Having a proper call to action was first mentioned in our installment about Successful Ad Writing For Your Google Grant and this part of the ad text is so important that it needs its own article.

A call to action is essentially what you want your users to do on your website. It can something as simple as “Donate Now!” or more complex like “Read our latest report.” Your call to action should be in-line with the goals that you want to achieve with your ad campaigns. If you want users to volunteer or join your events, a line within your ad should reflect what your intentions are. Google rewards relevance, so having clear intention of what users will get by clicking on your ad can help your campaign, and tricking users into landing on a donation page with misleading text will hurt your results.


Here are some tips in writing effective and creative calls to action for your ads:

  • Be as descriptive or illustrative as possible. You want users to see your ad once and have a clear idea of what they can expect when they click on the link.
  • Add variety. Put a creative spin on your call to action by ditching over used lines such as “Click to volunteer” and instead go for “Join our team of volunteers”. You can also use different variations per ad so that you can convey the same message in a variety of ways.
  • Check your metrics to see which ads gets the most conversion. That will give you a clue as to which variation of your calls to action is the most effective.


Having effective calls to action in your ads is only part of the story. You also need to ensure that once the user clicks on your ad, they will be taken to the page where they can complete the action with the least amount of distraction.

If your call to action implies volunteering, the ad should direct the user to the page on your website where they can sign up to be a volunteer. Already having a form on the page will be of great help. If you’re looking for donations, make your landing page your donations page.

Alternatively, if you simply want people to be aware of your organization, taking them to your homepage is recommended. From there, they will be able to explore your website and learn more about your cause, programs and events.

Calls to action are essential in any Google ad, more so for Google Grants ads because of your limited budget and resources.


In the next installment, we will learn how your can improve the performance of your ads by looking at Google Grants: Optimization Using Analytics.

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