Improve your Ads Call-to-Actions (CTAs) | Colibri Digital Marketing

Here’s something most business owners don’t realize: people need to be told what to do. Even when someone loves your product, they’ll often scroll past without taking action unless you give them a clear, specific instruction. That’s where CTAs come in.

This happens because of decision paralysis. When faced with too many options or unclear next steps, people choose the easiest option: doing nothing. That’s why a strong call-to-action (CTA) is like having a helpful salesperson guiding customers through the checkout process.

A call-to-action is simply the button or text that tells people what to do next, like “Shop Now,” “Get Free Quote,” or “Download Guide.” It’s the bridge between someone seeing your ad and actually becoming a customer.

Ready to turn your social media ads into money-making machines? Let’s dive into what works.

The Psychology Behind CTAs That Get Clicked

People decide whether to click your CTA in milliseconds. They’re asking three quick questions: “What’s the risk?” “What do I get?” and “Is this for me?” Answer these right, and clicks follow naturally.

Be Specific About What People Get

Vague CTAs kill conversions. “Learn More” could mean anything—a boring brochure, a sales pitch, or valuable information. Specific CTAs convert 161% better because people know exactly what they’re signing up for.

Instead of “Learn More,” try “Get Your Free Marketing Audit” or “Download the Complete Pricing Guide.” 

Make It Personal

One-size-fits-all CTAs are dead. According to Hubspot, Personalized CTAs outperform generic ones by 202%. This doesn’t mean using someone’s name—it means speaking to different types of customers.

Lyft nails this. Instead of a single, boring “Sign Up” button, they show “Sign up to ride” for passengers and “Apply to drive” for drivers: same company, different needs, better results.

Tap Into Emotions (But Be Smart About It)

The best CTAs hit emotional triggers. The fear of missing out (FOMO) is incredibly effective. Phrases like “Limited Time Offer” can boost conversions by 332%.

But match the emotion to your business. BetterHelp, the therapy platform, uses gentle language because aggressive CTAs would scare away people seeking mental health help. Know your audience’s emotional state.

Use Action Words That Create Movement

Strong CTAs use action verbs that prompt people to take action. Keep it under three words and start with decisive actions like “Get,” “Start,” “Unlock,” “Claim,” or “Join.”

“Get Your Free Trial” beats “Free Trial Available.” “Start Saving Today” beats “Savings Available.” Feel the difference?

Platform-Specific Strategies That Work

Here’s the thing: what works on Facebook bombs on TikTok. Each platform has different users, different rules, and distinct call-to-action (CTA) options. Ignore this, and you’re burning money.

Facebook and Instagram: The Flexible Favorites

Facebook offers you numerous CTA options, but there’s a catch. If you’re running lead generation ads (the ones that collect email addresses), you can’t use “Shop Now” as your CTA. You’ll need alternatives, such as “Sign Up Now.”

Facebook users tend to be older and conduct more research before making a purchase. CTAs like “Get Free Estimate” or “Request Information” work well. Instagram users want immediate gratification—”Shop Now” and “Get Yours” perform better, especially for visual products like clothing or home decor.

Mobile Changes Everything

Most people see your ads on their phones, so optimize for mobile. Use vertical videos to grab more attention. Mobile-friendly CTAs can boost conversions by 32.5%.

For service businesses, add “Contact Now” buttons on mobile ads. When someone’s looking for a plumber, they want to contact them immediately, not fill out a form.

LinkedIn: Keep It Professional

LinkedIn offers 10 different CTA options for business ads. The platform’s professional audience responds to CTAs that promise business value, such as “Request Demo,” “Download Whitepaper,” or “Register for Webinar.”

Skip the aggressive sales language. “Get Your Free Marketing Consultation” works better than “Buy Our Services” because LinkedIn users want to feel smart, not sold to.

TikTok: Sound Like a Friend, Not a Company

TikTok hates obvious ads. Keep your text under 100 characters. Your CTAs should sound like something a friend would say.

Instead of “Purchase Our Product,” try “Get Yours” or “Try This.” The platform’s young audience can smell corporate jargon from a mile away.

Timing Your CTAs Right

The biggest mistake? Using “Buy Now” CTAs for people who have just discovered your business. It’s like proposing on the first date—too much, too soon.

New Audiences Need Gentle CTAs

People who’ve never heard of you need time to warm up. Use educational CTAs, like “See How It Works” or “Get Free Guide.” These build trust without pressure.

A software company should use “Watch Demo” for cold audiences instead of “Start Free Trial.” Let people explore before committing.

Interested Prospects Want More Information

Once someone visits your website or engages with your content, they’re ready for slightly stronger CTAs. “Get Free Quote,” “Schedule Consultation,” or “Download Comparison” work well because they provide value while moving things forward.

Ready-to-Buy Audiences Love Direct CTAs

For people who have shown genuine interest, like visiting your pricing page or adding items to their cart, use direct language. “Shop Now,” “Book Appointment,” or “Start Trial” feel helpful, not pushy.

The Progressive Approach

Glo, the yoga app, did this brilliantly. New visitors see “Try us free” for a 7-day trial. However, instead of going straight to sign up, people landed on a page asking about their yoga preferences, accompanied by a casual “Sounds good” button. It feels like a conversation, not a sales pitch.

Design and Optimization That Converts

Your CTA’s design can make or break your results. Small changes often create big improvements.

Size and Placement Matter

Bigger CTA buttons get 90% more clicks because they’re easier to see and tap. But don’t go crazy—your button should stand out without looking unprofessional.

Place CTAs where people expect them. End of carousel ads, bottom of videos, or after you’ve made your point. A real estate agent might put “Schedule Showing” at the end of a property video, not at the beginning.

Colors That Convert

The right color can boost conversions by 21%. There’s no magic color, but contrast is key. Your CTA should stand out from the page.

Red creates urgency (great for sales), blue builds trust (perfect for lead generation), and green suggests “go” (ideal for downloads). A financial advisor might use blue for “Get Free Consultation,” while a retailer uses red for “Flash Sale Ends Tonight.”’

Test Everything

The only way to know what works for your business is testing. Try different versions and see what your audience prefers.

Test one thing at a time:

• Words: “Get Started” vs “Start Free Trial”
• Colors: Red vs blue vs green
• Size: Normal vs large buttons
• Urgency: “Start Today” vs “Limited Time: Start Now”

Even minor improvements add up. A 1% better conversion rate might not sound like much, but over months of advertising, it’s serious money.

Technical Stuff That Matters

Ensure your CTAs work fast. If your page takes more than 3 seconds to load, you lose visitors before they even see your CTA.

Use simple, readable fonts that are compatible with mobile. Fancy fonts might look cool, but if people can’t read your CTA, they won’t click it.

Your Next Steps

Great CTAs aren’t magic. They’re the result of understanding people, respecting platform differences, timing your message right, and constantly improving based on what works.

Here’s what to do right now:

• Review your current ads and identify the weak CTAs. 
• Replace vague language like “Learn More” with specific promises, such as “Get Your Free Guide.” 
• Match your CTA strength to your audience—use gentle language for new people, and direct language for ready buyers.

Test different versions to determine which one your customers prefer. Optimize for mobile, as that’s where most people view your ads. Remember: every boring CTA is a missed opportunity, but every great CTA gets you closer to turning social media into your best marketing channel.

Ready to Transform Your Social Media Advertising? 

Schedule a free strategy session with our team. We’ll review your current CTAs, identify quick wins, and create a plan that turns your ads into consistent revenue generators. Stop wasting money on weak CTAs—let’s fix them today.