How to Use Social Proof in Paid Ads to Drive More Sales

When people see others buying, liking, or praising a product or service, they’re more likely to follow suit. That’s the power of social proof, and it’s one of the most persuasive tools you can use in your paid ad campaigns.

Social proof works because people want to make decisions they can trust. A potential customer might hesitate on your product until they see a testimonial, a five-star review, or an influencer using it. As Neil Patel explains, “Testimonials and user-generated content provide unbiased social proof that others have used and loved your product” (Neil Patel).

So how do you actually add social proof to your ads? Start by using customer reviews in your ad copy or graphics. Platforms like Google and Facebook allow you to highlight ratings or verified buyer comments. Showing off a satisfied customer’s words builds trust in seconds. You can also use case studies, before-and-after photos, or video testimonials: anything that demonstrates results with real people.

Another powerful form of social proof is showcasing large numbers. If thousands of people have bought a product, say so. “Join over 10,000 happy customers” or “Over 500 five-star reviews” helps a shopper feel they’re not alone in their choice.

Endorsements from influencers or experts also work. When someone with authority vouches for your brand, it makes your offer more credible. Just make sure these endorsements are authentic, not scripted. Meta’s own recommendations state, “Advertisers must not use misleading or deceptive claims, especially those that could be interpreted as verified by third parties when they are not” (Meta Transparency Center).

Lastly, social proof should match the stage of the buyer’s journey. Cold audiences might need reviews and star ratings. Warmer audiences could respond better to customer stories or influencer demos. Test multiple formats and measure what drives the most conversions. When done right, social proof doesn't just build trust, it drives action.

Sources
Neil Patel, How to Use Social Proof in Your Marketing to Increase Conversions
https://neilpatel.com/blog/social-proof/
Meta Transparency Center, Meta Advertising Standards
https://transparency.fb.com/en-gb/policies/ad-standards/