I run paid ads for a living. Google, Meta, the whole thing. And because of that, I get this question a lot:

“Should I run ads to grow my podcast?”

Most of the time, I’m not sure that’s the first move I’d make.

Not because ads don’t work. They work.

But because “more downloads” is usually the wrong target.

In my recent conversation on the Podcast Profits Unleashed podcast with Karen Roberts, we dove deep into why—and what to do instead.

The real problem usually isn’t traffic. It’s clarity.

A lot of podcasters want ads because they want momentum. More listeners. More proof it’s working.

I get it. It’s hard to keep publishing into what feels like a quiet room.

But here’s what I keep seeing: if the offer is vague, the positioning is fuzzy, and the funnel doesn’t convert… ads tend to amplify the confusion. You don’t get “growth.” You get expensive data that tells you what you already kind of knew.

And maybe I’m naive, but I think most people skip the boring part too early — the part where you get painfully specific about:

  • who you’re actually for,
  • what problem you solve,
  • and what you want a listener to do next.

If that’s not locked in, the ad account becomes a distraction.

“Message-market match” sounds abstract, but it’s not.

It’s basically this: when someone sees your content, do they immediately think, “Oh, this is for me”?

Not “This is interesting.”

Not “This is well produced.”

“For me.”

If your audience can’t self-identify in the first few seconds, targeting usually isn’t the first thing I look at. It’s the message.

I wouldn’t spend too much time on fancy interest stacks if the opening line isn’t clearly calling out the right person. I’d tighten that first, then let the platforms do what they’re good at.

I like ads when you’ve already got something working and you’re using spend to scale it.

Meaning:

  • you have a clear backend (offer + next step),
  • you can convert cold traffic without begging for it,
  • and your messaging has already been pressure-tested organically.

If the plan is “run ads so my podcast feels bigger,” I’d pause. When the goal is reassurance, ads can get expensive fast, and they rarely fix the underlying clarity problem.

What I’d do instead

I’d treat the podcast as the asset… and ads as the distribution layer for specific moments, not the whole show.

Take the best parts of your episodes:

  • a sharp insight,
  • a contrarian take,
  • a short story that actually lands,
  • a before/after moment from a client or your own experience,

…turn those into tight video snippets, and run ads that push people toward a clear next step.

The podcast builds trust over time.

The ads create an intentional entry point.

Want to Know if Ads Can Work for You?

If you’ve got an offer and a real path for a listener to become a lead (or a customer), ads might be worth exploring.

I’m offering a free 45-minute consultation exclusively for Podcast Profits Unleashed listeners. Send us a message via the Contact page and just mention the episode. 

Let’s cut through the noise, clarify your offer, and build ads that convert.