Key takeaways
- Format: Customer quote slide closing a case study carousel
- Best for: Building trust with enterprise payroll and HR buyers
- Hook: Bold before-and-after phrases inside a real quote
- Reuse it: Bold the problem and the solution inside your best customer 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
Real person, real title
A named payroll manager with a headshot is more credible than an anonymous quote.
- 02
Before and after in one line
Four vendors versus doing it all with Deel captures the transformation clearly.
- 03
Bold for skim readers
Highlighting two phrases lets people get the message without reading the full quote.
- 04
Relatable pain
Every multi-country payroll team knows the frustration of vendors that work differently.
Full creative breakdown
Who this ad targets
This ad targets HR, payroll and finance leaders at enterprises and multinationals, especially those running payroll in several countries through a patchwork of local providers. They are late in the buying journey, comparing vendors and looking for evidence that a platform works at scale. Showing a recognisable consulting firm as a customer gives risk-averse buyers social proof and helps internal champions build a business case for consolidating payroll with Deel.
Copywriting analysis
The quote follows a strong before-and-after structure. It opens with a specific time anchor, before 2019, and a concrete, quantified pain: four vendors for six countries. The middle clause, each had a different way of operating, adds the emotional and operational frustration of inconsistency. The resolution, now we do it all with Deel, is short and absolute. The run-on style feels authentic and spoken rather than polished marketing copy, which increases believability. Bolding the pain and the outcome guides skim readers. The job title, payroll manager, signals the quote comes from a hands-on user rather than an executive talking point.
Visual design
Large black text on cream gives the quote a calm, editorial presence, with bold weights creating emphasis without colour. The small circular headshot and name block sit below in a classic testimonial layout. The light blue label, footer and icon tile repeat the carousel system. A large quotation mark icon replaces the arrow and trend icons used on earlier slides, clearly marking this as the voice-of-customer card.
How to adapt this template for your brand
- Get approval from a well-known customer to use their name and logo.
- Lead with a short case study headline that names the customer and the outcome.
- Follow with a slide of two or three hard numbers and a slide with a named quote.
- Use a co-branded footer with both logos and a consistent icon per slide.
- Run it as a carousel to retargeting audiences and decision-makers in the consideration stage.
Tips for hr software ads on Meta
These slides are designed to run as a carousel. On LinkedIn, use a carousel or document ad so buyers swipe from claim to numbers to quote; on Meta, use the carousel format with one headline per card and the same landing page. Lead with the strongest card, keep the arrow icon as a swipe cue and target HR, payroll and finance job titles. Retargeting website visitors with proof-led carousels usually lifts conversion.
About this creative
The third card in the Deel x BCG carousel follows the same cream and light blue template. A small light blue label at top left reads Testimonial. Below, a large quote in black reads: “Before 2019, we had to use four vendors for six countries, and each had a different way of operating, now we do it all with Deel.” Two phrases are set in bold: we had to use four vendors for six countries and now we do it all with Deel, so a skim reader gets the before-and-after in two beats. Underneath is a small circular headshot of a man in a dark jacket with the name Rajes Rajamorganan and the title SEA-payroll manager. The light blue footer holds the Deel and BCG logos, and the pale tile at bottom right shows a large black quotation mark icon. The slide adds a real human voice to the claim and data from the previous slides, completing a persuasive proof sequence.
Meta ad · 338 × 600 · HR Software
Deel x BCG Testimonial Ad: From Four Vendors to One Platform
This Deel testimonial ad closes the BCG case study carousel with a quote from a payroll manager explaining how the company moved from four vendors across six countries to running everything with Deel. The co-branded square uses bold key phrases, a headshot and a quote icon for credible customer proof.
Added
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Details
Ad copy
Primary text
Before Deel, BCG used four payroll vendors for six countries. Now they do it all with Deel. Read the full story.
Description
BCG payroll testimonial
On-image text
Testimonial | Before 2019, we had to use four vendors for six countries, and each had a different way of operating, now we do it all with Deel. | Rajes Rajamorganan | SEA-payroll manager | deel. | BCG
Headline ideas for this template
- 1Four payroll vendors became one
- 2Why BCG's payroll team switched to Deel
- 3Stop managing a vendor per country
- 4One way of operating, in every country
- 5Hear it from a payroll manager
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.
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