How do I increase ad engagement with better CTAs?

Start by defining what “engagement” means for your ads (because the best CTA depends on it)

CTR, “click quality,” and conversion rate aren’t the same problem

When advertisers say they want “more engagement,” they usually mean one of three outcomes: more clicks (higher CTR), more meaningful interactions (calls, direction clicks, form opens, message starts), or more conversions on the site after the click. Your CTA should be written to match the outcome you actually want, because Google Ads can show multiple interaction points in the same ad (headlines, sitelinks, call buttons, lead forms, and more), and each one nudges a different kind of engagement. ([support.google.com](https://support.google.com/google-ads/answer/7331111?hl=en))

If your CTR is low, your CTA needs to earn the click by making the next step feel obvious and worth it. If CTR is fine but conversion rate is weak, your CTA may be attracting the wrong intent (for example, “Get a Quote” on a “price-check” search) or promising something your landing page doesn’t deliver. If calls/leads are the goal, you’ll often get bigger gains by pairing your CTA copy with the right interactive asset (call, lead form, message) rather than trying to force everything into the main headline. ([support.google.com](https://support.google.com/google-ads/answer/7331111?hl=en))

One practical rule: match CTA strength to intent strength

High-intent searches (brand, “near me,” “pricing,” “book,” “same-day,” specific SKU/service) can handle a direct CTA like “Book Online,” “Get Pricing,” or “Call Now.” Mid-intent searches (“best,” “compare,” “top rated,” “reviews”) often respond better to a lower-friction CTA like “See Options,” “View Pricing,” or “Get a Free Estimate” (with clear qualifiers). Low-intent searches (research and discovery) usually need a CTA that feels informational and safe: “Learn More,” “See How It Works,” or “Explore Plans.”

Write CTAs that perform in modern Google Ads (without fighting the system)

Build CTAs the way Google Ads actually serves ads today: assets + combinations

In Search, you’re not writing “the ad,” you’re supplying assets that get assembled dynamically. The system mixes headlines/descriptions to fit the query, device, and predicted performance, and can even place some headline text into other areas of the ad when it expects better results. This is exactly why the strongest CTAs are usually written as short, flexible phrases that can stand alone wherever they appear. ([support.google.com](https://support.google.com/google-ads/answer/7331111?hl=en))

Practically, that means you should write multiple CTA variants across headlines and descriptions instead of trying to force one “perfect” CTA. For example, you might include a direct-action CTA (“Get a Quote”), a softer CTA (“Check Availability”), and a reassurance CTA (“No Obligation”)—so the system can match the best “next step” to the intent signal it sees.

Use pinning only when you truly need control (and do it the smart way)

Pinning lets you force certain headlines/descriptions into specific positions, but it reduces the number of combinations Google can test and isn’t recommended for most advertisers. When you do pin, keep flexibility by pinning 2–3 assets to the same position rather than a single mandatory line, and reserve “always show” positions for what must appear every time. ([support.google.com](https://support.google.com/google-ads/answer/12159014?hl=en&utm_source=openai))

A common high-performing approach is to not pin a CTA at all, but to ensure you have at least a couple of CTA headlines that are strong enough to serve in any position. If you must guarantee a CTA (for example, compliance language + a CTA), pin lightly and monitor whether CTR or conversion volume drops due to reduced variation.

Don’t let “gimmicky CTA writing” get you disapproved (or just ignored)

Overuse of punctuation, symbols, excessive capitalization, and repeated phrases can lead to disapprovals and also tends to reduce trust even when approved. Avoid tactics like “BUY NOW!!,” decorative symbols, or repeating the same CTA across multiple assets in the same ad group. When you want urgency, earn it with a concrete reason (“Limited Appointments This Week,” “Ends Sunday”) rather than hype formatting. ([support.google.com](https://support.google.com/adspolicy/answer/6021546?hl=en-ie))

Multiply engagement by turning CTAs into clickable pathways (assets that act like CTAs)

Sitelinks: your highest-leverage “multi-CTA” tool in Search

Sitelinks aren’t just navigation—they’re additional CTAs that let a user self-select the next step. You should treat each sitelink as a purpose-built CTA (“Pricing,” “Book Online,” “See Reviews,” “Get a Quote,” “Locations,” “Financing”) and match it to a dedicated landing page that fulfills the promise quickly. Google recommends having at least four sitelinks, and in practice, more sitelinks usually means more chances to match different intents in the same auction. ([support.google.com](https://support.google.com/google-ads/answer/7507884?hl=en-GB))

Also note that sitelinks contribute to Ad Strength and can lift conversion performance when your overall asset quality improves. If your account is stuck in “generic CTA” mode, improving sitelinks is often the fastest way to make the ad feel more actionable without rewriting your entire RSA. ([support.google.com](https://support.google.com/google-ads/answer/2375416?hl=en-GB16&ref_topic=10535719))

Callouts and structured snippets: use them to reinforce the CTA, not duplicate it

Callout assets are perfect for answering the silent objections that stop a click: “Same-Day Service,” “Free Shipping,” “24/7 Support,” “Price Match,” “No Contract,” “Licensed & Insured.” Their job isn’t to be another “Buy Now,” but to make your primary CTA feel safer and more valuable. They can appear in different ways on different devices, so keep them crisp and scannable. ([support.google.com](https://support.google.com/google-ads/answer/6079510?hl=eN&ref_topic=10283830))

Structured snippets work best when they help users understand scope (“Services: Leak Repair, Water Heater, Drain Cleaning”) so the CTA feels relevant. They also have strict formatting expectations, so avoid attention-grabbing punctuation inside snippet values. ([support.google.com](https://support.google.com/google-ads/answer/6280012?utm_source=openai))

Lead forms and message buttons: increase engagement by reducing friction (but choose the right trade-off)

If your audience is ready to engage but not ready to browse a site, lead form assets can outperform “Visit site” CTAs because the action happens directly in the ad experience. Lead forms can run across Search, Video, Performance Max, and Display, and you can choose whether to optimize for more volume or more qualified leads depending on your sales model. ([support.google.com](https://support.google.com/google-ads/answer/10089406?hl=en))

Message assets can also be powerful when a conversation is the real conversion, but there’s an important trade-off: when the message button serves, other asset types don’t trigger (so you can lose sitelinks, calls, and lead forms on that impression). If you use message CTAs, treat them as a deliberate funnel choice, not “just one more option.” ([support.google.com](https://support.google.com/google-ads/answer/16669188?hl=en&ref_topic=16669490))

Calls are still one of the strongest CTAs—just implement them the current way

If phone calls are your primary engagement goal, it’s time to treat call assets as your default “Call Now” mechanism. Call-only ads are being deprecated: as of today (January 13, 2026), new call-only ad creation is scheduled to be removed in February 2026, and existing call-only ads are scheduled to stop receiving impressions in February 2027. Build your call-focused CTAs into responsive search ads and lean on call assets for the button-level engagement. ([support.google.com](https://support.google.com/google-ads/answer/16619010?hl=en))

A systematic way to improve CTA performance (without guessing)

Run a quick CTA diagnostic before rewriting everything

• Check that your CTAs match the keyword intent. If you’re bidding on “pricing” and your CTA is “Learn More,” you’re forcing an extra step.
• Confirm you have enough assets to create multiple engagement paths. At minimum, aim for strong sitelinks and images where eligible, because additional assets typically lift CTR and ad quality when relevant. ([support.google.com](https://support.google.com/google-ads/answer/7507884?hl=en-GB))
• Remove CTA “duplicates.” Repeating the same CTA across multiple headlines/callouts can be counterproductive and may raise policy flags around repetition. ([support.google.com](https://support.google.com/adspolicy/answer/6021546?hl=en-ie))
• Make sure your CTA can be fulfilled immediately on the landing page. If the CTA is “Get a Quote,” the quote path should be obvious above the fold.
• Check whether you’re accidentally blocking assets. Assets set at a more granular level can override higher-level assets, which can unintentionally remove CTAs you thought were active. ([support.google.com](https://support.google.com/google-ads/answer/6079510?hl=eN&ref_topic=10283830))

Use a simple “3-lane CTA” testing model that works across most accounts

When I’m trying to lift engagement quickly, I’ll usually introduce three CTA lanes inside the same ad group theme so the system can match CTA-to-intent: a direct action CTA (high intent), a low-friction CTA (mid intent), and a reassurance CTA (risk reducer). Then I let sitelinks mirror those same lanes so users can choose their path: one sitelink to convert now, one to evaluate options, one to build trust (reviews/case studies). ([support.google.com](https://support.google.com/google-ads/answer/2375416?hl=en-GB16&ref_topic=10535719))

Once data accumulates, you’ll almost always find that one lane drives CTR while another drives conversion rate. The win is not picking only one—it’s keeping both available so you can scale volume without sacrificing lead quality.

Remember: some formats choose the CTA for you—so your copy must do the heavy lifting

In several asset-based formats, the call-to-action can be automated, or selected from predefined options depending on campaign type. That makes your headline, description, and creative promise even more important, because the CTA button text itself may not be fully under your control. Design your CTA copy so it still works if the button defaults to a generic action. ([support.google.com](https://support.google.com/google-ads/answer/13676244?hl=en-GB))

For video and visually rich campaigns, CTAs still matter—but they have to be mobile-native

On YouTube placements, users can engage through CTA buttons, and formats like Shorts are built around quick, swipeable attention—so the CTA has to be extremely clear, benefit-led, and frictionless. If you’re running conversion-focused video, you’ll generally get better engagement when you supply assets that fit vertical/mobile environments and keep the “next step” obvious. ([support.google.com](https://support.google.com/google-ads/answer/2375464?utm_source=openai))

If you’re working on boosting ad engagement through stronger CTAs, Blobr can help by connecting to your Google Ads account, continuously analyzing what’s driving clicks versus meaningful actions (like calls, lead forms, messages, or on-site conversions), and then translating best practices into concrete next steps you can apply. Its specialized AI agents can review how your assets are actually serving, spot mismatches between intent, CTA language, and landing pages, and suggest updates such as improved callouts or tighter landing-page alignment—so your CTAs are clearer, more relevant, and better supported without needing to manually audit everything each week.