Methods for identifying social network users to display with an advertisement in response to a search query are provided. In one aspect, a method includes receiving a search query from a user, the user having a user presence on a social network, and identifying at least one advertisement responsive to the search query, the at least one advertisement associated with an entity having a social presence on the social network. The method also includes identifying another user of the social network that has a mutual user connection with the user on the social network and has interacted with the social presence on the social network, and providing, for display and in response to the search query, the at least one advertisement responsive to the search query, an identification of the other user, and an indicator of the interaction of the other user. Systems and machine-readable media are also provided.