Your PPC ads need strong CTAs to turn clicks into conversions. Without them, even the most well-designed campaigns can fail to deliver results. A good CTA guides users toward the desired action, whether it’s signing up, purchasing, or learning more.
Here’s what you need to know:
- CTAs drive results: Ads with clear, action-oriented CTAs significantly boost click-through and conversion rates.
- Language matters: Use action verbs like "Get", "Start", or "Claim" to create urgency.
- Match intent: Align your CTA with user behavior and their stage in the buyer journey.
- Test and refine: A/B testing helps identify what resonates most with your audience.
From choosing the right words to optimizing placement and design, this guide breaks down how to create CTAs that deliver measurable results.
How to create calls-to-action for international PPC | Need-to-know
Writing High-Converting CTA Language
The words you choose for your call-to-action (CTA) can make or break the success of your PPC campaign. The right phrasing creates urgency, eliminates confusion, and guides users toward the exact action you want them to take. Here's how to write CTA copy that converts.
Using Action-Oriented Verbs
Strong action verbs are the backbone of any effective CTA. They create urgency and encourage your audience to take action. These verbs also eliminate any guesswork, making it crystal clear what users should do next.
The type of action verb you choose should align with your campaign's goal. If you're aiming to boost engagement, use verbs like "Discover", "Explore," or "Learn more" - these invite curiosity without demanding too much commitment. They're especially effective for users in the awareness stage.
For lead generation, go for verbs that imply a higher level of involvement, such as "Get", "Request", "Contact", "Register," or "Join". These work well in B2B campaigns where you're asking users to provide their contact details in exchange for something valuable, like a free resource or consultation.
When you want users to act immediately, opt for direct and decisive verbs like "Buy now", "Claim," or "Sign up." Pair these with time-sensitive offers or limited availability to encourage quick decisions.
Also, consider the platform you're advertising on. For example, LinkedIn ads might benefit from professional phrasing like "Request consultation" or "Download whitepaper," while Facebook ads can be more casual with phrases like "Check it out" or "Get started".
Beyond verbs, incorporating psychological triggers can take your CTAs to the next level.
Adding Psychological Triggers
Psychological triggers can transform your CTA into something truly compelling. One of the most effective triggers is urgency. Phrases like "Limited time offer", "Act now," or "Don't wait" create a sense of immediacy, prompting users to take action quickly.
Another powerful trigger is exclusivity, which makes users feel special. Words like "Exclusive", "Members only", "VIP access," or "Join the beta" tap into the desire to be part of something select. This approach is particularly effective for premium products or services.
Scarcity also plays a key role. Phrases like "Only 3 left", "While supplies last," or "Reserve your spot" create a sense of urgency by emphasizing limited availability.
If you want to highlight benefits, use value-focused triggers. Words like "Free", "Save", "Get," or "Earn" emphasize what users gain by taking action. For example, CTAs like "Get free shipping" or "Save 50%" focus on the reward rather than the effort.
Finally, social proof triggers reassure users by showing that others have already taken the desired action. Phrases like "Join thousands", "Trusted by," or "Recommended by" help reduce hesitation and build trust.
Once you've grabbed attention with these triggers, it's crucial to ensure your message is clear and specific.
Making Your Message Clear and Specific
Clarity is everything when it comes to CTAs. Vague phrases like "Click here" or "Submit" fail to communicate what users will get, which can hurt conversion rates.
Instead, craft specific CTAs that clearly outline the value proposition. For example, replace "Learn more" with "Download your free marketing guide" or swap "Get started" with "Start your 30-day free trial." By spelling out exactly what users can expect, you reduce uncertainty and improve conversion quality.
Benefit-focused language works even better when it combines action with outcomes. For instance, "Get your free quote in 60 seconds" is more persuasive than just "Get quote" because it highlights both the benefit (free) and the timeframe (60 seconds). Similarly, "Download your personalized meal plan" is more compelling than "Download now" because it specifies what users will receive.
Your CTA should also provide clear next steps to eliminate any confusion about what happens after clicking. If your ad leads to a form, use a CTA like "Complete your application." If it directs users to a product page, try "View pricing and features." This alignment between your CTA and landing page builds trust and ensures a smooth user experience.
Since ad platforms often have strict character limits, concise messaging is key. For example, in Google Ads, "Get free audit" is more practical than "Request your complimentary website audit." The goal is to strike a balance between brevity and clarity while staying specific.
Finally, make sure your CTA aligns with your brand voice. A luxury brand might say "Explore our collection," while a discount retailer could use "Shop deals now." Both are clear and action-oriented, but they cater to their unique audiences and brand personalities.
Matching CTAs to Your Audience
Crafting effective CTAs (calls-to-action) means understanding who you're speaking to. By tailoring CTAs to specific audience segments, you can make them more relevant - and, as a result, boost conversion rates.
Here’s why segmentation works: Targeted email campaigns, for instance, have been shown to increase revenue by a staggering 760%. The same principle applies to PPC ads and other marketing channels. When you focus on your audience’s preferences, you can fine-tune the tone, style, and behavior of your CTAs to match their needs.
Adjusting Tone and Style
Your CTA’s tone sets the stage for how your message is received. It should strike a balance between your brand’s voice and your audience’s communication style. For example, a formal, polished tone is ideal for B2B campaigns aimed at executives or decision-makers. On the flip side, a friendly, casual approach works better for consumer-focused audiences.
Age is another factor to consider. Younger audiences often respond to informal phrases like “Snag your discount now,” while older audiences may prefer more professional wording, such as “Claim your savings today”.
The industry and platform also influence tone. A LinkedIn ad for a software company might use CTAs like “Schedule a demo” or “Request consultation,” keeping things professional to align with the platform’s tone. Meanwhile, a fitness brand promoting on Facebook could opt for energetic CTAs like “Start your transformation” or “Join the challenge.”
Cultural context matters, too. In the U.S., where individualism is highly valued, CTAs that emphasize personal success - like “Achieve your goals today” - tend to perform well. In more community-focused cultures, however, CTAs highlighting group benefits may resonate more.
Visual design is equally important. First impressions happen fast - within 90 seconds - and color plays a major role, accounting for 62%-90% of those impressions. A playful, casual CTA might feature bright colors and rounded buttons, while a professional B2B CTA would lean on clean lines and subdued tones.
Finally, adjust your tone to fit the platform. Instagram or TikTok, for example, call for short, visually engaging CTAs that appeal to younger audiences. Older audiences, however, may prefer the depth of a detailed blog post or email newsletter.
Once you’ve nailed the tone, it’s time to align your CTAs with user behavior.
Creating CTAs by User Behavior
CTAs are most effective when they match the user’s familiarity with your brand and where they are in their journey. For first-time visitors, low-commitment CTAs like “Learn more,” “Explore features,” or “See how it works” are ideal. These gentle prompts build trust and encourage exploration.
Returning visitors, who are already somewhat interested, respond better to direct CTAs such as “Start your free trial,” “Get your quote,” or “Schedule a call.” These nudge them closer to taking action.
For users who’ve abandoned their carts, urgency-focused CTAs can help seal the deal. Phrases like “Complete your order,” “Secure your items,” or “Finish checkout - items selling fast” address hesitation and encourage them to finalize their purchase.
You can also tailor CTAs to the user’s lifecycle stage. For example:
- New leads might see “Download your free guide.”
- Existing customers could be prompted with “Upgrade your plan” or “Add premium features.”
Behavioral triggers add another layer of personalization. If a user spends a lot of time on your pricing page, CTAs like “Talk to sales” or “See a demo” can feel timely and relevant. For someone browsing your blog, options like “Subscribe for updates” or “Get our newsletter” keep them engaged.
Even the device matters. Mobile users tend to prefer short, action-driven CTAs like “Call now” or “Get directions,” while desktop users are more open to detailed ones like “Download comprehensive guide.”
CTA Placement and Design Best Practices
Where you place and how you design your CTA can make all the difference in guiding users through the sales funnel. A clear and strategically positioned CTA helps users understand the next step they need to take. Let’s dive into the best practices for placement and design, especially for PPC ads.
Best Placement for PPC Ads
When it comes to display ads, placement is everything. Research shows that CTAs positioned in the upper third of content - where they’re immediately visible - perform well, accounting for 38% of successful CTAs. Meanwhile, 35% of effective CTAs are found in the bottom third of content. Testing different placements is key to discovering what works best for your audience. Experiment with positions to see where your audience engages most.
Crafting CTAs That Work
The design of your CTA should be straightforward and compelling. Use clear, actionable language that leaves no room for confusion. The design itself should be clean and free of distractions to make the CTA stand out. Pair this with A/B testing to identify the elements - like color, size, or wording - that drive the most engagement.
Making CTAs Mobile-Friendly and Accessible
With so many users browsing on mobile devices, optimizing your CTAs for smaller screens is a must. Ensure your CTA is easy to tap, visually clear, and accessible on any device. Test its functionality across various screen sizes to guarantee a seamless experience for all users. Accessibility considerations, like readable fonts and proper contrast, are equally important to ensure everyone can interact with your CTA.
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Measuring and Improving CTA Performance
Creating effective CTAs is just the beginning. To truly boost your PPC performance, you need to track essential metrics, test different approaches, and continuously refine your strategy.
Key Metrics to Track
To improve your CTAs, focus on these critical metrics:
- Click-Through Rate (CTR): This is your go-to measure for understanding how well your ad copy, visuals, and targeting are engaging your audience. It shows the percentage of people who click on your CTA after seeing it.
- Conversion Rate: While CTR tells you how many people click, conversion rate measures how many of those clicks lead to the desired action, like signing up or making a purchase. As of 2025, the average conversion rate in Google Ads across industries is 7.17%.
- Cost Per Click (CPC): This metric reveals how much you're spending to get each click. With CPCs rising by 12.88% year-over-year, keeping an eye on this helps you manage your ad budget effectively.
- Cost Per Acquisition (CPA): CPA goes a step further, showing the actual cost of acquiring a customer through PPC.
- Return on Ad Spend (ROAS): ROAS measures the revenue generated for every dollar spent on ads. On average, businesses see $2 in revenue for every $1 spent, equating to a 200% ROI.
Other advanced metrics to consider include Quality Score, Impression Share, Lifetime Value (LTV), and Search Lost IS (Budget). These metrics collectively help you evaluate ad engagement, assess customer acquisition costs, and measure overall campaign profitability.
Once you've established a baseline with these metrics, the next step is to fine-tune your CTAs through A/B testing.
Using A/B Testing
A/B testing is a powerful way to optimize your CTAs. As Ready Artwork puts it:
"A/B testing is a fundamental strategy for optimizing pay-per-click (PPC) ads. In today's competitive digital marketing environment, relying on data-driven decisions is crucial for improving the effectiveness of your PPC campaigns".
This process involves running two or more versions of an ad to determine which performs better. For example, HawkSEM helped client Nava Health increase phone calls by testing a general information ad against one that highlighted a "2-minute call" to get started. The CTA-focused ad drove more conversions at a lower cost.
To get the most out of A/B testing, start with clear objectives - like boosting CTR or increasing conversions. Use a control variable to isolate the impact of your changes, and let the test run long enough to collect meaningful data. Regular testing ensures your campaigns stay relevant and effective as market conditions evolve.
Finding Tools for CTA Optimization
Once you've measured and tested your CTAs, the next step is leveraging tools to make the process more efficient. PPC tools can help you manage campaigns, perform keyword research, track performance, and automate repetitive tasks.
Ad testing tools, in particular, are invaluable for improving effectiveness, increasing ROI, and reducing ad fatigue. Research shows that optimizing and testing ad variations can boost conversion rates by 53.5%.
Some of the top tools for PPC and A/B testing include:
For businesses looking for expert guidance and resources, the Top PPC Marketing Directory (https://ppcmarketinghub.com) is a great place to start. It offers curated tools, expert agencies, and services for ad copy optimization, A/B testing, and more.
Today, AI-powered tools are also playing a big role in automating tasks, providing actionable insights, and enhancing campaign performance. The key is to choose tools that align with your goals, budget, and the complexity of your campaigns while providing the data and automation needed for ongoing improvement.
Key Takeaways for Writing CTAs That Convert
Crafting effective PPC calls-to-action (CTAs) is about more than just words - it's about connecting your ad to your business goals. For instance, doubling your return on investment (a $2 return for every $1 spent) highlights how vital it is to refine your CTAs for maximum impact.
The best CTAs begin with powerful action verbs that inspire urgency and drive clicks. Words like "Get", "Start", "Discover," and "Claim" encourage immediate action rather than passive scrolling. Tailoring your CTA language to your audience’s stage in the buyer journey is equally important. For cold prospects, focus on education. For warm leads, highlight benefits. And for hot leads, go straight for clear, direct actions. These subtle language adjustments can make all the difference in driving engagement.
Testing is another cornerstone of successful CTAs. A/B testing allows you to experiment with different action verbs, phrasing, and message lengths to discover what resonates most with your audience. This data-driven approach eliminates guesswork, helping you lower costs and improve ROI.
Context is also key. Your CTAs should seamlessly align with tailored landing pages that reflect the promise, tone, and intent of your ads. This not only enhances user experience but also reduces bounce rates and improves your Quality Score. When users click on an ad and immediately find what they were promised, trust is reinforced, and conversions are far more likely.
Technical elements, like using negative keywords and tracking micro-conversions, further refine your campaigns. These tactics ensure your ads reach the right audience while minimizing friction points.
Chris Goward, President of Conversion North America, emphasizes the importance of understanding your audience:
"The LIFT Model is all about putting yourself in the shoes of the prospect and coming up with ideas that will solve their needs".
This customer-first mindset should guide every aspect of your CTA strategy, from word choice to placement.
Additionally, emotional resonance matters. Ads with above-average emotional content have been shown to outperform others significantly, driving revenue growth at nearly double the rate (31% vs. 16%). Balancing emotional appeal with rational messaging strengthens your connection with your audience.
To continuously improve, regularly monitor key PPC metrics like click-through rate (CTR), cost per click (CPC), bounce rate, and conversion rate. CTA optimization isn’t a one-and-done task - it requires ongoing testing, analysis, and adjustments to keep up with the ever-evolving digital landscape.
Finally, having the right tools and expertise can accelerate your success. Resources like the Top PPC Marketing Directory offer curated solutions for ad copy optimization, A/B testing, and campaign management, making it easier to implement these strategies effectively. By combining these tactics with consistent refinement, your CTAs can drive meaningful results.
FAQs
What are the best action verbs to use in PPC CTAs for better conversions?
When it comes to PPC CTAs, the best action verbs are clear, straightforward, and push for immediate action. Think words like Buy, Download, Register, Call, Click, Join, and Start. These verbs are powerful because they create urgency and tell users exactly what step to take next, making your ad more engaging and effective.
Strong action verbs don’t just make your message clearer - they can also boost conversions by grabbing attention and inspiring action. The key is to pick words that match your campaign’s goals and connect with your audience for the best results.
How can I create effective CTAs for each stage of the buyer's journey?
To create effective CTAs that resonate at every stage of the buyer's journey, you need to align your messaging with where your prospect is in their decision-making process:
- Awareness Stage: At this point, your audience is just starting to identify their challenges or needs. Use CTAs that educate and spark curiosity, like "Learn More" or "Explore Our Solutions."
- Consideration Stage: Here, prospects are evaluating their options. Encourage them to dig deeper with CTAs such as "Get a Free Demo" or "See How It Works."
- Decision Stage: When they're ready to act, your CTAs should inspire confidence and urgency. Examples include "Buy Now" or "Schedule a Consultation."
By tailoring your CTAs to match each stage, you’re speaking directly to your audience’s mindset, which can significantly boost your chances of turning interest into action.
How can A/B testing improve PPC CTAs, and what should I focus on when testing?
A/B Testing for Better PPC CTAs
A/B testing is a powerful way to fine-tune your PPC call-to-actions (CTAs). By comparing different versions of your ads, you can identify which ones perform better - whether it's driving more clicks or increasing conversions. This method gives you a clearer picture of what truly connects with your audience.
When setting up A/B tests, pay attention to critical elements like CTA wording, design, placement, and tone. Experimenting with variables such as audience targeting can also help you sharpen your strategy. By evaluating the results of each version, you can make smarter, data-driven tweaks to improve your ads and get the most out of your budget.
