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How to Choose the Best Call to Action for Facebook Ads

An effective call to action (or CTA) is an important part of your Facebook and Instagram advertising strategy. It can help boost sales, drive website traffic and increase brand awareness.

In this article, we are going to share the most followed Facebook Ads CTA buttons that you can use for Facebook campaigns in 2022. We will discuss what CTAs you can use for campaigns in each stage of the marketing funnel. Then, we share some cool tips to maximize the effectiveness of your CTAs. So, let’s get started!

Call to Action for Facebook Ads

Table of contents

A call-to-action (CTA) button describes the action you want the audience to take once they see your Facebook and Instagram ad.

It has two benefits:

  • It directs the prospect to the next course of action.
  • The advertiser finds the opportunity to showcase their service/product.

Based on your marketing funnel and the campaign objective, you can use specific CTA buttons in your Facebook ad campaigns. Let’s learn more about it:

Facebook & Instagram CTA for awareness ads:

In this stage, you try to create awareness about your brand. At this point, you provide the audience with information about your brand in a calm and educational way. The aim is not to sell but provide valuable content which resonates with the audience’s problem.

Best Facebook Ad CTAs as per Marketing Funnel
  • Types of campaign objectives in the awareness stage: brand awareness, reach
  • Key things to offer: whitepaper, guide, e-book, checklist, educational video and articles
  • The ideal CTAs are: learn more, watch now, see menu, listen now, send message.

Facebook & Instagram CTA for consideration ads:

At this stage, your audience is a bit familiar with your brand and would want to know more about it. Educate the audience more on how your brand is the best in solving their problem.

  • Types of campaign objectives in consideration stage: website traffic, engagement, app installs, video views, lead generation, messages
  • Key things to offer: webinars, case studies, product specification sheets, catalogs
  • The ideal CTAs are: sign up, get offer, download, learn more, book now.

Facebook & Instagram CTA for conversion ads:

At this point, you want your customer to make a decision, and a positive one. Your audience is well aware of your brand and solution. So, you push to make the prospect a customer.

  • Types of campaign objectives in conversions stage: catalog sales, store traffic
  • Key things to offer: free trial, demos, expert analysis, estimated pricing, discounts
  • The ideal CTAs are: get quote, subscribe, shop now, sign up.

Having learnt about the most common Facebook Ad CTAs, let’s look at some expert tips to create high performing CTAs.

Best Practices in Writing Facebook Ad CTAs

A good CTA builds trust, creates urgency, and value. The following are some of the tips that can help you create effective CTAs for your Facebook ad campaigns:

  • Use an active verb that clearly states to the audience what to do.
  • Be nice while asking the customer to act.
  • Include the buyer benefit part in your CTA.
  • Keep the CTA short and simple.
  • Drive urgency through your Fb & Instagram Ad CTA. E.g. for Lead ads, use Sign Up, and for e-commerce ads, use Shop Now as the CTA, along with a limited period offer.
  • Set the right expectations. So, you don’t oversell or under-deliver.
  • If there’s confusion in deciding a CTA due to similar-sounding CTAs like Sign Up and Book Now:

    i. Do A/B testing with your CTAs to understand what works the best with certain copies and ad placements, or
    ii. Set a CTA that requires less commitment from the audience, such as ‘Learn More’ as compared to something like the ‘Play Now’ button.

We looked at how CTAs can help your ad campaign perform better. But, there are times when you might be better off using a CTA. For example, if your ad serves as a valuable piece of content, try to look more like an organic post rather than an advert by simply not using a CTA button.

Inside the content itself, you can guide the audience on the steps they can take once they see your ad. People tend to react more to posts that are less salesy and more value-driven.