# What is a call to action (CTA)?

> A call to action tells people the one step to take next, like Shop now or Sign up. How CTA buttons work on Meta, how to pick one and a worked test.
- **Author**: Marxx
- **Published**: 2026-11-16
- **Category**: Creative
- **URL**: https://marxx.ai/library-glossary/call-to-action

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A call to action (CTA) is the one step your ad asks a person to take next, such as "Shop now" or "Sign up". In Meta ads it is both a button and the last line of your copy. Meta says the buttons you can pick differ for each campaign objective ([Meta Help Center](https://www.facebook.com/business/help/410873986524407), checked 2026-10-20).

## Buttons you can pick on Meta

For the Sales objective with a website as the destination, Meta lists buttons including:

- Shop now
- Order now
- Get offer
- Book now
- Sign up
- Learn more
- Get quote

Other objectives show a different list. In a carousel, each card can have its own button.

## A worked example

Say you test two buttons on the same ad. Each version gets 40,000 impressions and spends INR 30,000. The numbers are made up.

| Button | Link clicks | CTR | Purchases | Cost per purchase |
|---|---|---|---|---|
| Shop now | 600 | 1.5% | 50 | INR 600 |
| Get offer | 720 | 1.8% | 48 | INR 625 |

"Get offer" wins on clicks: 720 / 40,000 = 1.8%. "Shop now" wins on sales. You pick "Shop now" because purchases pay the bills. Judge a CTA by what happens after the click, not by clicks alone.

## How to write a good one

1. Ask for one thing. Do not give two buttons' worth of choice.
2. Use a verb that says what happens next: "Get the 20% code", not "Click here".
3. Match the button to the copy. Copy that says "Book a free trial" and a button that says "Shop now" confuse people.
4. Match the landing page. If the button says "Get quote", the page should open on a quote form.
5. Say what the next step costs. "Free" or "No card needed" can cut doubt.

See [40 call to action examples for ads](/templates/call-to-action-examples-for-ads) for lines to adapt. Pair your CTA with a strong [hook](/glossary/ad-hook).

## FAQ

### Is the CTA button the same as the CTA in my copy?

No. The button is a fixed label from Meta's list. The copy is your own words. Use both, and make them say the same thing.

### Does a CTA button raise CTR?

It can, but test it. Run two versions with only the button changed and compare [CTR](/glossary/ctr) and cost per purchase.

### Can I write my own button text on Meta?

In Ads Manager you pick from Meta's list of buttons for your objective. Put your own words in the headline and copy.

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