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The Biggest Mistakes Podcasters Make with Paid Ads

analytics & metrics marketing & growth
Mike Wiston, CEO of MowPod, discusses common mistakes to avoid when running paid podcast ads in episode 280, helping podcasters maximize their ad strategies and avoid costly errors.
 

Episode 280 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

 
Featured Guest: Mike Wiston
Mike is the co-founder of mowMedia, launched in 2019 with a human-centered approach to digital marketing. Under his leadership, mowMedia has become a key player in driving engaged subscribers and listeners at scale for major US newsletters and podcasts, leveraging a network of high-quality content publishers. Outside of work, Mike enjoys karaoke in NYC, skateboarding, snowboarding in Vermont, spending time with his wife and kids, and the occasional one-handed handstand in front of iconic landmarks around the world.
 
 

0:03 - Why Running Podcast Ads Too Soon Is a Waste of Money
1:30 - Know These Metrics Before You Spend on Podcast Ads
4:15 - How to Tell When Your Show is Ready for Paid Growth
7:06 - Why a Listener-Centric Show Equals a Higher Podcast Ad ROI
11:55 - The Ethics of Running Ads for Your Podcast

Avoid These Costly Podcast Ads Mistakes

Wondering if paid ads are the right move to grow your podcast or if they’re just a waste of time and money? In this episode, I’m joined by Mike Wiston, co-founder of MowPod, to dive deep into the right (and wrong) ways to leverage podcast ads for your show.

We unpack why jumping into podcast ads too soon can lead to wasted dollars and disappointing results, and how building a solid organic growth engine is the key to making your ad dollars count. Mike also shares insights on understanding your metrics, avoiding costly mistakes, and creating a listener-centric community that drives genuine engagement. So if you’re wondering when it’s the right time to invest in podcast ads (or how to turn paid traffic into a loyal podcast audience), read on.

Why Running Paid Ads Too Soon Is a Waste of Money

It’s tempting to think that paying for ads is the quickest way to grow your podcast audience. But not so fast: if your show is already struggling to attract new listeners and keep listeners coming back, running podcast ads will only magnify your problems. 

Mike puts it bluntly: “You really need to build an organic growth engine first. The biggest mistake is diving right in with paid ads without understanding what that organic baseline looks like.” He adds, “Then once you know for a fact that you have this engine that's working, then you can start looking at putting some paid ads behind it. Putting money behind something that's failing will just make it fail expensively.”

Know These Metrics Before You Spend on Podcast Ads

So instead of rushing into ads, prioritize organic growth first. Focus on creating episodes that genuinely engage your audience, then look at your analytics: what feedback are listeners giving you through their behavior? Are downloads going up or down? Are listeners listening longer, or dropping off sooner? Use your podcast analytics to figure out what resonates best with your audience, and double-down on what’s working. Like Mike says:

“If you don’t have that data, you could end up spending money without any return. So don’t dive into podcast ads without actually understanding the impact of the dollars that you’re spending.”

Or in other words, knowing your metrics is the first step to crafting a solid paid podcast ads strategy — figuring out where to invest, how much to spend, and setting realistic expectations for the ROI you hope to see.

How to Tell When Your Show is Ready for Paid Ads

So, when's the right time to dive into podcast ads? Once you start seeing your podcast’s growth increase week over week, that’s generally a good time to think about adding in podcast ads as part of your growth strategy. But before you jump in, here are four key points to keep in mind:

  1. Think Long-Term: Different goals require different strategies. So before you hit “go” on your first paid podcast ads campaign, ask yourself: what’s your endgame? Are you more focused on immediate growth, or are you looking to build a sustainable, loyal, and invested audience over time? Knowing your objectives will help guide your advertising strategy and determine where to invest the bulk of your podcast ads budget.

  2. Know Your Audience: The better you know your target audience, the more effectively you can tailor your ads to reach the right people. This makes sure your dollars aren't wasted on those who may not connect with your content.

  3. Determine Your Budget: Before you invest in ads, think about how much you’re willing to spend — or more accurately, how much you’re willing to lose. Like any paid ads strategy, dialing in your podcast ads strategy will take some trial and error before you start seeing a predictable ROI. Set a budget that allows for experimentation without breaking the bank.

  4. Run Small-Scale Tests: If you’ve never run paid podcast ads, start with small-scale ad tests to gauge performance before committing to a larger budget. This helps you see what’s working (or not) so you can tweak things before going full-scale.

Like Mike emphasizes, the key to any successful podcast ads campaign is knowing “when you spend X, Y happens, and then down the road, Z happens.” But if you want to really get the most out of your podcast ads campaigns? Make sure you have a show people actually want to stick around for. Here’s why this matters:

Why a Listener-Centric Show Equals a Higher Podcast Ad ROI

Your ads shouldn’t just attract new listeners — they should help you keep them, too. Cold traffic (those listeners finding you through ads) won’t stick around if they don’t find value in your show. If your content isn’t relevant or compelling enough, all the ad spend in the world won’t convert that cold traffic into loyal listeners. But when listeners feel connected to your podcast, they’re far more likely to engage with your content and share it with friends.

When you create a show that makes listeners feel like they’re getting something they can’t get anywhere else, you give them a reason to keep coming back.

Creating a listener-centric show will not only drive more organic growth but also make your podcast ad campaigns more effective. Put your listeners first and focus on giving more than you get, and your podcast will turn into something they can't get enough of — which means more organic growth and ads that actually work.

The Ethics of Running Ads for Your Podcast

Is paying for podcast ads the same as buying downloads? There’s a camp of people who seem to think so, and it’s a common misconception that can leave new podcasters feeling confused. But running podcast ads is about bringing in real listeners, not just inflating your numbers with fake downloads.

Mike breaks it down well: “If you are running ads, make sure that you’re getting data back that shows where those downloads are coming from.” The key here is focusing on podcast ads that actually reach real listeners. A dedicated podcast ads campaign is not the same as hiring the podcast promoter in Bangladesh who hit you up in the DM’s promising thousands of downloads for a cheap price. Those tactics won't give you real, engaged listeners — just inflated stats that do nothing for your growth (and they’ll get you banned from podcast players like Apple and Spotify faster than you can say “what happened?”).

This is why it's crucial to ensure your downloads are IAB-certified. IAB (Interactive Advertising Bureau) certification means the downloads are verified based on industry standards, so you know those numbers reflect real people, not bots or empty clicks. It keeps your metrics honest and gives you a true picture of how your show is performing. If your ad strategy is ethical and transparent, and your downloads are certified, you build trust with your audience, which makes them far more likely to stick around.

Running podcast ads can be a game-changer for growing your audience, but only if you do it right. Jumping in too soon, spending money without knowing your metrics, or trying to inflate your numbers with empty downloads will only lead to wasted time and money. Instead, focus on building a strong foundation first— create content that’s hyper-relevant to your ideal listener and use your metrics to make strategic content decisions for your show.

Your podcast ads should attract new listeners and give them a reason to stick around. A listener-centric show isn't just a nice-to-have; it's the secret sauce that will make your ad campaigns truly effective. By knowing your audience, setting clear goals, and prioritizing transparency, you’ll not only grow your downloads — you'll build a real, engaged community around your podcast.

And if you’re ready for more insider secrets on creating a bingeworthy top podcast your listeners can’t get enough of, hit follow on Insider Secrets to a Top 100 Podcast on your favorite app so you never miss a new episode.

Or if you’re an established coach or consultant who’s ready to launch or scale your podcast and want our proven strategy to reach more new listeners and turn those listeners into leads and clients, book a free strategy call with our team to find out if you’re a fit for PodLaunch® — we’re here to help.


Up Next: 

In the next episode, Mike Wiston is back to dive into the tactical side of using paid ads to grow your podcast. We’ll cover how to target the right audience, track your results, refine your approach, and figure out which podcast ad strategies are right for your specific show — so you can attract more listeners and get the most out of your ad budget. If you’re ready to make every dollar count and craft an ad strategy that actually works, don’t miss the next episode.

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