# What are customer objections?

> A customer objection is a reason a buyer gives for not buying yet. Common examples, how to find yours in ad comments, and how to answer one inside an ad.
- **Author**: Marxx
- **Published**: 2026-11-16
- **Category**: Strategy
- **URL**: https://marxx.ai/library-glossary/customer-objections

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A customer objection is a reason a buyer gives, out loud or in their head, for not buying yet. "It costs too much", "Will it suit my skin?" and "I have never heard of this brand" are all objections. An ad that answers the biggest one before the buyer asks gets more people to act.

## The five objections you will meet most

| Objection | What the buyer thinks | How an ad can answer |
|---|---|---|
| Price | "Is it worth this much?" | Show the cost per use or per day, or a smaller pack |
| Trust | "Will this brand deliver?" | Real reviews and a clear return policy. See [social proof examples](/templates/social-proof-examples-for-ads) |
| Fit | "Is this for someone like me?" | Say who it is for, and who it is not for |
| Timing | "I can buy later" | A real deadline, such as a sale that ends |
| Risk | "What if it does not work?" | A trial, a refund or cash on delivery |

## Where to find yours

- Comments and DMs on your ads and posts
- Reviews, especially the 2 and 3 star ones
- Questions your WhatsApp or support team answers again and again
- Reasons customers give when they cancel or return an order
- Customer calls. Use this [customer interview script](/templates/customer-interview-script-for-ad-research)

## A worked example

Say you sell a INR 899 hair oil. You read 200 comments under your ads and sort them. The counts are made up.

| Objection | Comments | Share |
|---|---|---|
| "Will it work on thin hair?" | 70 | 35% |
| "Price is high" | 50 | 25% |
| "Is it safe?" | 30 | 15% |
| Other | 50 | 25% |

Share = comments / 200. The top objection is fit, at 35%. Your next ad answers it first. Example hook we wrote: "Thin hair? Read this before you buy." The ad then shows who the oil suits and who should skip it.

Each objection can become an [ad angle](/glossary/ad-angle). Test one angle per ad.

## How to use them

1. Rank objections by how often they appear.
2. Pick one per ad. An ad that tries to answer five answers none.
3. Put the answer in the first three seconds or the first line.
4. Match it to what the buyer already knows. A new buyer often needs trust first. See [awareness levels](/glossary/awareness-levels).

Marxx builds personas from comments and reviews (we make Marxx). See [audience personas](/features/audience-personas).

## FAQ

### What is the difference between an objection and a pain point?

A pain point is the problem the buyer wants solved, like thinning hair. An objection is what stops them buying your fix, like doubt that it works.

### How many objections should one ad answer?

One. Pick the most common one, answer it clearly, and test the next one in a new ad.

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