At Influence Crafters, we don’t just advise clients on marketing strategies—we actively test, refine, and optimize them for ourselves first.
We tested a multi-channel approach using radio pre-roll podcast ads and display ads, which delivered exceptional engagement and cost-efficiency, significantly outperforming industry standards.
Our goal for this campaign was to reach and convert business owners—a highly challenging audience in the B2B space—by maximizing ad effectiveness, lowering acquisition costs, and driving high-intent traffic.
This case study explores how our strategy achieved a CPA 18.9x lower than the B2B industry benchmark while exceeding our performance expectations.
To maximize engagement and reach high-intent business and personal development audiences, we strategically placed our radio pre-roll ads on top-tier finance and leadership podcasts, including:
Closing Bell
Power Lunch
CNBC's Money Movers
By aligning our ads with these influential shows, we ensured our message reached engaged listeners actively seeking financial insights, market updates, and personal growth strategies—driving higher conversion rates and stronger brand recognition.
Industry benchmark data for Google Display Ads is sourced from WordStream’s Google Ads Industry Benchmarks.
| Metric | Our Radio Pre-Roll Ads | B2B Industry Average for Google Display Ads (2024) | Performance Difference |
|---|---|---|---|
| Click-Through Rate (CTR) | 2.42% | 0.46% | 425% higher for radio |
| Cost Per Click (CPC) | $1.72 | $0.79 | 55% lower for Google Display |
| Cost Per Listener (CPL) | $0.04 | N/A | Radio provides massive reach at a low cost |
| Listen-Through Rate (LTR) | 100% | N/A | Full ad exposure for every listener |
| Cost Per Action (CPA) | $6.87 | $130.36 | 18.9x lower CPA than industry average |
The B2B industry average CPA is $130.36 per action—but we’re driving conversions at just $6.87 per action.
That’s a 94.7% lower cost per action, proving that our multi-channel strategy is far more efficient than traditional B2B advertising.
Our Click-Through Rate (CTR) of 2.42% is 5.3x higher than the B2B Google Display Ads industry average of 0.46%.
High engagement = more clicks, more leads, and better ROI for every dollar spent.
Google Display CPC (B2B avg.): $0.79
Our Radio Pre-Roll CPC: $1.72
While display ads generate clicks at a lower cost, radio listeners are more engaged and take more meaningful actions.
Higher CPC can be justified if it leads to better conversion rates, which we see with our pre-roll campaigns.
Unlike skippable YouTube ads or ignored display banners, our radio pre-roll ads are fully listened to before a podcast episode begins.
Our 100% Listen-Through Rate (LTR) ensures that every listener hears our full message, making radio a top-tier branding and conversion channel.
Google Display (B2B average) provides cost-efficient awareness.
Radio Pre-Roll delivers high-intent clicks and conversions.
By combining both, we create a cost-effective, highly engaging strategy that beats industry norms.
📌 B2B Lead Generation: For businesses selling high-ticket services, radio pre-roll generates engaged traffic, while Google Display supports retargeting and awareness.
📌 Brand Awareness: Digital display ads are an affordable way to get your business in front of thousands of potential customers.
📌 High-Intent Conversions: Radio pre-roll ads significantly outperform display ads in engagement and conversion intent.
📌 Full-Funnel Optimization: We track which channel brings the highest quality leads and shift ad spend to maximize ROI.
We are our own best case study.
We don’t just recommend strategies—we prove they work first before implementing them for clients.
🚀 Want to see similar results for your business? Let’s build a custom multi-channel strategy that fits your goals.