You're a marketer for a solar installation business aiming to generate leads. What should you do in the video ad to ask people to take action?

Analysis of Correct Answer(s)

For a lead generation campaign, the primary goal is to drive a specific, measurable action. A specific call to action (CTA) provides clear, direct instructions to the viewer on what to do next.

• Clarity and Direction: A specific CTA like "Get a Free Quote" or "Schedule Your Consultation Now" eliminates ambiguity. The viewer knows exactly what will happen when they click.
• Increases Conversions: By aligning the CTA with the user's intent and the business goal (generating leads), you create a frictionless path from viewing the ad to becoming a lead. Vague instructions lead to lower engagement and fewer conversions.

Analysis of Incorrect Options

• Provide multiple options for how viewers can take action: This can cause decision paralysis, also known as the paradox of choice. Offering too many choices often leads to the viewer choosing none. A single, focused CTA is more effective for direct-response campaigns.
• Include a generic call to action (CTA): Generic CTAs like "Learn More" or "Click Here" are less compelling. They lack urgency and don't communicate the specific value the user will receive. For a solar business, "Get a Free Quote" is much more powerful than "Learn More."
• Keep audio to a minimum: Audio is a critical component of a video ad's effectiveness. A strong voiceover can verbally reinforce the CTA and convey emotion, making the ad more persuasive. Muting the message weakens its overall impact.