Key takeaways
- Format: Pull-quote headline from research, framed as an expert testimonial.
- Best for: B2B lead magnets such as white papers, reports and guides.
- Hook: An authoritative statement about what financial services need.
- Reuse it: Pull one strong sentence from your report and set it as a large quote.
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
Borrowed authority
Co-branding with an analyst firm makes the claim feel independent. Readers trust research more than vendor marketing.
- 02
Calm instead of fear
Fraud ads often lean on alarm. The serene interior stands out in the feed and positions Plaid as a composed, expert partner.
- 03
The offer is visualised
The hand on a stack of booklets shows exactly what you get. It makes a digital download feel tangible and valuable.
- 04
Specific keyword list
Naming identity, device, risk signals and behavioral insights speaks the buyer's language. Fraud and risk professionals recognise their own priorities.
Full creative breakdown
Who this ad targets
The ad targets fraud, risk, compliance and product leaders at banks, fintechs, lenders and payment companies, mainly in the US. These are senior professionals evaluating how to modernise fraud detection, often comparing vendors and building a business case internally. They value independent research they can share with colleagues. The white paper offer suits a mid-funnel audience that already knows the problem and is looking for frameworks, benchmarks and validation before speaking to sales.
Copywriting analysis
The copy is a single declarative sentence presented as a quotation, which instantly signals expertise rather than advertising. Using "need" frames the message as an industry requirement, creating mild urgency without fearmongering. The four-part list of identity, device, risk signals and behavioral insights works as a keyword cluster: each term matches a budget line or tool a fraud team already owns, implying that the real problem is fragmentation and that the paper explains how to unify them. Plaid's name never appears in the quote itself, which keeps the message neutral and credible. The CTA "Get the white paper" is concrete and low-friction, telling the reader exactly what happens after the click.
Visual design
The palette is muted: off-white wall, sage-green type, lilac quote marks and warm light wood. Diagonal blind shadows add movement and a sense of natural light, while the monstera brings a fresh green accent that echoes the text colour. The quote is set large with generous line spacing for readability. The inset photo of the booklets breaks the frame and acts as a product shot. Logos are greyscale so they don't compete with the message.
How to adapt this template for your brand
- Pick the single most quotable sentence from your report, guide or study.
- Set it as a large quote with an oversized quotation mark in an accent colour.
- Add a partner or analyst logo next to yours if the content is co-created.
- Include a small mock-up of the document so the offer feels tangible.
- Use a CTA that names the asset, such as Get the report or Download the guide.
Tips for finance & fintech ads on Meta
This creative is built for LinkedIn lead-gen: pair it with a Lead Gen Form so prospects can download without leaving the platform, and target job titles in fraud, risk and compliance at financial institutions. On Meta, use it for retargeting website visitors rather than cold audiences. Test it against the dark-green version of the same campaign to see which colour treatment wins in each feed.
About this creative
This square co-branded ad from Plaid and Javelin Strategy & Research promotes a white paper on fraud prevention for financial services. The two logos sit side by side at the top, separated by a thin vertical line, signalling a research partnership. Below, a large lilac quotation mark introduces the main message in soft sage-green type: financial services need strategies that bring together identity, device, risk signals and behavioral insights. An outlined pill-shaped button reading "Get the white paper" sits underneath. The lower part of the image is a bright, minimal interior scene: a curved light-wood desk, a monstera leaf in a glass vase and diagonal window-blind shadows across a white wall. A cropped photo in the bottom right shows a hand resting on a stack of cream booklets next to a wooden pen, visualising the white paper itself. The overall mood is calm, premium and editorial, deliberately avoiding the alarm usually associated with fraud messaging.
Meta ad · 1200 × 1200 · Finance & Fintech
Plaid x Javelin White Paper Ad: Quote-Led Lead Gen Example
This Plaid and Javelin ad promotes a co-branded fraud prevention white paper to financial services professionals. It uses a pull quote as the headline, a serene interior photo and an outlined CTA button. Use it as a template for B2B lead magnets where third-party research adds authority to your message.
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Details
Ad copy
Primary text
Fraud is getting smarter, and siloed tools can't keep up. Plaid and Javelin Strategy & Research explain why leading financial institutions are combining identity, device, risk and behavioral signals into a single fraud strategy. Download the free white paper.
Description
Free research from Plaid and Javelin
On-image text
PLAID | javelin | “Financial services need strategies that bring together identity, device, risk signals, and behavioral insights. | Get the white paper
Headline ideas for this template
- 1Fraud is evolving. Is your strategy?
- 2One view of identity, device and risk
- 3What leading banks know about fraud
- 4Free research: unify your fraud signals
- 5Stop fighting fraud in silos
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.
