Reddit Targeting for B2B SaaS: What to Set Up Before You Go Live

Define ICP: Write down your ICP (role, company size, pain points). Use this to guide all targeting choices.

Interest targeting: Select IAB categories that match your ICP (for example, Business and Finance for B2B SaaS buyers).

Community targeting: Target active subreddits. For example: r/SaaS, r/startups, r/Entrepreneur, r/marketing, r/growthhacking, or r/Sales.

Keyword targeting: Research 5 to 15 keywords by using Reddit search inside relevant subreddits. Look at the posts and comments that appear for each keyword. Add the best terms to your targeting and avoid low intent terms such as “free” or “cheap”.

Automated targeting: Leave automated targeting off when you launch. Only turn it on later if you want to expand reach beyond your existing targeting and you are happy to accept lower control over who you reach.

Website retargeting: Install the Reddit Pixel across all pages, then configure conversion events on high-intent pages (pricing, demo request, feature comparison, case studies). Use these event-based audiences to build a combined "high-intent visitors" segment.

Customer lists: Upload contact emails or MAIDs (Mobile Ad IDs). Sync from Zoho or Marketo.

Lookalike audiences: Use lookalike audiences only after you have a good quality seed (recent customers, high-value leads, or 1000+ pricing/demo page visits). Reddit requires a minimum of 1,000 matched users after the matching process.

Engagement retargeting: Retarget users who interacted with your ads. Use a 6-month window.

Exclusions: Upload lists of existing customers, current trial users and closed won deals. Exclude these audiences from your prospecting campaigns to avoid wasting spend.

Location: Start with your ICP's primary markets first. For English-speaking B2B SaaS, common starting points are US, UK, Canada, Australia.

Gender: Filter only if your product targets a specific demographic.

Device: Choose mobile, desktop, or both. Set minimum OS version for apps.

Carrier: Target relevant mobile networks. US, UK, and EU providers are available.

App install exclusion: Automatically exclude existing app users. Track via MMP (Mobile Measurement Partner).

Exclude: Block ads from sensitive or off-brand communities. Use Reddit safety controls.

Ad group structure:
Create separate ad groups for different targeting types (for example, one for communities, one for keywords, one for interest targeting).

OR logic:
Communities, interests, and keywords OR with each other: including multiple selections of the same type (for example, two or more communities). Custom audiences also OR with each other.

QUICK REFERENCE

✓ r/devops OR r/sysadmin OR "enterprise software" OR "cloud migration" all qualify independently

✓ Website visitors AND r/devops - valid as AND overlay

✗ Website visitors OR r/devops - cross-group OR is not supported

AND logic:
The best way to get an AND effect is to combine a custom audience (eg. website visitors) with a Reddit audience type (eg. selected communities).

Audience estimates: Use Reddit’s audience size estimator. For prospecting, aim for roughly 50,000 to 500,000 users, depending on your budget and how niche your ICP is. Very small audiences may struggle to spend.

Test combinations: Use OR logic within groups. Use AND logic (overlay) when combining a custom audience with another targeting layer.