How to Advertise Your Podcast (and Where to Do it!)

Paid strategies aren't everything in podcast growth, but they can give a major boost. But podcasting success isn’t all about the numbers, but the quality of your audience.

So, how to advertise your podcast for the best result? That's what we're about to get into.

As you grow as a podcaster, you’ll get to a point you know your content is solid, and your listeners love it. 

But you want to make sure it gets in front of all the possible listeners you could. Especially if you’re about to launch a new season, or have a big guest on the show. 

These are the best moments to explore ads. So, how to advertise your podcast, and where? The places where people listen to, and look for podcasts are a good start.

Let’s go over some strategies that we share with clients that ask us, “Where can I advertise my podcast?”

Why You Should Advertise Your Podcast

We really believe in focusing on creating valuable content first, then exploring evergreen approaches, and layering in ads strategically.

Advertising your podcast may allow you to get in front of your target audience, faster. But only if you do it well. 

The more effective your ads are, not only might your listenership grow faster, but you’ll also attract more loyal listeners. This can snowball your growth, and you’ll be able to monetize your podcast (whatever podcast monetization looks like in your business) sooner.

But we should mention something here: vanity metrics like download numbers are not everything. You don’t need to attract thousands of ad clicks and listens. You should focus instead on nurturing a loyal audience of those who truly find the value in your podcast. 

Now that you've got the why, let's get into the how to advertise your podcast.

How to Advertise A Podcast

Assuming you’ve worked through all of the unpaid and organic channels that we discussed in our guide to growing your podcast, and you have some budget to play with to proactively promote your podcast, let’s move onto some of the most effective paid channels.

When it comes to marketing your podcast, getting in front of existing podcast listeners is one of the smartest plays you can make. These are people already in the habit of hitting play, and that makes them far more likely to check out your show than someone scrolling through TikTok.

Pre-produced or Host-Read, Baked-In or Dynamic Ads

When you start advertising your podcast, you’ll need to get familiar with the various types of ads you could use. 

Host-read ads, where podcast hosts personally endorse a product, are highly trusted by audiences and typically arranged directly with show creators. Pre-produced ones can be inserted at the time of download or streaming, allowing advertisers to update messaging and target specific demographics. These dynamic ads can automate ad placement across multiple shows based on audience data, making them efficient but less personal.

You can purchase these ads through podcast networks, hosting platforms, directly through a show,  or self-serve ad marketplaces. Host-read and baked-in ads require direct relations with another podcast producer and host, whereas dynamic pre-produced ads offer flexibility and broader reach through automated systems. Which one you choose will depend on your goals, your audience, and your budget. 

Host-Read Ads

Host-read ads are exactly what they sound like: an ad for your podcast, read by the host of another show.

These are often the highest-converting ad format in the podcast world. Why? Because they tap into the trust that listeners already have with the host. When that host makes a genuine, personal recommendation for your podcast, it feels more like a word-of-mouth referral than a marketing message.

That said, host-reads come with limitations:

• They cost more than pre-produced spots.

• They take more time—you’ll likely need to coordinate with the host, share embargoed episodes, and help them shape the message.

• They don’t scale easily—the impact is limited to that one show’s audience.

To get the best results, focus on contextual targeting. Look for shows that cover a similar subject or serve the same type of listener. Then, in the ad script, emphasize that shared subject matter. Help the host draw the connection between their audience and your content.

Platforms like AdvertiseCast or Gumball.fm are good marketplaces to find these types of placements.

Pre-Produced Ads 

Pre-produced ads are recorded in advance and can be inserted into multiple shows across a network.

These aren’t as personal as a host-read, but they allow you to scale. You can run the same ad across dozens—or even hundreds—of podcasts with minimal lift.

Pre-produced ads work best when you target by audience. Some networks allow you to filter by demographic data, but if not, think strategically. For example: if your podcast is made for Millennial women, you don’t need to advertise only on business or wellness shows. You might get great results on true crime podcasts, just based on audience overlap.

This approach won’t give you the same trust factor as a host-read, but it can get your show in front of the right people—at scale, and on budget.

Your Best Strategy: Combine Both.

If you’ve got the budget and bandwidth, run a combination of host-read and pre-produced ads. Use host-reads to get strong conversions and build trust with niche audiences. Use pre-produced spots to amplify reach and build awareness across broader categories.

Just remember, targeting is everything. Whether you're focused on content alignment or audience demo, the success of your ads depends on choosing the right shows.

And yes, that CTA still matters. Make it easy for new listeners to find your show. A simple “Search for [Show Name] in your favorite podcast app” does the trick.

In-App Podcast Advertising

Display ads

Podcast players like Pocket Casts, Podbean, and Castbox others, offer the opportunity to place banner ads within their apps. These banner placements often appear on the app’s homepage or in featured sections, making it easy for potential listeners to discover and subscribe to your podcast right from the app.

This is a great and effective channel for two big reasons:

• You’ve got the ideal audience at the right place and time, because users are already in podcast-listening mode and looking for new content.

• Since they’re already in their preferred listening app, the friction to hitting the subscribe button and becoming a regular listener is as low as it can be

That said, this is a high-funnel ad tactic — best used when you’re trying to reach a broader audience. It works especially well around key editorial moments, like the launch of a new season or a big guest appearance, when you’re looking to pull in new listeners.

Some apps now offer more targeted options too. For example, Pocket Casts recently rolled out category-level banner ads, so your show can appear at the top of a specific genre page.

There are also other in-app opportunities to explore. Spotify, Buzzsprout, and Podbean all support audio ads within their platforms. And some apps, like Player FM, offer full promo packages that bundle together multiple types of placements.

Before investing, it’s worth doing a bit of research. Ask the platform how your category performs and whether their audience aligns with yours. Knowing where your listeners spend time — and how shows like yours perform — can help you get the most from your budget.

Booking Ads 

Spotify Ad Studio

Spotify’s Ad Studio helps you reach new listeners right where they’re already tuning in. Using the Streams Objective campaign type, you can target people based on interests, listening habits, and even the types of podcasts they already enjoy. Your 30-second audio ad (with optional video) plays between podcasts and music for free-tier users who are most likely to click through and give your show a try.

While you can’t pick specific shows to advertise on, the platform’s targeting is pretty advanced — and it’s designed to surface your ad to listeners who are likely to care. Just keep in mind: these ads also play for premium podcast listeners, so the experience might not be welcome by everyone.

Acast Self-Serve Ads

If you're looking for more control, Acast’s self-serve platform lets you do just that. You can buy audio ads — or even host-read spots — on specific podcasts. This can be a great option if you know where your audience is already listening or want to align your show with a particular creator or niche.

It’s also flexible: you can run your ad across a category, target certain listener types, or go show-by-show. Like with any paid placement, results depend on targeting and creative.

How to Advertise a Podcast on Social Media

Let’s get something straight: Social Media is not your secret to podcast success. We know your TikTok feed may be filled with chatcast clips, but that doesn’t mean those who scroll past will turn into listeners.
Paid social media ads are not a magic bullet for podcast growth. We’ve seen big-budget campaigns drive maybe a few hundred downloads. You can spend thousands and end up with… basically nothing to show for it.

Why? Because social ads just aren’t built for podcast conversion. Users on platforms like Instagram, TikTok, or X aren’t in “long-form audio mode.” You’re not just selling your podcast—you’re selling the idea of podcast listening in the first place. It’s a tough conversion path.

So while social ads might look like an easy win (and media buying agencies love them), they’re often a waste of money when your goal is long-term, loyal listeners.Social ads will most likely lead to social results, but not podcast results.

That said, we’re not saying you shouldn’t use social at all. But if you do, go in with eyes wide open:

Pros

• You can get super granular with targeting—by interests, job titles, lookalike audiences, etc.

• You can collect valuable engagement data, even if it doesn’t lead to downloads.

• It's flexible and budget-friendly, so you can experiment and learn fast.

Cons

• Social users aren’t actively looking for podcasts. You’re interrupting, not engaging.

• You’re fighting against the scroll—attention spans are short, and so is context.

• Tracking is a nightmare. Once a user clicks out to Spotify or Apple Podcasts, you lose them.

• Most people who click don’t come back. When the ads stop, the downloads vanish.

If you are running social ads, make sure you do this:

• Use LinkFire smartlinks or a custom landing page—never send users straight to Apple or Spotify where tracking disappears.

• Drive to an email list, not directly to the podcast. Use that list to build a deeper connection and promote future episodes.

• Host your landing page on your own site. That lets you build pixel data, retarget visitors, and control the full experience.

• Test creatives carefully. Still images, carousels, even short videos—but prioritize clarity over cleverness. Remember, ads aren’t content.

​​Social ads aren’t totally useless, but if you’re expecting them to grow your podcast audience sustainably, you’re setting yourself up for disappointment. Focus on trusted voices, not flashy graphics. And always, always make sure you know exactly what you’re trying to achieve.

So What Should You Do Instead?

Here’s a better approach: replicate word-of-mouth. That’s how people actually discover podcasts they stick with.

We recommend shifting your strategy to focus on influencer marketing. Work with creators who already have the trust of your target audience. Let them recommend your show in their own voice, on their own channels. That feels like a friend telling you what to listen to—and it works.

We know social is where discovery happens. But that discovery is rarely coming from your own account’s audiograms or promo graphics. It’s coming from someone your audience already follows and respects.

Other Sponsorships: Newsletters, Communities, Slack Groups

Other great channels to look at for your podcast promotion plan are online communities. Those could be email newsletters, Facebook or LinkedIn groups, Slack channels, etc.

Rather than a monetary promotion, you could offera cross-promotional swap with communities or organizations in your industry. 

Real-World Advertising

That non-digital, tangible stuff still works, too ;) Here's how to advertise a podcast beyond our screens.

Conferences and Events

Not only can conferences be a great place to meet a bunch of people in your industry and corner them for an interview for your show(!), but it’s the perfect place to find new listeners.

Include a link on your business cards, add it to your slide deck if you’re presenting, and have people get their phones out and subscribe right then and there at networking events. Despite being a digital medium, you can’t beat face-to-face interaction for inspiring action.

Physical mailers and print

Another analogue classic, and not easily scalable without a sizeable budget. But if you are targeting a very specific group of people, physical mailers can be a great tactic to use.

For example, our client, Softcat sent out branded cassette tapes with QR codes linking to the podcast to their key client accounts. It converted extremely well!

Outdoor

For those with sufficient budget and content suitable for a broad audience, outdoor advertising is something to consider.

And it’s something the wider podcasting community will thank you for—it’s this kind of mass-market advertising that helps to grow the podcast pie and convert more people into regular listeners. It’s the kind of fuel that is growing the podcasting industry in general—which is good for all podcasters.

How to Advertise a Podcast: What’s Next?

Advertising your podcast is all about balance. You need to strategically layer ads with your other podcast promotion approaches. Don’t jump at ads on every platform, not everyone will be right for your audience. The trick is to leverage what works without spreading yourself too thin. 

If you need help finding the right podcast ad strategy, we can help you get set up without having to learn everything from scratch. This means you’ll have a big head start, and you can focus your energy on creating content instead of thinking about how to promote your podcast.