Episode 37: Using Facebook Ads, Funnels, and Low-Ticket Offers That Convert with Jennifer Spivak of Ads Girls
How to Use Ads to Grow Your Podcast Without Wasting Money
Listen on Apple Podcast | Listen on Spotify | Watch on YouTube
Running ads to grow your podcast sounds like a no-brainer—but if you’re not strategic, you could be pouring money into clicks that never convert. So, how do you make ads work with your podcast instead of against it?
In this episode of Podcast Growth Tools, I sit down with Jennifer Spivak, CEO of The Ad Girls and known as the “Conversion Queen,” to break down the truth about running ads as a podcaster. Jennifer has managed ad spend for hundreds of clients, helping women entrepreneurs turn dollars into measurable ROI instead of “hope marketing.”
We dive into why running cold traffic straight to your podcast is rarely the right move, where your podcast actually belongs in your funnel, and how to align ads with revenue growth instead of vanity metrics. If you’ve ever considered using ads to amplify your show, this episode will save you wasted time, wasted money, and endless frustration.
What You’ll Learn in This Episode
Why sending cold traffic directly to your podcast almost never works
The two ad strategies Jennifer recommends for leveraging your podcast effectively
How to use podcast-centric lead magnets and quizzes to track ROI
Why middle-of-funnel podcast ads are ideal for nurturing warm audiences
The truth about the so-called “trust recession” and what it means for your ad strategy
What price points and offer structures are working best right now in the ad space
How to balance ad costs, CPMs, and buyer psychology in a changing economy
Why clear, direct messaging in ads always outperforms clever or confusing creative
Timestamps:
02:15 – Do ads really work for podcasters?
05:30 – Jennifer’s journey into marketing
08:45 – What’s working in ad strategy right now
12:00 – The “trust recession” and how it affects ad performance
15:15 – Why messaging makes or breaks your ads
18:30 – Using podcasts inside your ad funnels
21:45 – Jennifer’s favorite ad formats for visibility + conversions
25:00 – The biggest challenges in audience targeting
31:30 – Jennifer’s best advice for podcasters + entrepreneurs testing ads
Why Ads and Podcasts Need Strategy—Not Guesswork
One of the biggest mistakes podcasters make is assuming that ads should drive new listeners. The reality? Platforms like Meta can’t currently optimize for podcast subscribers. That means if you’re spending on traffic campaigns to your show, you may get clicks, but you’ll never be able to measure whether that spend turns into downloads—or revenue.
Jennifer stresses that if you’re going to invest in ads, every dollar should be traceable back to sales. This doesn’t mean podcasts don’t belong in your ad strategy—it just means you need to know where to put them for maximum impact.
Where Your Podcast Fits in the Funnel
Jennifer shares two smart ways to integrate your podcast into your ad strategy:
Podcast-Centric Opt-In or Quiz Funnel
Instead of running ads straight to your podcast, create a lead magnet or quiz that delivers a personalized playlist or bundle of episodes. This allows you to optimize for leads, track conversions, and grow your email list while also driving listeners to your show.Middle-of-Funnel Nurture Ads
Use your podcast to nurture warm audiences who’ve already engaged with your offers or purchased a low-ticket product. Retargeting these buyers with podcast content keeps you top-of-mind, builds authority, and moves them closer to higher-ticket programs.
This approach ensures you’re attracting qualified leads, not random clicks.
Ads, Trust, and Today’s Market
We also tackled the buzz around the “trust recession.” While some marketers argue that it’s harder than ever to build trust online, Jennifer disagrees. She’s seen buyers behave consistently for over a decade. The difference? Businesses that lead with clarity, value, and alignment still convert.
She emphasizes the power of low-ticket offers—typically priced between $17 and $97—paired with strong upsells and order bumps. This creates a system where ad spend is quickly recouped, leads are high quality, and long-term buyers are nurtured.
What’s Working Right Now in Ads
When it comes to creatives, Jennifer isn’t chasing flashy trends. Instead, she’s seeing the best results from clear, text-based static ads and B-roll videos with text overlays. These formats quickly communicate who the ad is for, what the offer is, and why it matters—without wasting time.
She also reminds us that relevancy and timing matter more than perfection. Ads should reflect the pain points and needs your audience feels right now, not last year. The same is true for podcast episodes and even episode titles—clarity beats clever every time.
If You’re Asking the Following Questions, You’re in the Right Place:
Should I run ads to grow my podcast?
How do I use my podcast in a paid ad funnel?
What’s the smartest way to combine ads and podcast growth?
How do I know if my ad spend is actually working?
What ad strategies are working right now for online businesses?
Final Thoughts
Your podcast is one of the most powerful assets you have for nurturing, trust-building, and authority. But when it comes to ads, you can’t afford to treat it like a guessing game. Align your podcast with your ad funnel, track ROI, and remember—ads should never feel siloed. They’re part of a bigger picture designed to fuel revenue and sustainable growth.
Your Next Steps
Join my weekly newsletter for tips on podcast growth, email marketing, monetization strategies, and behind-the-scenes support for growing your audience and business.
Resources & Links
Learn more about Jennifer and The Ad Girls: theadgirls.com
Connect with Jennifer on Instagram: @jenspivak
Free Resource:Podcast Marketing Hub Newsletter
Let’s Connect!
Share your favorite trend from this episode or ask questions by DMing me on Instagram at @thepodcastmarketinghub.
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