Key Takeaways
- Reddit’s new in-market audiences delivered an average CPA improvement of nearly 7% compared with other first-party targeting options.
- Huntress cut its CPA by more than half on Reddit, and 40% of its Reddit-sourced sales-qualified accounts converted into sales opportunities.
Reddit has introduced new lead generation capabilities that help advertisers connect high-intent engagement on the platform to CRM workflows and measurable business outcomes.
More than 20 million business decision-makers use Reddit globally, according to the company. Nine in 10 of those users turned to the platform to research business products or services in the past year. The update gives advertisers several options for capturing leads. Brands can send prospects to landing pages on their own websites or to forms tailored to their business, then route lead data into their CRM for follow-up.
Reddit’s Max campaigns are now available for lead generation objectives. The campaign type optimizes settings and creative rotation for every impression, with the goal of increasing lead volume and improving efficiency.
In-Market Audiences Show Nearly 7% CPA Improvement
Max campaigns also provide audience insights, showing advertisers which audiences perform best on Reddit and help guide future targeting decisions.
In-market audiences, currently in Beta, are available automatically through Max campaigns. The feature reaches people actively researching or considering a purchase in categories such as Enterprise and Business AI and Cybersecurity.
Huntress Cuts CPA by More Than Half
Advertisers using in-market audiences saw an average improvement of nearly 7% to cost per acquisition (CPA) compared with other first-party targeting options, according to Reddit data. The feature directs spend toward higher-intent users for lower-funnel performance.
Cybersecurity company Huntress used Reddit’s community targeting across all ad placements to reach IT and security decision-makers. The company ran two qualified lead generation campaigns on the platform. Across both campaigns, Huntress reduced its CPA by more than half. That result made customer acquisition more than twice as cost-efficient. The results extended beyond campaign efficiency. Over the past year, 40% of sales-qualified accounts sourced from Reddit converted into sales opportunities for Huntress.
HubSpot is being tested in open beta as a platform partner for attribution, reporting and account setup. The integration links Reddit campaigns to existing CRM workflows so advertisers can evaluate performance in tools they already use. Reddit has added first- and third-party audience integrations with the following partners:
- Bombora
- Demandbase
- Clay
- G2, through the Bombora connector
- Octane 11
Measurement partners Octane 11 and Dreamdata, currently in alpha, connect Reddit activity to attribution and pipeline outcomes. Reddit plans to add Pixel and Conversions API implementation later this year.
The new lead generation features are available to advertisers now, with in-market audiences in Beta and HubSpot integration in open beta. Advertisers can contact their Reddit representative to identify high-intent audiences and connect Reddit performance to CRM and pipeline goals.
