Are Reddit Ads Worth It for B2B Businesses?

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.

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Reddit Ad Formats

Like many other ad platforms, Reddit provides a diverse range of ad formats 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.

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Why Use Reddit Ads For B2B Marketing?

With over 500 million monthly active users (many of them spending their time diving into threads that matter to them), there’s a vibrant community for you to tap into. But what really makes Reddit so powerful is that the platform makes it easy for you to find your people and engage with them in a way that feels authentic.

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Lower 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.

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Reddit Makes It Easy To Target High-Intent B2B Interest Groups

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:

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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Community-Based Targeting

Here’s where Reddit really shines. Subreddits like r/SaaS or r/CloudComputing are packed with engaged users who aren’t just skimming headlines—they’re asking questions and sharing insights. 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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Pro Tip: You can also combine community targeting with interest-based targeting to zero in on the subreddits that match both your audience’s core interests and your brand’s unique niche.

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Keyword-Based Targeting

Sometimes, you need to hit people right at the moment they’re talking about a topic that really matters to your business. Keyword-based targeting does just that. It places your ads in discussions tied to specific terms, so if someone’s chatting about “cloud migration strategies” or “best SaaS solutions,” they’ll see your ad exactly when it’s most relevant.

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Retargeting

Not everyone decides on the spot—especially in B2B, where purchasing decisions often take time. With Reddit’s ad platform, you can reconnect with audiences who have already engaged with your brand by clicking on promoted posts, commenting on discussions, or visiting your website through Reddit. 

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By installing Reddit’s pixel, you can build custom audience segments based on user behavior, such as specific page visits or time spent exploring your content. This enables you to tailor your retargeting campaigns with highly personalized messages that speak directly to their interests and pain points. 

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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.

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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.

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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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Cover image for the Rise Vision case study.

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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.

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.

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.