Reddit adds in-market B2B audiences and HubSpot beta to lead gen ads
Reddit has extended Max campaigns to lead generation, started a beta of in-market audiences for B2B categories, and is testing HubSpot as a CRM partner in open beta.
Reddit announced new lead generation features for advertisers on October 6, 2026. The update brings its automated Max campaigns to lead generation, adds a beta of in-market audiences for categories such as Enterprise and Business AI and Cybersecurity, and tests HubSpot as a CRM partner in open beta. The details are in Reddit's announcement.
What happened
Reddit says advertisers can now send prospects to landing pages on their own sites or to forms built for their business, then route the lead data into their CRM for follow-up.
- Max campaigns for lead gen: Max campaigns, which Reddit opened to all advertisers on September 3, 2026, can now be used for lead generation. Reddit says Max optimizes campaign settings and creative rotation for every impression.
- In-market audiences (beta): These reach people researching or considering a purchase, and are available automatically through Max. Reddit says advertisers using them saw an average CPA improvement of nearly 7% compared with its other first-party targeting options, based on internal data from August 2026.
- Audience partners: Bombora, Demandbase, Clay, Octane11, and G2 data through the Bombora connector.
- Measurement partners: Octane11 and Dreamdata (in alpha), to connect Reddit activity to attribution and pipeline outcomes.
- HubSpot: An open beta covering attribution, reporting, and account setup. Reddit says Pixel and Conversions API implementation is planned for later this year.
Reddit says more than 20 million business decision-makers come to the platform globally. It also shared a case study in which cybersecurity company Huntress cut its CPA by more than half across two campaigns. These figures come from Reddit and have not been independently verified. Social Media Today reported that more sectors will be added to the in-market test as it evolves.
Why it matters for GTM teams
The main change is the link between Reddit ads and the systems B2B teams use to track pipeline. Leads can flow into a CRM, and measurement partners aim to tie Reddit spend to attribution and pipeline reports. That makes it easier to judge Reddit on the same terms as other paid channels.
Teams that already use Bombora, Demandbase, or Clay can also apply their existing account and intent data to Reddit campaigns. The limits are clear, though. In-market audiences are in beta, cover only a few categories so far, and only run through Max. The HubSpot integration is in open beta, and Dreamdata measurement is in alpha.
What to do next
- If your CRM is HubSpot, ask your Reddit rep about the open beta, and check how Reddit lead data maps to your lifecycle stages before you scale spend.
- If you already use Bombora, Demandbase, or Clay, test whether your current target account lists can be used as Reddit audiences.
- If you sell to AI or cybersecurity buyers, test in-market audiences in a separate Max campaign and judge it on pipeline, not only CPA.
- Treat the 7% CPA figure and the Huntress results as Reddit's own numbers until your tests confirm them.
