Key takeaways
- Format: Curiosity headline, product shot and social-style comment bubbles.
- Best for: Brands with loyal fans facing competitor ads or hesitant buyers.
- Hook: "Read this before you order" makes skipping the ad feel risky.
- Reuse it: Pick three genuine customer comments and stack them under your product.
Available sizes
What is a testimonial ad?
A testimonial ad uses a real customer's words, such as a review, quote or comment, as the main message. It answers a buyer's doubts with social proof rather than brand claims, and works especially well when the testimonial is specific about who the customer is and what changed for them.
See all testimonial ads →Why this testimonial ad works
- 01
Curiosity headline
'Read this before you order' implies insider information, which makes people stop and read.
- 02
Peer voices
Comments from other customers feel more believable than brand claims.
- 03
Native social design
Comment bubbles, Like and Reply links look like a real Facebook thread.
- 04
Handles objections
The comments directly address doubts and competitor attacks, reassuring wavering buyers.
Full creative breakdown
Who this ad targets
This ad targets people in the consideration stage: those who have seen ButcherBox and competitor ads and are comparing options, plus existing subscribers who might be thinking about cancelling. In the US, these are typically adults aged 30 to 60 who rely on reviews and comment sections before buying online. The defensive tone of the comments also speaks to loyal customers, reinforcing their choice and reducing churn.
Copywriting analysis
The headline uses a classic curiosity and warning structure, 'Read this before you order', which assumes the viewer is close to buying and offers protection from a mistake. The comments are written in casual, emotional language with double exclamation marks and capital letters, which makes them feel authentic. Two comments take a defensive angle, responding to competitor criticism, while the third gives a simple value statement, 'worth every penny'. There is no brand-written selling copy on the image at all. When adapting this format, only use real, verifiable customer comments with permission, never invented ones.
Visual design
The layout is clean and functional: white background, bold black headline, a cut-out product group and three grey comment bubbles. The bubbles copy Facebook's design, including round avatars and small grey action links, so the ad blends into the feed. Blurred names protect privacy while hinting that these are real people. The product shot at the top gives brand context before the eye moves down into the comments.
How to adapt this template for your brand
- Collect three genuine customer comments or reviews and get permission to use them.
- Write a curiosity headline that speaks to people about to buy.
- Add a clean cut-out shot of your product or packaging at the top.
- Style the comments as social bubbles with avatars and blurred or initialled names.
- Link to a reviews page so viewers can verify more feedback.
Tips for meat ads on Meta
Comment-style ads blend into Facebook and Instagram feeds and work well for retargeting people who visited but did not buy. Meta requires testimonials to reflect real customer experiences, so use genuine comments and keep proof on file. Test a version with star ratings or a review count for extra credibility. Refresh the comments every few weeks to avoid fatigue, and consider a vertical version with the comments appearing one by one for Stories.
About this creative
This near-square ad has a plain white background and a simple, social-native layout. At the top, a bold black headline reads Read this before you order. Below it, a cut-out product shot shows an open ButcherBox carton surrounded by packs of chicken, steaks, ground beef patties and bacon. The bottom two thirds are taken up by three light-grey comment bubbles styled like Facebook comments, each with a small round profile photo, a blurred name and Like and Reply links. The first comment says that when other companies start bashing ButcherBox, it must be doing something right. The second urges people not to cancel and criticises competitors for slandering the brand. The third says the products are worth every penny. The format looks like a screenshot of a real thread, borrowing the credibility of peer comments while the headline sparks curiosity, suggesting there is something important to know before buying.
Meta ad · 338 × 600 · Meat
ButcherBox "Read This Before You Order" Comment Ad
This ButcherBox ad combines a curiosity headline with a stack of social-media-style customer comments under a product box. The blurred names and familiar comment bubbles mimic a Facebook thread, making it a social-proof testimonial ad for Meta feeds that defends the brand against competitors and reassures hesitant buyers.
Added
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Details
Ad copy
Primary text
Thinking about ordering? Read what real customers say first. 💬 Thousands of families trust ButcherBox for beef, chicken, pork and seafood they can feel good about. Meat with receipts, straight to your door. No fillers. No shortcuts. No added hormones. No bull.
Description
Quality meat, delivered to your door
On-image text
Read this before you order | BUTCHERBOX | When all these companies start bashing ButcherBox you know ButcherBox is doing something right!! | Don't cancel ButcherBox! I wouldn't order from a company that devotes all their energy slandering a GREAT company like ButcherBox. | I have been extremely pleased with my ButcherBox products. The products are worth every penny and I wouldn't change a thing!!
Headline ideas for this template
- 1Real Customers, Real Reviews: Read Before You Buy
- 2What ButcherBox Members Wish They Knew Sooner
- 3Don't Order Until You've Read These
- 4Why Members Refuse To Cancel
- 5The Comments Say It All
Meta image ad specs
| Placement | Ratio | Size (px) |
|---|---|---|
| Feed | 1:1 or 4:5 | 1080×1080 / 1080×1350 |
| Marketplace | 1:1 | 1200×1200 |
| Messenger inbox | 1:1 | 1200×1200 |
| Stories & Reels | 9:16 | 1080×1920 |
This template is 1:1. Request 4:5 or 9:16 to cover all placements.
