Why Audio Ads Matter and How to Launch One on Spotify!

Audio ads are making a strong return. They began with radio, where brands connected with people during drives or while they cooked dinner. Now, those same moments are happening on platforms like Spotify, in podcasts, and through smart speakers such as Alexa or Google Nest.

People are still listening, just not to traditional radio. They are streaming music, following curated playlists, and diving into long-form audio content. This shift has opened up a more direct and measurable way for brands to connect. Not just with broad audiences, but with targeted segments based on age, interests, location, and behavior.

Spotify is leading this change by giving marketers tools to reach the right listener at the right time, with trackable performance. You can now reach a 28-year-old who loves hip hop and listens during evening runs. That level of precision was never possible before.

For a deeper dive into how digital audio fits into current marketing trends, check out this Insider Intelligence breakdown on US digital audio ad spend or this HubSpot guide to podcast advertising.

Where Audio Fits in the Media Mix

Audio holds a unique place in the overall media strategy. It reaches people during screen-free moments - a jog, a commute, or while cleaning the house. Unlike video or display, audio does not rely on visual engagement, making it a powerful complement to other channels.

It shines in the mid to upper funnel. Through voice and music, audio builds emotional connection and reinforces brand identity. When combined with clickable companion banners or retargeting ads, it can also support conversion and customer action.

Brands that layer audio into their omnichannel mix often see stronger engagement and message retention. It extends campaign reach without increasing user fatigue.

How AI Is Changing Audio Advertising

Artificial intelligence is transforming how brands create and deliver audio ads. Platforms like Spotify now offer built-in voiceover tools that help generate scripts and professional audio in minutes. This speeds up production and reduces the cost of entry for smaller teams.

Looking ahead, AI will make personalization even smarter. Background music, tone, language, and message style could all adapt based on listening behavior, time of day, or device. The result is an ad experience that feels custom and human, not generic.

As AI continues to evolve, so will the role of audio in marketing. What started as a return to a classic channel is becoming one of the smartest and most adaptive tools in the digital playbook.

How I Set Up My First Spotify Ad for Zlapp

For these experiments and hands-on learning, I’m using Zlapp - a startup app built by Lamisa Saadat. It’s an AI-powered rental marketplace that helps people borrow and lend everyday items locally. While my day-to-day work focuses on strategy, Zlapp gives me the perfect chance to learn by doing and stay close to execution.

Getting started with Spotify Ads was easy. I signed in with my Google account and entered basic info like the business name and website, zlapp.ca. Then I jumped right into creating my first ad campaign. Here’s what the first step looked like.

Step 1: Pick Your Campaign Objective

This is the first screen you see when setting up a campaign. Spotify asks you to choose an objective based on your goal. Here are the options:

• Reach: Show your ad to as many people as possible. Best for getting your name out there.

• Impressions: Keep your brand top of mind by showing your ad often to the same group.

• Video views: Drive more views of a video ad. Ideal if you are using a short video to tell your story.

• Website traffic: Get people to click through to your website.

• App installs: Get users to download your app.

• Clicks: Focus on getting more people to click on your ad.

• Streams: Promote your podcast or music to people likely to listen all the way.

For this campaign, I chose Reach because I wanted to introduce Zlapp to as many people as possible. I named the campaign Zlapp Test so I could track it easily, then clicked Next to move forward.

Step 2: Building the Ad Set in Spotify Ads Manager

Once your campaign is named and the objective is set, the next step is building the ad set. This is where you decide who you want to reach, what devices they use, what content your ad will appear next to, and how much you are willing to spend.

1. Ad Set Details and Category

Start by naming your ad set. This helps you stay organized if you run multiple variations later.

Then, pick an ad category. I chose Technology > Apps for Zlapp. This helps Spotify understand what your ad is about so it can be placed in the right context.

Tip: Skip conversion measurement unless you have tracking set up on your website or app.

2. Audience and Demographics

You can target by country, age, and gender. You also have the option to:

• Create custom or lookalike audiences if you already have email lists or pixel data.

• Use exclusions to avoid targeting people already in other campaigns.

Start broad if you are new, then narrow down based on results.

3. Detailed Targeting and Devices

Here, you can refine your audience further using:

• Interests such as music, fitness, news, or technology

• Fan bases to target followers of specific artists

• Language

• Devices like Android, iOS, or desktop

I selected all major devices to let Spotify optimize placements freely.

4. Format and Placement

For format, you can choose:

• Audio: Best for screen-free moments and lower costs

• Video: Strong for attention but requires visual creative

• Display: Companion banners that appear with your ad

Placement types:

• Automatic: Places your ad across music and podcasts

• Music only: If you want to avoid podcast placements

You can also filter by:

• Music genres, playlist themes, or podcast topics

• Sensitive topics to exclude certain content types

5. Budget and Schedule

Choose either a daily budget or a lifetime budget.

I set a $50 daily budget with an end date to keep it controlled. You also get a frequency cap to limit how many times one person hears your ad:

• Daily: 5 times

• Weekly: 35 times

• Monthly: 50 times

Use caps to avoid listener fatigue and stretch your budget.

6. Bidding and Delivery

Here you set your bid cap - the maximum you're willing to pay for 1,000 impressions (CPM). Spotify recommends a range based on recent activity.

Delivery pacing:

• Standard: Spreads your budget evenly over time

• Accelerated: Spends the budget as fast as possible (used for urgent promos)

I selected standard pacing with Spotify’s recommended bid to keep things simple.

Step 3: Upload Your Ad Creative and Finalize the Setup

Once your targeting and budget are locked in, it’s time to build the actual ad. This is where you enter what the user hears and sees. Think of it as packaging your message in a way that makes people stop, listen, and act.

1. Ad Details

This screen is about getting the basics right. For Zlapp, I used:

• Tagline: “Why Buy? Zlapp it!”

• Call-to-action: I picked Download to drive installs

• Click-through URL: Sent users directly to zlapp.ca

Keep your tagline clear and benefit-driven. Your call-to-action should reflect the next step you want users to take.

2. Visuals and Branding

Here, you upload your brand logo and optional companion visuals.

• A logo is required — it shows up beside the ad

• A Canvas is optional — this is a looping visual that appears with your ad on mobile

Uploading a Canvas can boost engagement, especially for mobile-first users. Just make sure it’s formatted properly (720x1280 pixels, 3–8 seconds).

3. Audio Creative

You can either upload your own audio file (MP3, WAV, or OGG), or use Spotify’s built-in tools.

• Make your own: Lets you write a script and use AI or a voice actor

• Work with Spotify: Ideal for brands with budget who want help producing

Insight: Your ad must include voiceover. Background music alone won’t be accepted. Keep the script tight, human, and aligned with the rest of your brand message.

After uploading your creative and reviewing the preview on the right, you're ready to submit your campaign for review. Spotify usually reviews within 24 to 48 hours.

Step 4: Review and Launch

Once everything is uploaded, you land on the final review screen. Here’s what to check before clicking submit:

• Make sure your audio is clean, clear, and 30 seconds or less

• Confirm your logo and visual assets appear as expected

• Double check the click-through URL and call-to-action

• Preview the ad on the right to get a feel for what users will hear and see

After that, just hit Submit. Spotify typically approves ads within 1 to 2 business days. Once it’s live, you’ll be able to track performance right inside Spotify Ads Manager.

Tracking Results and Learning From Your First Campaign

Once your ad is running, Spotify provides real-time reporting so you can see how it’s doing. Look at:

• Impressions: How many people heard the ad

• Reach: How many unique users you reached

• Frequency: How often users heard the ad

• Clicks and CTR: If you included a companion display or CTA

• Completion Rate: The percentage of listeners who heard the ad all the way through

Audio ads often drive high completion rates. Use that to test message clarity, taglines, and call-to-actions.

If something is underperforming, Spotify lets you duplicate the campaign and test different:

• Creative (script, voice tone, background music)

• Targeting (age, interests, devices)

• Budget and frequency caps

Use this to build a simple test-and-learn cycle. You don’t need to guess - the data will tell you what’s working.

Final Thoughts

Spotify Ads makes it easier than ever to get your message out there. Whether you're an established brand or building something new like Zlapp, running an audio campaign is no longer just for big budgets or agencies.

This hands-on experiment helped me go beyond strategy and get into real execution - something I believe every marketer should do more often.

If you're curious about how to run ads for your own app or idea, start small, test often, and learn as you go. Tools like Spotify Ads Manager give you just enough power to make that possible without overwhelming you. And you can always schedule a quick call with me for a quick brainstorming session!