“Let’s run ads on Reddit!”
It’s a great idea. But unless you know how to navigate the platform’s unique structure and community-driven culture, you’ll end up spending money and wondering why the clicks aren’t converting.
Reddit can be a high-intent, cost-effective ad channel for B2B and niche brands—if you know how to use it right.
This post breaks down what most advertisers get wrong about Reddit Ads, and how to set up a smarter campaign strategy that actually reaches your ideal customers.
Whether you’re a B2B SaaS company, a performance marketer, or a small team with limited budget, this is how you do Reddit Ads the right way.
Why Reddit Deserves a Spot in Your Media Mix
Reddit isn’t just memes and forums. It’s a massive, intent-rich network of communities (subreddits) where people go to:
- Share real problems
- Ask for help
- Evaluate solutions
- Recommend products
That makes it a goldmine for advertisers—if you can align your targeting with your audience’s context.
The challenge? Reddit doesn’t work like other platforms.
- It’s not keyword-based like Google.
- It’s not as visually driven as Meta.
- And its audience is hyper-aware of tone, value, and authenticity.
That’s why targeting the right subreddits—and testing the right mix—is key.
Step 1: Test at Least 3 Subreddits
When building your first Reddit campaign, don’t just pick one audience and hope it works.
Start by selecting three different subreddits:
- One large (100k+ members)
- One medium (25k–100k members)
- One niche (<25k members)
Then, put each subreddit in its own ad group.
Why? Because performance varies wildly between communities. Some will be full of lurkers. Others will be highly engaged. You need clean data to see which subreddit is:
- Driving the most clicks
- Generating quality leads
- Converting downstream
This structure lets you test audience quality and scale potential without betting the farm on a single subreddit.
Step 2: Understand the Trade-Offs of Subreddit Size
Niche subs like r/SalesDevelopment are incredibly targeted. They often have:
- High intent
- Specific conversations
- An audience that really gets your offer
But they also scale slowly. You might only get a few dozen clicks per week. And you need patience to evaluate performance.
In contrast, broader communities like r/Sales or r/Entrepreneur give you:
- More reach
- More impressions
- Faster data collection
But they come with higher noise. The broader the audience, the more you need to:
- Refine your creative
- Filter unqualified traffic
- Educate more before the conversion
By testing both types side-by-side, you can:
- Validate your messaging
- Find which audience actually converts
- Decide where to scale spend intelligently
Step 3: Match Your Offer to the Community
Redditors are sharp. They can smell BS from a mile away. If your ad is too generic or too “salesy,” it won’t resonate.
Instead, focus on providing value.
Here are examples that work:
- A free template or toolkit for r/Marketing
- A research report for r/SaaS or r/DevOps
- A helpful how-to video for r/SmallBusiness
- A product comparison guide for r/SysAdmin
Your CTA doesn’t always need to be “Book a Demo.”
Try:
- “Download the template”
- “Access the report”
- “Get the checklist”
These micro-conversions let you build trust and retarget later with warmer messaging.
Pro Tips for Better Reddit Ads Performance
- Write like a Redditor
Use natural, helpful language. Speak to pain points. Avoid buzzwords. - Leverage Reddit Trends
Look at top posts in your target subs. See what language people use. Borrow it. - Use Reddit Pixel for Retargeting
Install Reddit’s pixel on your site. Build retargeting audiences from people who click. - Monitor Comments
Some ad types allow commenting. Moderate respectfully and use it as qualitative feedback. - Test multiple creatives
Like any platform, you need fresh creative to avoid ad fatigue.
How Stratus Analytics Can Help You Succeed on Reddit Ads
At Stratus Analytics, we don’t just guess. We test, analyze, and optimize Reddit campaigns that align with your real business goals.
We help:
- B2B marketers find niche communities and build low-CPL campaigns
- SaaS companies drive sign-ups and demo requests with smart lead magnets
- Performance advertisers structure Reddit campaigns that scale
We take the guesswork out of Reddit Ads by:
- Researching relevant subreddits and audience overlap
- Building clear testing frameworks (creative x audience)
- Writing Reddit-native ad copy that actually converts
- Analyzing CPLs, CVRs, and drop-off points
- Creating retargeting funnels based on site behavior
Whether you’re looking to test Reddit for the first time or scale an existing campaign that’s stuck, we bring a strategy-first approach with deep experience across paid media.
Final Thought: Reddit Ads Are a Hidden Gem
Most brands write Reddit off because they tried one ad in one subreddit and it didn’t convert. But Reddit is an intent engine when used correctly.
The key isn’t throwing money at the platform.
It’s:
- Smart subreddit selection
- Context-matched messaging
- Creative testing
- Value-first offers
And that’s what we do best.
Want to test Reddit Ads the right way?
Let’s build a campaign that doesn’t waste budget and actually drives results.
Book a strategy call with Stratus Analytics today.
Hi There! I’m Scott, and I am the principal consultant behind Stratus Analytics. I’ve have been providing freelance digital marketing services for over 20 years. DISCLAIMER: Due to my work in the packaging industry, I unforunately cannot take on freelance clients within the packaging manufacturing space. I do not want to provide disservice to your vision or my employer. Thank you for understanding.