether it’s an audio ad in a listening app, a clip on Instagram, or a text blurb in a newsletter — you’re leaving a ton of potential on the table. In fact, a study by HubSpot found that marketers who adapt content per channel see a 60% higher conversion rate. 

That’s because every platform has its own rhythm, expectations, and attention span — and your creative has to meet the moment. What works on a podcast midroll won’t work on a TikTok For You Page. What catches attention in an inbox probably won’t do anything in a Google search result.

Let’s break down some good rules of thumb:

• Listening app ads: These work best when they’re direct and action-oriented. Use short, clear copy like “Listen now,” paired with eye-catching artwork that still looks clear in a small format. Since people are already in a listening mindset, focus on the value of your show and make it easy to tap through and start listening.
• Podcast ads: These should feel native to the show. If you’re opting for a pre-produced ad, we suggest making a few different versions to avoid redundancy and best match the ad read to the show. You can also go with the well-loved host-read ads, which 68% of podcast listeners prefer, as they feel more organic and trustworthy.
• Social media ads: Short, visual, and scroll-stopping. Use audiograms or vertical video clips with subtitles. Think punchy hooks and text overlaps to get passive scrollers’ attention right off the bat.
• Search ads (i.e. Google): This is about intent. People are searching for something specific, so lead with clear value. Use SEO-rich episode titles and meta descriptions that match search queries. We also suggest repurposing your podcast content into blog posts or web content to help improve visibility and cater to different consumption preferences. 
• Newsletters: Here, your tone can be more conversational. Length and visual options will depend on the newsletter, but remember – you’re in someone’s inbox, so treat it like a warm intro and mimic the newsletter’s vibe.

4. Making listeners “work” to find your show

If someone has to dig through search results or click four links just to hear your trailer, you’ve already lost them.

Discovery should be effortless. But too often, creators run ads that send people to a homepage with no clear direction, a dozen links, or worse—no link at all. In a world where attention spans average just 8.25 seconds, every click counts.

Make sure your ad makes it clear: 

• What the show’s about
• Why you’ll love it 
• Exactly where to listen

Make it easier by:

• Using a single, trackable link: Link out to all the major platforms – like Apple Podcasts, Spotify, Amazon Music, YouTube, etc, using a single Tracking Link. This way, listeners can tune in on their preferred app without your CTA coming off as confusing or bulky.
• Repeat the name of your podcast: Make your podcast name hyper-clear, whether it’s through audio or visuals. As mentioned, podcast discovery can be messy. People may initially gloss over your show and want to return to it days later, so knowing how to find you (whenever they’re ready) is key.

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How to optimize your podcast advertising strategy 

You don’t need a six-figure budget to run a smart ad campaign. But you do need a strategy. Ideally, one that’s equal parts creative, data-informed, and flexible enough to evolve. 

Here’s how savvy podcasters are making the most of their ad spend:

Don’t be afraid to experiment 

The best podcast ad strategies come from trial, error, and iteration. Maybe your listeners convert better from Instagram Stories than YouTube pre-rolls. Or maybe that feed drop you did with a similar pod doubled your downloads overnight. The point is: you won’t know until you try.

Start small. Set aside a test budget. Track results. Then scale what works. A/B testing different ad creatives and platforms early can give you invaluable insight into how and where your podcast converts best. After all, 64% of marketers say data-driven campaigns outperform gut instinct efforts – and podcasters are no different.

Make your CTAs clear and concise 

The most effective podcast ads give the listener a single clear thing to do, not five links. Point them to a single episode or your trailer and make it as easy as possible to get there — Smartlinks or embedded players work best. 

Remember: the fewer steps between hearing your ad and hitting play, the higher your conversion rate. In fact, marketers who use a single, focused CTA increase click-through rates by up to 161%.

CoHost Tip: If you want to link out to various listening apps using a single link, we suggest using Tracking Links. This not only simplifies your CTA and lets your listeners tune in on their podcast app of choice, but also allows you to track your top download sources.

Track your podcast ad performance 

Attribution isn’t just for brand marketers anymore; creators need it too. Because if you can’t answer the question, “Where are my listeners coming from?” or “Is this campaign actually working?”, then you’re just burning budget.

The problem? Podcast attribution is tricky. Listener data is scattered across platforms, and users rarely click direct links — they hear your trailer ad, then look you up hours (or days) later. 

That’s why creators need to get creative. Here are some items for your ad tracking toolkit:

That’s why smart creators are using a mix of tools and tactics to close the attribution gap. Here’s what’s in the toolkit:

• Tracking Links: These generate a smart, shareable URL that helps you track which channel—social, newsletter, guest feature, podcast ad—is actually driving downloads. CoHost’s version even breaks it down by episode and platform, so you can optimize based on real performance data.
• Podcast-to-Podcast Attribution: When you advertise on another show, tools like  Magellan AI help you see how many downloads came directly from that specific placement. It’s a must-have if you’re running feed drops or midroll promos on similar shows.
• Pixel-Based Attribution: Services like Claritas use tracking pixels to connect ad impressions to downstream actions, like site visits and signups. 
• Surveys: Sometimes the best data comes from simply asking. Add a “Where did you hear about us?” field to your forms, or include a listener survey link in your show notes to learn how people found you. 

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Be smarter with your podcast ad spend

Running podcast ads isn’t just about throwing your trailer into the wild and hoping for the best. It’s about making smart, strategic moves that actually reach the right people. That means testing different platforms, tailoring your message, and avoiding the common traps that trip up even the most seasoned creators.

The upside? You don’t need a massive budget or a team of marketers to get it right. With a bit of consistency and data-backed creativity, you can turn your ad spend into real listener growth.

At the end of the day, smart podcast advertising isn’t about doing more, it’s about doing it better. And now that you know what to avoid (and what to do instead), you’re already ahead of the game.

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