10 Questions to Ask Before Choosing an Audio Ad Partner

If you’re investing in audio advertising – great move. But choosing the right audio partner can make or break your campaign. Whether you have been managing your audio buys in-house or are looking to switch from your current agency, these 10 questions will help you find an agency that delivers results, not just impressions.

Do you specialize in audio, or is this just a line item?

Many large media agencies offer audio advertising, but it’s often buried deep in a long list of services. The result? Cookie-cutter campaigns, generic media buys, and a lack of strategic thinking.

A true audio-first agency brings a deep understanding of listener behavior, placement strategy, and creative nuance. They’re not repackaging the same media playbook across every channel – they’re crafting campaigns that are designed specifically for audio’s unique strengths.

If an agency treats audio as an afterthought, you can expect afterthought results.

How do you approach creative?

Audio is an intimate, story-driven medium and your creative has to reflect that. Simply repurposing a TV script or text-heavy digital ad won’t cut it.

Ask your partner: Will they help write original, audio-first scripts? Do they cast professional voice talent that matches your brand tone? Do they incorporate sound design or music that enhances your message?

An agency worth your budget knows that the success of an audio campaign lives or dies by how well the spot is written, voiced, and produced. They should guide you through that process every step of the way.

What platforms and inventory do you access?

There’s a big difference between running a few Spotify ads and having full access to the entire audio ecosystem – including programmatic audio, podcast networks, streaming platforms (think Spotify, Pandora, iHeart), AM/FM radio, and exclusive inventory.

A strong partner will have relationships and buying power across all of these, and they’ll help you choose the mix that fits your goals, audience, and budget rather than pushing one-size-fits-all placements.

The more platform-agnostic and data-informed your partner is, the more tailored and effective your campaign will be.

How do you measure success?

One of the biggest myths about audio advertising is that it’s hard to measure. That may have been true years ago – but not anymore.

Your partner should be able to clearly explain how they track performance using tools like pixel-based attribution, unique URLs, promo codes, post-listen surveys, and brand lift studies.

Beyond that, they should help you define success based on your specific goals – whether that’s awareness, engagement, lead gen, or direct conversions. Vague reporting like “impressions served” is a red flag.

Can you support full-funnel campaigns?

Audio isn’t just for building awareness. It can drive action at every stage of the customer journey. Ask whether your partner can help you map out a funnel strategy, from first-touch branding spots to retargeting audio ads and personalized messaging for re-engagement.

A full-funnel approach ensures you’re not just being heard – you’re converting listeners into customers.

Do you offer targeting and personalization?

Gone are the days of shouting the same message to millions of people and hoping it sticks.

Your audio ad partner should offer advanced targeting capabilities, including:

• Geographic targeting down to the ZIP code
• Behavioral and interest-based targeting
• Device and daypart targeting
• Contextual placements based on genre, mood, or activity

They should also be able to personalize messaging for different audience segments, making your ads feel more relevant and timely, leading to higher engagement and conversion rates.

How transparent is your reporting?

You deserve real data, not vague summaries. Ask your agency if they offer custom dashboards, clear KPIs, and regular reporting touchpoints. Can you see exactly where your ads ran, how they performed, and what insights were gained?

A transparent partner won’t just show you the results – they’ll help you understand them, optimize them, and make smarter media decisions moving forward.

Do you test and optimize?

Too many agencies “set it and forget it.” But audio campaigns should be living, breathing projects.

Your partner should actively test different versions of your ad creative, platforms, and targeting parameters. They should analyze performance regularly, make data-driven adjustments, and constantly strive to improve results.

Optimization is not optional. It’s how great campaigns become exceptional ones.

What kind of brands do you typically work with?

This isn’t just about name-dropping big clients – it’s about relevance. If they primarily serve industries far outside yours, they may not fully understand your audience, challenges, or goals.

Ask for case studies or examples from your sector (or something adjacent). See how they approached those campaigns, what results they achieved, and how closely their work aligns with your brand’s needs.

What makes you different from other audio agencies?

This is your make-or-break question. A strong agency will have a clear, compelling answer — whether it’s their creative approach, industry expertise, technology stack, audience access, or hands-on service.

If you get a vague answer like “we care about our clients,” dig deeper. You want a partner who brings something to the table that you can’t get anywhere else.

Bottom line:

Not all audio partners are created equal. The right partner will elevate your messaging, maximize your media dollars, and help you build meaningful, long-term connections with your audience.

And if you’re not getting that from your current agency? It might be time for an upgrade.
Let’s talk. We’d love to show you how we’re helping brands sound smarter, convert better, and grow faster with audio.