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Best CTA Styles for Ads With Examples That Convert ​

The call-to-action is the final ask. Everything before it builds toward this moment. A weak CTA wastes all the work that came before.

This guide covers CTA psychology, styles that work, and specific examples for different goals.

CTA Psychology ​

The Ask-Resistance Balance ​

Every CTA asks for something (click, purchase, signup). The ask must be smaller than the perceived value.

Value > Ask = ActionAsk > Value = Ignore

Clarity Over Cleverness ​

Users should know exactly what happens when they click. Confusion kills conversion.

Clear: "Start Free Trial" Confusing: "Begin Your Journey"

Action-Oriented Language ​

CTAs are commands. Use action verbs.

Actions: Shop, Get, Start, Try, Download, Learn, Discover Weak: Submit, Click Here, Continue

CTA Styles by Goal ​

Ecommerce Purchase CTAs ​

Direct Purchase:

  • "Shop Now"
  • "Buy Now"
  • "Add to Cart"
  • "Get Yours"

With Value Proposition:

  • "Shop the Sale"
  • "Get 40% Off"
  • "Claim Your Discount"

Specific Product:

  • "Shop Skincare"
  • "Browse New Arrivals"
  • "See Collection"

Lead Generation CTAs ​

Gated Content:

  • "Download Free Guide"
  • "Get the Template"
  • "Access Report"

Consultations/Demos:

  • "Book Free Call"
  • "Schedule Demo"
  • "Talk to Expert"

Email Signup:

  • "Join Free"
  • "Get Updates"
  • "Subscribe Now"

App Install CTAs ​

Direct Install:

  • "Download App"
  • "Install Free"
  • "Get the App"

Value-Focused:

  • "Start Tracking Free"
  • "Begin Saving Today"

B2B SaaS CTAs ​

Trial Start:

  • "Start Free Trial"
  • "Try Free for 14 Days"
  • "Get Started Free"

Demo Request:

  • "Request Demo"
  • "See How It Works"
  • "Get Personalized Demo"

Contact Sales:

  • "Talk to Sales"
  • "Contact Us"
  • "Get Pricing"

CTA Formulas ​

The Simple Action ​

Just the action, nothing more.

Formula: [Action Verb] + [Object]

Examples:

  • "Shop Now"
  • "Download Guide"
  • "Start Trial"

Best For: Clear value proposition already established in the ad.

The Value-Action Combo ​

Action plus the value received.

Formula: [Action Verb] + [Value/Benefit]

Examples:

  • "Get 50% Off"
  • "Start Saving Today"
  • "Learn the System"

Best For: When offer or benefit needs emphasis.

The Free Emphasis ​

Highlight zero-cost entry.

Formula: [Action] + Free

Examples:

  • "Try Free"
  • "Start Free Trial"
  • "Download Free"

Best For: Reducing perceived risk, SaaS trials, lead magnets.

The Urgency Addition ​

Add time pressure.

Formula: [Action] + [Urgency Element]

Examples:

  • "Shop Before Midnight"
  • "Claim Limited Offer"
  • "Get It While It Lasts"

Best For: Promotions, limited availability, event-based.

The Personal Possessive ​

Make it about them.

Formula: [Action] + My/Your + [Object]

Examples:

  • "Get My Free Guide"
  • "Start My Trial"
  • "Claim Your Discount"

Best For: Increasing personal connection.

Visual CTA Design ​

Button Best Practices ​

Contrast: Button stands out from surrounding content.

Size: Large enough to see and tap easily.

Shape: Button shape implies clickability.

Padding: Sufficient space around text.

Color Considerations ​

High Contrast: Button color contrasts with background.

Brand Alignment: Within brand palette but stands out.

Platform Native: Consider platform conventions.

Placement ​

Visible Without Scrolling: Critical for static ads.

After Value Proposition: Logic flow established first.

Repeated if Long: For longer content, CTA appears multiple times.

Platform-Specific CTAs ​

Meta (Facebook/Instagram) ​

Available CTA Buttons:

  • Shop Now
  • Learn More
  • Sign Up
  • Book Now
  • Contact Us
  • Download
  • Get Quote

Note: Limited to platform-provided options for formal ads.

Google Display ​

Text-Based: Part of ad copy Button Overlay: Can create button visually in image

LinkedIn ​

Available Options:

  • Learn More
  • Register
  • Download
  • Apply Now
  • Get Quote
  • Sign Up

TikTok ​

Available Options:

  • Shop Now
  • Learn More
  • Sign Up
  • Download
  • Contact Us

Testing CTAs ​

What to Test ​

CTA Text Variations:

  • "Shop Now" vs "Get Yours"
  • "Start Free Trial" vs "Try Free"
  • "Learn More" vs "See How"

Button Design:

  • Color variations
  • Size differences
  • Placement options

Testing Approach ​

  • Single variable per test
  • Sufficient sample size (100+ conversions per variant)
  • 95% confidence before deciding

Common Findings ​

General patterns (test for your specific situation):

  • Specific often beats generic
  • Personal ("Get My") often beats impersonal ("Get The")
  • Action verbs outperform passive language
  • Shorter often beats longer

CTA Mistakes ​

Mistake 1: Multiple CTAs ​

Competing asks confuse users.

Fix: One primary CTA per ad.

Mistake 2: Weak Verbs ​

"Submit" and "Click Here" lack energy.

Fix: Use strong action verbs.

Mistake 3: Vague Destination ​

User unsure what happens after click.

Fix: CTA clearly indicates next step.

Mistake 4: Invisible Design ​

Button does not stand out.

Fix: Contrast, size, shape clearly indicate action.

Mistake 5: Mismatch with Landing ​

CTA says one thing, landing page delivers another.

Fix: Exact alignment between promise and delivery.

Quick Reference: CTA Examples by Industry ​

IndustryLow CommitmentHigh Commitment
EcommerceShop Now, See CollectionBuy Now, Add to Cart
SaaSSee How It Works, Learn MoreStart Free Trial, Get Demo
ServicesLearn More, See ExamplesBook Call, Get Quote
AppsSee FeaturesDownload Now, Install Free
Info ProductsLearn MoreGet Access, Enroll Now

Conclusion ​

The CTA is moment of truth. Make it clear, action-oriented, and matched to your ask. Test to find what works for your specific audience and offer.

A great ad with a weak CTA underperforms. A good ad with a strong CTA can outperform.

Generate ads with high-converting CTAs using Avocad. Try free at avocad.xyz.

— The Avocad Team

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