Are Reddit Ads Worth It? Why You Need To Run B2B Ads On Reddit

Guide To B2B Advertising On Reddit

You probably don’t think of Reddit as your go-to ad channel. Most people associate it with being a platform for discussions, news, and memes, right? 

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But there’s a lot more going on than meets the eye.

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Behind the memes and viral threads is a massive community of professionals, entrepreneurs, and decision-makers networking in niche communities that make it one of the best platforms for B2B advertising.

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Whether you’re aiming to showcase a new product or simply want to join meaningful conversations, Reddit offers many unique advantages you won’t find on other social channels.

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In this article, we explore five reasons why your B2B brand needs to advertise on Reddit.

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What Is Reddit And How Does It Work?

Reddit is a user-generated, discussion-based platform where people share news, post questions, and engage in conversations on virtually any topic you can imagine. These discussions take place in specialized communities called subreddits. Each of these niche subreddits focuses on a particular theme, ranging from SaaS trends and cloud computing all the way to cooking tips and cat memes.

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Similar to how other platforms use “likes” or “reactions,” Reddit relies on upvotes and downvotes—known as karma points—to rank content. But at its core, Reddit thrives on authenticity. Spammy or low-quality posts are quickly buried, while thoughtful and valuable content that engages Reddit users is rewarded with greater visibility. 

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Reddit For Business

Reddit for Business is Reddit’s very own ad platform that gives you a direct line to the people who genuinely care about your industry. You can build brand awareness and engage potential customers by joining relevant subreddits where they’re already active. This lets you share valuable insights, answer questions, and spark conversations that position your brand as a trusted resource at exactly the right time without ever feeling salesy or out of place. And it offers you a variety of ways to do it.

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Expert Tip: InterTeam is now a Reddit Ads Partner. If you create your account through our Reddit Ads Promo Link, the platform will match your first $500. That’s free ad credit to test campaigns and learn what works.

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Types of Reddit Ads

Like many other ad platforms, Reddit offers a number of different ad formats that cater to various marketing objectives, whether you’re looking to drive awareness or showcase a product demo. 

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Here’s a quick rundown of each Reddit ad type and how they can work for your brand.

• Free-form ads or text-based ads are posts that give you the freedom to craft longer messages or links without being bound by strict templates. They blend seamlessly into subreddit discussions, making them ideal for sparking thoughtful conversations around your brand or product.
• Image ads appear in a user’s feed with a prominent image and a clear call-to-action, helping you catch the eye of potential customers who are scrolling for interesting content.
• Conversation ads invite users to engage by selecting from preset prompts or questions. Each choice unlocks relevant follow-up information, giving you a chance to guide prospects through a more personalized brand experience.
• Video ads are designed for maximum engagement. These autoplay in a user’s feed, capturing attention with minimal effort. They’re perfect for product demos, quick tutorials, or customer testimonials and can be a compelling way to humanize your brand in a matter of seconds.

Carousel ads let users swipe through various images, making it easy to highlight everything from different use cases to success stories, all without overwhelming them with too much text.

‍5 Reasons Why Reddit Ads Are Strong For B2B Businesses

Reddit’s overall site traffic is impressive, boasting over 4.35 billion visits per month according to Semrush, which is almost a billion more visits than X and makes it the 6th most visited website in the world, so clearly the volume is there, but the quality of the traffic is what makes the platform interesting for B2B businesses.

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Here are the top 5 reasons why Reddit Ads are strong for B2B businesses.

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1. High Volume of Organic SEO Traffic 

Most importantly, Reddit gets over 840 million visits per month from organic SEO posts according to SpyFu. On top of this, their organic traffic is trending up, increasing by around 39% since January. 

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This is in part due to a partnership that Reddit entered into with Google to allow Google to train its AI using Reddit data in exchange for more search exposure. But it’s also due to an increase in Reddit users using the platform to find discussions about topics that they’re interested in (more on that below).

2. B2B Buyers Trust Reddit for Reviews

Another reason that the organic search traffic has increased in recent years for Reddit is that people have grown to trust the platform for reviews and feedback on products.

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This is particularly true about B2B SaaS and service companies, where the solutions are more niche and fake reviews are very common. Reddit offers a secondary medium where buyers can review unbiased discussion threads shared by others in their Reddit audience or industry.

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You can see this in the organic B2B search trends as well, with high-intent searches including the word “Reddit” showing up as suggestions when you type out your query. Suggestions are based on actual search data, which shows demand from B2B searchers actively looking for solutions.

3. Highly Engaged, Niche B2B Communities

When you do come across high-intent conversations on Reddit, you should also have a look at the communities where these conversations are happening. If the communities show high engagement, they could be strong for targeting. 

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Reddit is particularly effective for niche subreddits in B2B. For example, if you were targeting the manufacturing industry, you could target the r/manufacturing community, where people in the manufacturing industry go to discuss news and other topics relevant to manufacturing.

4. High Percentage of Desktop Visitors 

According to Cropink, around 40% of Reddit traffic comes from desktop visitors. That percentage is 2-4x higher than Facebook, where 80-90% of the traffic comes from mobile. 

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This ratio is important for B2B advertisers because desktop visitors have significantly higher intent than mobile visitors. Users are more likely to use desktop devices while researching products, while mobile devices are used for casual browsing. A lot of the lowest quality traffic, like bot traffic, tends to come from mobile as well, so you definitely want to monitor ad spend across devices and watch bounce rates.

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Not only does Reddit have more desktop visitors by percentage than other social ad platforms, but it also allows for specific targeting based on device, a feature that some platforms, like LinkedIn, do not allow. This lets you filter for higher-quality traffic while excluding lower-quality segments.

5. Extremely Low CPCs

While everyone else is busy battling for clicks on LinkedIn and Google, Reddit quietly offers a cost-effective alternative. Lower advertising competition often means cheaper cost-per-click (CPC) and cost-per-lead (CPL). For B2B marketers tired of seeing budgets skyrocket on other platforms, this is an absolute breath of fresh air.

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Plus, being an early adopter has its perks. If your competitors are still overlooking Reddit, you have a chance to plant your flag before the crowd shows up. It’s not about replacing your other ad programs entirely but rather about running campaigns on an affordable channel where you can reach high-intent audiences.

The Top 5 Reddit Ads Strategies for B2B Businesses

One of the most powerful components of running ads on Reddit is its targeting options. When you use Reddit Ads correctly, you can reach your target audience with amazing precision. 

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Reddit’s ad platform has several targeting options, including:

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1. Targeting High-intent Reddit Communities

Here’s where Reddit really shines. As we mentioned earlier, certain industries and job functions have highly engaged communities on Reddit. Communities like r/SaaS or r/CloudComputing are packed with engaged users who aren’t just skimming headlines, but also asking questions and sharing insights. 

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By placing ads in the exact communities most relevant to your product, you’re stepping into an active conversation where people already care about what you have to say. It’s like showing up to a conference room full of perfect prospects. 

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In our experience, this is the best way to target qualified leads on Reddit, but you have to find the qualified communities first. If you don’t already know what your most qualified communities are, I’d suggest that you search Google for your most qualified keyword plus the word “reddit” at the end and see what communities show up. 

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You can start by adding these communities to your targeting to see what the audience size estimates are. I find you can have trouble spending consistently if the size is below 1000 people, so if your estimate is significantly below that number, I’d suggest you use the “Suggested communities” feature to find other related communities to add to increase your reach. 

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You can also test the “Automate targeting” setting. This setting will go outside of your community targeting to find high-intent clicks. I’ve found that similar expanded targeting settings on platforms like Google, LinkedIn, and Meta will spend 90% of your budget, but the Reddit setting seems to only expand outside of your target communities by around 10% and can be useful in finding other communities.

Pro Tip: You can also combine community targeting with desktop device targeting to zero in on the specific subreddits that match both your audience’s core interests and qualify for higher traffic. In our experience, this can really help qualify your top-of-funnel lead generation campaigns.

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2. Retargeting

Not everyone decides on the spot, especially in B2B, where sales cycles can take months, sometimes even years, before closing. Continuing to engage prospects through retargeting can reduce the time from initial touchpoint to closed deal and improve conversion rates.

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Reddit allows you to build custom audiences based on website engagement or engagement with your ads within Reddit itself. By installing Reddit’s pixel, you can build custom audience segments based on user behavior on your website, such as page visits or actions taken on your site. You can also retarget based on engagement with your ads, like ad clicks, video views, or even ad views themselves. This can be useful for retargeting leads that don’t consent to cookies on your website.

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With these warm leads, your ads become more relevant, boosting conversion rates while lowering your cost per click (CPC) and cost per lead (CPL). In short, Reddit retargeting turns initial engagement into cost-efficient conversions, ensuring your brand stays top of mind until prospects are ready to act.

3. Target Custom Email Lists of High-Intent Leads

If you want to really control your targeting, you can try targeting custom lead lists by uploading email lists of high-quality leads that you’ve scraped directly to Reddit. This gives you total control over audience targeting for cold outreach.

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However, you have to be careful because match rates on Reddit are notoriously low, often below 50%. This is especially true for B2B, where people rarely use their business email address to set up their Reddit account. Reddit also has some bugs with the upload process that can disrupt multiple campaigns if not handled carefully. To top it off, your list needs to be at least 1,000 members in order to target it, so the criteria are quite restrictive, but if you can populate a list, it’s a great marketing strategy.

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We’ve seen this be especially effective when paired with outbound lists for leads that are currently being reached out to. It can improve connection rates significantly by warming leads.

4. Targeting High-intent Keywords

Like Google Ads, Reddit also offers the ability to target keywords. This feature allows you to show your ads next to content that’s related to certain terms in Reddit. It’s a powerful method for reaching leads who have already shown interest in discussions tied to direct sales or research-driven topics.

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Here are some of the keyword targeting strategies that we’ve seen work best:

• Targeting high-intent service or solution-focused keywords, like “cloud migration strategies” or “best SaaS solutions,”
• Targeting review or alternative-focused competitor keywords like “Salesforce alternatives” or “Salesforce reviews”
• Targeting branded keywords, like “InterTeam Reviews”

5. Interest-Based Targeting

Think of this like scanning a crowd for people wearing the same team jersey. By broad targeting users based on interests, you catch users who may not know your brand yet but are already primed for what you offer. It’s a low-pressure way to introduce yourself and see which audiences respond before fine-tuning your focus. 

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We don’t usually use this feature because we prefer highly segmented campaigns and niche targeting. This approach is best if you want to reach larger audiences. If you do want to use this for B2B interest targeting, I’d suggest selecting the “business” interest and exploring the options available under “Technology and Computing” for potential SaaS-focused segments.

Generating 6x ROI Using Reddit Ads

As a Reddit ads agency, we have first-hand experience running successful Reddit Ads for our B2B clients. Rise Vision was already enjoying some advertising success with Google, but they wanted to see if there was any room for improvement in their campaign. 

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After conducting an audit and fine-tuning their Google Ads campaign, we recommended advertising on Reddit.

We helped them put together their campaign, refined their targeting, and created ads and landing pages for the platform.

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The results were quite interesting:

• Expanded reach with just one-third of the original budget.
• Cut cost per sign-up by 63% (from $185.71 down to $68.99).
• Lowered cost per lead by 77% (down to $651.53) within four months.

If you want to learn more, check out our case study, “How InterTeam Generated 6X ROI on Reddit Ads for Rise Vision,” for the full story.

Thinking Of Running B2B Ads On Reddit?

Advertising on Reddit shouldn’t replace your Google, LinkedIn, or Meta Ads campaigns, but it will complement them by positioning you where conversations are actively happening.

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Advertising on Reddit is a powerful way to reach an engaged, niche audience that’s eager to learn about new solutions. By tapping into focused subreddits and leveraging highly relevant ads, you can push your leads through the funnel without breaking the bank.

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However, every Reddit campaign is unique and needs a tailored approach. Having a B2B Reddit advertising expert on your side can make all the difference. We’ve helped clients cut unnecessary costs and drive high-intent leads through strategic targeting and content-driven ads.

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Curious about improving your Reddit campaign or ready to launch your first one? Book a Free Ads Strategy Call to see if Reddit can work for your brand.

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