Why We’re Excited About Reddit Ads (And How We’re Using Them for B2B)

We’ve been running Reddit Ads for a handful of clients lately—primarily in B2B SaaS—and I’m genuinely excited about what we’re seeing.

The Reddit platform gives you a real opportunity to show up where smart people are already researching, comparing tools, and crowdsourcing answers about products like yours. It’s a place where mid-funnel conversations are already happening, and you can engage before anyone lands on your site.

If you’re running demand gen, paid media, or building pipeline in a space where trust matters, Reddit is 100% worth exploring. You have to approach it differently, but that’s what makes it interesting.

This post is a breakdown of what we’re testing, what we’re learning, what’s working, and what’s worth paying attention to right now.

Why Reddit Ads?

Reddit is more than a social platform, it’s a community-powered research engine. Built around thousands of interest-based forums (subreddits), it’s where people talk shop, trade notes, and ask each other what really works.

Because it’s anonymous and user-moderated, the expectations are different. People want transparency. They reward relevance. It’s where long-time practitioners hang out, and where real decision-makers go to vet options.

Ads that are too polished, too generic, or too self-promotional don’t work here. But if you show up with context, clarity, and something genuinely useful, you’ll get attention.

How We’re Running Reddit Ads (Right Now)

1. Start with the setup. Create a Reddit account that feels real. Use a brand-aligned handle, logo, bio, and a website link. Then install the Reddit Pixel via GTM or directly on your site. Track form fills, downloads, demo views, whatever signals real intent. Use UTMs on every ad URL, and change attribution settings to 28-day click + view so you're capturing the full picture.

2. Choose your campaign objective. We usually go with “Conversions” for lead gen. “Traffic” is good for content, and “Video views” is fun for ToFu awareness (though results vary).

3. Find the right subreddits. Subreddits are Reddit’s superpower. We start by mapping communities to roles or pain points, like: r/sysadmin, r/legaladvice, r/smallbusiness. We use tools like GummySearch or Reddit’s dashboard to check engagement. And we always read a few threads in a target subreddit first. If you don’t know how the subreddit talks, you won’t write ads that work.

4. Build native creative. Skip the gloss. The best-performing ads look like Reddit posts: a static 4:3 image, helpful bold text, and a CTA that’s direct, like “Download the 2024 CISO Budget Guide.” Copy should sound like something someone would actually say.

5. Structure and budget. We keep it simple: one campaign per objective, broken into ad groups by funnel stage (cold, warm, hot). Spend 70–80% on awareness, the rest on retargeting. Minimum spend is $5/day per ad group.

6. Test and learn. We run 3-4 creative variants per group, testing one thing at a time. Let it run for at least a week before adjusting. If it works, scale slowly, 20-30% per week.

What to expect: Reddit attribution is quirky; it credits conversions to the view date, not the action date. Comments might be supportive, snarky, or both. But the feedback is honest, and that makes Reddit a great testing ground for messaging that actually holds up.

What’s Next for Reddit in B2B

Reddit is still underused in B2B, but that’s exactly why it’s interesting. You’re not competing with every other brand in your category yet. You’re getting signal early. And you’re speaking directly to communities that care.

You can’t use a plug-and-play approach to buying media on Reddit. It requires a more nuanced approach. But when you treat it like the research platform it is, and respect the communities you’re stepping into, the results are there.

Need help getting started? At Wheels Up, we help B2B marketing teams test Reddit Ads the right way: with strategy, structure, and creative that fits the culture. If you’re curious how Reddit fits into your mix, let’s talk.