Nadia manages a local gym and is running an ad to drive more free trial memberships. What could she include in her ad text?
Correct Answer
Add a call-to-action like “Sign up for a free trial”
Why is this the correct answer?
Nadia should add a call-to-action like Sign up for a free trial in her ad text to drive more free trial memberships. An effective call-to-action directly tells users what action to take and sets clear expectations about what clicking the ad will deliver. Sign up for a free trial is specific, action-oriented, and directly matches the campaign goal — driving free trial sign-ups. It creates urgency and relevance by aligning the ad promise with the desired user action, which improves both CTR and conversion rate.
Why are the other options incorrect?
A prominent headline like “TRIAL MEMBERSHIPS AVAILABLE”
A headline like TRIAL MEMBERSHIPS AVAILABLE is passive and describes availability rather than prompting action. All-caps text can also appear spammy and may violate Google Ads editorial policies.
A call-to-action like “Visit our gym now”
Visit our gym now is a generic call-to-action that does not mention the free trial offer. It fails to differentiate Nadia's ad or communicate the specific incentive that would motivate a click.
Add a promotion like “20% off fitness classes”
Adding a 20% off fitness classes promotion introduces a different offer that is not aligned with the free trial goal. Mixed messages in ad copy reduce conversion rate by confusing the user about what they are signing up for.
Real-World Example
A boutique gym in Leeds tests two ads: one with Visit us today and one with Sign up for a free trial. The free trial CTA achieves a 5.8% CTR versus 2.1%, and 68% of clicks convert to trial sign-ups — the specific offer creates a compelling reason to click immediately.