Avoid generic sales language. Use specific and relatable calls

Phrases like "call us today" create a false sense of urgency. Keep the user benefit in mind.

If there really isn't a benefit to the user, well, why would they even call today? Non-specific or generic calls to action, such as "'sign up today" or "book today" often show decreased engagement with ads.

Imagine you're writing copy for a property management company. Instead of writing "book now" in the ad, write "book your dream vacation rental." This is more specific and relates more closely to what the potential customer desires.