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, and measure them with the tools that actually fit the format: promo codes, brand-search lift and survey-based recall, not a CTR that audio was never going to produce.
Where the money leaks today
The most common mistake is writing an audio script like a visual ad’s voiceover, full of phrases that only make sense with an image on screen. The second is buying shows purely on download numbers without checking whether the audience actually matches the product, since 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, so a campaign run without unique promo codes or a brand-search lift study produces no way to know if it worked, which usually means the budget quietly disappears into a line item nobody can defend at renewal time.
Audio’s strength is attention without competing for a screen, which also means the measurement model has to be built around actions a listener takes later, a remembered promo code or a searched brand name, rather than an immediate click that the format was never going to produce. We plan scripts assuming a listener is doing something else at the same time, a commute, a workout, which shapes how simple the call to action needs to be.
What we do
- Scripts written to be heard. Clear, spoken-language copy that works without a visual, with a single clear 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, since 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, and brand-search lift tracking where budget and volume support it, so there is a real way to know what worked.
- Programmatic audio where it fits. Spotify’s programmatic buying used for scale and targeting precision alongside, not instead of, curated podcast placements.
What we need from you
- 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 generally need sustained frequency to build the recall they are measured on.
- Willingness 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 indicate the ad reached and moved someone.
Monthly reporting compares shows and categories against each other on redemption rate, so future budget concentrates on the audience fit that is actually proven, not assumed from download counts alone.
We also compare host-read versus produced-ad performance within the same show where volume allows, since 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 $2,200 | 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. For real numbers behind these benchmarks, read the LatAm media-buying, 30,000+ installs case study.
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, so we recommend planning for a flight of several weeks rather than a short test, with budget 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.