Audio ads that earn attention
without a screen to look at
Audio ads cannot rely on a click. We write scripts that work when heard, not read. We measure them with tools that actually fit the format, promo codes, brand-search lift, survey-based recall, not a CTR that audio was never going to produce.
The no-click format breaks the usual playbook
The most common mistake is writing an audio script like a visual ad’s leftover voiceover, full of phrases that only make sense with an image on screen. The second mistake is buying shows purely on download numbers. Nobody checks whether the audience actually matches the product, and a huge podcast in the wrong category wastes most of its reach.
The third, and most damaging, is having no measurement plan at all. Audio has no click. A campaign run without unique promo codes or a brand-search lift study produces no way to know if it worked. The budget quietly disappears into a line item nobody can defend at renewal time.
Audio’s strength is attention without competing for a screen. That also means the measurement model has to track actions a listener takes later: a remembered promo code, a searched brand name. Not an immediate click, since the format was never going to produce one. We plan scripts assuming the listener is doing something else at the same time, a commute, a workout. That shapes how simple the call to action needs to be.
How we build and buy
- Scripts written to be heard. Clear, spoken-language copy that works without a visual, built around one call to action a listener can remember and act on later.
- Show selection by audience fit. Category and listener demographics matched to the product, not just download count. Fit matters more than raw reach here.
- Host-read where it helps. Native-sounding, host-delivered ads on podcasts where that format is available and trusted by the audience.
- Measurement built in from the start. Unique promo codes per show. Brand-search lift tracking where budget and volume support it. A real way to know what worked.
- Programmatic audio where it fits. Spotify’s programmatic buying used for scale and targeting precision alongside curated podcast placements, not instead of them.
What you send us
- A clear, single call to action: a promo code, a URL that is easy to say out loud, or a simple instruction.
- Input on your target listener’s interests, so show selection is not guesswork.
- Budget sized for a meaningful flight, since audio campaigns need sustained frequency to build the recall they are measured on.
- Agreement to track promo code redemption as the primary success metric, since clicks are not how this format should be judged.
- Patience for a longer measurement window than click-based channels.
How we measure
We report promo code redemption by show and, where budget allows a lift study, brand-search increase during and after the campaign. This is the honest way to measure audio: not a fabricated click-through number, but the two signals that genuinely show the ad reached and moved someone.
Monthly reporting compares shows and categories against each other on redemption rate. Future budget goes to the audience fit that is actually proven, not the one assumed from download counts alone.
Where volume allows, we also compare host-read against produced-ad performance within the same show. The two formats carry different levels of trust with the same audience.
Price and timeline
| Option | Price | What’s included | Timeline |
|---|---|---|---|
| Launch or audit | from $900 | Script writing, show selection, promo code setup, first flight launched. | 2 to 3 weeks |
| Monthly management | from $900 / month | Ongoing show testing, script refresh, monthly redemption and lift report. | monthly, no lock-in |
| Full control, handover to your team | from $1,900 | Script library, show selection criteria and measurement playbook handed to your team. | 4 to 5 weeks |
Related
This page sits under our Performance marketing and Brand and creatives work. See also Creative testing program, Media mix and budget planning, Youtube ads management for adjacent paid-channel services.
For the automation side of reporting and budget decisions, see ad performance reporting.
Ready to see what this would look like for your account? Get in touch and we will look at your current setup in the first call.
FAQ
How much does this cost?
Both launch and monthly management start from $900, with cost driven mostly by how much custom script and host-read production is involved.
How long until we see results?
Launch takes 2 to 3 weeks for scripting and show booking, which often has its own lead time. A reliable read takes 6 to 8 weeks, since audio recall builds with repeated exposure over time.
What ad budget do we need alongside this?
Audio generally needs sustained frequency to work. We recommend a flight of several weeks rather than a short test, sized to your target shows' own rate cards.
What do you need from us?
A clear single call to action, input on your target listener, budget sized for a sustained flight, and agreement to measure success through promo redemption rather than clicks.
How do you report on performance?
Monthly reporting on promo code redemption by show and, where volume allows, brand-search lift during and after the campaign.