Human Capital Management platform Paylocity partnered with Reddit and Monks to accelerate SMB pipeline growth and measure the incremental value Reddit could bring to its media mix. Working with Octane11 to evaluate campaign performance, Paylocity gained clear visibility into Reddit's impact on incremental reach, pipeline, and revenue.
Over a Q4 2025 campaign in the US market (October 1–December 31, 2025), Paylocity set out to accelerate SMB pipeline growth by driving both lead and deal growth, while determining whether Reddit could drive unique, incremental reach and engagement.
To break through to SMB leaders, Paylocity and agency Monks used Reddit's Interest, Community, and Keyword targeting, running Promoted Feed Posts and Conversation Placement ads to reach SMB and HR decision-makers already active in relevant communities. To quantify the impact, Paylocity partnered with Octane11 and Reddit's Marketing Science team, implementing Octane11 click tags directly within Reddit creatives to capture high-quality engagement signals and map Reddit's role across the full B2B buyer journey—moving the conversation beyond last-click attribution.
Reddit emerged as Paylocity's leading source of incremental reach, helping the brand connect with new SMB and HR decision-makers within the communities and conversations already shaping their purchase research, and surfacing high-intent accounts it wasn't capturing elsewhere.
With Octane11 measuring the customer journey from ad exposure through pipeline and revenue, Paylocity achieved a cost per landing page view that was 44% below target while generating ~9.3x influenced ROAS.
That combination, below-target acquisition cost paired with strong influenced return, made Reddit one of Paylocity's most efficient, high-performing channels for driving return on ad spend. It also gave the team a defensible answer to a question that's often hard to prove: whether a newer channel is truly adding incremental value, or simply reshuffling credit that another channel would have claimed anyway.
| Metric | Result | What it means |
|---|---|---|
| Cost per landing page view | 44% below target | Reddit drove qualified traffic more efficiently than planned. |
| Influenced ROAS | ~9.3x | Every $1 of Reddit spend was associated with $9.30 in influenced revenue. |
| Incremental reach | No. 1 channel | Reddit's leading source of net-new SMB and HR account reach. |
Source: Octane11 measurement, October 1–December 31, 2025 (US market).
For an SMB-focused HCM brand, efficient reach into new accounts and a defensible read on influenced revenue are the two things finance actually wants to see before a channel earns a bigger share of budget. Reddit delivered on both.
As we look to build a more sustainable SMB engine, we have to think holistically about where our buyers are researching. Reddit has proven to be a vital channel for reaching incremental, high-intent SMB accounts that we simply weren't capturing elsewhere.
Paylocity achieved a cost per landing page view that was 44% below target and generated ~9.3x influenced ROAS on Reddit, with Octane11 measuring the customer journey from ad exposure through pipeline and revenue.
Influenced ROAS credits a channel for revenue from accounts it touched anywhere in the buying journey, not just the last click before conversion. For a channel like Reddit, which tends to show up during research and validation rather than at the final step, influenced ROAS gives a more accurate read on its contribution to pipeline and revenue.
Reddit connected Paylocity with SMB and HR decision-makers inside the communities and conversations already shaping their purchase research, which helped the brand reach accounts it wasn't capturing through other channels.
Octane11 measured the full customer journey from ad exposure through pipeline and revenue, giving Paylocity clear, account-level visibility into Reddit's impact on incremental reach, pipeline, and revenue rather than relying on last-click attribution alone.
Paylocity partnered with Reddit and the agency Monks to plan and run the campaign, and worked with Octane11 to measure Reddit's incremental value within its broader media mix.