Reddit search ads are now in a test: the company has started placing ads on its search results pages for a select group of eligible advertisers. Under the test, a search for "espresso station" could surface ads for espresso machines, coffee beans or mugs.
The placements use Reddit's existing ad targeting, and ads may appear based on a range of factors, including contextual relevance to the query. A search for "home office setup" could surface ads for monitors, desks or office chairs. Reddit describes its search results pages as carrying high purchase and search intent, and says half of its users report that the platform helps them discover something new. Reddit calls this an initial test and has not said how many advertisers are involved or which countries it covers.
Separately, on October 6, Reddit expanded its lead generation features with Max campaigns for lead generation, which optimize campaign settings and creative rotation for every impression. It also added an in-market audiences beta, available automatically through Max, that reaches people researching or considering a purchase. Reddit says advertisers using those audiences saw an average CPA improvement of nearly 7% against its other first-party targeting options, based on its internal data from August 2026.
Bombora, Demandbase, Clay, G2 (through the Bombora connector) and Octane11 supply first- and third-party audience integrations, and Reddit names Octane11 and Dreamdata, the latter in alpha, among its measurement partners. HubSpot is in open beta as a CRM and attribution partner, and Reddit said in October that it planned Pixel and Conversions API implementation for later this year.
On October 28, Reddit also introduced separate For You and Following feeds: For You mixes posts from joined communities with recommendations, while Following shows only joined communities. Reddit said that change would roll out globally over the following few weeks, and that it will keep experimenting with feed controls such as hiding posts and marking what a user wants to see less of.
During the test, Reddit says it will evaluate how users respond to the ads and refine the experience for users and advertisers over time.
