Reddit conversation ads examples show what happens when brands join discussions rather than interrupting them. Unlike standard promoted posts, conversation ads appear directly within active comment threads—making them feel like natural contributions to ongoing conversations.
This format works best when brands commit to genuine engagement. The examples below demonstrate how top performers use conversation ads to build relationships, not just impressions.
Before examining specific examples, understand what separates high-performing conversation ads from those that fail:
Contextual relevance: The ad appears in conversations where the topic naturally connects to what you offer. Forced placements get downvoted.
Value-first messaging: Content that teaches, informs, or helps—not just promotes. Users should benefit from reading the ad regardless of whether they convert.
Active participation: Brands that respond thoughtfully to comments outperform those that post and disappear. Conversation means two-way engagement.
Authentic voice: Marketing speak kills conversation ads. The best performers sound like community members, not corporate accounts.
A project management tool shared a behind-the-scenes story about a near-catastrophic database failure and how they recovered. The conversation ad appeared in r/programming threads discussing scaling challenges.
Why it worked:
Results: The original post generated over 15,000 upvotes and drove more trial signups than six months of previous Reddit advertising combined.
An investment platform ran a conversation ad featuring their head of research answering questions about market volatility. The ad appeared in r/investing during a period of market uncertainty.
Why it worked:
Key takeaway: Conversation ads work when the expertise is genuine and the engagement is helpful—regardless of conversion outcome.
A mechanical keyboard manufacturer joined r/mechanicalkeyboards discussions about switch preferences. Their conversation ad asked users to share their ideal switch characteristics—data they'd use to develop future products.
Why it worked:
Key takeaway: Research-focused conversation ads create ongoing relationships. Users who contribute feel invested in the brand's success.
A sustainable clothing company featured a conversation ad where customers could ask questions to a real buyer about their experience. The ad appeared in fashion-focused subreddits.
Why it worked:
Key takeaway: Third-party voices carry more weight than brand messaging. Let customers speak for you.
A CRM company started a conversation asking r/sales users about their biggest pipeline management frustrations. They engaged with every response, offering tips that worked regardless of what tool users chose.
Why it worked:
Key takeaway: Conversation ads that solve problems build trust. Conversions follow trust.
Across these examples, patterns emerge:
Top performing conversation ads don't end when the ad posts. Brands that continue responding for days—sometimes weeks—see dramatically better results. The algorithm rewards sustained conversation, and users remember brands that actually showed up.
Benchmark: Aim for at least 48 hours of active engagement on every conversation ad. Respond to every substantive comment.
The person responding matters. Comments from "Brand Social Team" perform worse than those from identified experts (engineers, founders, product managers). Users want to talk to real humans with real knowledge.
Benchmark: Assign specific, named individuals to manage conversation ad responses. Their credentials should be relevant to the discussion.
Brands that acknowledge what they can't do—or when competitors might be better fits—build more credibility than those that claim universal superiority. Reddit users research extensively; they'll discover limitations anyway. Being upfront about them first builds trust.
Benchmark: Prepare honest answers about limitations, competitors, and edge cases where your solution isn't ideal.
A conversation ad that works in r/entrepreneur may fail completely in r/startups, despite similar audiences. Each community has distinct vocabulary, expectations, and social norms. Top performers create unique conversation approaches for each subreddit.
Benchmark: Create separate conversation strategies for each target subreddit. Study native conversations before engaging.
Conversation ads appear within active comment threads rather than in the main feed. They're designed for engagement and discussion rather than awareness and clicks. Conversation ads work best when brands commit to active, ongoing participation rather than post-and-leave approaches.
High-performing conversation ads see 5-10x the comment volume of standard promoted posts. However, this requires active brand participation. Ads where brands don't respond typically underperform standard formats. Plan for dedicated resources to manage conversation ad engagement.
No. Conversation ads require authentic expertise and commitment to genuine engagement. Brands that can't dedicate resources to ongoing conversation—or that lack subject matter experts comfortable with Reddit's direct communication style—should focus on other formats until they build that capacity.
Best performers maintain active engagement for 48-72 hours minimum, with follow-up responses for up to two weeks after posting. The algorithm rewards sustained conversation, and users who receive thoughtful responses become advocates.
For more on conversation ad strategy, see our complete Reddit conversation ads guide and best performing Reddit conversation ads. For examples across other formats, browse our Reddit ads examples gallery.
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