Reddit has introduced new Lead Generation capabilities designed to help advertisers turn user intent into measurable leads and connect campaign activity more closely with their CRM and sales workflows. The updates were announced on October 6, 2026, as Reddit continues expanding its advertising tools for both B2B and B2C marketers.
One of the biggest updates is the expansion of Reddit Max campaigns to lead-generation objectives. The AI-powered campaign system can help automate and optimize elements such as targeting, creative rotation, placements and budget allocation, reducing the amount of manual campaign management required from advertisers.
Reddit is also testing in-market audiences, allowing advertisers to reach people who are actively researching or considering products and services in specific categories. The initial test includes Enterprise, Business AI and Cybersecurity, with additional categories expected to be introduced over time.
According to Reddit, advertisers using its in-market audiences saw an average improvement of nearly 7% in cost per acquisition (CPA) compared with other first-party targeting options during its early testing.
CRM and Data Integrations
Reddit is also expanding its ecosystem of advertising and measurement partners. HubSpot is being tested in open beta to help advertisers connect Reddit campaigns with CRM workflows, attribution and reporting.
The platform has also expanded integrations involving Bombora, Demandbase, Clay, G2 and Octane 11, giving advertisers additional ways to use audience and account-level data for targeting and measurement. Reddit says measurement integrations can help connect advertising activity with downstream outcomes such as pipeline and revenue.
Another important change is the shift toward offsite lead-generation workflows. Reddit's Ads API documentation says onsite lead-generation forms are being phased out, with advertisers encouraged to use offsite forms together with the Reddit Pixel or Conversions API.
Reddit's Growing B2B Opportunity
The changes come as Reddit positions itself as an increasingly important platform for business research. Reddit says more than 20 million business decision-makers use the platform globally, and 9 in 10 of those decision-makers used Reddit to research business products or services during the past year.
The platform is therefore moving beyond traditional social advertising toward a model focused on intent, lead quality and measurable business outcomes.
Reddit also highlighted cybersecurity company Huntress as an example. Across two campaigns, Huntress reportedly reduced its CPA by more than half, while 40% of sales-qualified accounts sourced from Reddit during the previous year converted into sales opportunities.
