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How to use customer reviews in your ads, properly

Customer reviews make strong ad concepts because they let your customers do the persuading, but only if they are real, accurate and used with permission. Quote the review as written, name or describe the source honestly, never invent or edit them to change the meaning, and check the platform's terms before reproducing reviews from it.

By the Moonlighters team. Last updated 12 October 2026.

Why reviews work

People trust other customers more than they trust your own description of yourself. A genuine review answers the question "will this be good for someone like me?" in a customer's own words. In our framework this is the social proof role.

Rules to follow

  1. Use real reviews only. Never invent, buy or edit reviews. Fake or misleading reviews can breach the Fair Trading Act, and the Commerce Commission publishes guidance on them.
  2. Get permission. Ask the customer before using their words, and especially before using their name, photo or business name in an ad.
  3. Quote accurately. Shorten if you must, but do not change the meaning. Use an ellipsis where you cut, and never stitch together phrases from different parts of a review.
  4. Be honest about the source. Say where it came from, such as a Google review or a message to us, and keep the date or recency honest.
  5. Do not invent ratings or counts. Only state a star rating or number of reviews that you can show on the source.
  6. Check the platform's terms. Platforms that host reviews often have rules about how their content may be reused.
  7. Do not reward only positive reviews. Incentives for reviews can be misleading unless disclosed, and selective use can mislead.

Designing a review ad

  • One quote, one idea. Pick the line that answers a specific doubt, such as price, reliability or speed.
  • Make the words big. The quote is the hero, with the customer's first name or description and the source below.
  • Add a real face or a real result only if you have permission and the rights to the image.
  • Tie it to an action. End with the next step, such as booking or asking for a quote.

Asking for reviews

  • Ask soon after a good experience, with a direct link that takes one tap.
  • Ask every customer, not only the happy ones, and do not pay for positive wording.
  • Reply to all reviews, including negative ones, politely and factually.

This guide is general information, not legal advice. For the specific rules that apply to your industry, check the Commerce Commission and the Advertising Standards Authority.

See also how many concepts to test for where social proof fits among your roles.

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