At Podcast Movement Evolutions 2025 in Chicago, one of the most practical and refreshing sessions from the Growth track zeroed in on something many podcasters have tried and often misunderstood: paid social advertising.
The discussion focused specifically on Meta ads (Facebook and Instagram), and challenged the common assumption that these platforms should be used just to get new listeners to click and stream an episode.
While that’s one potential goal, the strategies shared went deeper – and smarter.
Why Paid Social Is Not a Silver Bullet for Downloads
Most podcasters jump into paid social thinking:
“I will run an ad, people will click it, and start listening to my show.”
But real behavior is more complicated. These platforms are designed for scrolling, not deep listening. Even if someone clicks, the chance they become a loyal listener – especially from a cold ad is slim.
The takeaway? Ads alone rarely create long-term listeners. But that doesn’t mean they are not valuable.
The Smarter Use of Meta Ads: Awareness, Ecosystem Building, and Retargeting
The speakers at PMEv 2025 proposed a better framework for using Meta ads:
Think of them as part of a longer relationship-building journey, not just a short-term listener acquisition play.
Here is how that works:
✅ Use Ads for Social Growth, Not Just Downloads
- Repurpose your podcast content into short, engaging video snippets or quote cards.
- Target those to niche audiences who care about your topic.
- The goal here is discoverability and visibility – getting in front of the right people repeatedly.
Bonus: Paid engagement often lifts organic reach too, instead of hurting it.
✅ Tap into Retargeting
Meta Ads Manager allows precise targeting for people who:
- Watched part of your previous video ads
- Visited your podcast website or episode page
- Engaged with your Instagram profile or Facebook posts
With these warm audiences, you can start retargeting campaigns to:
- Share your most popular podcast episodes
- Promote specific launches or collaborations
- Drive traffic to your email list sign-up or membership
This approach increases the chance someone eventually listens—and more importantly, sticks around.
✅ Grow Your Email List Alongside Your Audience
Paid ads can fuel your mailing list growth, which becomes a direct channel to promote episodes, collect feedback, and build community. A good lead magnet (such as a checklist, bonus audio, or cheat sheet) can accelerate this.
Before You Spend: Make Sure Your Foundations Are Set
Paid ads are a multiplier but they can also amplify what is not working. To get the most out of your investment:
- Have at least 10 episodes live: So new listeners can binge once they discover you.
- Write solid show notes: Clearly explain what the episode delivers, not just who the guest is.
- Use a clear CTA on every landing page and episode description: Avoid giving people too many options.
The Biggest Warning: Stop Boosting Posts
One of the most critical tips shared:
Boosting posts is not the same as running ads.
Boosting might be easier, but it:
- Costs more
- Gives you fewer placement options
- Offers less control over targeting
If you are spending money on Meta, use Ads Manager. It gives you the tools to create proper campaigns with clear objectives and accurate tracking.
Final Thought: Use Paid Ads as Part of a Bigger Picture
What the Growth track emphasized was this: paid social works best when it is part of an ecosystem. One that includes organic social, email, retargeting, and bingeable content.
So instead of thinking “ads = downloads,” think:
“ads = awareness, trust, and multiple touchpoints.”
When you approach paid growth this way, Meta becomes a powerful ally in building a loyal, long-term audience – not just chasing clicks.
