Digital Marketing · Service
Reddit advertising for B2B
A sceptical audience that punishes marketing language immediately.
At a glance
What it is
“If the claim cannot survive a practitioner replying underneath it, it should not run.”
A principal, Kaelo Digital Marketing
What’s included
Four areas of scopeSubreddit selection over demographic targeting
The unit of relevance here is the community, not the audience segment. A narrow subreddit with the right practitioners beats a broad interest target every time.
Creative that survives the comments
Reddit advertising carries a comment section. If the claim cannot withstand a sceptical practitioner replying underneath it, it should not run — and that constraint improves the copy everywhere else too.
Conversation-led formats
Formats that invite discussion rather than click-through generally outperform, and they produce a signal about objections that is worth more than the clicks.
Measurement against a displaced channel
The useful comparison is cost per qualified outcome against whatever this spend would otherwise have gone to — usually LinkedIn or search.
How the work runs
Community research
Which subreddits actually contain your buyer, and what they tolerate.
Creative built for scrutiny
Written to survive the comment section.
Small instrumented test
Sized to produce a readable answer against a displaced-channel benchmark.
When to come to us
- 01 Your buyer is technical and researches before purchasing.
- 02 You have something specific and true to say rather than a positioning claim.
- 03 LinkedIn's cost per lead does not fit your deal size.
What we do not do
- Running Reddit for a proposition that cannot withstand public scrutiny.
- Astroturfing, seeded comments, or anything presented as organic that is not.
- Publishing platform cost benchmarks we have not measured ourselves.
Related reading
The channels most agencies never learn, and when they are the right answer. →
A top-of-funnel channel with a bad reputation it mostly earned. →
The highest-trust placements available, and the least measurable. →
Common questions
