The platform
Australians actually trust.
Reddit is the fastest-growing social platform in Australia and the most contextually-targeted ad surface anyone has built. Communities of every niche, conversations of genuine depth, and audiences that spot a bad ad in three seconds. Done well, it’s a brand-builder and a performance channel at once.
- Why Reddit is worth running in Australia
- // Industry data, 2024-25
3.5M
Monthly active Australian users on Reddit
- Reddit, 2024
#1
Most trusted internet platform in Australia (annual surveys)
- Industry surveys, 2024
120k+
Active subreddits, most of them genuinely niche
- Reddit, 2024
2-4×
Higher session duration than other major social platforms
- Comscore, 2024
- // Ad formats
Four ad formats. One platform with rules.
PROMOTED POSTS
Native-looking posts in the feed. The bread-and-butter Reddit ad.
- Subreddit targeting
- Interest & keyword targeting
- Comment moderation strategy
- UTM-tracked CTAs
PROMOTED POSTS
Looks like a regular Reddit post, behaves like one. Comments are open (or not, depending on your appetite). Works best when the post itself is genuinely useful, not a banner with a CTA bolted on.
TALK TO US ABOUT PROMOTED POSTS
- Subreddit targeting
- Interest & keyword targeting
- Comment moderation strategy
- UTM-tracked CTAs
CONVERSATION PLACEMENTS
Ads inside the comment thread of an existing post. Surgical placement.
- Thread placement strategy
- Conversation context targeting
- Bid strategy for placement
- Brand-safety controls
CONVERSATION PLACEMENTS
You appear in the middle of a comment thread, on a post you've contextually matched to. Less interruptive than the feed, often higher CTRs in considered-purchase categories.
TALK TO US ABOUT CONVERSATION
- Thread placement strategy
- Conversation context targeting
- Bid strategy for placement
- Brand-safety controls
VIDEO & CAROUSEL
Visual ad formats for awareness, brand-building and ecommerce.
- Video creative briefs
- Carousel production
- Sound-off-first editing
- Hook-and-payoff structure
VIDEO & CAROUSEL
Sound-off video built for the Reddit feed (subtitles, hook in 3 seconds), or multi-image carousels for ecommerce. Production matters here, generic stock-video ads are spotted and skipped in seconds.
TALK TO US ABOUT VIDEO
- Video creative briefs
- Carousel production
- Sound-off-first editing
- Hook-and-payoff structure
FREE-FORM ADS
Reddit's most flexible format. Looks like a long-form post with rich media.
- Long-form copy strategy
- Native-style design
- Rich-media composition
- Community-tested tone
FREE-FORM ADS
Free-form lets you build something that feels like a community post, with body copy, images, embedded video, and a CTA at the end. The closest paid surface to a genuine Reddit post, and the format with the highest brand-affinity outcomes.
TALK TO US ABOUT FREE-FORM
- Long-form copy strategy
- Native-style design
- Rich-media composition
- Community-tested tone
- // Real examples
Ads that fit where Australians actually talk.
01/04
Feed Ads
Native-looking posts in the feed. The bread-and-butter Reddit ad.
02/04
Conversation Ad
Ads inside the comment thread of an existing post. Surgical placement.
03/04
Video Ads
Visual ad formats for awareness, brand-building and ecommerce.
- // How we work
A method, not a mystery.
01
Audit
Account audit, conversion-tracking review, competitive benchmark. Wasted spend identified, restructure mapped before anything goes live.
02
Restructure
Campaign architecture aligned to margin, not vanity. Match types, audiences, bidding, naming conventions, all rebuilt from the ground up where they need to be.
03
Launch & Iterate
Creative, copy, landing-page recommendations and weekly hygiene. Negatives, query reports, bid adjustments, audience refinements. Done as a habit, not an emergency.
04
Report
Plain-English reporting that ties spend to revenue, not impressions. Monthly business review with a senior account lead, not an account-management report.
- // Why Paperstack
Reddit-native operators not adapted Meta planners.
Reddit punishes lazy media planning. Drop a Meta ad onto it and you’ll get downvoted into the void. We treat Reddit as its own discipline, every campaign starts with subreddit research, community tone-of-voice mapping, and a moderation plan for the comments.
150+
Australian brands run across paid media at Paperstack
20+ yrs
Senior paid-media experience leading every account
Partner
Google Premier Partner, Meta Business Partner, Microsoft Advertising Partner
2
Studios: Melbourne CBD + Surfers Paradise
- // FAQs
Questions, answered straight.
Is Reddit Ads expensive?
Surprisingly, no. CPMs are typically lower than Meta and TikTok in Australia, and CPCs are competitive. The investment is in creative and moderation, both need to feel native or the auction punishes you with poor relevance scores.
Do I have to enable comments on my ads?
No. You can lock comments, allow them, or moderate them actively. We’ll recommend an approach based on category, ad copy and your team’s appetite for engagement. For trusted brands, open comments can be a significant brand asset. For sensitive categories, locked comments are sensible.
What works on Reddit and what doesn't?
Works: useful content, honest brand voice, genuine offers, niche subreddit targeting, founder-led copy, AMA-style threads. Doesn’t work: generic image ads, marketing-speak headlines, anything that pretends to be organic but isn’t, broad targeting.
Can Reddit drive direct-response conversions?
Yes, especially for considered-purchase categories: SaaS, B2B, financial services, premium ecommerce, professional services. Lower-funnel performance is real, but it tends to compound over weeks, not days. Reddit users research before they convert.
What's a sensible starting budget?
We recommend a minimum of $3,000/month media to give the platform enough auction depth to learn against. Below that, you can run small experiments but you won’t get reliable lower-funnel signals.
- // Reddit Ads
Want to see if Reddit is right for you?
A free 30-minute call. We’ll map your category to the subreddits that matter, sketch a 90-day test plan, and tell you honestly whether it’s a fit. If it isn’t, we’ll say so.