Bid Strategy

Your bid strategy is how you tell Reddit what you will pay per action in the auction: per click, per thousand impressions, or optimized toward conversions.

You pick a billing basis and a bidding mode. CPC bills per click and suits traffic goals; CPM bills per thousand impressions and suits reach; oCPM bills per impression but steers delivery toward people likely to convert. You can set the bid manually to cap what you pay, or let Reddit set it automatically to spend the budget for the most results.

You have a lead goal and no read yet on the right bid. You start on automatic bidding to let Reddit find the price, watch the cost per lead for a few days, then switch to a manual cap once you know what a lead actually costs you. Now the auction cannot quietly pay more than your math allows.

A manual bid set too low just stops delivering. Cap the bid under what the auction is clearing and your ad stops winning impressions, so you save money by reaching no one. If spend flatlines right after you set a manual cap, the cap is the problem, not the audience.

Bid for the result you want, not the price you wish it cost.