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 for B2B marketing. 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 and discussing everything from SaaS solutions to cloud computing. 

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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 platforms. 

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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 subreddit 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 promote discussions are rewarded with greater visibility. 

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Reddit For Business

Reddit for Business is Reddit’s very own advertising 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 subreddits where they’re already active—sharing valuable insights, answering questions, and sparking 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.

Types of Reddit Ads

Like many other ad platforms, Reddit offers a number of different ad types that cater to different 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 option 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 lets 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 is 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 is strong for B2B businesses.

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1. High Amount of Organic SEO Traffic 

More 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 it’s AI using Reddit data in exchange for more search exposure. But it’s also due to an increase in people using Reddit 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 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 about experiences with software solutions or service providers that they’re interested in.

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You can see this in the organic B2B search trends as well with high-intent searches with the word “reddit” at the end showing up as suggestions when you type out your search. Suggestions are based on actual search data, so this indicates a large amount of search volume around in-market B2B searchers looking for solutions.

3. Highly Engaged, Niche B2B Communities

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

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Reddit is particularly strong for niche B2B communities. 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 are 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 the performance and bounce rates from visitors from different devices.

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

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 finding 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. If used correctly, you can target your 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, for 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—they’re 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. Will allow you to 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 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 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 along the 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 allows you total control over cold targeting.

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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 weird bugs with their email list upload feature that can cause problems. To top it all off, your list needs to be at least 1000 members in order to target it on Reddit, so the criteria are quite restrictive, but if you can populate a list then it’s a great 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 keywords in Reddit. This allows you to target leads that have already shown interest in discussions tied to high-intent terms. 

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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 targeting users based on broad interests—anything from tech to finance—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 focused targeting. This feature is best used if you want to target larger audiences. If you do want to use this for B2B interest targeting I would suggest using the “business” interest and exploring the interests available under “Technology and Computing” for potential SaaS focused interests.

‍Engaged User Base

What really sets Reddit apart is its engaged community. Rather than just scrolling past content, users dive into conversations, share firsthand experiences, and debate real-world solutions—both professionally and personally. In fact, according to this report, 51% of online purchase-related conversations happen on Reddit. 

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So, when you advertise here, you’re joining high-intent users right in the middle of their research process, offering insights they’re eager to explore. It’s a natural fit for B2B brands looking to connect with buyers who are ready to learn, discover new opportunities, and make informed decisions.

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Increased Brand Credibility

Reddit’s community-driven nature gives it a credibility boost that’s hard to beat. Conversations here are driven by real people sharing firsthand experiences, which naturally fosters trust among users. It’s not just one-sided broadcasting; it’s a genuine exchange of ideas and feedback, making users feel like they’re part of something bigger.

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Reddit for Business highlights that 90% of users trust Reddit for product and brand research, and 27% of ad viewers are more likely to purchase a product they see advertised on Reddit than on other platforms.

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When your audience sees authentic discussions happening around your product or service—rather than a barrage of pushy ads—they’re more inclined to believe in your brand. It’s the difference between feeling sold to and feeling informed by a trusted peer. 

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Content-Driven Ads

Instead of flashy banners that scream for attention, Reddit’s native ads blend into the conversation. You’re not barging in; you’re contributing value—whether that’s by sharing an insightful case study or a thoughtful whitepaper that addresses real pain points. In B2B contexts, where decision-making cycles can stretch over weeks or even months, this more subtle approach helps build genuine connections.

The result is that your brand becomes a trusted resource rather than just another sales pitch. If your content truly resonates, users will reward you with comments, upvotes, and even business.

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Generating 6x ROI Using Reddit Ads

We’ve actually had first-hand experience running ads on Reddit 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.

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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.
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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.

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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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