🇺🇸 Spotify Ads : A Game-Changer or a Trap for Indie Artists ?

Once upon a time, advertising on Spotify was an exclusive playground for big brands with massive budgets. Indie artists ? Not even an option. But times have changed ! Now, with Spotify opening its ad platform to smaller budgets, it’s time to ask : is it actually worth it ? We ran a test campaign to see what kind of impact a Spotify ad could have on a music release. Here’s everything you need to know before investing your hard-earned cash.

What Are Spotify Ads & How Do They Work?

Spotify Ads offer several formats tailored to different goals :

• Audio Ads : Your song plays as an ad between tracks, and you can add a clickable banner.
• Display & Video Ads : These are visual pop-ups that appear within the Spotify app.
• Marquee (Premium Feature) : A high-end promotion targeting listeners who have previously streamed your music.

Budget-wise ? Most campaigns start at €250 minimum, but there’s a more affordable entry point at €90 for basic display ads. Since we wanted to keep things budget-friendly, we went for the €90 option and tested it with the single « Risquée » by 4e Dimension.

Here’s What Happened When We Spent €90 on Spotify Ads

We launched a display ad campaign, and here are the key takeaways :

• 650 clicks to our track (which means about €0.14 per click) ;
• More engagement even after the campaign ended ;
• But here’s the catch: A click doesn’t equal a stream. Remember, for a stream to count, a listener needs to play for at least 30 seconds

Was it worth it ? Yes… but with a strategy !

Best Practices : When & How to Use Spotify Ads?

• DO use it when your track is already getting organic plays ;
• DON’T run ads immediately after release. Why ? Because if Spotify sees you’re paying for streams, it might become « lazy » and stop pushing your track organically ;
• DO use ads strategically to reach milestones. If you’re close to hitting 1,000 streams, a small boost can help unlock more visibility ;
• DON’T rely solely on ads for success. Ads are great for exposure, but engagement and organic playlisting are key to long-term growth

Final Verdict: Are Spotify Ads Worth It?

• Yes, but not as a magic bullet. They’re useful for boosting momentum, but not for launching a track from scratch ;
• Choose the right moment ! Let Spotify’s algorithm do its work first. Ads should be a push, not your main strategy ;
• Manage expectations. More clicks ? Yes. More fans? Maybe. It’s all about what you do next.

Would we do it again? Yes ! but strategically.  Wanna try it yourself ? Get started with Spotify Ad Studio.

And if you want to see how our test campaign performed :

• Listen to Risquée by 4e Dimension : Listen on Spotify & other platforms
• And check out the music video :