Stop Wasting Budget on Reddit: Targeting Tips That Actually Work

Reddit Ad Targeting Deep Dive: Subreddit, Interests, & Custom Audience

Reddit Ads can feel like opening a mystery box. You’re pretty sure there’s something great inside, but you’re also bracing for a rubber chicken.

On one hand, you’ve got 70 million daily users and passionate conversations happening around the clock. On the other? Brands tossing money into the Reddit void, only to get a few impressions and a whole lot of “what just happened?”

The truth is, Reddit can absolutely work for your brand, but only if you play by its rules. Too many campaigns flop because they lean on lazy targeting or treat Reddit like it’s another box to check on the media plan (spoiler alert: it’s not that kind of platform).

If you’ve run a Reddit campaign and walked away thinking “meh,” don’t write it off just yet! It’s not that Reddit doesn’t work. It’s that most brands haven’t figured out how to work with it.

Here, we’re skipping the fluff and giving you targeting tips that work. With these, you can turn Reddit from a marketing gamble into a budget-friendly, loyalty-building powerhouse.

Table of Contents:

1. Targeting by Subbreddit, Not Broad Interest Categories
2. Match Your Message to the Community
3. Use Conversation Trends
4. Layer in Location & Device Targeting
5. Don't Ignore Negative Targeting Options
6. Retarget With Purpose
7. Watch, Learn, and Optimize

Tip #1: Targeting by Subreddit, Not Broad Interest Categories

Reddit makes it easy to target users by broad interest categories like Food & Drink, Technology, or Gaming. Sounds convenient, right? Well…convenient doesn’t always mean effective.

Here’s why: those broad categories cast a really wide net. You might end up serving your ad to someone who casually upvoted a random meme in 2021.

Instead, go hyper-specific with subreddit-level targeting. Subreddits are tight-knit communities centered around detailed interests and problems. Targeting at this level gives you direct access to people who are actively discussing topics that matter to your business.

Whether it’s B2B software in r/SaaS, skincare tips in r/SkincareAddiction, or financial planning in r/personalfinance, there’s likely a subreddit (or five) where your audience already hangs out.

Let’s break it down:

• Broad category targeting = spraying and praying
• Subreddit targeting = precise placements with higher engagement potential

Before you throw Reddit any hard-earned cash, do a little recon. Search for your brand (or your competitors) and see where real conversations are happening. Find the people already talking about your niche and meet them there.

Tip #2: Match Your Message to the Community Vibe

Reddit is a platform with a very finely tuned BS detector. If your ad sounds out of place, overly polished, or like it was copy-pasted from ChatGPT, users will scroll past (or worse, call you out).

Each subreddit has its own culture and unspoken rules. What gets upvoted in r/fastfood might get roasted in r/frugal. That’s why your messaging needs to feel native to the community you’re targeting.

Here’s how to do it:

• Spend time lurking. Read comments, see how users talk, and how they react to brand mentions.
• Speak human. Ditch the marketing lingo and talk like a real person. “New drop” > “Limited-time promotional offering.”
• Add value, not just a CTA. Share something interesting, helpful, or fun. Think industry tips or polls to spark conversation.

For example, a post in r/fastfood could be as simple as:

“We just dropped a triple bacon cheeseburger. Too much? Not enough? Be honest.”

It’s short, casual, and invites engagement without the hard sell. That’s what Redditors respond to: realness. When your message matches the community vibe, you’re more likely to earn trust and get those sweet, sweet upvotes.

Tip #3: Use Conversation Trends to Your Advantage

One of the best things about Reddit? It’s basically the internet’s warning system for what’s trending. If people are talking about it or arguing over it, it’s probably happening on Reddit. And smart brands know how to jump in, not with a megaphone, but with something relevant to add.

Reddit Ads go beyond the usual set-it-and-forget-it playbook. With the right targeting and timing, you can align your ads with real, in-the-moment conversations.

Try these things:

• Keeping an eye on trending threads in subreddits related to your industry, product, or audience niche.
• Look for natural connections between those conversations and what your brand offers. If it feels forced, skip it. If it fits? Go for it.
• Be timely. Redditors love content that feels fresh. A clever, relevant response today gets engagement. A week later, and you're late to the party.

The right agency partner will help you spot hot topics early. When you see something gaining steam, move fast with a promoted post that adds to the moment, not hijacks it.

Tip #4  Layer in Location & Device Targeting  (Smartly)

Don’t forget that you can (and should) narrow your reach even further with location and device targeting. Whether you’re promoting a local event or a region-specific offer, these extra filters can turn a good campaign into a great one.

Location Targeting

Running a campaign for a product that’s only available in certain markets? Launching a local service or hosting a city-based event? Geo-targeting ensures your ads are only shown to people who can actually take action, aka no wasted impressions in the wrong region.

And don’t sleep on local subreddits like r/Chicago, r/Minneapolis, or r/GrandRapids. These hyper-engaged communities love talking about what’s happening in their cities.

Device Targeting

Promoting a mobile app? Driving users to a responsive landing page or on-the-go experience? Prioritize mobile devices.

And if you want to know how different users engage with your messaging, run A/B tests across desktop and mobile to optimize performance by platform.

Smart Targeting Combos = Better ROI

The real magic happens when you combine subreddit, location, and device targeting for ultra-relevant reach.

For example:

Target r/personalfinance + Chicago + mobile users = show a budgeting app promo to young professionals in Chicago who are already discussing financial tools.

Broad reach is tempting, but smart layering leads to a much healthier return on ad spend.

Tip #5: Don't Ignore Negative Targeting Options

When it comes to Reddit Ads, knowing who not to target is just as important as finding the right audience. That’s where negative targeting comes into play.

Reddit gives you the option to exclude specific communities or interests, helping you avoid placements where your ad might not land well (or at all).

With negative subreddit targeting, you can steer clear of:

• Communities that conflict with your brand identity
• Audiences unlikely to convert or engage meaningfully
• Threads where your ad might feel tone-deaf or disruptive

Before launching, make a shortlist of subreddits to exclude. If you’re unsure, spend a few minutes browsing each one. If the top posts don’t align with your brand’s voice, message, or mission, it’s probably a pass.

Tip #6: Retarget With Purpose, Not Just for the Sake of It

Retargeting is one of the most powerful tools in digital marketing, but on Reddit, mindless retargeting can do more harm than good. It’s a platform built on transparency and community, which means users are quick to call out ads that feel irrelevant or just plain annoying.

That’s why your Reddit retargeting strategy needs to be intentional, timely, and thoughtful.

Try segmenting your audience by behavior. Not everyone who interacts with your ad should get the same follow-up.

Break your audience into meaningful groups, like:

• People who clicked but didn’t convert
• Users who watched a video or swiped through a carousel
• People who upvoted or commented (a sign of higher intent)

Then customize your follow-up message. If someone engaged with an ad about your restaurant’s new menu item, don’t retarget them with a generic brand pitch—try a reminder or a customer review. The goal is to continue the conversation, not restart it.

Tip #7: Watch, Learn, and Optimize

Reddit is not a “launch it and leave it” kind of platform. It’s dynamic and fast-moving, which makes it an exciting place to advertise. But it also means your campaigns need hands-on attention to succeed.

Here’s how to stay sharp:

• Keep a close eye on performance metrics. Don’t just focus on clicks. Look at engagement rates, upvotes/downvotes, comments, and how your ads are performing within individual subreddits. 
• Test small, scale smart. Try variations in copy, creative, CTAs, and targeting setups. When you find what clicks, double down and scale strategically.
• Listen to the feedback (even when it stings). Redditors won’t hold back, and that’s actually a gift. Whether it’s enthusiasm, confusion, or blunt criticism, treat it as insight, not insult. Use that feedback to refine your approach.
• Optimize continuously. Reddit trends shift fast. Regularly review your targeting, refresh creative, and adjust your placements based on what the data (and community) tells you.

Set up a review rhythm, like checking your campaigns a few times a week, and always leave room to adjust. The insights you get from Reddit can also improve your messaging across other platforms.

Target Smarter, Spend Better

Reddit is a serious conversation engine. And like any good conversation, Reddit rewards brands that listen and add value.

If you’ve run Reddit Ads and felt like your budget disappeared into the abyss (or if you’ve been hesitant to start), don’t write the platform off just yet. At BFO, we help brands of all shapes and sizes stop wasting ad spend and start showing up where it counts, with Reddit strategies built for real people, not just impressions.

Ready to make Reddit work for you? We’re just a message away!