B2B SaaS best-performing calls to action for Linkedin and Facebook Ads (backed by data)
If you're doing any paid advertising you'll definitely be going to love this one...
Let’s dive into what are the best call-to-action options for B2B brands across LinkedIn and Facebook Ads – all backed up by data.
What is a CTA?
A call to action (CTA) is either a statement or a button that gives the consumer an instruction.
“Best practice” for your CTAs depends on:
- your offer
- your campaign goals
- your budget
- your success metrics (i.e. your ideal Cost Per Lead)
LinkedIn ads call to action
Advertisers typically use four CTAs on LinkedIn: Sign Up, Register, Download, and Learn More. The platform also offers Apply, Get Quote, and Subscribe as options, but fewer advertisers use them.
But how does that stack up to performance?
A higher CPL isn’t always a bad thing if your campaigns are driving qualified leads and revenue. Just make sure you’re optimizing your ads to metrics that matter, not simply engagement. On the other hand, “Register” is the least used CTA but has the lowest CPL, making it a potentially good option for B2B brands with a lower budget.
Facebook call to action
Despite having so many options, “Learn More” is by far the most popular option for brand awareness campaigns on Facebook. While “Download” sees heavy use for lead generation campaigns.
Like LinkedIn, the “Learn More” CTA on Facebook has the highest CTR. But it’s also associated with the highest CPL (although it’s nearly half the cost of LinkedIn). Notably, both the cost per click (CPC) and CPL on Facebook are far lower than those on LinkedIn.
So, which CTA is the best?
It all depends on your goals and objectives. I always suggest that you test multiple CTAs to see which ones perform best for you and your company.
Source: Metadata
