Short answer: A call to action is the line or the button that tells people what to do next: call, book, buy or get a quote. Start it with a verb, say what happens after the click and give each page one main action. Then make the button easy to see and easy to tap.
What a call to action is
Google Ads asks advertisers to tell people what they can buy or how to contact them. Its help page says calls to action like purchase, call today, order, browse, sign up or get a quote make clear what the next steps are.
In Google Business Profile, a post can carry an action button with a link. Google says that button should take customers to a website where they can complete the action, like making a booking or ordering online.
Call to action examples by goal
| Goal | Call to action | Where it fits |
|---|---|---|
| Calls | «Call today» | Ads seen on phones, next to your number |
| Bookings | «Book a 20-minute call» | Website buttons and Business Profile posts |
| Online sales | «Order online» or «Buy» | Product ads and product pages |
| Quotes | «Get a quote» | Service pages and service ads |
| Sign-ups | «Sign up» | Newsletters, events and offers |
| More reading | «Learn more» or «Browse» | Posts and pages that come before a decision |
The verbs come from Google Ads Help, “Write successful text ads”, and Google Business Profile Help on posts, read November 3, 2026. «Book a 20-minute call» is our own button.
How to write a call to action
- Pick one main action for the page or the ad.
- Start with a verb that names it: call, book, order, get a quote.
- Say what people get, as in «Book a 20-minute call» rather than «Submit».
- Make the text clear on its own, never a bare «Click here».
- Make the button at least 24 by 24 CSS pixels, the minimum target size in WCAG 2.2.
- Give its text a contrast of at least 4.5 to 1 against the button.
- Send people to a page where they can complete that action right away.
Our landing page guide covers the page behind the button, and our ADA website compliance guide covers the rest of an accessible site. For Business Profile buttons, see our guide to Business Profile posts.
How our own buttons measure up
We measured the buttons of one of our guides on November 3, 2026, as a visitor, on a 390-pixel phone screen and a 1,440-pixel desktop. The main one reads «Book a 20-minute call», and on the phone it measures 322 by 50 pixels.
Its white text on our blue gradient has a contrast of 4.67 to 1 at the gradient’s lightest point, a narrow margin over the 4.5 to 1 minimum. The «Book a call» link in our desktop header reaches 19.45 to 1.
Each guide closes with two options: a call, which opens our booking page, and our marketing audit, which opens its request form. Both lead straight to the action the button names.
Before you publish a call to action
- The page or the ad has one main action.
- The button starts with a verb.
- Its text makes sense on its own.
- It measures at least 24 by 24 CSS pixels.
- Its text reaches a contrast of 4.5 to 1 or more.
- The page it opens lets people finish the action.
RememberOne page, one main action, one clear verb. Say what happens after the click, and make the button easy to see and to tap.
If you want pages built around the action you need, see our landing page design service.
Quick answers about calls to action
What is a call to action?
The words or the button that tell people what to do next, such as call, book, buy or get a quote. Google Ads says calls to action like purchase, call today, order, browse, sign up or get a quote make clear what the next steps are.
What are good call to action examples?
Call today, Book now, Order online, Get a quote, Sign up and Learn more. Google Business Profile posts can carry a button for actions like making a booking, ordering online or learning more. Pick the one that names the main action of your page.
How big should a call to action button be?
WCAG 2.2 asks for targets of at least 24 by 24 CSS pixels, with some exceptions. The W3C explains that people with dexterity limitations find small targets hard to hit. Our main button measures 322 by 50 pixels on a phone.
Is «Click here» a bad call to action?
On its own, yes. WCAG asks that the purpose of each link be clear from its text, or from the text together with its context. «Click here» says nothing about what happens next, while «Book a 20-minute call» does.
What color should a call to action button be?
Any color your brand uses, as long as the text stands out. WCAG asks for a contrast of at least 4.5 to 1 for normal text and 3 to 1 for large text. Our blue button with white text measures 4.67 to 1 at its lightest point.
Sources
Read on November 3, 2026. Google Ads Help: Write successful text ads. Google Business Profile Help: Create & manage posts on your Business Profile. W3C Web Accessibility Initiative: Understanding Success Criterion 2.5.8: Target Size (Minimum), Understanding Success Criterion 2.4.4: Link Purpose (In Context) and Understanding Success Criterion 1.4.3: Contrast (Minimum). Our own case: the buttons of one of our guides, measured as a visitor on November 3, 2026.