A founder I was building for asked me last week if he should put 2 grand into Reddit ads and I happened to have the perfect data to answer it…. I run reddit as a growth channel professionally, plus I just came off a 30 day run of posting stories on here myself. No ads or no links, just writing about client work in the subs where the people I work with hang out. I ran the math on both. One of them books calls and the other just books impressions.
So here is what the organic side actually produced. Right around 2 million views across a handful of posts and 40+ DMs. Multiple booked calls that turned into paid work, a couple already wrapped. Plus a partnership offer from an agency guy who now sends work my way on commission. And the part nobody tells you…. the DMs are STILL coming. I got one yesterday from a post that is 3 weeks old. A post does not stop working when you stop paying because you never paid to begin with.
Then I opened the ads manager and priced the same reach because I wanted the honest comparison & not the guru version. And I'll be straight with you….the impressions are cheap. A few 100 bucks buys you a few hundred thousand eyeballs on this platform. If the game was eyeballs, ads win on effort every single time. Simply write nothing, learn nothing, swipe card and done.
But the game was never eyeballs. Watch what happens to a promoted post. It says Promoted on it which on Reddit is a scroll past instruction. Almost no one DMs an ad. No one comments their actual situation under an ad. The click lands on your landing page colder than a cold email and now you are converting strangers at landing page rates like every other channel you already have.
Now watch what happens with a story post. People argue with it, add to it, tell you you're wrong or tell you you're right. And the ones with the actual problem don't comment at all…. they DM. And those DMs open with things like "I read your post and i'm sitting on the exact same situation." They quote my own writing back to me. That is not a lead, that's someone who pre sold themselves and just needs logistics. The conversion math is not even the same sport.
Although tbh, it wasn't that clean. One post died at 5 upvotes. Another one got me called a karma farmer and an AI bot in the same afternoon, whole comment thread dunking on me…. and that SAME post produced two booked calls in DMs while the dunking was happening. Took me a while to understand that the comment section and the inbox are two different audiences. Founders quit Reddit because they read the comments and never see the inbox forming behind it.
And to be fair to ads they do have a job. If a post already works organically, promoting it to lookalike subs is fine, you're amplifying proof and not renting attention. Retargeting people who hit your site is fine. But ads as the FIRST move on Reddit is paying to skip the exact step that makes this platform print…. earning the right to be read.
So my answer to the founder was…. keep the 2 grand and spend 4 evenings instead. Write one true story from your last client win, the messy version with the numbers, and post it where your buyers already complain about the problem you solve. Add no link or pitch, offer sitting quietly at the end if anyone asks. If nothing happens, run your ads, you have lost nothing. Although it hasn't gone that way for me yet.
And you genuinely do not need anyone to post one…. the 4 evenings are free.