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How to Sell Podcast Ads Even If You Don’t Have a Massive Audience
- Jason Moss
- Jun 13
- 3 min read
Summary:
This how-to guide walks through creating a pitch deck, setting realistic CPMs, bundling bonus ad formats (pre-roll, mid-roll, mentions), and finding sponsors aligned with your podcast niche.
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For many creators, podcasting isn’t about chasing virality—it’s about connection, niche community, and sustainable growth. But monetizing that passion project? That’s where most indie podcasters hit a wall. Fortunately, brands are increasingly interested in partnering with creators who speak to a specific audience—even if it’s a smaller one.
Here’s how to start selling podcast ads—even without 50,000 downloads per episode.
Step 1: Build a Sponsor-Ready Pitch Deck
Sponsors need a reason to trust you with their dollars. That starts with data. Include:
Total downloads per episode (average over last 3 months)
Audience demographics (age, gender, location)
Platform breakdown (Spotify vs. Apple vs. web)
Engagement metrics (e.g., average listen-through rate)
You can use tools like Spotify for Podcasters or Apple Podcasts Connect to access this data. Need help putting the pitch together? This podcast media kit template from Podpage is a good starting point.
Highlight your niche. Are you one of the few voices talking about sustainable fashion for dads? That’s gold for the right brand.
According to Insider Intelligence, 63% of marketers say podcasts offer a better ROI than other digital channels like display ads or social media.
Step 2: Set Your Ad Rates (Realistically)
Start by understanding CPM (cost per mille, or cost per 1,000 downloads). A common rate for small shows is $18–$25 CPM for mid-roll ads, slightly lower for pre-roll. If you get 2,000 downloads an episode, and you sell one mid-roll at $20 CPM, you’ll earn $40.
Don’t underestimate bundling. Offer:
Pre-roll (15 seconds)
Mid-roll (60 seconds)
Host-read mentions
Newsletter or social shoutouts
Sponsored segments or Q&As
Think of it as a media package rather than just an audio slot.
Expert Insight: “Smaller shows can provide much better alignment with brand values, which is often more important than scale,” says Bryan Barletta, founder of Sounds Profitable.
Step 3: Where to Find Sponsors
And yes, cold email still works. Keep it simple:
Hi [Brand Name],
I host [Podcast Name], a weekly show reaching 1,500 engaged listeners who care about [topic].
I’d love to explore whether we might be a fit for your upcoming campaigns.
Want to see our media kit?
Common Mistakes to Avoid
Overcharging too soon—focus on value before volume
Not tracking performance—use promo codes or custom links
Skipping legal terms—get contracts, especially if they include post-roll or multiple episodes
Social Proof Still Works
Don’t be shy about sharing wins. Screenshot a DM from a listener who loved a sponsor. Mention the brand in your show notes. Tag them on social—when it fits authentically.
Use This Calculator:
Estimate your potential ad revenue using this podcast CPM calculator.
Just launched your new business and need resources to ace direct marketing at lower costs with higher ROI?
Check out Salesfully’s course, Mastering Sales Fundamentals for Long-Term Success, designed to help you attract new customers efficiently and affordably.
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