What is a call-to-action (CTA) in YouTube Ads?

A call-to-action (CTA) in YouTube Ads is a clear, direct instruction that tells viewers exactly what you want them to do next — like click a link, visit your site, download an app, or make a purchase.

🎯 Why CTAs Matter
Without a CTA, viewers might like your video but have no idea what to do afterward. A strong CTA:

Boosts engagement

Drives clicks

Increases conversions

Turns passive views into real results

📌 Examples of Common YouTube Ad CTAs:
Goal   Example CTA
Drive traffic   "Visit our website now"
Generate leads   "Get your free quote"
App installs   "Download the app today"
Sales   "Shop the sale" / "Buy now"
Signups   "Start your free trial" / "Join us"
Awareness   "Learn more" / "Watch the full story"
🧰 Where CTAs Can Appear in YouTube Ads:
In the Video Script — Spoken by the voiceover or actor

On-Screen Text — Highlighted with bold colors or animation

CTA Button (Overlay) — Appears under the video on mobile/desktop

End Screen Elements — Clickable prompts in the final seconds

Companion Banner — A clickable image next to the ad on desktop

Shorts Ads — Use vertical CTA buttons or "swipe up"

✅ Tips for an Effective CTA:
Be clear and direct: "Tap the link," "Start now," "Claim your discount"

Match the CTA to the ad goal and landing page

Repeat it more than once if your video is longer than 15 seconds

Make it visible and verbal — people should hear and see the CTA