In the six years of running my ecommerce agency, I’ve worked with a wide range of brands. One thing that always surprises me is how many of them completely ignore the comments on their Facebook ads. If you're not evaluating, monitoring, and replying to ad comments, you're missing out on better performance and valuable customer insights. Facebook ad comments are a goldmine. Let me explain how.

The Two Core Benefits of Monitoring Facebook Ad Comments

Monitoring comments helps you achieve two important goals.

First, it gives you direct access to what your target audience thinks about your product or service. You can then use this information to either improve the product and customer experience or solve issues users might be facing.

Second, these comments are a powerful source of inspiration for your next batch of creatives. For example, a positive comment can be used as a concept or hook for a future ad. You can even use the testimonial directly in your ad to build trust and credibility.

‍

How Engagement Improves Performance Metrics

When you consistently engage with your audience in the comments by replying and creating open conversations, it impacts performance directly.

It can:

• Lower your CPMs
  
  
• Increase your CTR
  
  
• Reduce CAC
  
  
• Improve overall ROI
  
  

This is not just theory. I’ve implemented this approach across multiple businesses and seen an average of 2x ROI increase within three months. While other factors also contribute to better performance, I’ve run isolated tests that confirm this tactic creates a noticeable lift.

https://www.loom.com/share/9919fc74b8f345eeacc2e62bf1e640c9?sid=fd5162bf-5bd9-47a1-994f-9f97d8642330 

How to Manage Comments Effectively

The first step is simple. Either manage the comments yourself or assign the task to an assistant or junior media buyer.

Make it a daily habit to:

• Review all active ads
  
  
• Respond to comments as quickly as possible
  
  
• Reply in a way that encourages further interaction
  
  

Example

If you’re running a pet store and a customer leaves a comment like “Loved this product, my dog is really enjoying it,” a bad reply would be just saying “Thanks.”

A better approach would be:
"Thanks so much! Share a pic of your dog here and we would love to give you 10 percent off as thanks."

This encourages the user to respond again. If they share the photo, you can then reply again, maybe with something fun like "Such a cutie!" Other people may chime in too. This naturally boosts engagement and builds trust.

Using Positive Comments in Your Ad Strategy

Positive comments can be a goldmine for ad angles.

For instance, if someone comments that they lost 10 kg using your product, that can become a headline for a future ad. You are tying your messaging directly to a real customer experience, which has a high chance of resonating with potential buyers.

You can also directly embed testimonials from comment sections into your ads. This is one of the most authentic ways to show social proof.

https://www.loom.com/share/9c6dc5a72e73447987585e1c556b6f6d?sid=d67d2f96-d861-4c1f-91b6-e47526fbeb33 

Managing Negative Comments: What to Do

Negative comments can hurt your ad performance and brand perception. Sometimes they are genuine feedback, but other times they come from trolls or competitors.

Here’s how to handle them.

Step 1: Use keyword restrictions to filter out common negative words or phrases.

Step 2: If a comment slips through, your daily comment reviews should catch it in time. Simply hide the comment and block the user if necessary.

Helpful Negative Comments

Not all negative comments are harmful. I usually see two types that are extremely useful:

1. Feedback on product, pricing, or delivery:
These help you improve your customer experience and fix potential blind spots.

2. Objections and hesitation:
These are from people who haven’t bought yet. They’re skeptical or hesitant because of past bad experiences, disbelief in your claims, or price sensitivity.

Use these insights to improve your website copy, ad creatives, and messaging. Addressing objections upfront increases your conversion rate and builds brand trust.

More Than Just Metrics — It Builds Brand Equity

Engaging with ad comments improves Facebook metrics. But more importantly, it shows your audience that you’re not just another brand. You actually listen and care about their experience.This builds long-term trust and a stronger brand image.

Conclusion: Turn Comments Into Conversions

Most brands treat Facebook ad comments as background noise. But if you’re serious about performance, this is where the real gold lies. Managing and engaging with your ad comments is not just about maintaining a clean comment section - it’s a direct growth lever that improves your ad metrics, strengthens your brand, and uncovers valuable insights straight from your audience.

The good news? You don’t have to do it all manually.

If you’re just starting out, assign this task to an assistant or a junior media buyer. But if you’re running ads at scale or managing multiple clients, it’s time to automate.

That’s exactly why we built a tool that does this for you. It:

• Extracts comments daily
  
  
• Responds to positive feedback with engaging follow-ups
  
  
• Hides and filters out negative or spam comments
  
  
• Builds out ad angles from actual customer sentiment
  
  

The best part? It works quietly in the background while your ad performance climbs.Stop leaving revenue in the comments. Start turning your comment section into your highest-performing asset.

At Digitorm, we help eCommerce brands turn their ad comment sections into powerful conversion machines. Our proprietary system automates the entire process—from pulling insights to replying with intent—so you never miss a sale or a golden idea for your next ad. Let us help you boost ROI, lower CAC, and build brand equity at scale. Book a free strategy call with Digitorm and start turning comments into conversions.