Question: You're making a video ad to generate leads for a cleaning services company. How should you present the ask for viewers to take action?
- Convey multiple messages to resonate with the masses.
- Humanize the ad with customer testimonials.
- Introduce the product or problem, then follow up with a relevant call-to-action.
- Provide multiple options for how viewers can take action.
or
- Convey multiple messages to resonate with the masses.
- Introduce the product or problem, then follow up with a relevant call to action.
- Provide multiple options for how viewers can take action.
- Humanise the ad with customer testimonials.
Explanation
Google’s ABCDs define Direction as asking viewers to take action. For action-focused creative, the call-to-action should come after the product or problem context is clear. This makes the next step feel relevant instead of abrupt. A specific call to action helps guide viewers toward the lead-generating behavior.
Why the other options are incorrect
Multiple options: Too many action paths can reduce clarity and weaken Direction.
Customer testimonials: Testimonials may support Connection, but they do not clearly present the action step.
Multiple messages: Broad messaging can distract from the single action needed to generate leads.
Source for verification
https://support.google.com/google-ads/answer/14783551
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