When it comes to building brand awareness, most B2B marketers default to LinkedIn Ads, and for good reason. But what happens when you pair that tried-and-true platform with a strategic wildcard like Reddit Ads? Spoiler: You get more eyes, more engagement, and more efficient spend.
At Obility, we’ve been testing and proving Reddit’s potential for top-of-funnel success. Below, we break down how Reddit Ads helped two B2B clients dramatically increase impressions and clicks while lowering CPC and expanding their reach.
Why Reddit Ads for B2B Marketing?
Reddit is often overlooked in B2B strategies. The platform is home to thousands of niche communities where technical decision-makers, IT leaders, developers, and cybersecurity professionals gather daily to exchange ideas, troubleshoot, and evaluate tools.
Meeting your target audience where they already are is crucial for staying top-of-mind and positioning your brand as a trusted resource.
Here’s why Reddit works for B2B:
- Authentic, interest-driven engagement with highly-specific audiences
- Lower CPCs compared to traditional platforms like LinkedIn
- Uncluttered ad real estate, especially in technical subreddits
- Scalable awareness with direct community alignment
- Bombora-powered intent targeting, allowing us to reach users showing interest in key topics outside of search
- New lead-gen form capabilities for capturing interest without a landing page
- Competitor targeting to intercept interest before it converts elsewhere
Reddit is always evolving. New ads features like native lead-gen forms and third-party intent layering make it even more valuable for B2B marketers looking to do more with less. With the right targeting and creative strategy, Reddit Ads becomes a powerful top-of-funnel engine that blends awareness with authentic engagement.
Client Spotlight #1
Case Study: 3 months LinkedIn Ads only vs. 3 months LinkedIn Ads + Reddit Ads
Industry: Enterprise IT
Results:
Total impressions: 2M → 23.8M
Clicks: 7.2K → 85K
CPC: $15.15 → $2.00
In this example, Obility launched Reddit Ads in April after already running LinkedIn Ads for the previous three months. We strategically targeted key subreddits such as ‘ITManagers’, ‘Cloudcomputing’, and ‘devops’ to reach our target audience while simultaneously running ad groups that target keywords we are already running on Google search. These included terms like “it analytics”, “it monitoring,” and “enterprise it.” Lastly, we leveraged Reddit’s interest targeting and reached users within the programming, engineering, computer & hardware, and software & apps communities.
When comparing the data from the three LinkedIn-only months to the three LinkedIn+ Reddit months, we saw a dramatic increase in volume while slashing CPC by 87%. By layering Reddit into the mix, we expanded reach exponentially while maintaining control over quality through thoughtful targeting and engaging creative. All that extra volume helped seed awareness at scale without blowing through budget.
Client Spotlight #2
Case Study: 3 months of Reddit Ads & LinkedIn Ads ran concurrently
Industry: Cybersecurity SaaS
Results:
Impressions: 727K on LinkedIn compared to 3.4M on Reddit
Average CPC: $10.19 → $1.05 on Reddit
From March through May, Reddit consistently delivered significantly higher impression volume than LinkedIn at a fraction of the cost. In March alone, Reddit drove over 1.2 million impressions, compared to just 163K from LinkedIn. This trend continued into April and May, showing that Reddit can scale reach far more efficiently.
Even more impressive than the reach was Reddit’s cost-efficiency.
- March: Reddit CPC = $1.17 | LinkedIn CPC = $29.43
- April: Reddit CPC = $1.05 | LinkedIn CPC = $35.51
- May: Reddit CPC = $0.88 | LinkedIn CPC = $43.02
Reddit not only drives broader visibility, but it does so with increasing efficiency over time. With the right audience strategy and creative, Reddit Ads scale fast and becomes more cost-effective the longer you run.
By pairing Reddit with LinkedIn, this client achieved a balanced mix of broad reach and targeted engagement, simultaneously keeping spend under control.
LinkedIn continued to deliver quality traffic, and Reddit scaled reach dramatically, especially with technical personas that live in niche subreddits such as ‘cybersecurity_news’, ‘cybersecurityadvice’ and ‘asknetsec’. By blending the two channels, we achieved a more balanced funnel with broader coverage and lower cost per click.
Obility takes this approach a step further by retargeting users who have engaged with Reddit ads into other platforms such as LinkedIn or Google Search with a more bottom-of-funnel offer, like a demo or free trial. By warming the audience up with cost-effective awareness campaigns, we’re able to retarget users who are now familiar with the brand with more intent-driven content.
Obility’s Strategic Approach to Reddit Ads for B2B Marketing
Reddit does have its fair share of airline complaints, movie reviews, and meme wars, but it is also home to highly technical, deeply engaged communities in the B2B space. With the right targeting, Reddit enables B2B brands to reach their target audience in an authentic environment at a fraction of the CPC of traditional platforms.
Obility’s strategic approach:
- Tailored targeting using high-performing paid search keywords to reach relevant Reddit audiences
- Intent-based layering with Bombora data to prioritize users actively researching relevant topics
- Niche subreddit targeting to align with technical and IT buyer communities
- Competitor keyword targeting, which ensures our ads show up where target audiences are discussing key players within the industry
- Native-style ad creative that fits Reddit’s voice and culture
- Retargeting strategy that fuels mid and lower funnel efforts downstream
- Performance monitoring to continuously optimize bids, placements, messaging, and audiences
What to Run on Reddit Ads
Effective Reddit ad campaigns start with the right creative assets. Obility recommends:
- Static image ads with conversational copy highlighting key results or pain points for your ICP
- Listicle-style or thought-provoking headlines (e.g., “5 mistakes your IT team is making”)
- Industry stats or charts that spark curiosity
Infographics or downloadable resources (think whitepapers and guides) - Customer stories that highlight product-related wins, especially for engagement campaigns
Examples of B2B Reddit ads ads Obility has run:
The best-performing assets are honest, useful, and community-minded. The more you sound like a real Redditor, the better your ads perform.
Adfolio Design has a plethora of examples that would resonate well within the Reddit community:
Key Takeaways
If you’re relying solely on LinkedIn for awareness, you’re leaving reach (and budget) on the table. With Obility’s strategic management, Reddit becomes a powerful supplement that drives volume, cuts costs, and builds brand equity in new spaces.
Obility’s proven Reddit strategy helps B2B brands:
- Get more impressions
- Earn more clicks
- Pay less per result
Right now, Reddit is offering a $500 ad credit when you spend your first $500. It’s the perfect time to test the waters and scale your reach without scaling your budget
Curious if Reddit could work for your awareness strategy? Let Obility show you how to tap into Reddit’s high-intent, tech-savvy audience and stretch your awareness budget further.
