Are you looking for new ways to grow your podcast?
Paid social advertising can be an effective way to increase awareness and gain new followers and fans, but knowing where to spend your money makes all the difference.
Facebook & Instagram: Your Best Bang for the Buck
When it comes to social media advertising, Facebook and Instagram remain surprisingly affordable for podcast promotion. You’re looking at roughly $0.26-$0.50 per click and $1.01-$3.00 per thousand impressions.
Most podcasters can expect to spend between $100-$500 monthly to see solid results.
Instagram tends to cost slightly more than Facebook. But here’s the thing, it delivers 23% more engagement, especially for visual content. This makes Instagram ideal for promoting podcast clips or behind-the-scenes content.
Getting Started on Meta Platforms
According to Social Media Examiner, Meta’s own data shows about $20 cost per action overall, $8 cost per lead, and less than $1 per click when targeting US markets.
That’s incredibly competitive compared to other advertising platforms.
Pro Tip: Start small. Test different audiences. Scale what works.
X (Twitter): A Mixed Bag
X advertising offers low cost-per-click and solid ROI.
Thrive Agency says you should expect to pay $0.26-$0.50 per click for promoted posts and $1-$2 per new follower.
Proven ROI: Advertisers see an average return of $2.70 for every $1 spent on X ads, making it a cost-effective option for many marketers. This return is approximately 40% higher than the average across other channels.
Most advertisers spend $101-$500 monthly.
But there’s a catch.
Only 4% of marketers think X ads are safe for their brand, compared to 39% who trust Google ads.
LinkedIn: Premium Pricing for Professional Audiences
LinkedIn costs more. A lot more.
You’ll pay $2.00-$3.00 per click and $5.01-$8.00 per thousand impressions according to Web FX. Some sources report even higher rates for competitive audiences. But if your podcast targets business professionals, it might be worth it.
LinkedIn Budget Reality Check
Triple Dart recommends Between $1,000 and $5,000 monthly for effective ad campaigns on LinkedIn. That’s steep for most independent podcasters. You can start smaller, but expect limited reach with tiny budgets.
The 70/30 rule works well here: spend 70% on conversion-focused ads and 30% on brand awareness.
Direct Podcast Advertising: High Impact, High Cost
Want to advertise your podcast on other podcasts? It’s effective but expensive.
Pre-roll ads cost about $20 per thousand listeners, mid-roll ads run $25, and post-roll ads are $1-$5 according to Ad Results Media.
A mid-roll ad reaching 100,000 listeners costs approximately $2,000.
The CPM Breakdown
May 2025 data shows a 60-second podcast ad costs $2500 for a podcast with 100,000 downloads. Mid-roll placements perform best because listeners are already engaged with the content.
Here’s how to promote a podcast without spending a dime: partner with other podcasters.
Cross-promotion typically involves 30-60 second ad swaps between shows with similar audiences. No money changes hands. Just mutual benefit.
Three Types of Cross-Promotion
- Promo Swaps: Exchange short promotional spots
- Episode Drops: Share full episodes during breaks or hiatus periods
- Interview Swaps: Appear as guests on each other’s shows
The average podcast listener subscribes to eight shows. This means you’re not stealing audiences, you’re expanding them.
Finding the Right Partners
Look for podcasts that share your target audience but aren’t direct competitors. Similar download numbers work best for fair exchanges. Most cross-promos are done through impression swaps rather than monetary exchanges.
We also recommend you watching our masterclass offering FREE ways to promote your podcast:
Smart Spending Strategy
Don’t spread your budget too thin. Pick one or two platforms initially. Master them before expanding.
The 5% Rule
Industry experts recommend allocating 5% of your digital marketing budget to podcast advertising. Most brands currently spend only 1%, missing significant opportunities.
The answer is it depends.
If you’re just starting out, cross-promotion offers the best ROI at zero cost. It’s smart to exhaust free options before spending money.
But if you have a budget and want faster growth, social media advertising provides affordable reach for most podcasters.
Direct podcast advertising works but demands serious investment. Think thousands, not hundreds. Only consider it once you’ve proven your show has staying power and clear monetization potential.
What we recommend: Start with cross-promotion and small social media tests.
Build from there based on what delivers results for your specific audience and budget. Your podcast deserves to be heard, but the path to growth doesn’t always require opening your wallet.
