Reddit expands lead gen ads with Max Campaigns, in-market audiences and HubSpot integration

Reddit is expanding its lead generation advertising tools with AI-powered Max Campaigns, new in-market audience targeting and additional CRM and measurement integrations, including an open beta with HubSpot.

The updates are designed to connect lead generation campaigns more closely with advertisers’ existing sales and CRM workflows. Advertisers can direct prospects to their own landing pages and forms and route lead information into their CRM systems for follow-up.

A central part of the expansion is the addition of lead generation as an objective for Reddit’s Max Campaigns, extending the company’s automated campaign technology further into lower-funnel advertising.

Max Campaigns automate elements of campaign management including targeting, creative rotation, placements and budget allocation. For lead generation, the system optimizes campaign settings and creative selection at the impression level while providing advertisers with data on their highest-performing audiences.

Reddit made Max Campaigns generally available to advertisers in September after previously testing the technology across performance campaigns. The addition of lead generation gives marketers another objective for using the automated system.

The company is also testing in-market audiences, a targeting option designed to identify Reddit users who are actively researching or considering purchases within specific categories.

The beta initially covers areas including Enterprise, Business AI and Cybersecurity, with the targeting automatically available through Max Campaigns.

Reddit said advertisers using its in-market audiences recorded an average improvement of nearly 7% in cost per acquisition compared with other first-party targeting options. The figure is based on Reddit’s internal campaign data from August 2026 and should therefore be viewed as a company-reported performance result.

The new targeting capability reflects Reddit’s growing focus on users who visit communities while researching products and services. The company says more than 20 million business decision-makers use Reddit globally, while nine in 10 surveyed business decision-makers said they had used the platform to research business products or services during the previous year.

Alongside automated targeting, Reddit is expanding the data sources advertisers can use to build and measure audiences.

The company has added first- and third-party audience integrations involving Bombora, Demandbase, Clay, G2 through the Bombora connector, and Octane11. The integrations are intended to help advertisers identify relevant users and business accounts using data beyond Reddit’s own first-party signals.

Reddit is also adding measurement partners as it looks to connect advertising activity with attribution and sales pipeline outcomes. Octane11 is among its measurement partners, while an integration with Dreamdata is currently in alpha.

The changes extend Reddit’s lead generation offering beyond capturing contact information by giving B2B advertisers more ways to determine whether leads generated through campaigns eventually progress through their sales funnels.

A new HubSpot integration is also being tested in open beta.

HubSpot will serve as a platform partner for attribution, reporting and account setup, allowing advertisers using the CRM platform to connect Reddit campaign activity with their existing workflows.

Reddit said Pixel and Conversions API implementation for the HubSpot integration is planned for later this year.

Reddit previously introduced Lead Generation Ads with a Zapier integration, allowing users to provide information such as their name and email without leaving the platform and enabling advertisers to send those leads directly into CRM and automation systems.

The company is now putting more emphasis on off-site lead capture and CRM connectivity. Reddit’s Ads API documentation shows that support for on-site Lead Generation Forms has been discontinued, with existing ads using on-site forms paused from September 30. Advertisers are being directed toward off-site lead generation using tools including the Reddit Pixel or Conversions API.

The shift places more of the lead capture process within advertisers’ own websites and sales infrastructure while Reddit focuses on audience identification, campaign optimization and attribution.

The addition of Max Campaigns also brings more automation to that process. Instead of relying entirely on manually configured targeting and campaign settings, advertisers can use Reddit’s automated system to determine how budget, creative and audiences are handled across individual impressions.

Meanwhile, in-market audiences provide another layer of intent-based targeting by identifying users who are already researching relevant products or services.

Together with the HubSpot beta and expanded measurement partnerships, the changes indicate that Reddit is developing its lead generation advertising around the broader sales funnel rather than treating the initial form submission as the final campaign outcome.

For Reddit, that strategy also builds on the platform’s role in product research. Users frequently turn to individual communities to compare products, seek recommendations and evaluate business services before making purchasing decisions.