A B2B SaaS company had maxed out efficiency on Google and Meta and needed to expand into new acquisition channels without blowing up their CAC. They had heard Reddit and Microsoft could work for B2B but had no framework for testing them responsibly.

Designed and launched a structured channel test across Reddit Ads and Microsoft Ads. Built campaign architecture from scratch on both platforms — subreddit targeting strategy for Reddit, LinkedIn audience syncing and intent-based keyword targeting for Microsoft. Set clear success criteria before launch to prevent premature scaling or abandonment. Reddit drove strong top-of-funnel awareness among a highly relevant technical audience. Microsoft delivered qualified search demand at CPCs meaningfully below Google. Both channels were validated and transitioned into ongoing acquisition channels within 90 days.