B2B Reddit Ads: Best Practices

Running ads on Reddit is a different kind of challenge. But the uniqueness is exactly why it’s worth learning. On Reddit, there’s less noise, more control, and the kind of mid-funnel intent you rarely get on other platforms.

But Reddit has its quirks.

It’s not just the targeting and ad creative that behave differently. Even saving drafts of ad campaigns can be a little funky (you can’t save a draft, but you can edit a campaign after you've submitted it). That said, once you know the system, Reddit becomes a channel you can really build on.

What to Know About Advertising on Reddit

Here’s a quick breakdown of best practices we’ve tested and continue to use:

1. Plan for intent, not interruption Reddit users are searching, comparing, and debating, not scrolling mindlessly. Your ad should feel like a relevant answer to a real question. Lead with clarity, specificity, and a value prop that fits the moment.

2. Treat subreddits like channels Subreddits are your targeting engine. Think of each one as its own channel with its own distinct community. Don’t use the same ad creative to target broad interests, test ads in 3-5 subreddits where people matching your ideal customer profile spend time. Read the threads. Speak their language.

3. Match your creative to the feed Design for mobile first. Use a 1200x900px (4:3) or 1200x1200px (1:1) image for static ads. These perform best in-feed. For video, aim for a 4:5 aspect ratio and keep it under 60 seconds. Show your product, interface, or payoff early in the clip (within the first 3 seconds). Headlines should stay under 150 characters and CTAs should be clear and direct. Ads that perform best are helpful, relevant, and speak to subreddit-specific pain points. Avoid content that would work in a banner or display ad. You’re trying to join a conversation, not interrupt it.

4. Start with structure that scales Organize your campaigns by objective (awareness, lead gen, retargeting), segment ad groups by funnel stage (cold, warm, hot), and launch with 3-4 creative variations per group. Minimum daily spend: $5 per ad group.

5. Give your tests room to breathe Let each variant run for at least 7-10 days before making changes. Reddit’s attribution is delayed. It credits conversions to the day someone saw the ad, not when they took action. Patience is a virtue.

6. Track what matters Install the Reddit pixel and set up UTMs. Track B2B-specific signals: content views, form starts, demo page visits. These will help Reddit optimize and help you validate performance.

7. Build retargeting early Even if you’re running a test, start capturing your audiences’: ad engagement, site activity, asset views. Reddit’s retargeting features are improving, and they’re your best lever for driving actual conversions.

8. Think in feedback loops Reddit is more like a research platform than a traditional ad platform. Watch what gets comments, what gets ignored, and what drives traffic. Every campaign is a chance to sharpen your message.

Bonus: Understand the Ad Formats

One of the main reasons we're so excited about Reddit Ads right now is how much room there is to play. The platform gives you flexibility to match your budget and goals, whether you're experimenting with a few hundred dollars a month, running retargeting in niche subreddits, or going all-in with a homepage takeover. The format library is diverse enough to meet almost any strategy. We love how it allows for both scrappy tests and big, polished moments.

Reddit offers a growing set of ad formats. Knowing when to use each one is part of getting results.

• Free-form Ads: Flexible format ads feel like a Reddit post. They are great for storytelling, product context, or when you want to blend into the thread experience.

  

  
  

• Image Ads: Single static images with headline and CTA. Image ads are strong performers for lead gen and guide downloads. Keep your visuals simple and your copy direct.

  

  
  

• Video Ads: Short, autoplay videos are ideal for showing off product UI, a compelling stat, or quick founder insight. Keep them under 60 seconds and hook early.

  

  
  

• Carousel Ads: Scrollable image sets are good for breaking down multiple features, use cases, or proof points, especially when your product has layers.

  

  
  

• Conversation Ads: These show above comment threads. You’re inserted directly into a real conversation, which means relevance matters. They’re strong for discussion-worthy content. (But make sure you have a plan for attending to comments.)

  

  
  

• Product Ads (Beta): More e-commerce focused, these are not a priority for most B2B brands yet.

  

  
  

• AMA (Ask Me Anything): A sponsored version of Reddit’s classic format. When hosted authentically by your CEO, PM, or lead engineer, it builds trust and thought leadership.

  

  
  

There are also high-impact formats like Takeovers (homepage, category, or first-view) that are better suited for awareness plays or product launches. Most B2B teams don’t need them out of the gate, but they are worth keeping in mind.

Reddit rewards marketers who listen first, then speak. If you’re ready to start, or restart, your Reddit strategy, we can help.

At Wheels Up, we work with B2B teams to test Reddit ads the right way: structured campaigns, native creative, and clear learnings every step of the way.

Get a hold of us and let’s build your Reddit strategy together.