Cracking the Code: How Small Business Owners Can Interview Customers for Killer Ad Campaigns

Ever feel like your ad campaigns are hitting a wall? You’ve got the visuals, the copy, and the budget, but something just isn't clicking. Here’s a secret: The best ad campaigns are rooted in real insights from the very people you want to reach—your customers. Yes, those everyday heroes who support your business hold the answers to your next big idea. All you need to do is ask the right questions.

Let’s think of it this way: If your marketing strategy is a ship, customer insights are the compass. You wouldn’t sail without direction, would you? So, buckle up, because in this blog, we’ll explore how to navigate the seas of customer interviews to discover the golden nuggets that’ll supercharge your next ad campaign.

1. Ask Open-Ended Questions That Spark Genuine Stories

"What’s their story?" That’s what you want to find out. Instead of asking yes/no questions or those that lead to predictable answers, ask open-ended questions that make your customers open up. For instance:

• “Can you tell me about the first time you used our product?”
• “What made you choose our service over others?”

These questions dig deep, unearthing the why behind their choices, which is the key to unlocking relatable, persuasive messaging for your ads.

Practical Tip: Record the interviews (with their permission, of course!) and revisit them later. Sometimes, the best insights aren’t immediately obvious. Analyzing those raw, authentic responses will help you capture the language and emotions that resonate most with your audience.

According to research by HubSpot, 80% of customers feel more connected to brands that show they understand their needs.

2. Discover the Pain Points and Problems

Your customers aren’t just buying your product—they’re buying a solution to a problem. Find out what that problem is. Ask them:

• “What frustrations or challenges did you face before using our product/service?”
• “How has our product/service made your life easier?”

When you uncover these pain points, you can craft ads that speak directly to the issues your audience cares about, making your message more compelling and relevant.

Practical Tip: Create a list of the top 3-5 problems mentioned by your customers. Use these as focal points in your ads, addressing how your product or service resolves them.

As marketing guru Seth Godin puts it, “Don’t find customers for your products, find products for your customers.”

3. Capture Their Language – It’s Marketing Gold

Every industry has its jargon, but your customers probably speak a different language—the language of real life. Pay close attention to the words and phrases they use to describe your product, their challenges, and their successes.

If they describe your service as “a lifesaver for my chaotic mornings,” use that exact phrasing in your ads. It’ll resonate because it’s in their words, not some marketing mumbo-jumbo.

Practical Tip: Create a “Voice of the Customer” document where you store recurring phrases and terms used by your interviewees. This will be your cheat sheet for authentic, relatable ad copy.

A Nielsen study found that ads using simple, everyday language perform 23% better than those with complex wording.

4. Identify Emotional Drivers Behind Purchases

Logic makes us think, but emotions make us act. Find out what emotional triggers led your customers to choose you. Was it the feeling of relief, excitement, or pride? Ask questions like:

• “How did you feel after using our product for the first time?”
• “What impact has our service had on your daily life?”

When you tap into the emotions that drove their decision, you’ll create ads that connect on a deeper level, driving more conversions.

Practical Tip: Build your ad campaign around these emotional triggers. Whether it’s the joy of achieving a goal or the relief of solving a problem, make sure your ads evoke the same feelings your customers experience.

Harvard Business School reports that 95% of purchasing decisions are subconscious, driven by emotion.

5. Get the Social Proof – It’s More Powerful Than You Think

Word-of-mouth is still one of the most potent forms of advertising. When you interview customers, you’re gathering testimonials in real time. Don’t be shy—ask them if you can use their feedback in your ads.

Here’s the magic: Customers trust other customers more than they trust brands. Featuring their words and experiences in your campaign adds credibility and authenticity.

Practical Tip: Extract powerful quotes from your interviews and incorporate them into your ads. Pair them with the customer's name, job title, or photo (with their permission) to enhance credibility.

As entrepreneur Gary Vaynerchuk says, “Your customers’ words are your best marketing tools.”

6. Understand the Journey – Not Just the Destination

It’s tempting to focus on why customers love your product now, but understanding their journey is equally important. What led them to your door in the first place? What alternatives did they consider?

Ask questions like:

• “What other options did you explore before choosing us?”
• “What nearly stopped you from buying our product?”

These insights can reveal objections, misconceptions, and competitors you hadn’t considered—valuable intel for crafting ads that address concerns upfront.

Practical Tip: Map out the typical customer journey based on your interviews. Use this map to create ads that target different stages of the journey, from awareness to decision-making.

A study by Salesforce found that 75% of consumers expect companies to understand their needs at every stage of the buying process.

7. Follow Up – The Magic Lies in the Details

One-off interviews are great, but follow-ups can reveal even more. After some time, ask customers how they currently feel about your product, and whether their opinions have changed. This helps you uncover long-term benefits and any unexpected ways your product has impacted their life.

Practical Tip: Reach out via email or phone a few months later. Keep it casual, and ask if they’d be willing to share any new insights. This follow-up can add depth to your ad campaign, showing potential customers that your product isn't just a quick fix—it’s a lasting solution.

Marketing expert Neil Patel notes ongoing customer engagement leads to better insights and more effective marketing strategies.

Listen, Learn, and Leverage

Customer interviews aren’t just about asking questions—they’re about listening. When you take the time to understand your customers’ stories, pain points, and emotions, you gain insights that no competitor can replicate. And that’s your secret weapon for creating ad campaigns that don’t just sell but connect.

So, get out there, grab a cup of coffee with your customers, and let them do the talking. You’ll be amazed at how much you learn when you simply listen.

“Your brand is what people say about you when you’re not in the room.” – Jeff Bezos

Take those words to heart, and let your customers guide you to ad campaign success.