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Why Podcasters Are Missing Out on Facebook and Instagram Ads
Most podcasters never touch paid ads.
They assume it’s too expensive. Too complicated. Or just not worth it.
But here’s the thing—when done right, Facebook and Instagram ads can push your show in front of exactly the people who need to hear it.
On this episode of Let’s Blow This Up, I brought back Megan Shields from Chimehouse Media to talk about why most podcasters are missing the mark with paid ads and how to fix it.
This conversation breaks down a clear strategy built for creators who want results — not random shots at something they HOPE will work.
What Is the TriFecta Ad Strategy?
Megan’s TriFecta Ad Strategy is a three-part system focused on growing your podcast audience, your social engagement, and your email list—all at the same time.
Here’s the breakdown:
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1: Awareness – Drive cold traffic to short-form video content that introduces you and your show.
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2: Engagement – Retarget those who interacted with your content and promote your best episodes.
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3: Conversion – Direct people to your email list opt-in or lead magnet to start building a real relationship.
The goal isn’t just more downloads. It’s building a pipeline of listeners who stick around and, when they’re ready to buy, they have you top of mind.
YOU MAY ALSO LIKE: What Makes a Person Get Invested In a Podcast?
Why Podcasters Don’t Use Paid Ads (And Why That Needs to Change)
Most podcasters think paid ads are reserved for big brands or influencer types.
False.
You don’t need a massive budget to see results. You need a plan while, at the same time, overcome the mental blocks many podcasters face when it comes to advertising:
❌ Fear of wasting money
❌ Not knowing how to measure results
❌ Thinking organic growth is the only “authentic” route
Reality check: if you want to get your podcast outside your bubble, you need visibility. Paid ads can do that faster and more efficiently than hoping someone randomly shares your latest episode.
Podcast Growth Isn’t Just About Downloads
Too many podcasters only look at downloads. It’s a narrow metric.
In a lot of ways, downloads = vanity metrics (like Hearts, Likes, and Retweets).
Paid ads help you build a multi-channel audience. You get more visibility on social. More email subscribers. And, yes, more listeners—listeners who are actually interested in what you’re putting out through your podcast and other platforms where you’re sharing your episode content.
If you’re already putting in hours creating a great podcast, why not make sure people actually hear it?
Here’s what Megan suggests to get started:
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Use short, vertical videos to introduce yourself and your content
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Set a small daily budget (think $5–10) and test different creatives
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Focus on one goal per campaign—don’t try to do everything at once
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Track results weekly and optimize based on what’s working
The data will tell you what’s resonating. You just need to pay attention.
My recommendation? Click here to connect with Megan and discover how a well-structured ad campaign will change the game for your podcast!
