What Is Reddit, Exactly?

Reddit is an online platform made up of thousands of discussion groups called subreddits. Each subreddit focuses on a specific topic, industry, problem, or location.

Think of Reddit as:

• A massive collection of online message boards
• Where real people ask real questions
• And get honest answers from others with experience

Examples of questions people ask on Reddit every day:

• “Who’s the best HVAC company near me?”
• “What should I expect to pay for a roof replacement?”
• “Is this contractor worth it?”
• “What should I ask before hiring a plumber?”

These aren’t casual scrolls — they’re research-driven conversations.

Why Reddit Matters for Local Businesses

More and more people are using Reddit the same way they used to use:

• Referrals from friends
• Local Facebook groups
• Review sites

The difference is scale.

Reddit discussions often appear directly in Google search results, especially for searches that include:

• “best”
• “recommendations”
• “reviews”
• “worth it”

That means potential customers may see Reddit conversations about services like yours before they ever reach your website or Google ad.

Advertising on Reddit allows your business to be part of those conversations — in a visible, professional, and controlled way.

How Reddit Advertising Works

Reddit advertising lets businesses place ads within specific communities or in front of users interested in specific topics.

Instead of targeting people by age or income, Reddit ads focus on:

• What people are interested in
• What problems they’re trying to solve
• What questions are they actively asking

For example:

• A roofing company can appear in home improvement discussions
• An HVAC company can reach people asking about system replacements
• A contractor can target homeowners researching renovations

This makes Reddit a strong awareness and consideration platform — especially when paired with Google Ads.

Why Reddit Ads Feel Different (and Why That’s a Good Thing)

Reddit users are very aware of traditional advertising. Flashy or overly sales-focused ads don’t perform well.

Instead, the most successful Reddit ads:

• Explain what a business does
• Provide helpful information
• Set clear expectations
• Focus on education over promotion

This approach builds trust, which is critical for service-based industries and localized companies where customers want confidence before making a call.

What Reddit Advertising Is Not

Reddit advertising is not:

• A replacement for Google Ads
• A quick fix for low lead volume
• A platform for hard-sell messaging

It works best as part of an omnichannel marketing strategy, helping businesses stay visible earlier in the research process while Google Ads captures high-intent searches later.

How Flypaper Helps Businesses Advertise on Reddit

Advertising on Reddit requires a different approach than other platforms. Community norms, messaging, and targeting all matter.

Flypaper manages Reddit advertising by:

• Identifying the right communities and interests
• Writing ads that sound natural and helpful
• Pairing ads with strong landing pages
• Integrating campaigns with SEO, Google Ads, and Precision Targeting
• Monitoring performance and adjusting strategy over time

The goal is simple: get your business in front of the right people, at the right time, with the right message.

Is Reddit Advertising Right for Your Business?

Reddit advertising isn’t right for every business — but for companies looking to:

• Increase brand awareness
• Build trust before the first call
• Support Google Ads and SEO efforts
• Reach customers who are actively researching

…it can be a powerful addition to their marketing strategy in 2026.

Let’s See If It Makes Sense for You

If you’re curious whether Reddit advertising could work for your business, Flypaper can help you evaluate how it fits alongside your current marketing efforts.

👉 Schedule a strategy call with Flypaper to explore Reddit advertising and smarter ways to grow your online presence.