Bing is testing customer reviews right inside search ads. Under some Sponsored results a short line labeled "from consumer review" has appeared — a quote from a review of the company. The text is pulled from the advertiser's Trustpilot profile. Here is what the test looks like, how it differs from reviews in Google Ads, and what it means for anyone running traffic from Microsoft Advertising.
What was spotted
The test was found by PPC specialist Khushal Bherwani, who posted a screenshot on X, and Search Engine Roundtable reported it on September 30, 2026. The ad itself looks familiar: headline, description, link and extensions. What's new is one line below it: a short phrase from a customer review labeled "from consumer review".
- Format: one line inside the Sponsored result, no stars and no separate review block.
- Source: company profiles on Trustpilot.
- Status: a test. Microsoft Advertising has not announced or commented on it, and there is no setting for it in the dashboard.
How it differs from what already exists
Reviews in search ads are not new. What's new is that Bing appears to add them on its own, without the advertiser.
- Review extensions in Microsoft Advertising. An existing extension where the advertiser adds a review or rating, always from a third-party source with a link to it. Clicks on the rating are free.
- Store ratings in Google Ads. Stars under a text ad appear automatically. According to Google Help, you need roughly 100 unique reviews in the past 24 months in the country and an average rating of 3.5 or higher. Google collects reviews from Google Customer Reviews and 30+ partners, including Trustpilot.
- Third-party endorsements in Google. Google also tested a similar format: a publisher quote with a logo under the ad — for example, "Best for Frequent Travelers" from PCMag. Google called it "a small experiment".
Both search engines are moving the same way: an ad is no longer just the advertiser's text and is picking up external trust signals.
Why it matters for CTR and reputation
In search, people choose between similar ads in a couple of seconds. A phrase from a real customer looks more convincing than "fast delivery" in the ad copy, so such a block could in theory lift CTR. There are no confirmed numbers yet: Microsoft has not published data on its impact on clicks, conversions or cost per customer.
There is a flip side. If reviews are pulled automatically, a brand's reputation becomes visible before the click. For a company with a strong Trustpilot profile it's a free trust boost. For a company with bad reviews it's a risk, if Bing ever starts showing more than positive quotes. How phrases are selected, whether AI shortens them and whether the block can be turned off is still unknown.
What to do if you run traffic from Microsoft Ads
- Check the Trustpilot profile of the brand you promote. If your ad leads to the advertiser's domain, their review may end up under your ad. When choosing an offer, look at the rating as closely as at the payout.
- Use what's already available. Review extensions in Microsoft Advertising and store ratings in Google Ads work today and are under your control. If you run your own site or store, honest review collection is a direct investment in CTR.
- Don't fake reviews. Trustpilot removes suspicious reviews, and in the US the FTC rule on fake reviews has carried fines since 2024. If search engines start pulling reviews into ads, a faked profile becomes even more visible.
- Track CTR by segment. If the test rolls out wider, compare ads with and without a review — that way you see the effect in your own numbers, not in someone's promises. We covered how to read metrics in the article on CTR, CR, EPC and ROI.
- Don't rebuild campaigns yet. The format is a test with no settings. Strong creatives and ad copy still decide. If you're just getting into search ads, start with our Google Ads guide for beginners: Microsoft Advertising works in a similar way.
What is still unknown
- How Bing picks a specific phrase and whether only positive reviews make it into the block.
- Whether there will be sources other than Trustpilot.
- Whether advertisers will be able to choose, edit or disable the review.
- How the format affects CTR and cost per click.
We are watching the test and will update this news if Microsoft makes an official announcement.
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Sources: Search Engine Roundtable (Bing review ads test), Search Engine Land (Google Ads third-party endorsements test), Microsoft Advertising (Review extensions), Google Ads Help (store ratings), FTC (fake reviews rule). Data checked on October 6, 2026.