5 Tips for picking testimonials that’ll set you ads on fire

Using the right testimonials can be a great way to build the immediate emotional connection you need for a successful ad. But some testimonials are more effective than others. Here’s a few pointers to help you pick great ones to use in your ads. Illustrated with examples from a few clients I’ve worked with.

Why use testimonials at all?

Because people are much more likely to believe what friends, family and people they think are like them say. After years of being marketed to, they simply don’t trust the claims brands make. 

Tip 1: What are you looking for?

The perfect testimonial should make your target customer think “Yes, I want to feel like that too”.

You want customer testimonials that are short, specific and where you can feel the emotion.

Tip 2: For cold Audiences (the people who don’t know your brand): 

If you’re running ads for your e-comm store, it’s likely you’ll be spending the bulk of your budget attracting new customers. The Facebook (Instagram) Algorithm will think people it’s showing your ads to have an interest in the type of product you’re offering. But they probably won’t have heard of your brand. So, they have no reason to trust you.

The aim of the using a testimonial (or two) is start to build trust. You’re looking for a testimonial where you’ve provided a solution for someone who had the same challenge (or need) as your target customer. Here are a few examples of good and not so good testimonials for this group:

Great (you can really feel the positive energy):

Ordered iPhone 14 Pro case in brown leather with my initials engraved in gold ~ love it love it love it!

“I received my bag and I just love it!! I can’t get over how soft it is. Thank you. I will be ordering again for sure.”

Okay (reassuring, but bland)

I have used Torro leather cases for years – they are stylish, strong and of top quality.

Poor (not specific or emotive enough)

Excellent service cannot fault and good quality products.

Tip 3: Retargeting ads (for people who’ve taken a look, but not bought) 

You’re looking for something a bit different at this stage in the purchase journey. These people have clicked through to your website, but didn’t buy. There’s lots of reasons why this happens, one of which is concerns they might be disappointed by the product not living up to their expectations or taking ages to come. Using testimonials is a great way to help banish these worries:

Great (you can really feel the positive energy):

“I bought my niece the guineapig scarf, she loves it I have just ordered 2 crazy dog lady mugs for birthday presents 🐾 🐾” Jacqueline C

“Ordered my mug yesterday and it arrived this morning. I love it, thank you! Carol H

“My bees mug & daisy coaster arrived today, just perfect! Already planning my next purchases, thank you 🐝” Collette M

Okay (reassuring, but bland)

“Just received my delivery today they are beautiful thank you.” Susan S


Poor (not specific or emotive enough)

Delivered exactly as promised and the quality is very good.

Tip 4: Don’t look for perfection

There are often spelling mistakes and grammatical errors in some of the best testimonials. Don’t worry about them. If the testimonial feels right, use it as is. 

Tip 5: Quotes are much more believable with a name attached 

Did you notice that some of the testimonials above have a name attached? We’re much more likely to trust a testimonial if we think it’s real, so if you have a name, use it.

I prefer using the first name with the first letter of the surname for Facebook ads, it feels more personal and in keeping with the friendly vibe of a social platform. 

Good luck with picking the right testimonials for your brand.



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