Leveraging Reviews in Marketing Materials

Ads featuring customer reviews see 4.6% higher click-through rates than generic messaging. Emails with review snippets have 22% higher open rates. Landing pages with testimonials convert 34% better than those without.

You already have reviews. Most contractors leave them sitting on Google, hoping customers find them.

The reviews you’ve earned are marketing assets. They belong in your ads, your emails, your truck wraps, your estimates, and every touchpoint where a homeowner is deciding whether to trust you.

Why reviews outperform other content

72% of consumers trust a business more after reading positive reviews. That number climbs higher for home services, where you’re asking strangers to let you into their home and spend thousands of dollars.

Generic marketing claims don’t move people anymore. “Quality service since 1985” is on every competitor’s truck. “100% satisfaction guaranteed” means nothing when everyone says it.

Reviews are specific. “Mike showed up early, explained exactly what was wrong with my furnace, and didn’t try to upsell me on a new unit” tells a story. It’s believable because a real person said it.

The psychological principle is social proof. When people are uncertain, they look at what others did. Seeing 247 other homeowners trusted you makes the decision easier.

Where to use reviews in paid advertising

Google Ads

Google allows seller ratings to appear on search ads when you have 100+ reviews averaging 3.5 stars or higher. These stars take up more visual space, increase click-through rates by 17%, and signal credibility before anyone clicks.

Beyond automatic stars, use review language in your ad copy. “Rated 4.9 stars by 312 homeowners” is more compelling than “Top-Rated HVAC Service.” Pull specific phrases from your reviews and test them as headlines.

One plumber tested “Same-day service” against “Fixed my leak in 2 hours - 5 stars.” The review-based headline won by 31%.

Facebook and Instagram Ads

Social platforms reward authentic content. Review-based ads outperform polished graphics because they look native to the feed.

Create simple image ads with review text overlaid on a photo of your team or truck. Keep the design clean. White text on a slightly darkened image works. Include the reviewer’s first name and star rating.

Video testimonials perform even better. A 30-second clip of a homeowner explaining why they chose you beats any amount of stock footage. You don’t need professional production. iPhone quality is fine. Authenticity matters more than polish.

Local Services Ads

Google Local Services Ads already display your review count and rating prominently. The contractors who dominate these placements have 200+ reviews, not 50.

Your profile photo matters here too. Friendly face, clear background. Combine that with a strong review count and you’ve got a competitive advantage that’s hard to fake.

Reviews in email marketing

Email open rates average 21% across industries. Subject lines featuring reviews or star ratings bump that to 26%.

Use reviews in these email types:

Nurture sequences. When someone downloads a guide or requests a quote but doesn’t book, include a review in your follow-up. “Here’s what homeowners say about working with us” followed by 2-3 specific reviews reminds them you’re trustworthy.

Seasonal campaigns. “Spring AC tune-ups are booking fast. Here’s why 247 homeowners rated us 4.9 stars” combines urgency with proof.

Re-engagement emails. Customers who haven’t heard from you in 18 months need a reason to remember you. A review from someone in their neighborhood creates relevance.

Don’t paste walls of text. Pick your best 2-3 reviews and format them cleanly with star icons, the reviewer’s first name, and the service they received.

Review-based content on social media generates 28% more engagement than promotional posts.

Turn your best reviews into graphics. Simple template: review text, star rating, first name, your logo. Post these weekly. They’re easy to create and they perform.

Screenshot reviews directly from Google and share them. Add a brief thank-you caption. “Thanks Maria for the kind words. Glad we could get your AC running before the heat wave!”

User-generated content signals authenticity. The algorithm rewards content that looks real. A review screenshot looks more genuine than a designed graphic with stock photos.

Mix review posts with behind-the-scenes content from job sites. This combination builds trust better than any polished marketing.

Using reviews in your sales process

Technicians who show reviews on tablets during estimates close 23% more jobs compared to those who rely on verbal selling alone.

When a homeowner hesitates, social proof breaks the tie. “Let me show you what other homeowners in this neighborhood said about our work” is more powerful than listing your certifications.

Create a simple one-page PDF with your 10 best reviews. Include the service type, first name, and neighborhood when possible. “John S., Lakewood - Water heater replacement” feels local and relevant.

Leave printed review cards with estimates. When the homeowner is comparing three quotes after you leave, your reviews keep selling.

Train your team to ask for permission to use reviews. “Would you mind if we shared your review with future customers?” Most people say yes. Now you have explicit consent and a warmer relationship.

Print and physical materials

Reviews belong on your trucks, yard signs, door hangers, and postcards.

“Rated 4.9 stars by 300+ homeowners” on your truck wrap turns every drive into advertising. It’s more compelling than “Serving the community since 1995.”

Yard signs with review snippets work for neighbor marketing. “Your neighbor rated us 5 stars” catches attention from people walking by.

Postcards with reviews outperform postcards with generic messaging. Include a QR code linking to your Google reviews. Let skeptical homeowners verify for themselves.

Selecting which reviews to feature

Not all reviews are equal. Choose reviews that:

Mention specific outcomes. “Fixed my furnace in 2 hours” beats “Great service!”

Name the service type. Reviews mentioning water heaters work for water heater campaigns.

Reference neighborhoods. Local reviews feel more relevant to prospects in that area.

Describe the problem solved. “Came out at 10pm for an emergency and fixed our AC” shows reliability.

Mention competitors. “We got three quotes and chose ABC Plumbing because…” shows considered choice.

Avoid reviews that are too short or too generic. “5 stars” with no text doesn’t tell a story.

Legal and ethical considerations

You can use reviews in marketing, but follow basic guidelines.

Don’t alter review text. You can excerpt, but don’t change words.

Don’t invent reviews. Fabricating testimonials is illegal under FTC guidelines and will destroy trust if discovered.

If you offer incentives for reviews (which Google prohibits), you cannot feature those reviews in advertising without disclosure.

Get permission for video testimonials. Written reviews posted publicly on Google can generally be used, but video requires consent.

Building a review collection system

You can only leverage reviews if you’re generating them consistently.

Automated SMS requests sent within 2 hours of service completion have 42% response rates. Wait two days and that drops to 6%.

Read more about review automation ROI and how to get more Google reviews.

The contractors winning have review velocity. They’re adding 15-20 reviews per month, not 2. That compounds into competitive advantage that’s hard to overcome.

Your reviews are already working for you on Google. Put them to work everywhere else your customers might see them.

Key Takeaways