About Call-to-Action (CTA) Buttons in your ads

Last updated: November 2025

A call-to-action (CTA) button is the part of the ad that urges someone to take an action after watching an ad. The CTA module in TikTok Ads Manager automatically generates and manages a collection of contextual calls-to-action for you to select from to deliver and optimize for each viewer. You can choose from:

  • Dynamic CTA: Select several CTA texts from a pool on TTAM and the system will deliver to accounts based on systematic optimization.

  • AIGC CTA: In addition to the existing CTA text pool in performance ads, AI also helps generate CTA text based on your landing page.

  • Text CTA: Fixed text.


Availability

There are four locations to show CTA: In-feed ads, the comment panel, video endlayer, and Search Ads.

Call-to-action buttons are available for different objectives:

  • Performance Ads (exclude GMV max): Dynamic CTA, AIGC CTA

  • Brand Ads

    • Auction Reach (manual and Smart+), Video views (manual), and Traffic: Dynamic CTA

    • Community interaction: Text CTA

CTA Gif

Key terms and concepts

  • Dynamic CTA: A fixed set of CTAs tailored to objectives/industries/clients' common scenarios. The system delivers CTAs based on your selection to different accounts based on optimization algorithms, dynamically adjusted timing of CTA display, display duration, button color etc.

  • Text CTA: Fixed CTA text.

Dynamically optimized CTAs that align more closely with profiles and ad creative context can increase engagement and click-through rates (CTR). The CTA enhancement is displayed in the automatic enhancement drawer. With this feature toggle on, you allow the TikTok Ads Manager system to generate more CTA texts during campaigns without selection.


CTA in performance ads

For Performance Ads (exclude GMV max), the CTA module configured automatically and folded into advanced settings in the TikTok Ads Manager campaign flow. This allows you to delete or add more CTAs.

The TikTok Ads Manager system generates a contextual CTA suggestion pool that consists of:

  • A fixed set of CTAs tailored to objectives, industries, and customers' common scenarios,

  • AI-generated content (AIGC) CTAs from the landing page or target app,

  • Your selected preferred options of about 10-20 pre-selected options by default. A full candidate list contains 20-40 CTAs.

CTA Image