Reddit Ads vs Google Ads: Platform Comparison
Reddit ads vs Google ads represents a choice between two fundamentally different advertising models. Google captures high-intent users actively searching for solutions, while Reddit reaches engaged communities discussing topics before search intent forms. Understanding when to use each—and how they complement each other—is essential for modern advertising strategy.
This guide compares both platforms across key dimensions.
Platform Overview
Google Ads
- Products: Search, Display, YouTube, Shopping, Performance Max
- Reach: Billions of daily searches, 90%+ search market share
- Targeting: Keyword intent, audience, demographic, remarketing
- Strengths: High intent, massive scale, proven performance
- Best for: Capturing existing demand, high-intent conversions
Reddit Ads
- Products: Promoted posts, video, carousel, conversation, takeover ads
- Reach: 850M+ monthly active users, growing rapidly
- Targeting: Subreddit, interest, community-based
- Strengths: Engaged audiences, demand generation, lower costs
- Best for: Building awareness, reaching niche communities, influencing consideration
Fundamental Difference: Intent vs. Discovery
Google Ads: Capturing Demand
Google captures users who already know they want something:
- "best CRM for small business"
- "buy running shoes online"
- "plumber near me"
Users are in buying mode. They've identified a need and are actively seeking solutions. Google ads meet users at the moment of decision.
Reddit Ads: Creating Demand
Reddit reaches users before search intent forms:
- Users discussing pain points in communities
- Research and recommendation conversations
- Early-stage exploration and discovery
Reddit influences the consideration set before users turn to Google. Users may later search for products they discovered on Reddit.
Cost Comparison
Average CPC
| Platform |
Average CPC |
Range |
| Google Search |
$2-4 |
$0.50-50+ |
| Google Display |
$0.50-2 |
$0.10-5 |
| Reddit |
$0.30-1.50 |
$0.10-3 |
Google Search CPCs are significantly higher, reflecting the value of search intent.
Average CPM
| Platform |
Average CPM |
Range |
| Google Display |
$2-10 |
$1-20 |
| YouTube |
$5-15 |
$3-30 |
| Reddit |
$2-8 |
$1-15 |
Reddit CPMs are competitive with Google Display, often lower for niche audiences.
Cost Per Conversion
Direct comparison is difficult because:
- Google captures higher-intent traffic (higher conversion rates)
- Reddit influences earlier in the journey (longer conversion paths)
- Attribution models may undercount Reddit's contribution
Many advertisers find Reddit delivers 30-50% lower CPA for awareness and top-of-funnel goals, while Google delivers superior bottom-of-funnel efficiency.
Targeting Comparison
Google Targeting
Search targeting:
- Keywords and search intent
- Match types (broad, phrase, exact)
- Negative keywords for exclusion
Audience targeting:
- In-market audiences (active researchers)
- Affinity audiences (lifestyle/interest)
- Custom audiences (keyword and URL-based)
- Remarketing lists
Demographic targeting:
- Age, gender, household income
- Parental status, education
- Geographic to zip-code level
Reddit Targeting
Community targeting:
- Specific subreddits
- Interest categories
- Community clusters
Audience features:
- Interest-based targeting
- Retargeting (website visitors)
- Basic demographics (age, gender)
- Geographic (country, region, DMA)
Community intelligence:
- Reddit knows what users discuss and care about
- Targeting based on community membership signals deep interest
Google offers more targeting sophistication. Reddit offers unique community-based targeting unavailable elsewhere.
Ad Format Comparison
Google Formats
Search:
- Responsive search ads
- Call ads
- Local service ads
Display:
- Responsive display ads
- Image ads
- Rich media
Video:
- YouTube pre-roll, mid-roll
- Discovery ads
- Shorts ads
Shopping:
- Product listing ads
- Local inventory ads
- Smart Shopping/Performance Max
Google offers extensive format variety across search, display, and video properties.
Reddit Formats
- Promoted posts (text, image, video)
- Carousel ads
- Conversation ads
- Video ads
- Takeover ads
- Product ads
Reddit formats are simpler but integrate natively with organic content. The native appearance can drive higher engagement.
Use Case Comparison
Lead Generation
Google:
- Capture searchers actively looking for solutions
- Higher cost per click, higher intent
- Strong for "ready to buy" audiences
Reddit:
- Reach users researching and discussing solutions
- Lower cost per click, earlier stage
- Strong for nurturing and awareness
Strategy: Use Reddit for awareness and consideration; use Google Search to capture ready-to-convert leads.
E-commerce
Google:
- Shopping ads with product images and prices
- High-intent searches ("buy [product]")
- Remarketing for cart abandonment
Reddit:
- Product discovery in relevant communities
- Authentic discussions and recommendations
- Lower-cost prospecting
Strategy: Google Shopping for direct response; Reddit for new customer acquisition and brand building.
B2B/SaaS
Google:
- Capture high-intent business searches
- Target in-market audiences
- Competitive, expensive keywords
Reddit:
- Reach technical communities directly
- Lower costs than Google B2B keywords
- Build thought leadership
Strategy: Reddit often outperforms Google for B2B efficiency; use both for full-funnel coverage.
Brand Awareness
Google:
- YouTube for video awareness
- Display for reach and frequency
- Higher costs for quality inventory
Reddit:
- Engaged community audiences
- Lower CPMs for awareness
- Authentic engagement opportunity
Strategy: Reddit offers competitive awareness costs with unique community engagement benefits.
Integration Strategy
Reddit and Google Working Together
The most effective strategy uses both platforms:
1. Reddit for Demand Generation
- Reach users before they're searching
- Build awareness and consideration
- Influence what they'll search for later
2. Google for Demand Capture
- Capture branded searches from Reddit exposure
- Convert high-intent research queries
- Retarget Reddit engagers via Display
Measuring Cross-Platform Impact
Track Reddit's influence on Google performance:
- Brand search volume increases during Reddit campaigns
- Assisted conversions from Reddit in Google Analytics
- Survey data on how customers discovered you
- Incrementality tests comparing markets with/without Reddit
Budget Allocation
Starting allocation for integrated strategy:
| Business Type |
Google |
Reddit |
| E-commerce (established) |
70% |
30% |
| B2B/SaaS |
50% |
50% |
| New brand launch |
40% |
60% |
| Local services |
80% |
20% |
Adjust based on performance data. Many advertisers find shifting 20-30% of Google budget to Reddit improves overall efficiency.
AI and GEO Considerations
Reddit's Growing Role in AI Search
As AI-powered search (Google AI Overview, ChatGPT, Perplexity) pulls from Reddit content:
- Reddit presence influences AI search results
- Organic Reddit activity impacts brand visibility in AI responses
- Paid Reddit advertising supports broader AI search optimization strategy
Google's AI Evolution
Performance Max and AI-powered campaigns in Google:
- Automated targeting and bidding
- Cross-network optimization
- Less advertiser control but often strong performance
Both platforms are moving toward AI-powered optimization, with Reddit's MAX Campaigns (2026) competing directly with Google's automation.
For more comparisons, see Reddit Ads vs Facebook Ads and Reddit Ads vs LinkedIn Ads.
FAQs
Should I use Reddit or Google Ads?
Most advertisers should use both. Google captures high-intent search traffic, while Reddit builds awareness and influences consideration. The platforms complement each other—Reddit fills the top of funnel, Google captures the bottom. Start with Google if budget is limited; add Reddit for awareness and efficiency gains.
Is Reddit advertising cheaper than Google?
Yes, Reddit CPCs and CPMs are typically 50-70% lower than Google Search. However, Google Search delivers higher-intent traffic with stronger conversion rates. The true cost comparison depends on your full-funnel metrics. Many advertisers find Reddit improves overall CAC when used alongside Google.
How does Reddit influence Google search behavior?
Reddit builds awareness before search intent forms. Users who discover products or brands on Reddit often later search for them on Google. Tracking brand search volume, assisted conversions, and customer surveys reveals Reddit's influence on Google performance.
Key Takeaways
- Google captures existing demand; Reddit creates and influences demand
- Reddit costs 50-70% less than Google Search but serves different funnel stages
- Integration strategy uses Reddit for awareness and Google for conversion
- Reddit's role in AI search makes it increasingly important for discoverability
- Budget allocation should reflect your full-funnel measurement, not just last-click
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