If you’re serious about taking your podcast to the next level, it’s time to talk about paid growth. While organic strategies (like tapping into your current audience or collaborating with others) are powerful foundations, there may come a point when you need an extra boost to reach new listeners faster.
That’s where strategic paid growth comes in — and it’s not just about throwing money at ads and hoping for the best. Done well, paid strategies can supercharge your podcast audience without feeling like you’re wasting your budget.
Clocking In with Haylee Gaffin is produced by Gaffin Creative, a podcast production company for creative entrepreneurs. Learn more about our services at Gaffincreative.com, plus you’ll also find resources, show notes, and more for the Clocking In Podcast.
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Why Consider Paid Growth for Your Podcast?
You might be wondering:
Do I really need to spend money to grow my show?
The answer: not always — but it can dramatically speed up your results.
Paid growth allows you to:
- Break out of your existing audience bubble
- Reach new ideal listeners faster
- Promote new launches, private podcasts, or business offers more effectively
Paid growth isn’t about “buying” listeners — it’s about amplifying your message so the right people can find you.
If you’ve built a strong organic foundation but you’re ready to grow faster (or have limited time for grassroots marketing), paid strategies could be your next best step.
1. Podcast Player Ads
Podcast player ads are a smart place to start because they market inside podcast apps — reaching users already tuned into the podcasting world.
Here are a few platforms to explore:
Spotify Ads
- Pros: Audio-based ads with detailed demographic targeting (age, interests, location, listening behavior).
- Cons: Your ad may reach non-podcast listeners (music or audiobook users), and mostly free Spotify users will hear ads.
Overcast Ads
- Pros: Cost-effective, transparent pricing with subscriber projections. Great for niche audiences.
- Pro Tip: Watch for discounts on unclaimed ad slots!
- Result Example: $240 spent = ~30 subscribers gained.
Player FM Campaigns
- Pros: High-return managed campaigns for serious scaling (especially for shows with $1,000+ budgets).
- Result Example: A $2,000 campaign tripled a client’s listenership on Player FM versus all other platforms combined.
Mowpod Boosts
- Pros: Affordable one-off episode download boosts.
- Best For: Short-term download spikes, like promoting a new series or a limited launch.
Key Takeaway: Choose the platform that fits your goals — subscriber growth, episode listens, or brand visibility — and don’t be afraid to test!
2. Social Media Promotions
Social media ads can be powerful if you keep your strategy simple, targeted, and scroll-stopping.
Focus on platforms where your audience already spends time:
- Instagram + Facebook (great for personal brands and small businesses)
- YouTube (ideal if you already repurpose podcast content there)
- LinkedIn (best for B2B or corporate shows)
Smart Social Ad Tips:
- Prioritize video-based ads over just audio clips.
- Create a podcast trailer ad that introduces your show (not just individual episodes).
- Target audiences who follow similar creators or who have visited your podcast landing pages.
- Use lookalike audiences built from your email list or listener surveys.
And remember: A small, highly-targeted campaign often outperforms a big, general one.
3. Creative Sponsorship Opportunities
Sponsorships aren’t just about getting sponsors — they’re also about becoming a sponsor yourself!
Here’s how to get creative:
- Sponsor other podcasts (especially those with complementary audiences)
- Partner with influencers in your niche to promote your show
- Sponsor local events, workshops, or conferences
- Host an in-person activation (like sponsoring an ice cream social where attendees must subscribe to participate!)
Pro Tip: Look for mutually beneficial partnerships where both you and the event, creator, or platform win.
Paid Growth Is a Strategic Choice
Paid growth isn’t required for every podcaster, but if you’re ready to accelerate your results — or need a time-efficient way to reach new audiences — it can be a powerful lever.
Whether you start with a small Overcast ad or go all in on a Player FM campaign, strategic paid investments can lead to lasting impact on your podcast’s success.
And don’t worry — if you’re still focused on organic strategies, that’s smart too! Paid growth should complement your existing foundation, not replace it.
Ready to Grow Your Podcast?
If you want even deeper support in growing, monetizing, and optimizing your podcast, join us inside Mic Check Society!
Use code PODCAST to get $10 off per month.
See you next time on the Clocking In Podcast — where we’re not just growing podcasts, we’re building brands.
🎙️ What’s Next?
Next week, we’ll tie a bow on this series with the Podcast Growth Framework.
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Podcast Details:
Why consider paid growth opportunities? (2:30)
Podcast player ads (4:04)
Social media advertising (10:22)
Sponsorships (13:52)
Podcasting Resources:
Episode 166 Collaboration: gaffincreative.com/166-grow-your-podcast-audience-through-collaboration/
Episode 165 Organic Growth: gaffincreative.com/organic-growth-maximizing-your-existing-audience/
Episode 164 Foundations of Podcast Growth: gaffincreative.com/164-foundations-of-podcast-growth-grow-your-podcast-series-pt-1/
Mic Check Society: gaffincreative.com/mcs
