AudioGo's Ian Murphy walked marketers and agencies through how to get more out of every campaign, built around two features designed specifically for that goal: enhanced reporting and manual bidding. The theme throughout: more visibility, more control, and better results.
See the full webinar session here:
Here's a recap of what was covered, and how to put it to work on your own campaigns.
Two recent product updates are behind the shift. Custom reporting has been rebuilt into a more powerful enhanced reporting tool, giving advertisers better visibility into what's actually driving results. And a new manual bidding option now sits alongside AudioGo's existing dynamic and fixed-price CPM models, letting advertisers set their own maximum bid instead of leaving pricing entirely to the system.
Together, the combination of bid control, deep targeting, and transparent reporting means AudioGo now works a lot like a traditional programmatic DSP, minus the DSP fees, so more of the budget goes toward media rather than platform costs.
Start with the goal, then work outward.
The webinar used a sample HVAC advertiser to show the framework in practice: a goal of booked appointments, targeting homeowners in a set of local zip codes with relevant behavioral segments, creative pointed at a "request an appointment" landing page, a starting budget and CPM, and a plan to track everything through a pixel.
A big part of the session focused on using enhanced reporting to spot what's actually working. In a live demo, splitting one campaign's results by age range showed that roughly a third of clicks came from a single age band, pointing to where future budget and creative should focus.
Splitting the same campaign by zip code told a different story: some zip codes were getting a large share of impressions but comparatively few clicks or conversions, while others converted well despite fewer impressions, a signal to shift investment toward the areas that are actually delivering results.
The recommended process: review the signals (frequency, audience and location performance, creative response, day-and-time patterns), form a hypothesis, adjust one or more levers (targeting, budget, max bid, creative, flight dates), and measure again. Sometimes the right call is no change at all.
One of the more important takeaways: don't evaluate audio in isolation. Audio tends to have a strong halo effect on other channels, so it's worth checking direct traffic, search performance, and cost per lead across the board while a campaign is running.
Results were shared from a case study with an agency partner and an HVAC client, who compared performance with and without paid media, and with and without audio specifically, using AudioGo's pixel, enhanced reporting, and reporting API throughout. While audio campaigns were running, the client saw a 200% increase in direct website traffic and a 98% increase in Google user visits, a sign that audio was driving demand that showed up as cheaper, more efficient traffic elsewhere. More direct traffic typically means less reliance on paid search, which brings down cost per lead across the board.
None of this has to happen alone. AudioGo offers managed service at no extra cost: reach out to your point of contact or in-app support and the team can review recent campaigns, help set up enhanced reports, or recommend specific optimizations. Agencies without an agency account yet can request one by emailing hello@audiogo.com.
Whether you're launching your first campaign or fine-tuning ones you're already running, AudioGo makes it easy to put these tools to work, with campaigns starting at $250 and no long-term contracts.