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Google Ads Call-to-Action (CTA) Guide for Beginners

Many people think of the text and design of Call-to-Action (CTA) buttons as non-vital.

However, if you’re like me, you consider every detail of your campaigns and are always eager to optimize them as much as possible.

We’ll dive into detail and show you all there is to Google Ads Call-to-Action.

We’ll also include some examples of good CTAs for many use cases.

Let’s get right into it!

What is a Call-to-Action?

A Call-to-Action is a directive or an instruction aimed at prompting an immediate response from the audience.

In the context of Google Ads, it’s the part of your advertisement that tells users exactly what action you want them to take next. Be it “Buy Now”, “Sign Up”, “Learn More”, or “Contact Us”, a CTA is the nudge that moves users from mere interest to tangible action.

The Role of CTAs in Digital Marketing

In digital marketing, and more specifically within Google Ads, CTAs are not just a recommendation; they are an essential component of the ad structure.

They contribute to the effectiveness of campaigns by clearly stating the next steps, helping to filter and direct user engagement towards meaningful interactions.

Whether the goal is to increase website traffic, generate leads, or drive sales, a well-crafted CTA can significantly impact the click-through and conversion rates of your ads.

The Psychology Behind CTAs: Why They Work

Yes, I know you want them to just press that button.

However, getting prospects to “just do it” requires finesse.

The effectiveness of a CTA lies in its ability to tap into human psychology.

Several factors come into play here:

  1. Decision-making: A clear CTA reduces the cognitive load on users, making it easier for them to make a decision. By providing a direct course of action, you remove ambiguity, allowing users to proceed with confidence.
  2. Motivation: CTAs often include elements that motivate users to take action. This could be the promise of a benefit, such as a discount or access to exclusive content, which creates a perceived value in taking the action.
  3. Urgency: Many CTAs create a sense of urgency or scarcity, suggesting that failing to act could result in missing out on an opportunity. This taps into the human tendency to act swiftly in the face of time-sensitive decisions or limited offers.

By understanding the psychological triggers that CTAs can activate, advertisers can craft messages that resonate more deeply with their audience, encouraging them to move from interest to action.

The Components of an Effective CTA

Crafting an effective Call-to-Action (CTA) for Google Ads is a nuanced process that hinges on understanding and integrating several key components.

This chapter dissects these components to provide a clear blueprint for creating CTAs that not only capture attention but also drive users to take the desired action.

Let’s examine each element in detail.

Action Verbs

The cornerstone of any CTA is the verb used to initiate action. These verbs must be direct and vigorous, compelling users to move from passivity to action.

Verbs like “Buy”, “Subscribe”, “Download”, or “Contact” are clear directives that leave no room for ambiguity about what action is expected.

The choice of verb should align with the specific outcome you aim for, whether it’s a purchase, a sign-up, or any other action.


Clarity in a CTA cannot be overstated. Users should be able to understand at a glance what action they’re being asked to take and what outcome to expect.

This clarity extends to the language used, which should be straightforward and devoid of jargon or complex phrases.

The goal is to make the CTA as accessible as possible to a wide audience, ensuring that nothing stands in the way of the user’s comprehension and subsequent action.


Incorporating a sense of urgency or time sensitivity compels users to act swiftly.

This can be achieved through phrasing that indicates a limited offer, such as “Offer ends soon” or “Limited time only”.

The effectiveness of urgency lies in its ability to tap into the fear of missing out, encouraging users to take immediate action to avoid losing an opportunity.

However, it’s crucial to use urgency wisely to maintain trust and avoid the perception of manipulation.


A compelling CTA not only instructs but also offers a clear benefit to the user.

This benefit should be immediately apparent, answering the user’s implicit question: “What’s in it for me?”

Whether it’s the promise of a discount, exclusive access, or valuable information, the benefit should be directly linked to the action, making the CTA more attractive and persuasive.

Highlighting the benefit can significantly increase the likelihood of users taking the desired action, as it shifts the focus from what you want them to do to what they stand to gain.

Crafting Your CTA for Google Ads

Creating a Call-to-Action (CTA) for Google Ads requires more than just understanding the basic components; it demands a tailored approach that aligns with both your campaign goals and the specific formats of Google Ads.

This chapter focuses on how to fine-tune your CTAs to effectively engage your target audience across various types of Google Ads, ensuring that your message resonates and prompts the desired action.

Aligning CTA with Your Ad’s Goal

First and foremost, your CTA must be in harmony with the overarching goal of your ad—whether that’s to generate awareness, drive consideration, or encourage conversions.

For awareness campaigns, CTAs like “Learn More” or “Discover” can gently guide users to more information without demanding immediate action.

For consideration or intent stages, you might use “Compare” or “View Options”, which suggest a deeper exploration of what you’re offering.

Finally, for conversion-focused ads, direct CTAs such as “Buy Now” or “Sign Up” clearly communicate the action you want the user to take.

Writing CTAs for Different Types of Google Ads

  • Search Ads: Given the text-based nature of search ads, your CTA needs to be concise yet compelling, fitting within the limited space while standing out amidst the competition.
    Incorporate action-oriented verbs and ensure the CTA is directly related to the search query and ad copy, making the next step obvious and enticing.
  • Display Ads: With more creative freedom, display ads allow for the use of visual elements to complement your CTA.
    Here, the CTA button should be visually distinct and placed prominently. Using contrasting colors and clear, actionable text can help make your CTA pop against the ad’s background, drawing the user’s eye and encouraging clicks.
  • Video Ads: Video ads offer a dynamic way to engage users, but the CTA must be timed perfectly and clearly articulated. Place your CTA at a point in the video where interest is peaked but before viewer drop-off, usually within the first few seconds for shorter ads.
    The verbal or text-based CTA should be straightforward, making it easy for viewers to understand what to do next even if they don’t watch the entire video.

Personalization and Specificity

Personalizing your CTA can dramatically increase its effectiveness.

Tailor your CTA to the audience segment you’re targeting, using language and offers that resonate with their specific needs and interests.

The more relevant your CTA feels to the user, the more likely they are to take action.

Additionally, specificity can enhance clarity; for instance, “Download Your Free Guide Today” is more compelling than a generic “Click Here” because it tells users exactly what they’ll get.

Best Practices for Google Ads CTAs

Achieving success with Google Ads requires not just creating any Call-to-Action (CTA), but crafting one that adheres to established best practices.

This chapter distills the wisdom gained from countless campaigns into actionable advice, guiding you toward CTAs that not only grab attention but also drive results.

By adhering to these best practices, you can enhance the effectiveness of your Google Ads, regardless of the campaign type or audience.

Keep It Short and Sweet

Given the limited space and the fleeting attention span of online audiences, your CTA must convey its message concisely and forcefully.

Aim for a CTA that is concise yet powerful, using no more words than necessary to communicate the action you want users to take.

This clarity makes it easier for users to understand what is expected of them and helps your CTA stand out in a crowded advertising landscape.

Keep Testing

One of the most critical practices in digital marketing is A/B testing, and this holds especially true for CTAs.

Creating two versions of your ad, each with a different CTA, allows you to compare their performance and see which resonates more with your audience.

This data-driven approach removes guesswork from the equation, providing concrete insights into what works best for your specific goals and target demographic.

Over time, A/B testing can significantly optimize your CTAs, leading to higher engagement and conversion rates.

Be Consistent

A CTA that promises one thing while the landing page delivers something else is a recipe for disappointment and decreased trust among your audience.

Ensure that your CTA aligns perfectly with the content and offer on your landing page.

This consistency reassures users that they’re on the right path, smoothing the transition from ad to action.

Moreover, a seamless experience from CTA to landing page is crucial for maintaining user engagement and trust, which in turn, can lead to better conversion rates.

Use Numbers and Offers

Specificity can significantly enhance the appeal of your CTA.

Including numbers or specific offers within your CTA makes the proposed action more tangible and measurable.

For instance, “Save 30% when you sign up today” clearly communicates the benefit of taking immediate action, making the CTA more compelling.

Such precision not only adds credibility to your offer but also provides potential customers with a clear incentive to click through.

Examples of Effective CTAs in Google Ads

Understanding the theory behind effective Call-to-Actions (CTAs) is one thing; seeing these principles applied in real-world scenarios is another.

This chapter presents examples of CTAs from various Google Ads that have demonstrated success.

Through these examples, you’ll see how the principles discussed in previous chapters come to life, driving engagement and conversions across different industries.

Example 1: E-commerce Retail

CTA: “Shop Now and Save 20% On Your First Order”

Why It Works: This CTA is powerful for several reasons. First, it’s action-oriented, with “Shop Now” clearly indicating what the user should do. Second, it incorporates a specific offer (“Save 20%”) that adds value to the action. Lastly, the inclusion of “On Your First Order” targets new customers, making the offer more exclusive and appealing.

Example 2: B2B Services

CTA: “Schedule Your Free Consultation Today”

Why It Works: For services, especially in the B2B sector, the decision-making process can be lengthy. This CTA effectively uses the word “Schedule” to imply a commitment-free first step. The addition of “Your Free Consultation” emphasizes the no-cost aspect of the action, lowering the barrier to entry. “Today” adds a subtle urgency, encouraging immediate action.

Example 3: Subscription Services

CTA: “Start Your 7-Day Free Trial Now”

Why It Works: This CTA checks all the boxes for encouraging sign-ups for subscription services. “Start Your” personalizes the action, while “7-Day Free Trial” clearly outlines the offer’s terms. “Now” adds urgency, pushing users to take immediate action. The overall effect is a compelling invitation to experience the service without immediate commitment.

Example 4: Lead Generation for Webinars

CTA: “Reserve Your Spot for Our Exclusive Webinar”

Why It Works: Webinars are all about exclusivity and value. “Reserve Your Spot” suggests a limited availability, tapping into the fear of missing out (FOMO). “For Our Exclusive Webinar” highlights the unique opportunity being presented, making the CTA more enticing to the target audience looking for specialized knowledge or insights.

Example 5: App Downloads

CTA: “Download Now and Start Improving Your Workflow Today”

Why It Works: In the competitive app market, clarity about benefits is key. This CTA uses “Download Now” to prompt immediate action. The phrase “and Start Improving Your Workflow Today” speaks directly to the user’s desire for efficiency, outlining a clear, immediate benefit of downloading the app.

Through these examples, it’s evident that an effective CTA in Google Ads is much more than a generic “Click Here.” It’s a carefully crafted message that combines action, clarity, urgency, and benefit, tailored to the specific audience and objectives of the campaign. By analyzing and drawing inspiration from these examples, you can start to craft CTAs that resonate with your target audience and drive the actions that are most valuable to your business.

Example 6: Non-Profit Donation Drive

CTA: “Donate Today and Help Change Lives”

Why It Works: This CTA immediately makes the action personal and impactful. “Donate Today” suggests immediate action, while “and Help Change Lives” connects that action with a powerful outcome. It transforms a simple click into a step towards making a significant difference, appealing to the viewer’s empathy and desire to contribute to a cause.

Example 7: Real Estate Listings

CTA: “View Homes Near You and Find Your Dream House”

Why It Works: Real estate ads benefit greatly from localization and the promise of discovery. “View Homes Near You” personalizes the search, suggesting convenience and relevance. The addition of “and Find Your Dream House” taps into the aspirational aspect of home searching, making the CTA emotionally compelling.

Example 8: Online Course Enrollment

CTA: “Enroll Now and Start Learning on Your Schedule”

Why It Works: Flexibility is a key selling point for online courses. “Enroll Now” is a straightforward directive that promises immediate action, while “and Start Learning on Your Schedule” emphasizes the benefit of self-paced learning. This CTA addresses a common barrier (lack of time) and presents the course as a solution.

Example 9: Software as a Service (SaaS) Product

CTA: “Try for Free and Experience Cutting-Edge Efficiency”

Why It Works: For SaaS products, demonstrating value without upfront commitment can be effective. “Try for Free” eliminates financial risk, encouraging users to explore the product. “and Experience Cutting-Edge Efficiency” highlights the unique selling proposition, suggesting that using the product will lead to modern and efficient outcomes.

Example 10: Fitness Membership Promotion

CTA: “Join Now and Get Your First Month Free”

Why It Works: This CTA cleverly combines urgency with an offer. “Join Now” is a clear call to action that implies immediacy. “and Get Your First Month Free” presents a tangible benefit, reducing the barrier to entry for new members concerned about cost. The overall message is inviting and creates an incentive to act quickly.

Example 11: Travel Booking Deals

CTA: “Book Your Dream Vacation Now – Limited Offers Available”

Why It Works: Travel ads often rely on the allure of escape and the fear of missing out. “Book Your Dream Vacation Now” uses inspirational language to encourage action. The addition of “Limited Offers Available” introduces urgency and scarcity, prompting users to act fast to secure their spot.

Example 12: Technology Product Pre-Orders

CTA: “Pre-Order Today and Be the First to Experience Innovation”

Why It Works: For technology enthusiasts, being at the forefront is a key driver. “Pre-Order Today” is a clear directive that also implies exclusivity. The phrase “and Be the First to Experience Innovation” not only adds to the exclusivity but also strokes the ego, suggesting that the action will place the user ahead of the curve.

Common CTA Mistakes to Avoid

While mastering the art of crafting compelling Call-to-Actions (CTAs) is crucial for the success of your Google Ads, recognizing and avoiding common pitfalls is equally important.

This chapter outlines several frequent mistakes advertisers make when creating CTAs, offering insights into how these missteps can diminish the effectiveness of your ads and how to steer clear of them.

Overcomplicating Your Message

A common error is the temptation to include too much information or too many instructions within a single CTA.

Simplicity is key.

A CTA that is overloaded with details or complex wording can confuse potential customers, diluting its impact and reducing the likelihood of action.

Keep your CTAs straightforward and focused on a single action to improve clarity and effectiveness.

Being Too Generic or Vague

Generic CTAs such as “Click Here” lack the specificity and relevance that compel users to act.

They fail to communicate the value or the specific action you want the user to take, making them less effective in motivating your audience.

Tailor your CTAs to reflect the unique benefit or outcome your audience can expect by taking action, making the next steps clear and enticing.

Neglecting the Design Aspect

For display and video ads, the visual design of your CTA can be just as important as the text.

A CTA button that blends too seamlessly into the ad’s design may go unnoticed, while one that clashes might deter users.

Ensure your CTA stands out through the use of contrasting colors, legible fonts, and a size that is noticeable without overwhelming the overall ad design.

This visual prominence helps draw the viewer’s attention to the action you want them to take.

Failing to Test and Refine

Assuming that a single CTA will work across all campaigns and audiences is a mistake.

What resonates with one demographic may not have the same effect on another.

Similarly, the effectiveness of CTAs can change over time.

Regularly testing different versions of your CTA is crucial to understanding what works best for your current audience and goals.

This ongoing refinement process is essential for optimizing your CTAs for maximum impact.

Ignoring Mobile Users

With the increasing prevalence of mobile device usage, failing to optimize your CTA for mobile viewers is a significant oversight.

A CTA that is compelling on a desktop may not translate well to a smaller screen, potentially leading to lower engagement and conversion rates from mobile users.

Ensure your CTAs are mobile-friendly, considering factors like button size, text readability, and the overall mobile user experience.

Disconnect Between CTA and Landing Page

A CTA that promises one thing but leads to a landing page offering something else can frustrate users and harm your brand’s credibility.

This disconnect not only leads to a poor user experience but also significantly reduces the likelihood of conversion.

Ensure that your CTA and the landing page it links to are in complete alignment, both in messaging and in the action expected from the user.

Advanced CTA Strategies

Once you’ve mastered the basics of crafting effective Call-to-Actions (CTAs) for your Google Ads, it’s time to explore more sophisticated strategies that can further optimize your campaigns.

These advanced techniques are designed to refine your approach, making your CTAs not only more compelling but also more resonant with your target audience.

Let’s dive into some of these strategies and understand how they can elevate the performance of your Google Ads.

Leveraging FOMO in Your CTAs

The Fear Of Missing Out (FOMO) is a powerful psychological trigger that can make your CTAs more persuasive.

Integrating language that hints at scarcity or time sensitivity encourages users to act quickly to avoid missing out on an opportunity.

Phrases like “Limited time offer” or “While supplies last” can significantly increase the urgency of your CTA.

However, it’s crucial to use this strategy truthfully to maintain trust with your audience.

The Role of Color and Design

The visual elements of your CTA, including color and design, play a critical role in attracting attention and encouraging clicks.

Colors can evoke specific emotions and actions, so choosing the right color for your CTA button or text can enhance its effectiveness.

For instance, red can evoke urgency, blue can promote trust, while green is usually a “go” sign (like making a purchase or signing up for a service).

The key is to ensure your design stands out while still fitting within the overall aesthetic of your ad.

Testing different colors and designs can help you identify what works best for your target audience.

Using Dynamic Keyword Insertion for Personalized CTAs

Dynamic Keyword Insertion (DKI) is a feature in Google Ads that allows you to customize your ad copy based on the search terms used by a potential customer.

Applying DKI to your CTAs can make them more relevant and personalized, thereby increasing the likelihood of a click.

For example, if your ad appears for the search term “vegan recipes,” your CTA could dynamically include “Discover Vegan Recipes Now.”

This level of personalization can significantly improve the performance of your ads.

Social Proof and Credibility Indicators

Incorporating social proof and credibility indicators into your CTA can also enhance its effectiveness.

Phrases like “Join 20,000+ satisfied customers” or “Award-winning service” add an element of trust and validation, making users more likely to take the desired action.

This strategy leverages the psychological principle that people are more inclined to act when they see others have done the same and benefited from it.

Testing and Optimization

While not new, the importance of continuous testing and optimization cannot be overstated in the context of advanced CTA strategies.

Experimenting with different versions of your CTA, including its wording, design, placement, and even the landing page it directs to, can uncover valuable insights into what resonates best with your audience.

Utilize A/B testing and analyze performance data to refine your CTAs continually.

Segmentation for Targeted CTAs

Creating different CTAs for different segments of your audience can further personalize the experience and increase ad effectiveness.

Tailoring your CTA based on factors like demographics, user behavior, or purchase history makes your message more relevant and appealing.

This strategy requires a deep understanding of your audience segments and may involve creating multiple ad sets, but the potential for increased engagement and conversions is substantial.


There you have it! The end of our Google Ads Call-to-Action (CTA) guide for beginners.

You are now armed with good examples and all the angles you need to consider when creating a perfect CTA.

If you want to continue optimizing your Google Ads campaigns, check out our Google Ads optimization checklist.

Michael Schroder

Michael Schroder

Michael Schroder is a Google Ads and SaaS marketing consultant. He has been managing $200k-$300k monthly ad spend and has worked with 200+ SaaS companies. The thing that makes him unique is his data-led approach and his focus on SaaS businesses.