How to Create a Successful Facebook Ads Campaign For Your Podcast

Using Facebook Ads to Promote Your Podcast

One of the most effective ways for marketers to promote a podcast continues to be through the titan that is social media. Among these platforms, Facebook remains a strong player thanks to its expansive advertising tools and sizable user base. Despite newer platforms emerging, Facebook still provides marketers with affordable, data-rich advertising options that make it a compelling choice for podcasters looking to find new listeners and promote content.

Facebook boasts nearly 3 billion monthly active users globally. While platforms like TikTok and Instagram might dominate Gen Z, Facebook continues to capture a wide age range, with a significant portion of podcast listeners (especially in the 25–44 age group) active on the platform. It also offers one of the most sophisticated ad platforms available, with audience targeting, ad placement flexibility, and deep performance analytics that allow for real ROI tracking.

Creating a Marketing Strategy

Before jumping into campaign creation, you need a strong marketing strategy to ensure your podcast promotion efforts align with brand goals. Even though strategy specifics will vary based on your budget, content niche and objectives, a few foundational elements remain consistent:

Define your target audience: Understand their listening habits, podcast preferences, platforms of choice and demographic traits.

 

Choose the right ad placements: Whether it’s in-feed video, Stories or carousel posts, select formats that align with your content and audience behavior.

 

Use attribution tools: Custom landing pages, podcast-specific discount codes and listener surveys can help track where your traffic is coming from.

 

Explore podcast ad networks: These can help identify top-performing shows in your niche and optimize cross-promotional efforts.

 

When you approach your podcast audience with clear value and authentic messaging, you’re more likely to convert casual scrollers into loyal listeners.

 

Creating Your Podcast Facebook Ad Campaign

Once your strategy is in place, it’s time to bring it to life with a campaign. If you haven’t already created a Facebook Page for your podcast, now is the time. A dedicated Page allows you to build community, increase episode engagement and create a hub for your ads to anchor around.

Here’s a step-by-step breakdown:

 

Define your goals: Are you optimizing for subscriptions, downloads or traffic to your podcast website? While Facebook offers campaign goals like traffic, video views and conversions, many podcasters find success with “Traffic” or “Engagement” goals to drive click-throughs to streaming platforms.

 

Create the ad campaign: In Meta Ads Manager, set up your campaign based on your conversion objective. Use “Website traffic” if you’re directing users to your podcast page or platform.

 

Refine your audience: Use Facebook’s targeting tools to narrow in on potential listeners. Start with:

 

Interests in similar podcasts or genres

 

Behaviors like “frequent podcast listener”

 

Device targeting (iOS for Apple Podcasts, Android for Spotify, etc.)

 

Age, gender, and geographic targeting aligned with your ideal listener profile

 

Craft compelling ad creatives:

 

Use eye-catching visuals, audiograms, or short video clips of your podcast

 

Write copy that quickly communicates what your podcast is about and why it’s worth listening to

 

Include a strong CTA like “Listen Now,” “Subscribe,” or “Start Episode One”

 

Optimize placements: Depending on your assets, you may want to prioritize placements in Facebook Feed, Instagram Feed or Stories. Don’t ignore mobile! Most podcast discovery happens on smartphones.

 

Double-check your links: Always include a direct link to your podcast on the streaming platform of choice or a landing page where users can choose where to listen. Ensure your metadata (headline, description, display URL) is polished and click-worthy.

 

Tracking Your Performance

Measuring podcast ad performance can still be tricky due to the lack of native conversion tracking. But there are workarounds:

 

Use short links to track clicks.

 

Launch a dedicated landing page for Facebook traffic.

 

Provide platform-specific discount codes or episode bonuses.

 

Use listener surveys to ask where people found your show.

 

Compare your average downloads, followers or engagement metrics before, during and after your campaign to measure impact. Ideally, run your Facebook ads without overlapping other large marketing efforts to clearly isolate the results.

Putting It All Together 

Facebook ads won’t provide overnight podcast success, but they can build strong, steady growth with the right message and a strategic approach. With a little patience and testing, you’ll find what resonates and drive more listeners to your content week after week.

Are you ready to get your Facebook Ad Campaign started? Let Iron Roots help you today!