Pay-per-click (PPC) advertising has a 200% ROI, and yet many businesses do not get the full advantage of this Digital marketing strategy because they fail to use effective call to action . In fact, 70% of small business B2B sites lack CTAs.
If you want a high click-through rate (CTR) on your PPC ads, you’ll need to craft irresistible call to action. In this article, we’ll go over what PPC call to action are and give you 12 tips on how to make them stand out.
In marketing, a CTA is any language that invites readers to do something. Whether it’s signing up for a newsletter, viewing a website, or making a purchase. Without CTAs, a landing page leaves a potential buyer hanging, without direction on where to go next. That’s why CTAs are so crucial. They turn casual browsers into potential leads and customers. Any marketing effort involves writing the perfect CTA Button.
In pay-per-click (PPC) advertising, CTAs are what drive the click-through rate (CTR). They are what get users to click on the ad. CTAs go hand in hand with PPC. So they need to be compelling.
There are 3 broad categories of CTAs in PPC: those that invite user engagement, those that generate leads, and those that encourage a direct response. Which you use will depend on your ad campaign goals:
No matter which type of Call to action/(CTA Button) you’re after, following some basic guidelines can make them more effective. So without further ado, here are 12 tips on writing the most effective PPC calls to action:
Call to action need to be simple and clear. Tell people exactly what clicking the ad will do. In other words, what you want them to do, e.g. “buy now.” Remember PPC ads have a strict character limit, so you need to make every word count. You can’t afford to be vague or unclear.
Always write digits for numbers as this reduces character count and the time it takes to read the ad, e.g. “24” instead of “twenty-four.”
We recommend sticking to just one 1 Call to action – (CTA Button) line per PPC campaign. That way, your CTA buttons are not competing against each other and your campaign has a clear goal & desired action for the users.
Every Call to Action should get the user to do something. So use strong verbs that convey action. call to action examples, “skyrocket your ROI on SEO marketing Materials” sounds a lot better than “read SEO insights.”
Use words that tap into users’ emotions. After all, people buy with their emotions first, then rationalize their purchase later. This is true even for B2B customers. Try to make them enthusiastic about trying your product by using exclamation points, e.g. “Buy now for 50% off!” If your Call(CTA) is enthusiastic, users are more likely to be.
Creating a sense of urgency motivates users to act. If they feel like the offer is limited, they’ll think it’s now or never. So consider advertising a limited-time sale, offer, or promotion to get their attention. This way, you take advantage of their fear of missing out (FOMO), a powerful motivator.
You might even contrast with something negative, like “stop eating junk and transform your life with an easy diet proven to work by thousands.” Appealing to users’ negative sentiments, like their bad eating habits, is risky and may not always work. But it can be a powerful way to incite action.
Show that there is value behind every Call to action, e.g. benefits, bonuses, or return on investment (ROI). Otherwise, users don’t know whether clicking on the ad is worth their time.
Draw on a unique selling point (USP). Maybe you can offer a free consultation or a free trial. Such offers communicate value to the user by showing what’s in it for them. If it can’t show value, your Call to Action won’t generate clicks. Simple as that.
Say what your business does and the results you get, while keeping it at a high level. This will intrigue customers and make them want to learn more. You don’t want to give away too much, but just enough to spark interest.
Leave cliffhangers. TV shows have mastered the art of cliffhangers to get viewers to keep watching. As humans, we need closure. The same goes for Call to action-(CTA Buttons). Make a promising claim without giving all the details and users will want to learn more.
Humans have an urge to belong. We want to do what we see others doing. Call it the bandwagon effect, following the crowd, or peer pressure. Whatever you call it, it’s here to stay, and your Call to action can leverage it by citing influencers or celebrities, e.g. “Try Lebron James’s work out routine for $10/month.” You can also cite recommendations, endorsements, reviews, and ratings. Together, these are considered “social proof.”
Social proof is the future of marketing. As the modern world becomes more connected, people place more and more value on the opinions of others. Try including social proof for your product or service in your CTA to make it that much more irresistible.
What keeps many from investing in a new product or service is risk. People don’t want something to turn into a waste of time or money. So your CTA should show that they have nothing to lose. Do this by offering a free trial, a money-back guarantee, or no-obligation quote. Users feel more at ease when they know what they’re getting into.
Offering a low-priced or free product in hopes of gaining a new customer is called the loss leader strategy. By marketing a product below its value, you stimulate interest. Then once the user is hooked, you can increase the price. The user will feel more comfortable paying more once they’ve experienced the product’s real value. It’s a win-win.
The internet makes us impatient. We want instant information and gratification. Your Call to Action can tap into this by showcasing instant delivery, e.g. “Get a free demo now.” By including the word “now,” the Call to Action implies that the user won’t have to wait for a benefit. The reward for clicking on the ad will be immediate. This way, you’ll increase your click-through rate (CTR) and generate more leads.
Make your CTA highly relevant to your target audience. It could be masterfully crafted, but it won’t do you any good if it’s targeted at the wrong people. For instance, asking regular consumers to buy B2B software is unlikely to generate much response. You need to match the Call to action to the intended customer.
You can also personalize the Call to Action by drawing on shared interests or using a casual tone. Users want to connect with you before engaging. One way to do this is by writing in the second person. The pronoun “you” implicates the reader, making them feel involved. For call to action examples, “buy the hot tub you deserve” is more appealing than “buy a hot tub.”
Consider the words users type into search engines when looking for your product and tailor your Cal to action(CTA) accordingly. If their searches include action phrase like “free,” “best,” or “near me,” you’ll want your Call to action to reflect that. Try writing “free SEO tool” or “best SEO tool,” for instance.
PPC ads display differently depending on the device. Mobile devices have smaller screens, for call to action examples, so ads have to be smaller. Keep this in mind when crafting CTAs for a mobile audience. Plus, mobile users are usually searching for a quicker answer. So make mobile CTAs short and to the point and try offering an instant solution. You might also enable call extensions for mobile CTAs. That way, clicking the ad automatically triggers a call to your business phone number. When you do this, make sure to set the PPC campaign preferences to only show ads to mobile users. Otherwise, users on other devices will be left at a dead end when clicking your ad.
As for PCs and tablets, search engines, including Google, consider them the same when it comes to PPC ads. Since tablets have only slightly smaller screens than PCs, you don’t need to worry about altering your CTA much between tablet and PC users. Both devices, and PCs especially, allow users to research more easily, so you might leave CTAs that require more time to this audience.
Success with PPC advertising is a matter of trial and error. Perform A/B tests to see what CTAs work best. Call to action examples: you can test different CTA button placements and colors. Generally, the CTA button color should contrast with the blog post & web pages/landing page background color. Test different CTA wordings, word orders, and lengths. The amount of variation is endless.
Though A/B testing different CTAs can be time-consuming, it’s worth nailing down the best one because it could make a huge difference in clicks, conversions, and revenue.
Of course, there are some pitfalls to avoid when crafting the perfect CTA. If you can avoid them, you’re guaranteed to improve your click-through rate (CTR). Here they are:
Having a sensational call to action can make the difference between a failed PPC campaign and a successful one. If you implement the tips above, you can dramatically increase your click-through rate, conversions, and sales.
Need help managing your next PPC campaign? Our experts at ppc.co have over a decade’s worth of experience in everything from Google and Facebook Ads to landing page optimization. We specialize in optimizing your return on ad spend. You name it, we can help. Get in touch to start scaling your business today.
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When this apartment complex client partnered with PPC.co, their goal was clear: generate more qualified leads through Google Ads. In just 60 days—from January to March 2025—we transformed their paid acquisition performance. Total conversions more than tripled, jumping from 10 to 32, while the overall conversion rate soared by over 300%. At the same time, we drove down the cost per conversion by 44%, delivering significantly more leads at a much lower cost.
By strategically combining Performance Max and high-intent Search campaigns, we not only increased lead volume but improved overall efficiency and ROI. This rapid and measurable improvement underscores the value of data-driven optimization and expert campaign management.
This case study is a testament to what can happen when a well-structured campaign meets expert strategy and continuous optimization. Whether you're launching a new property or looking to boost occupancy in a competitive market, PPC.co delivers real results—fast.
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If you run a fashion or apparel brand, you already know how fierce the competition is. One scroll through Instagram and you’re up against influencer capsule collections, fast fashion giants, and a dozen other brands selling something that looks eerily similar to what you just launched last week.
So how do you rise above the noise?
Pay-Per-Click (PPC) advertising can be one of your most powerful weapons…if you know how to use it right.
PPC isn’t just about throwing money at Google or Meta and hoping for the best. It’s about strategy. Precision. Timing. And a deep understanding of what makes your ideal customer click, scroll, save, and, most importantly – buy.
This article will show you exactly how successful fashion brands are using PPC to grow fast, scale smart, and stay ahead.
Whether you’re a DTC startup or an established apparel line looking to boost your online sales, you’ll walk away with clear steps to sharpen your strategy and drive real results.
Before launching a single ad, the best fashion brands get laser-focused on who they’re talking to. Not just demographics like age and gender – but psychographics, style preferences, income levels, and buying behavior.
You need to know:
Use Meta’s Audience Insights, Google Analytics, TikTok Creator Marketplace, or post-purchase surveys to dig deep into the habits of your buyers. The more you understand your buyer persona, the easier it is to write ad copy, choose images, and build irresistible offers that convert.
Here’s a pro tip for you. Many successful brands create different audience segments and run tailored ads for each. One segment might respond to lifestyle-focused creative. Another might want free shipping and a clear price. By segmenting the audience into different buckets, these brands are able to consistently deliver ads and creatives that are more likely to convert for each demographic.
In the fashion world, your creative is your first impression. With just a second or two to capture attention, your ad needs to stop the scroll cold. Successful fashion brands do this by focusing on movement, people, and something we like to refer to as “microhooks.”
When it comes to getting people to stop scrolling, movement is the best way to grab attention. Research shows that short-form video (6–15 seconds) outperforms most static images across Meta, TikTok, and Pinterest. (Think quick outfit transitions, close-up fabric reveals, or behind-the-scenes clips.) You can also use stop motion or cinemagraphs to add subtle animation to product shots without producing full video. And for TikTok or Instagram Reels, use fast-paced cuts, trending sounds, and quick outfit changes to match user expectations on the platform.
As for people, do your best to feature user-generated content (UGC) from happy customers wearing your products. (You can reach out to repeat buyers or incentivize customers to tag you for a chance to be featured.) You can also collaborate with micro-influencers to shoot content that feels natural, not like an ad.
Finally, leverage microhooks. This is ad copy that highlights the unique benefits that your audience gets with your products. One way to do this is by asking questions that expose a current pain point and insinuate that your products do the opposite. For example, “Wearing stiff jeans in 2025?” or “Tired of leggings that show everything?”
One of the biggest PPC mistakes you can make? Launching a campaign, watching it flop, and declaring, “PPC doesn’t work for fashion.”
Top brands don’t just test – they test smart. Here’s how you can do the same:
You don’t need to reinvent the wheel. The objective is to keep refining it until it runs smoother and faster.
Most people won’t buy the first time they visit your site – and that’s not a failure. It’s just how online shopping works, especially in fashion. Shoppers might be comparing prices, waiting for payday, or simply scrolling while distracted.
But successful apparel brands don’t let those warm prospects slip away. They use retargeting to stay top-of-mind and guide potential customers back to the cart.
With tracking pixels installed on your site, you can identify who visited what, how long they stayed, and which products they interacted with. From there, you can serve hyper-relevant ads that feel personal – not generic.
If someone browsed your linen jumpsuit but didn’t add it to their cart, you can show them that exact product again later – this time with a timely offer like “Free Shipping Ends Tonight” or “Only 3 Left in Your Size.”
For cart abandoners, you might highlight a hassle-free return policy, reviews from other buyers, or even a quick video showing how to style the item. Retargeting works because it removes the guesswork and friction that keep shoppers from checking out.
More advanced brands go even further by segmenting their audiences based on behavior. For example, someone who lingered on a high-ticket leather jacket might get a different follow-up sequence than someone who looked at a discounted tee. Some campaigns re-engage past customers with complementary products (“Bought the dress? Here’s the perfect bag.”), while others reach back out to lapsed buyers with a loyalty discount. The goal isn’t to stalk – it’s to stay relevant, helpful, and persuasive at exactly the right moment.
If you’ve already paid to get someone to your site, don’t let that investment go to waste. Retargeting is how you turn passive interest into real sales – and it often delivers the highest ROI of any campaign in your entire funnel.
Successful brands don’t rely on aesthetics. They give people a reason to act now. That’s where the offer stack comes in – everything your customer gets when they click “buy.”
Think about:
But don’t make the mistake of jamming every offer into every ad. Instead, match your offer to the audience and funnel stage. For example:
Make sure your offer feels like a win – not some gimmicky trap to get people to buy something. There has to be a level of consistency with your brand that people recognize and resonate with.
Not all PPC platforms are created equal – and the most successful fashion brands understand that. Instead of putting all their ad spend into one platform, they diversify based on their audience, product category, and buying behavior. They choose channels that align with how people shop for their specific type of apparel. Here’s how smart brands match platform to product:
Google Shopping Ads
If you’re selling products people are actively searching for – like “vegan leather boots” or “wool pea coat men’s” – Google Shopping Ads are your best friend. These ads show up directly in search results with product photos, prices, brand names, and ratings. This format is ideal for intent-driven shoppers who already know what they’re looking for and are ready to compare options. For fashion brands with a strong product-market fit and clear differentiators like price, materials, or shipping perks, Shopping Ads can drive highly qualified clicks that convert.
To get the most out of Google Shopping, successful brands optimize their product titles and descriptions with keywords, upload high-quality images, and keep their feed clean and accurate. This is a volume play – great for staples, seasonal items, or products that meet specific needs.
Meta Ads (Facebook + Instagram)
Meta is where most fashion brands start – and for good reason. It’s visually driven, highly customizable, and perfect for storytelling. You can build full-funnel strategies here: introduce your brand with engaging lifestyle video, retarget product viewers with carousel ads, and upsell past customers with limited-time bundles. Meta’s strength lies in its ability to create desire through imagery and social proof.
The most successful apparel ads on Instagram and Facebook pair compelling visuals with aspirational copy. Think: “Your new favorite weekend hoodie,” or “Outfits made for airport looks and coffee runs.” These platforms are especially strong for trend-based products, impulse buys, or highly aesthetic pieces like dresses, outerwear, or coordinated sets.
Pinterest Ads
Pinterest is a hidden gem for fashion brands – especially those targeting women, occasion-based shoppers, or DIY fashionistas. It acts like a visual search engine, which means users are actively planning their next look, vacation wardrobe, or event outfit. Unlike Meta, where ads interrupt, Pinterest ads blend seamlessly into content users are already curating for inspiration.
What works well here? Seasonal collections, bridal and maternity wear, capsule wardrobes, and anything that taps into life milestones. Brands that do well on Pinterest often repurpose lookbooks, blog content, or style guides into promoted pins that link back to product pages or collections. And because pins have a long shelf life, Pinterest campaigns can continue driving traffic well after the ad spend stops.
TikTok Spark Ads
If your brand skews younger – or if you’re trying to reach trendsetters – TikTok is super important. But it’s not about polished brand videos. The content needs to feel native, raw, and personal. That’s where Spark Ads shine. These are paid boosts of organic content (either your own or from creators) that blend seamlessly into the feed.
Fashion brands win on TikTok by showing products in motion, using trending audio, and leaning into humor, storytelling, or transformation-style videos (like before-and-after outfit reveals). Fast fashion, streetwear, bold accessories, and viral-friendly products do especially well here. You can work with creators to show “how it looks on” or do mini hauls that demonstrate fit, stretch, and styling versatility.
This channel is less about direct conversion and more about top-of-funnel discovery. And when it’s done right, it creates cult followings fast.
YouTube Shorts and Pre-Roll Ads
YouTube is an underrated but powerful channel for fashion brands looking to show off movement, build trust, and drive longer engagement. YouTube Shorts (their answer to TikTok) can showcase outfits in action, quick styling tips, or model walk-throughs in 60 seconds or less. Pre-roll ads, on the other hand, give you more control over brand storytelling.
Think of YouTube as a storytelling and branding platform. It’s especially strong for higher-ticket items like outerwear, formalwear, or custom-tailored pieces where the buyer needs more confidence before purchasing. Brands that leverage YouTube well often blend influencer partnerships, educational content (like “how to build a capsule wardrobe”), and in-depth product demos to establish authority and build affinity.
Clicks are worthless if the landing page doesn’t convert.
Once someone clicks your ad, they expect to land on a page that matches the promise of that ad. If they don’t see the product, price, or offer you teased? They bounce.
Here’s what winning landing pages include:
As a final note: Don’t forget to use Dynamic Product Ads (DPAs) where possible, so your landing page and ad are in perfect sync.
Did you know that less than 25 percent of PPC ads industry-wide actually produce conversions? That’s because most PPC agencies are doing it wrong.
At PPC.co, we don’t just pump out ads and try new creatives. We have concrete, proven strategies and frameworks that ensure you get the results you’re looking for.
Want to learn more? Contact us today and we’ll show you how we get results.
