Place ads inside the Reddit conversations where people are deciding what to buy in your category.
Lenovo ran Reddit's Conversation Ads, which appear directly inside comment threads. Reddit said at Cannes Lions in 2024 that the campaign cut cost per acquisition by 40% against Lenovo's 2023 campaign average (PPC Land, 20 June 2024).
Consumer technology, SaaS, gaming, finance and e-commerce brands in categories with active subreddits, including B2B software with small budgets.
A thread where someone asks which laptop to buy is about the most purchase-ready audience online, and an ad in that thread arrives at the moment of decision.
B2B can work at small budgets. Rise Vision, a cloud digital signage software company, ran retargeting only, with ad groups aimed at the communities that had already produced conversions, and its agency reported cost per sign-up falling from $185.71 to $68.99 on less than a third of the budget (Interteam, October 2024).
Vendor. Lenovo's figures, presented by Reddit (PPC Land, June 2024). Self-reported. Rise Vision's figures, published by its agency (October 2024).
Cost to test. Under $1,000 over four weeks.
Kill it if cost per sign-up or sale is not competitive with your other channels after four weeks.
Redditors dislike ads that pretend to be posts, and comments on ads can turn hostile. Reddit's most famous ad moment, the five-second "Superb Owl" spot in February 2021, was a regional television buy, not Reddit Ads. Some communities are small, so the same people see the ad again and again.
The Reddit Presence, Boost the Founder, Get on the Lists
A 30-minute call first. If it fits, two calls in one week and a written growth plan you keep.