Reddit Ads can feel like that one power tool in your garage you know is useful…but only if you could figure out how to use it without causing permanent damage.
On one hand, Reddit gives you access to hyper-engaged communities and real-time conversations about pretty much everything. On the other? It gives you a targeting interface that feels simple until you blow half your budget reaching people who haven’t posted since 2019.
That’s where this playbook comes in.
Because Reddit isn’t just another line item in your media mix. It’s a full-on conversation engine. Below, we’re breaking down how to actually make Reddit Ads work with the targeting strategies you should’ve had all along.
Table of Contents:
Reddit isn’t your typical ad platform (and that’s a good thing). Where other platforms drown you in confusing segments and behavioral guesswork, Reddit keeps things focused and rooted in community. But don’t confuse “simple” with “basic.” Reddit’s targeting tools are surprisingly powerful once you understand how they work.
Let’s break down what you’ve got in your toolbox:
This is the crown jewel of Reddit Ads. With over 100,000 active communities (aka subreddits), you can get ultra-specific with where your ads appear. Whether it’s r/personalfinance, r/fastfood, or r/SkincareAddiction, these communities give you:
If your audience is talking about it, there’s probably a subreddit for it. And you can place your ads right in the middle of that conversation.
Subreddits are hyper-specific, but interest categories are broader. Think buckets like Tech & Computing, Gaming, Beauty, or Finance. Reddit determines interests based on a user’s behavior, like what they browse, engage with, and linger on.
Interest targeting is great for wider reach, especially if you’re just getting started and not sure which subreddits to test yet. But remember: broader reach = more noise, so use it to learn, then refine.
This is Reddit’s way of letting you bring your own data to the party. You can upload:
Custom audiences are your ticket to high-relevance, high-efficiency campaigns.
Whether you're running a national campaign or promoting something local, Reddit lets you narrow by:
For local businesses, this is clutch. Paired with subreddit or interest targeting, geo filters help ensure your message shows up in the right place.
Want to serve different creatives to mobile vs. desktop users? Only want to promote app downloads on iOS devices? You’ve got options.
This kind of targeting ensures your message fits the medium and opens up opportunities for A/B testing across devices.
Let’s be clear: subreddit targeting is the single most powerful feature in Reddit’s ad platform. And yet, so many brands either overlook it or use it like a blunt instrument.
If you’ve ever wished you could drop an ad into a focused, high-intent conversation instead of blasting it across the feed and hoping someone cares, this is your moment.
Subreddits are micro-communities built around insanely specific topics. Unlike broad interest categories or vague “likes” on other platforms, subreddit users are there by choice, and they’re actively participating.
Think:
These aren’t passive scrollers. Instead, they’re engaged, curious, and (often) on the verge of a decision. That’s a perfect setup for brands that want to be helpful.
This part takes a little research, but the payoff is big. Start by:
When in doubt, start small. Target a handful of tightly aligned subreddits, monitor performance, and expand from there.
Every subreddit has its own personality. What works in r/Entrepreneur might fall flat in r/AntiMLM. So your creative has to vibe with the space.
That means:
If you’re not sure? Lurk first. Read the top posts. See how people talk. Then craft your ad like you’re one of them rather than a brand barging into the room.
What to Avoid:
Subreddit targeting is Reddit’s secret sauce. When you use it intentionally, you get conversations, credibility, and conversions.
If subreddit targeting is the sniper rifle in Reddit Ads, interest targeting is more like the spotlight: it lights up a bigger area, helping you find users who might not be in a specific subreddit, but still care about your space.
Does it offer the same laser-sharp precision? Not quite. But does it have its place in a smart Reddit ad strategy? Absolutely.
When you target by interest, you’re not selecting specific communities. Instead, you’re grouping users based on behaviors, engagement patterns, and historical subreddit activity.
Reddit’s interest buckets include things like:
And many more. These categories are curated based on what Redditors browse, upvote, and comment on across the platform.
Here’s where interest targeting can actually shine:
If you're introducing a new product or entering a new market, interest targeting helps you get in front of relevant but uninitiated audiences. Think of it like handing out flyers at a themed event. Everyone there might not be your perfect customer, but some definitely are.
Let’s say your audience lives in r/ChicagoFood. Great. But what about users interested in Chicago food who don’t participate in that subreddit? Tourists, for example. Interest targeting helps you find the lurkers and adjacent audiences that subreddit targeting might miss.
Running a geo-targeted campaign and want more scale? Interest targeting gives you the volume, while location keeps it relevant. Add mobile-only targeting, and now you’ve got something more refined.
Interest targeting is easy to misuse because it feels specific, but often isn't.
The main traps:
The real magic happens when you combine interest targeting with subreddit targeting:
Use interest targeting to build reach, test demand, and find new audiences hiding just beyond your niche subs.
Reddit’s most powerful targeting options don’t always shout for attention, but they can quietly make your campaigns a lot more effective.
Once you’ve nailed your subreddit or interest targeting, it’s time to get surgical with location, device, and time-of-day filters. These levers help you reach people in the right place, on the right screen, at the right moment.
Reddit offers granular geo-targeting by country, region, metro area, or even down to the city level. Whether you’re:
Geo-targeting lets you tailor your campaigns without spamming irrelevant audiences.
Pro tip: Pair geographic filters with relevant local subreddits (e.g., r/Chicago, r/Minneapolis, r/Cleveland)for hyper-relevant ad placements that feel more like native content.
People use Reddit differently on mobile vs. desktop. Luckily, Reddit lets you break out campaigns by mobile, desktop, and tablet.
A desktop user might be ready to deep-dive into specs or longer-form content, while mobile users are more likely to respond to quick, snackable CTAs.
Want to show up when your audience is most active? Reddit allows for dayparting, meaning you can schedule your ads by hour and day of the week.
Why it works:
Run a broad test first, then check performance by device, geo, and time. Once you see the patterns, optimize accordingly to squeeze more ROI out of every impression.
Reddit isn’t just about meeting users where they are but recognizing who they are based on what you already know. That’s where Custom Audiences come into play. If you're running Reddit ads and not tapping into your first-party data, you’re leaving precision (and performance) on the table.
Reddit’s Custom Audiences allow advertisers to use their own data to reach:
By uploading a hashed list or syncing with Reddit’s pixel, you can reconnect with people who’ve already shown interest in your brand. These audiences tend to be higher intent and are much more likely to convert than cold traffic.
We’re not talking about lazy retargeting here (blasting the same banner at everyone who’s ever clicked your site). With Reddit, you can build segmented audiences based on specific actions like:
Once segmented, tailor your message to match the user’s journey. If they checked out your pricing page? Hit them with a promo or case study. If they engaged with a new product launch? Serve them more content, not the same ad on repeat.
Have a rich CRM? Great. You can upload email lists to reach known customers or leads. Target users with upsell messages or bring dormant customers back into the fold with something fresh.
Reddit’s user base includes professionals, consumers, students, and niche audiences that may not surface as easily on other platforms. Use that to your advantage by reconnecting with them in communities they trust.
While Reddit doesn’t offer “lookalike audiences” in the same way Meta or Google does, you can mimic the concept by pairing custom audiences with broader interest/subreddit categories. Start with your first-party audience, see what works, and use engagement insights to expand to similar communities.
Reddit’s approach to Custom Audiences is relatively privacy-friendly, aligning with modern expectations around data use. You’re not creeping—you're reconnecting with people who’ve already opted into a relationship with your brand.
Reddit might not have the slick targeting reputation of Meta, but what it does have is unmatched community context. And with the right targeting strategy, your brand can cut through the noise and become part of the conversation, not just background noise.
At BFO, we help brands unlock Reddit’s full potential with targeting strategies that actually work. Whether you're just starting out or trying to level up, we’re here to help you make the most of every ad dollar.
Let’s build your smarter Reddit plan today!