Turning Customer Feedback into Powerful Google Ads Copy

When it comes to creating effective Google Ads copy, I see many small business owners focus mainly on the keywords and features of their products or services within headlines and descriptions.

While those elements are undoubtedly important, one goldmine of inspiration is often overlooked: customer feedback.

Whether through testimonials, survey responses, or simply an email expressing their positive experience, your customers have already told you why they love your business. Now, it’s time to use their words to craft ad copy that speaks your customers' language, builds trust, and drives results for your business.

In this blog post, I’ll explain how to turn customer feedback into Google Ads copy that feels authentic, relatable, and designed to convert.

Why Customer Feedback is Your Secret Weapon

Imagine walking into a room full of potential customers and hearing one of your happy clients stand up and say, "This business made my life so much easier!" How much more likely would others be to listen? That’s the power of social proof.

Here’s why customer feedback works so well in Google Ads:

• It Builds Trust: People are naturally sceptical of ads, and that’s understandable; when you see the same claim across many different ads, it's hard to differentiate. But actual words from real customers demonstrate credibility.
• It Speaks Their Language: Your customers talk about your business in a way that resonates with other people just like them.
• It Solves Problems: Testimonials often highlight how you’ve addressed a common pain point.
• It Stirs up Emotion: Real experiences connect on a personal level, making your ad stand out.

Try thinking of customer feedback as a bridge between your business and your potential audience. It’s not just about what you say - it’s about what others say about you.

Types of Customer Feedback You Can Use

Not all customer feedback is created equal, but most of it can be used somehow. Here are the key types of feedback you should be looking out for and collecting:

1. Testimonials: 

Short, glowing commendations are perfect for headlines and descriptions. 

Example: “This service saved me hours every week!” 

2. Reviews: 

Whether on Google, Facebook, or Trustpilot, reviews often highlight the unique benefits of your product or service that you may not even be aware of.   

Example: “Great customer service and fast delivery - I’ll definitely buy again!”

3. Survey Responses: 

If you’ve ever sent out a survey, try paying attention to the language your customers use to describe their experience using your products or services. 

Example: “I love how simple the setup process was - it’s exactly what I needed!”

4. Social Media Comments: 

Casual but nonetheless still authentic, these snippets can add a conversational tone to your ad copy. 

Example: “This is my go-to shop for unique gifts!” 

5. Customer Emails or Messages: 

Sometimes, the most heartfelt feedback comes through private channels like emails or DMs. 

Example: “You went above and beyond to ensure we got the information that was important to us, not just a cookie-cutter response - thank you!”

How to Collect and Organise Feedback

Before you can turn feedback into compelling ad copy, you need to gather and organise it. Try creating a system that works for you.  

Here’s how:

• Ask for Reviews: Ask your customers to leave a review after a purchase or service. Make it easy with direct links to your Google or Facebook review pages. 
• Monitor Social Media: Look for comments, tags, and mentions of your business. These often contain valuable feedback that you can use in your copy. 
• Send Out Feedback Surveys: A quick survey asking, “What did you like most about our service?” can provide insightful responses you could use for ad copy and to improve your customers' experience. 
• Spot Patterns: Look for common themes in the feedback. Are customers raving about your speed, reliability, friendly service, or clarity?   
• Organise Feedback: Use a spreadsheet, word document or online tool to group feedback into meaningful categories like benefits, features, and emotional responses.

Turning Feedback into Ad Copy

Now comes the fun part - transforming your gathered feedback into Ad copy that works better for you.

Here’s how to do it:

Headlines: Borrow the Best Phrases

Your headline is often the first thing people see, so it needs to grab attention. Borrow short, impactful phrases from testimonials or reviews. 

Example: 

• Feedback: “You helped me double my sales in three months!” 
• Ad Headline: “Double Your Sales in 3 Months”

Descriptions: Address Pain Points

Try using the feedback to address common concerns or challenges your potential customers might have. 

Example:

• Feedback: “I was worried about hidden fees, but everything was transparent and affordable.” 
• Ad Description: “Clear pricing, no hidden fees - just great results.”

Call-to-Actions (CTAs): Inspire Action

Yes, you could use “Buy Now” or “Call for a Free Quote” as a call to action, but what about letting your customers' excitement inspire your CTAs?   

Example: 

• Feedback: “You’ve got to try this- it’s a game-changer!” 
• CTA: “Try the Game-Changer Now”

Examples of Feedback-Driven Ad Copy

How can you turn your customer's feedback into a clickable Google Ads copy? – let's see some examples:

1. Testimonial: 

• Feedback: “I finally found a mechanic I can trust.” 
• Ad Copy: “Trusted Mechanics - Quality Service You Can Rely On.”

2. Review Highlighting Features: 

• Feedback: “The app is so intuitive and easy to use!” 
• Ad Copy: “Simple. Intuitive. Get Started with Ease Today.”

3. Pain Point Resolved: 

• Feedback: “I’ve tried others, but this is the only service that delivers on its promises.” 
• Ad Copy: “Tired of Empty Promises? Try the Service That Delivers.”

Some Advice on Dos and Don’ts for Using Feedback

 Dos:

• Only use genuine quotes - authenticity is key here.
  
  • Keep it concise - Google Ads have strict character limits.
  • Focus on specific benefits. You want to show that your product or services solve customer problems, and your existing customers can help you convey that.

 Don’ts:

• Don’t misquote or embellish feedback - it can damage trust and feel inauthentic if it is not what gets experienced.
• Try avoiding generic phrases that lack impact.
• Try not to use overly technical language or jargon unless it’s relevant to your specific audience.

What Does Feedback-Based Ad Copy Get You?

When you use your customers' feedback in your Google Ads, you’re not just promoting your business- you’re amplifying the voices of satisfied customers. This can bring some great results for your business, which include:  

• Higher Click-Through Rates (CTR): Authentic ads stand out in a crowded market, and more quality traffic leads to more sales.   
• Improved Quality Scores: Google rewards advertisers for ads that resonate better with audiences, which means lower cost per click, so your budget goes a little further.  
• Stronger Customer Trust: People trust real experiences more than polished marketing speak.

Quick Checklist: Turn Feedback into Winning Ads

✅ Collect testimonials, reviews, and survey responses. 

✅ Identify key phrases and benefits mentioned by customers. 

✅ Use feedback to craft attention-grabbing headlines. 

✅ Test ad variations and monitor performance metrics. 

✅ Refine your ads based on what works best.

Let Your Customers Speak for You

Customer feedback isn’t just for your website or social media; it shouldn’t just sit there on their respective platforms - it’s a powerful tool for your Google Ads campaigns. Using actual words from real people, you can create ads that resonate, build trust, and drive growth for your business. 

Need help crafting feedback-driven ads? Let’s chat! Book a Power Hour with me to transform your campaigns into customer-focused success stories.