Reddit Ads vs. AMAs: When to Use Each (With Benchmarks)

The Reddit Marketing Dilemma

Every B2B marketer faces the same question when planning their Reddit strategy: should you invest in paid ads or run an organic AMA (Ask Me Anything)? The answer isn't straightforward, and choosing wrong can waste thousands of dollars and weeks of effort.

After analyzing 50+ campaigns across SaaS, fintech, and developer tools, we've compiled benchmarks and a decision framework to help you choose the right approach for your goals.

Reddit Ads: The Performance Metrics

When Reddit Ads Excel

• Consistent lead flow: Ads provide predictable daily impressions and conversions, making them ideal for ongoing demand generation.
• Precise targeting: Target by subreddit, interests, keywords, and lookalike audiences to reach your exact ICP.
• Rapid testing: A/B test creative, copy, and audiences in days rather than weeks.
• Scalability: Easily increase or decrease spend based on performance and budget availability.

Reddit Ads Limitations

• Ad fatigue: Creative needs refreshing every 2-3 weeks to maintain performance.
• Community skepticism: Redditors are notoriously ad-averse, requiring authentic messaging.
• Higher cost for quality: While CPMs are reasonable, cost per qualified lead can climb quickly.

AMAs: The Organic Powerhouse

When AMAs Excel

• Thought leadership: Position executives as industry experts with authentic Q&A interactions.
• Community building: Create lasting relationships with engaged community members.
• Content creation: Generate 20-50 pieces of content from a single session for blogs, social media, and sales enablement.
• Zero ad cost: Organic reach without media spend, though requires significant time investment.

AMA Challenges

• Unpredictable results: Success depends on timing, topic relevance, and community mood.
• High time investment: Requires 8-12 hours of prep plus 2-3 hours active participation.
• Risk of negative sentiment: Difficult questions or skeptical audiences can damage brand perception.
• Not repeatable: Can only run AMAs occasionally without appearing spammy.

The Decision Framework

Choose Reddit Ads When:

• You need consistent, predictable lead generation every month
• You have budget allocated for paid media ($5K+ monthly minimum)
• Your product has clear targeting criteria (job titles, industries, subreddits)
• You want to rapidly test messaging and positioning
• Your sales cycle benefits from repeated touchpoints

Choose AMAs When:

• You're launching a new product or entering a new market
• You have a founder/executive with authentic community credibility
• You're willing to invest 10-15 hours into a single campaign
• Your brand can handle tough questions transparently
• You need content assets beyond just leads

The Hybrid Approach (Recommended)

The most successful Reddit strategies don't choose between ads and AMAs—they use both strategically:

1. Start with an AMA to establish credibility and understand community sentiment
2. Use AMA insights to inform ad creative, messaging, and targeting
3. Run ads continuously for steady lead generation
4. Schedule quarterly AMAs to refresh community relationships and generate new content
5. Retarget AMA participants with relevant ads based on their questions and interests

Real-World Benchmarks Summary

Conclusion

Reddit ads and AMAs serve different strategic purposes. Ads provide predictable, scalable lead generation, while AMAs build credibility and community relationships. The most successful B2B brands on Reddit use both in a coordinated strategy.

Start with your goals: if you need leads this quarter, begin with ads. If you're building long-term brand presence, lead with an AMA. Then layer in the complementary tactic to maximize your Reddit ROI.