I’ve done quite a few radio ad campaigns over the years and have a client currently running one.
The big tip with radio ads is this:
Don’t expect immediate results.
Radio ads are effective when they’re regular and consistent. It takes a few days before people hear your ad enough to contact you.
Our client running them directs listeners to his site at FAAE – this is his landing page for just his radio ads. So he’ll be able to very accurately measure the visitors driven to the site and, from there, the number of sales directly attributed to the campaign.
There’s also a big branding benefit from his ad campaign, but that’s not something you can measure with any great accuracy.
Radio ads can work – but they take a while and some of the benefits you receive are not so obvious.