Meta Ad CTA Options, Choosing the right Call-to-Action (CTA) button can significantly impact the performance of your Facebook and Instagram ads. Meta (formerly Facebook) offers a variety of CTA buttons that advertisers can select depending on their campaign objective. Understanding the current Meta ad CTA options is essential for marketers looking to optimize their advertising campaigns for engagement, leads, or sales.
This guide outlines all current Meta ad CTA options available in 2025, when to use each, and how to choose the most effective option for your business goals. Whether you’re running ads for ecommerce, services, apps, or events, the right CTA can make a world of difference.
What Are Meta Ad CTA Options?
Meta ad CTA options are pre-set action buttons that advertisers can include in their Facebook and Instagram ads. These buttons guide users to take a specific action, such as “Shop Now,” “Learn More,” or “Contact Us.” Meta offers different CTA options based on your campaign objective, ad format, and platform.
Each CTA is designed to match a particular user intent and marketing funnel stage awareness, consideration, or conversion. Understanding these distinctions will help you choose the right button to drive results.
Complete List of Meta Ad CTA Options (2025)
Here are the most up-to-date Meta ad CTA options available across Meta platforms:
| CTA Option | Purpose / Use Case |
| Apply Now | Ideal for job postings, admissions, or any application-based process. |
| Book Now | Encourages users to schedule appointments (used by salons, hotels, service providers). |
| Buy Tickets | Perfect for events, webinars, and shows requiring paid entry. |
| Call Now | Enables users to call your business instantly. Best for mobile users and local services. |
| Contact Us | Great for service providers seeking inquiries or leads. |
| Donate Now | Used by nonprofits to drive donations directly from the ad. |
| Download | Promotes downloadable content like apps, eBooks, guides, or whitepapers. |
| Get Access | Offers exclusive content such as webinars, member portals, or gated resources. |
| Get Directions | Useful for brick-and-mortar locations aiming to increase foot traffic. |
| Get Offer | Highlights promotions, deals, and coupons that users can claim. |
| Get Quote | Excellent for businesses offering tailored pricing or service packages. |
| Get Showtimes | Targeted at movie theaters or entertainment venues. |
| Install Now | Best for app downloads, taking users directly to the app store. |
| Learn More | A flexible CTA used across all industries to drive curiosity and web traffic. |
| Listen Now | Suitable for audio content like podcasts or music promotions. |
| Open Link | A generic link opener. Used when no specific action suits the content. |
| Order Now | Directs users to place an order. Ideal for ecommerce and food delivery. |
| Play Game | Used by mobile or Facebook games to increase plays or installs. |
| Request Time | Allows users to schedule a meeting or consultation. |
| Save | Lets users bookmark the ad or offer to return to later. |
| See Menu | Used by restaurants and cafes to showcase their offerings. |
| Send Message | Opens a Messenger conversation with your business. |
| Send WhatsApp Message | Initiates a chat on WhatsApp. Great for mobile communication. |
| Shop Now | One of the most popular Meta ad CTA options for ecommerce. |
| Sign Up | Useful for lead generation, newsletters, free trials, or webinar registrations. |
| Start Order | For restaurants and fast-food services linked to delivery platforms. |
| Subscribe | Encourages newsletter or service subscriptions. |
| Use App | Targets current users to engage with an already-installed app. |
| Watch More | Promotes long-form video content or video series. |
When to Use Each CTA Button
Here’s how you can use Meta ad CTA options based on your campaign goals:
1. Awareness Campaigns
Use soft CTAs like:
- Learn More
- Watch More
- Listen Now
Example: A travel agency can run a video showcasing beautiful destinations with a Learn More CTA leading to a blog post about vacation packages.
2. Consideration Campaigns
Use CTAs that encourage user interaction:
- Sign Up
- Download
- Contact Us
- Send Message
Example: A software company promoting a free eBook can use Download to capture leads through gated content.
3. Conversion Campaigns
Use CTAs focused on driving immediate actions:
- Shop Now
- Buy Tickets
- Order Now
- Subscribe
- Donate Now
Example: An online clothing brand running a seasonal sale can use Shop Now to send users directly to a curated product collection.
Meta Ad CTA Options by Industry
Ecommerce
Best CTA options:
- Shop Now
- Get Offer
- Order Now
Example: An online electronics store advertising a flash sale can use Get Offer to increase urgency and boost sales.
Service-Based Businesses
Best CTA options:
- Book Now
- Call Now
- Contact Us
- Get Quote
Example: A local spa running a promotion for new clients can use Book Now for appointment scheduling.
Nonprofits
Best CTA options:
- Donate Now
- Learn More
- Sign Up
Example: A charity raising funds for disaster relief may use Donate Now to facilitate quick contributions.
Apps and Games
Best CTA options:
- Install Now
- Play Game
- Use App
Example: A mobile fitness app can use Install Now to attract new downloads via targeted ads.
Food & Beverage
Best CTA options:
- Start Order
- See Menu
- Call Now
Example: A local pizza chain promoting online orders during peak hours can benefit from a Start Order CTA.
How to Choose the Right Meta Ad CTA Option
To select the most effective CTA, ask the following:
- What is my campaign objective?
- Awareness: Use CTAs like Learn More or Watch More.
- Consideration: Use Sign Up, Contact Us, Download.
- Conversion: Use Shop Now, Subscribe, or Donate Now.
- What action do I want the user to take immediately?
Choose a CTA that aligns directly with that action.
- What is the user’s position in the buying journey?
For cold audiences, stick to informative CTAs. For warm or retargeted audiences, use action-driven buttons.
- Does my landing page or funnel match the CTA promise?
Ensure users land on a page that fulfills the action the CTA suggests (e.g., a Shop Now button should go to a product page, not your homepage).
Tips to Optimize Your Meta Ad CTA Usage
- Split Test Different CTAs: For example, test “Sign Up” vs. “Learn More” for webinar registration.
- Match CTA with Ad Content: The image, headline, and CTA should work in harmony.
- Monitor Results in Ads Manager: Track CTR (click-through rate), conversion rate, and cost per result to gauge performance.
Conclusion
Using the right Meta ad CTA options is a small but crucial part of any successful Facebook or Instagram ad campaign. By aligning your CTA with your campaign goals and understanding your audience’s intent, you can boost clicks, conversions, and engagement.
In 2025, advertisers have access to a wide range of Meta ad CTA options, each serving a specific purpose from promoting sales to generating leads and everything in between. Whether you’re in ecommerce, services, apps, or nonprofit work, understanding and leveraging these options will give your ads the clarity and focus they need to drive action.
By experimenting, analyzing, and refining your use of Meta ad CTA options, you’ll ensure your campaigns are both compelling and results-driven.