Call to action (CTA)

A call to action, or CTA, is the prompt that tells someone what to do next. In an ad, it can be a button, a line of copy or a spoken instruction in a video. On a page, it is usually the main button, such as "Add to cart" or "Get started". A clear CTA removes ambiguity at the moment someone is ready to act.

CTAs in Meta ads

Meta ads include a CTA button chosen from a set list, with options such as Shop now, Learn more, Sign up, Order now and Get offer. The buttons available depend on the campaign objective and format. Many advertisers also include a CTA in the primary text, headline or video itself.

Choosing the right CTA

• Match the intent: "Shop now" suits warm audiences ready to buy; "Learn more" can suit cold audiences who need more information.
• Match the destination: the button should describe what happens after the click.
• Pair it with the offer: "Get 20% off" is more specific than "Shop now" if a discount is the main reason to act.
• Add genuine urgency when relevant: a real deadline can support action, but avoid false scarcity.

On the landing page

• Use one primary CTA per page or section.
• Make the button easy to find on mobile.
• Keep wording consistent with the ad so the journey feels continuous.

In practice

Swapping the CTA button is usually a smaller test than changing the hook or ad angle, so prioritise those bigger elements first. Still, check that each ad's CTA fits its audience and its landing page.