Reddit Ads: How to Advertise on Reddit and Get Results

Reddit is a unique ad platform — more of a network of engaged communities than a traditional social media. That makes it a unique advertising opportunity, but also one that works very differently from platforms like Facebook or Instagram.

 

If you’re wondering whether Reddit ads are worth it for your business, this guide breaks down everything you need to know: key stats, pros and cons, ad formats, targeting options, and best practices.

 

By the end, you’ll know how to run ads that actually fit in and drive results.

 

Are Reddit ads worth it?

Should you run ads on Reddit for your business? To answer that, let’s take a look at some key statistics and talk about the pros and cons of Reddit ads.

 

Here are some interesting insights Reddit shared in their latest Shareholder letter:

• Reddit’s user base is growing rapidly — Daily Active Uniques (DAUq) hit 97.2 million and Weekly Active Uniques (WAUq) reached 365.4 million in Q3 2024.
• Reddit is actively growing worldwide — international traffic driving over half of recent growth thanks to better language translations.
• Small and mid-sized businesses (SMBs) are thriving on Reddit — their ad revenue grew over 100% year-over-year, fueling an 80%+ growth in the platform’s scaled business.
• Key industries seeing strong ad performance include auto, consumer goods, financial services, and pharmaceuticals, with strong growth in European and international markets.

Other data also shows that Reddit is a goldmine for advertisers: it has nearly 50 million daily users in the U.S. alone and over 35 million searches happening every day.

 

That means people aren’t just scrolling — they’re actively looking for information, products, and discussions. While the audience leans 61% male, there’s still a strong female presence (38%), making it a great place to reach a wide range of engaged users.

Here are the main pros of Reddit advertising:

1. Unique targeting – niche subreddits let you connect with specific communities built around interests and hobbies.
2. SEO visibility – Reddit threads show up 97.5% of the time in Google Search results for product reviews, which drives organic traffic.
3. Trust and authenticity – Reddit users often turn to the platform to hear others’ opinions and recommendations, which is great for influence-building.

But there are also some challenges to keep in mind:

• Smaller reach – compared to platforms like Facebook or Instagram, Reddit’s audience might be more limited.
• Strict self-promotion rules – your Reddit ads must feel organic and add value to the conversation.
• You have to blend in – Reddit users expect engagement, not just ads, so you’ll have to put in more effort.
• Younger audience – most users are 18-29, so brands targeting older groups may struggle.

Overall, Reddit is best for brands that can build relationships with niche, passionate communities.

 

Tech, gaming, and beauty brands tend to do well, as do businesses that provide useful content: educational, entertaining, or insightful. The brands that succeed on Reddit are also authentic, transparent, and ready to engage rather than just sell.

 

If you’re trying to figure out which social media platform is the best fit for your ads, our guide on top advertising platforms breaks down the pros and cons of each one.

 

And if Reddit sounds like the right fit for your business, the next step is understanding how its ad system works, from campaign objectives to ad formats and targeting options. Let’s break it down.

 

Reddit ad campaign objectives

The campaign objective determines how you pay for ads and should match what you want to achieve – you want to choose one that helps you reach your goals and spend wisely.

 

For example, if the goal is to get your brand in front of as many people as possible, you’ll pay per thousand impressions (CPM). If you want traffic, you’ll pay per click (CPC). If you’re after video vides, you’ll pay per view (CPV).

Each Reddit ad objective has its own optimization goal, type of bidding, and available ad formats

 

Here’s a quick breakdown of each objective and type of bidding:

• Brand awareness and reach gets your brand in front of more people (CPM),
• Traffic sends people to your website or Reddit post (CPC),
• Conversions encourages actions like purchases or sign-ups (CPC),
• Video views increases the number of people watching your video (CPV),
• App installs gets more downloads for your app (CPC),
• Catalog sales (Beta) promotes products from your online store (CPC),
• Lead generation (Beta) collects leads through forms on Reddit (CPC).

Choosing the right objective matters if you don’t want to waste your ad spend. If your goal is website traffic, picking a brand awareness campaign would mean paying for impressions instead of clicks, which isn’t the best use of your budget.

 

Once you’ve set your objective, the next step is choosing the right ad format to match it.

 

Reddit ad formats

A great thing about Reddit ad formats is that they let you pursue different goals while making your ads feel native to the platform – exactly what you need to connect with Reddit users.

 

Let’s go through each of them:

Promoted posts

Promoted posts are paid ads that blend right into Reddit feeds, so they don’t interrupt the scrolling experience. They look and feel like regular posts, but have more reach.

 

Most Reddit ad formats fall under this category, including:

Free-Form ads

Free-Form ads let you mix text, images, GIFs, and videos all in one post – you can show your offerings using any kind of angle/story you want. This is perfect for creating ads that feel natural, engaging, and right at home on Reddit.

Why use free-form ads?

1. Tell a deeper story – they’re perfect for product launches, brand storytelling, or in-depth guides;
2. Encourage engagement – users can comment, upvote, and discuss your content like a regular post;
3. Stand out from the usual ads – unlike typical social media ads, these allow for long-form content that users actually want to read.

Reddit gives these tips for making effective free-form ads:

• Add images and GIFs to make your ad more eye-catching,
• Include a TL;DR (Too Long; Didn’t Read) so users can get the key points fast,
• Use headings and breaks to make your ad easier to skim,
• Try Reddit’s templates for a structured, easy-to-build ad.

Free-form ads give you the flexibility to tell your brand’s story in a way that feels natural to Reddit users. If you want ads that spark real discussions and engagement, this is the format to try.

 

Image ads

Image ads let you pair a bold visual with text to grab attention as Redditors scroll. They look and feel like regular posts—people can upvote, comment, and even share them.

Why use image ads?

1. Instant visual impact – you can stand out in a sea of text-heavy Reddit content;
2. Massive reach – you can get in front of thousands of Redditors across different subreddits.

And this is what Reddit recommends for image ads:

• Use bold visuals to stop the scroll,
• Keep your text short and punchy to avoid losing people’s attention,
• Make sure your ad is optimized for mobile, since most Redditors are browsing on their phones.

Image ads are a simple way to catch Redditors’ attention and get engagement. If you want a straightforward format that blends in naturally with the feed, this is a great choice.

 

Video ads

Video ads autoplay in Reddit feeds and grab attention right away. A short clip works well for quick messages, while longer videos help share more details.

Why use video ads?

1. More interaction – Redditors tend to watch and respond to videos more than images/text;
2. Easier to remember – ads with both video and images stick with people 10x better;
3. Fits naturally in the feed – videos start playing on their own without disrupting browsing.

Reddit shares these tips for video ads:

• Hook users fast, i.e. in the first few seconds, Keep it simple — clear branding can boost revenue by 131%,
• Make it mobile-friendly just like your image ads,
• Include a strong CTA — ads with a call-to-action drive 1.3x more conversions.

In general, video ads are a great way to capture attention, get people engaged without feeling intrusive, and make a lasting impression.

 

Carousel ads

Sometimes, one image isn’t enough to get your message across, and that’s when you can use carousel ads. With up to 6 image cards in a single ad, you can tell a deeper story, highlight multiple products, or create an interactive experience.

Why use carousel ads?

1. Step-by-step storytelling – walk users through a process, feature, or narrative;
2. Showing multiple products – highlight a collection or compare different options;
3. More engagement – users can swipe through, click for more info, and interact with your business in a natural way.

If you want to grab attention and keep it, carousel ads are a great way to get people to stop, swipe, and explore.

 

Conversation ads

Conversation ads place your brand right inside active discussions. They show up in comment threads where Redditors are already engaged.

Why use conversation ads?

1. Engaged audience – many users skip the feed and go straight to the comments;
2. Authenticity – you can join the conversation instead of interrupting it;
3. Better results – running these ads along with feed ads increases awareness and action.

If your goal is to connect with Redditors while they’re in discovery mode, conversation ads help you do it in a way that feels natural.

 

Dynamic Product Ads (Beta)

Dynamic Product Ads (DPA) help you reach shoppers who are ready to buy. You just have to upload your product catalog, and Reddit will match your products with users based on their shopping behavior.

Why use Dynamic Product Ads?

1. Better returns – test campaigns saw 1.9x higher ROAS than standard conversion ads;
2. Quick setup – there’s no need to design new ads since your catalog updates in real time;
3. Smart targeting – you can find new customers or bring back visitors who showed interest.

Reddit users search for recommendations and product info every day, and DPAs make sure your products show up when they’re most relevant.

 

Here’s what Reddit recommends for DPAs:

• Match catalog and Reddit Pixel IDs,
• Run both prospecting and retargeting campaigns,
• Start with all products to help Reddit learn and optimize your ads,
• Show sale prices – Reddit will automatically strike out the original price and make deals stand out.

Dynamic Product ads put your products in front of the right shoppers at the right time – a great way to drive sales the smart way.

 

AMA (Ask Me Anything) ads

Few things on Reddit drive engagement like an AMA (Ask Me Anything). Whether you’re launching a product, sharing insights, or building brand trust, an AMA ad puts you at the center of a live Q&A.

Why use AMA ads?

1. High engagement – Redditors love asking questions, which leads to more comments and shares;
2. Urgency – a live, time-sensitive AMA gets people involved fast;
3. Credibility – answering questions directly makes your brand feel more real and reliable.

AMAs are one of the most authentic ways to connect on Reddit. If you want strong engagement, this is the way to do it.

 

High impact ad formats

If you want your brand to stand out on Reddit and you’ve got the budget for it, these ad packages guarantee top placements where people will see them first. To run one of these types of ads, you’ll need to talk to a Reddit’s ads team.

 

Reddit Takeover

With a Reddit Takeover, your brand holds the top ad slots across Reddit’s busiest pages — Home, Popular, and Search. For 24 hours, every visitor sees your ad before anything else.

Why choose a Takeover ad?

1. Your ad appears first – take the top spot on Home, Popular, and Search feeds;
2. Reach millions in a single day – get massive exposure across Reddit’s most visited pages;
3. Show up in trending conversations – position your brand next to the most popular discussions.

 

What’s included?

• First in-feed ad placement – your ad appears at the top of users’ feeds,
• Trending unit on Popular – your brand is featured in Reddit’s top discussions,
• Trending unit on Search – users searching for content see your ad first,
• Custom trending page – a dedicated space to showcase your brand.

A Reddit Takeover puts your brand front and center for a whole day, making sure it’s the first thing people see. If you want to get tons of attention fast, this is the way to do it.

 

Category Takeover

A Category Takeover puts your brand in front of people interested in a specific vertical, like gaming, tech, or fashion. Your ads take priority across subreddits in that category.

Why use category takeover ad?

1. Target the right people – your ads appear in communities that match your industry;
2. Be part of the discussion – show up in spaces where people are already engaged;
3. Build credibility – place your brand in front of users who care about the topic.

What’s included?

• First in-feed ad placement – your ad appears at the top of category-specific feeds,
• Conversation ad placement – engage users directly in subreddit discussions, Banner ads – grab attention with high-visibility placements.

A Category Takeover puts your brand right where your audience is, making it easy to connect with people who already care about your industry.

 

First View

With First View, your ad takes the top position on Reddit’s Home and Popular pages for an entire day. Every visitor sees your ad before scrolling to anything else.

Why choose first view ad?

1. Maximize visibility – your ad appears first when users open Reddit;
2. Reach a broad audience – get exposure across mobile and desktop;
3. One ad per user per day – deliver your message without overwhelming users;
4. First View Plus expands your reach even further by adding trending placements and Search visibility.

Overall, Reddit offers multiple flexible formats that fit different goals and keep your ads looking organic. But you have to make sure that the right users will see them, so let's talk about that. 

 

Reddit ad targeting

Reddit gives you plenty of ways to reach the right audience, whether you want to target users based on their interests, past behavior, or even the devices they use. You can keep things broad to maximize reach or get super specific by layering different targeting options.

 

Here’s whom you can target:

1. Reddit audiences

These are users grouped based on their interests and actions. Some key options include:

• Interests: target users based on the topics they’ve been active in. For example, if your product is related to gaming or entertainment, you can reach out to people who engage with those topics.
• Communities: you can target people based on specific subreddits they’ve visited or subscribed to recently (though it’s usually big communities that are available).
• Keywords: you can target users interacting with content that includes certain keywords you select. For example, if you're offering student discounts, you can target terms like “student discount” or “college deals”. Note that this only works with English keywords.

2. Custom audiences

With custom audiences, you can create your own list of users to target with more specific criteria:

• Website retargeting: reach people who have visited your website by using the Reddit Pixel. You can use it for bringing back visitors who didn’t make a purchase or take action.
• Customer lists: you can upload your customer emails or mobile IDs to target people you already know. If you're using a CRM tool, you can upload the list without sharing sensitive data directly with Reddit.
• Lookalike audiences: if you have an existing customer list, you can create a new audience based on people who are similar to your current customers.
• Engagement retargeting: you can target people who have interacted with your Reddit ads in the past six months. This helps keep your brand in front of users who’ve shown interest.

3. Demographics

Target users based on their location or gender, so your ads reach the right people:

• Location: choose the country, region, or even specific zip codes where you want your ads to appear.
• Gender: if your product is more relevant to one gender, you can target your ads to that group.

 

4. Device and carrier targeting

This option lets you get super specific by targeting users based on the devices they use. This is especially useful for mobile app ads. For example, you can target only iOS or Android users.

 

Also, if you’re running an app install campaign, you can exclude people who already have your app installed. That way, you focus on attracting new users.

 

5. Automated targeting

Lastly, we have automated targeting – a feature you might use if you're new to Reddit ads. It uses machine learning to find more users who might be interested in your ad, based on factors like their behavior and your ad content.

According to Reddit, automated targeting can improve your impressions, CPC, and conversions without needing to adjust things manually. But keep in mind that you’ll have less control with this option, so decide if you’re ready to experiment before your choose it.

 

The good news is that you don’t have to stick to just one type of targeting: Reddit lets you combine different targeting options to get even more precise with who you’re reaching. For example, you can combine interest targeting with community targeting to reach a very specific audience, or use device targeting and location targeting together to make sure your ad reaches people on the right devices in the right locations.

Also, before you launch your campaign, Reddit will give you an Audience Estimate – this helps you see how many people are likely to see and click on your ad based on your targeting and ad placement. It’s not a guarantee, but it’s a good way to get a sense of your potential reach.

Another thing you can be sure with Reddit ads is your brand safety: Reddit helps keep your ads in the right places. With brand safety tools, you can block certain communities or keywords to make sure your ads show up where they fit best and perform well.

 

Reddit ad budgets and bidding

Since Reddit uses an auction system, you’re essentially competing with other advertisers for ad placements. How you set up your budget and bidding strategy will affect how much you’ll spend on Reddit ads, so you need to make the right choice.

 

When it comes to ad group budget, you have two options:

• Daily budget – the maximum amount you’re willing to spend per day. You can start with just $5 to test things out.
• Lifetime budget – the total amount you want to spend over the entire campaign. If you set this, Reddit will pace your spending to last the full campaign duration.

Heads up: since Reddit ads operate in real-time auctions, your daily budget might go slightly over (up to 20%) depending on demand.

 

As for bidding, it tells Reddit how much you’re willing to pay for specific actions (like clicks or conversions). You have three options:

1. Lowest Cost (automated bidding) – Reddit automatically adjusts bids to get the most results for your budget. It’s best for maximizing volume without worrying about CPC caps.
2. Cost cap (automated bidding) – you set a maximum cost-per-click (CPC), and Reddit adjusts bids to stay within that limit. Ideal if you want to control your costs.
3. Manual bidding – you set a fixed bid amount per action. Best if you want full control over spending.

Here’s how automated bidding strategies work for different campaign objectives:

But all of this determines how you want to spend money, not how it will actually be spent. Your actual spending will depend on:

• Competition – if many advertisers are targeting the same audience, you may need to bid higher to win placements.
• Ad performance – if your ad doesn’t get engagement, Reddit might show it less often, meaning you spend less than planned.

If you’re just getting started, test with a small budget and let auto-bidding optimize for you. As you collect data, you can refine your approach and scale your spending based on what works.

 

Reddit ads best practices

Reddit ads perform best when they feel natural, grab attention, and offer real value. To get results, you’ll have to focus on authenticity, strong visuals, and clear messaging.

 

Here’s how to create ads that fit Reddit’s unique atmosphere and drive engagement:

1. Set clear goals and track the right KPIs

Before you launch your Reddit ads, get clear on what success looks like. Your metrics should match your goals, and your expectations should line up with your budget and how long your campaign runs — big results usually take time and investment.

Reddit Ads Manager tracks all the important metrics for you

 

Here’s what to watch based on your campaign goals and what each metric tells you:

 

Engagement: how are users reacting?

• Upvotes and downvotes: have a lot of high upvotes? People like your ad. Too many downvotes? Maybe you need to change your approach.
• Comments: check what people are saying — Reddit users are honest, so you’ll know what they think about your offers.
• Shares: if users are actively sharing, your ad is resonating with them.
• CTR: a high CTR means your ad grabs attention. A low CTR menas you should test new headlines, images, or CTAs.

Awareness: how many people see your ad?

• Impressions: high impressions mean your ad is getting exposure, but it doesn’t guarantee engagement.
• Reach: if reach is low, your targeting might be too narrow.
• Frequency: if it’s too high, you might be overspending on the same audience and annoying potential customers.

Conversions: are users taking action?

• Conversion Rate: measures sign-ups, purchases, or other key actions. If it’s low, your landing page or offer could probably be improved.
• Cost Per Acquisition (CPA): lower CPA = more cost-effective ads. If it’s high, you might need to work on your targeting and creatives.
• Return on Ad Spend (ROAS): high ROAS means you’re probably doing it right. Low ROAS means you should adjust your targeting, offer, or budget.

Keep an eye on these numbers and tweak things as you go — small changes can make a big difference in how well your ads perform.

 

2. Grab attention with mobile-friendly ads

Most people browse Reddit on their phones, so if your ad isn’t optimized for mobile, it’s going to get skipped.

 

Stick to 4:5 for videos and 4:5 or 1:1 for images to make sure your ad takes up enough space on the screen. Always preview your ads on different devices to avoid awkward cropping or cut-off text.

Catchy ad copies can instantly get more attention, but make sure they're concise to keep them mobile-friendly 

 

To grab attention quickly, add bold, high-contrast overlay text directly to your image or video. White text on a dark background (or vice versa) is a safe bet.

 

Keep it short — highlight a key benefit, discount, or call to action. If people don’t notice your ad within a second or two, they’re scrolling past.

 

3. Use captions and show your product in action

A lot of Reddit users watch videos with the sound off, so if your ad relies on voiceover, most people will miss the message. That’s why captions are essential.

 

Add them right away (within the first few seconds), and make sure they’re easy to read with a font that stands out. Sync them with the visuals so they feel natural, not tacked on.

Also, don’t just talk about your product — show it. A flashy animation or a static product image won’t be as effective as a real demo.

 

If you’re selling a physical product, film someone using it. If it’s software, record a quick screen walkthrough. The more real your ad feels, the more likely people are to engage with it.

 

4. Be clear and speak like a Redditor

Redditors don’t like ads that try too hard to blend in as regular posts. Instead of a clickbait-style headline, just be upfront about what you’re offering.

 

Show your brand name early — either in the headline or in the first few seconds of a video. If it’s a static ad, make sure your logo is visible without overpowering the design.

Reddit is a platform where you can use memes in your ads and it will work

 

How you phrase things also matters. Ditch the corporate tone and keep it casual. If your ad sounds too corporate or salesy, it’ll feel out of place. Instead, use a natural, conversational style.

 

If you’re targeting a specific subreddit, mention it — it will make your ad feel more relevant. Short, direct headlines (under 150 characters) work best. The more natural your ad sounds, the better it’ll perform.

 

5. Keep your targeting flexible

People jump between different subreddits, so over-targeting can actually hurt your reach.

 

Instead of locking yourself into just one subreddit, use a mix of subreddit, interest, and keyword targeting. This helps reach the right audience without being too restrictive.

 

Test different interest groups and communities to see which ones work best, and be ready to adjust based on the data. You can also let automated targeting help expand your reach beyond just the communities you assume will work.

 

When it comes to keyword targeting, stick to short, relevant terms. Reddit’s search isn’t like Google’s, so long-tail keywords won’t perform as well. Test a variety of keywords and remove the ones that aren’t working. A flexible strategy will keep your Reddit ads from feeling stuck in a small bubble.

6. Use Reddit Ads Inspiration Library

If you're looking for some fresh ideas for your Reddit ads, the Reddit Ads Inspiration Library is a great place to start. Here’s how you can use it:

• Find top ads in your industry: you can search by things like your industry, budget, and ad type to see what other brands are doing. Whether you're in tech, fashion, or any other field, it gives you a glimpse into what’s working for others.
• Learn from the best: once you find an ad that catches your eye, you can click on it to see the top 3 tips that made it successful. It’ll show you what’s working so you can use those ideas in your own ads.
• Make it your own: the library doesn’t just show ads but also gives you ideas you can actually use. You can take the tips you like and tweak them to fit your brand’s style and goals.

It’s all about helping you find ideas that already work and tweaking them for your own ads, so always check what your competitors and other advertisers are doing on Reddit.

 

Final thoughts

Reddit ads can be a goldmine if you approach them the right way. Unlike other social platforms, Reddit thrives on authenticity and community-driven conversations, so ads that feel too promotional or out of place won’t get far.

 

If you’re looking for a platform where people are already searching for products, recommendations, and expert opinions, Reddit might be exactly what you need. Just be ready to test, learn, and adapt.