XM Satellite Radio will run adds for customers of Google Inc.‘s Adwords program on the satellite radio provider’s non-music channels, the companies announced Aug. 3.

Under the agreement, Google Adwords customers will be able to use Google’s automated dMarc media network to place radio ads on the channels.

“XM is excited about the opportunity to leverage Google’s extensive advertising base to open up a new revenue stream while providing marketers with a new way to reach consumers in an environment of compelling content and limited commercial loads,” Scott Karnedy, XM’s senior vice president, sales and marketing solutions, said in a statement.

The ads are expected to begin running in the fourth quarter.

“This partnership with XM Satellite Radio will provide a powerful marketing and distribution tool for Google advertisers,” said Ryan Steelberg, Google’s head of radio operations. “By providing access to XM’s premier satellite audience, Google advertisers will have an easy way to target, schedule, deliver and measure satellite radio campaigns in a timely and efficient manner.”