The Best Call-to-Action (CTA) Buttons for LinkedIn Ads

You've spent hours crafting the perfect LinkedIn ad. Your targeting is dialed in. Your image stops the scroll. Your headline communicates clear value. Your budget is set.

Then you get to the CTA button selection dropdown and freeze.

Should you use "Learn More"? "Download"? "Sign Up"? "Register"? Does it even matter?

Here's the answer: it matters more than you think. According to research, optimizing your CTA can boost conversion rates by up to 80%. And LinkedIn's own testing revealed that changing from "Join" to "Register" generated 165% more clicks for the same campaign.

The problem? Most advertisers pick CTAs based on gut feel rather than data. They default to "Learn More" because it feels safe, or they randomly test options without understanding the psychology behind each one.

This guide fixes that. You'll learn which CTA buttons perform best for different campaign objectives, the psychology behind why they work, and how to optimize CTAs for maximum conversions.

Understanding LinkedIn's CTA Button Options

First, let's review what LinkedIn actually offers. Unlike custom CTAs on your own website, LinkedIn provides a fixed set of options depending on your ad format.

Sponsored Content CTA Options

For single image ads, video ads, carousel ads, and document ads, LinkedIn offers these CTA buttons:

• Learn More

• Download

• Sign Up

• Register

• Join

• Apply

• Get Quote

• Subscribe

• Contact Us

• View Quote

• See More

• RSVP

• Attend

• Request Demo

• Book Now

Not all CTAs are available for all objectives. LinkedIn restricts certain CTAs to specific campaign types to maintain platform quality.

Reference: LinkedIn CTA Best Practices

The Psychology Behind CTA Buttons

Before we dive into which buttons perform best, you need to understand why CTAs influence behavior.

Action Verbs Create Urgency

CTAs use imperative verbs—commands that tell users exactly what to do. "Download" is more directive than "Would you like to download?" This removes ambiguity and reduces decision paralysis.

Research shows that CTAs using action-oriented language increase conversions by creating a sense of momentum. Users don't have to think about what happens next—the button tells them.

Specificity Reduces Friction

"Download Your Free Guide" performs better than "Learn More" because it sets clear expectations. Users know exactly what they're getting and what action they're taking.

Generic CTAs like "Learn More" or "See More" create uncertainty. Will I be taken to a long landing page? Will I have to fill out a form? Will I be pressured into a sales call?

Specific CTAs reduce this anxiety by making the next step obvious.

Reference: Wiser Notify CTA Statistics

Commitment Level Matters

Not all CTAs require equal commitment:

Low commitment: "Learn More," "See More" Medium commitment: "Download," "Watch Video," "View Quote" High commitment: "Request Demo," "Sign Up," "Get Quote"

Match your CTA to your audience's stage in the buyer journey. Cold traffic (people who've never heard of you) responds better to low-commitment CTAs. Warm traffic (people who visited your site or engaged with content) converts better with medium or high-commitment CTAs.

FOMO (Fear of Missing Out) Drives Action

CTAs that create urgency or scarcity convert better. While LinkedIn's buttons don't have built-in urgency, you can reinforce this in your ad copy:

"Download the 2025 Benchmark Report" + Download button = urgency through timeliness

"Register for Our Live Workshop (50 Seats Remaining)" + Register button = scarcity

Reference: LSEO CTA Psychology

Performance Data: Which CTAs Convert Best

Now let's look at real performance data from B2B SaaS advertisers.

The Winners for Lead Generation Campaigns

According to Metadata.io's analysis of thousands of LinkedIn campaigns:

Most popular CTAs for lead gen:

1. Download (most popular)

2. Learn More (second most popular)

3. Register

4. Sign Up

Performance insight: "Download" and "Learn More" both see high click-through rates AND high cost per lead. This isn't necessarily bad—if your campaigns drive qualified leads and revenue, a higher CPL is acceptable.

"Download" works exceptionally well because it:

• Sets clear expectations (you're getting a file/resource)

• Implies value (something worth downloading)

• Feels low-risk (can review material before taking further action)

Reference: Metadata CTA Data Analysis

The Winner for Brand Awareness Campaigns

For campaigns focused on reach and visibility rather than immediate conversions:

Best performing CTA: "Learn More"

Why it works: Brand awareness campaigns target cold audiences who aren't ready to commit. "Learn More" provides a low-friction path to engagement without asking for too much too soon.

Reference: Metadata Platform Comparison

The Surprise Winner

LinkedIn's own testing revealed an unexpected result: "Register" outperformed "Join" by 165% in campaigns promoting events and webinars.

Both buttons ask for the same action, but "Register" feels more professional and official, while "Join" can feel casual or vague. In B2B contexts, professional language outperforms casual language.

Lesson: Word choice matters enormously, even when buttons represent identical actions.

Reference: Blue Gift Digital CTA Analysis

CTA Selection Framework by Campaign Objective

Here's exactly which CTA to use for different campaign goals:

For Content Downloads (eBooks, Guides, Reports, Templates)

Best CTA: "Download"

Why: Sets clear expectations. Users know they're getting a file they can save and reference later.

Copy reinforcement: Pair with copy like:

• "Download the 2025 SaaS Metrics Benchmark Report"

• "Get Your Free Revenue Forecasting Template"

• "Access the Complete LinkedIn Ads Playbook"

Avoid: "Learn More" (too vague), "Sign Up" (implies ongoing commitment)

For Webinars, Events, and Workshops

Best CTAs:

1. Register (preferred for paid or formal events)

2. RSVP (for informal events or meetups)

3. Attend (LinkedIn specific option)

Why: "Register" conveys official sign-up and commitment. It's 165% more effective than "Join" for event campaigns.

Copy reinforcement: Pair with copy like:

• "Register for Our Live Workshop on [Topic]"

• "Secure Your Seat for [Event Name]"

• "RSVP Now - Limited to 100 Attendees"

Avoid: "Sign Up" (less formal), "Join" (tested weaker than Register)

Reference: Blue Gift Digital Event CTAs

For Product Demos and Sales Conversations

Best CTAs:

1. Request Demo (highest intent)

2. Contact Us (good for complex sales)

3. Get Quote (for pricing-focused prospects)

Why: These CTAs explicitly signal sales intent. They filter for serious prospects willing to engage with your sales team.

Copy reinforcement: Pair with copy like:

• "See How [Product] Cuts Your [Pain Point] by 50%"

• "Request a Personalized Demo for Your Team"

• "Get Custom Pricing for Your Organization"

Performance note: These CTAs generate lower volume but significantly higher-quality leads. Your CPL will be higher, but conversion rates from lead to opportunity should be much better.

Avoid: "Learn More" (too soft for bottom-funnel intent)

For Free Trials and Product Sign-Ups

Best CTAs:

1. Sign Up (clear and direct)

2. Register (works for account creation)

3. Get Started (not available, but if it were...)

Why: "Sign Up" is universally understood to mean "create an account" and signals medium commitment—higher than "Learn More" but lower than "Request Demo."

Copy reinforcement: Pair with copy like:

• "Sign Up Free - No Credit Card Required"

• "Start Your 14-Day Free Trial Today"

• "Join 2,000+ Teams Using [Product]"

Avoid: "Download" (confusing for SaaS), "Learn More" (too passive for trial stage)

For Newsletter Subscriptions and Ongoing Content

Best CTA: "Subscribe"

Why: Clearly communicates ongoing relationship. Users understand they're signing up for recurring content, not a one-time download.

Copy reinforcement: Pair with copy like:

• "Subscribe to Our Weekly SaaS Insights"

• "Get Monthly Playbooks Delivered to Your Inbox"

• "Join 10K Marketers Getting Our Newsletter"

Avoid: "Sign Up" (too generic), "Join" (vague)

For General Awareness and Top-of-Funnel Traffic

Best CTAs:

1. Learn More (safe default)

2. See More (similar to Learn More)

Why: Minimal commitment. Good for cold audiences who need education before they're ready to convert.

Copy reinforcement: Pair with copy like:

• "Discover How AI is Transforming [Industry]"

• "See What Makes [Product] Different"

• "Learn the Framework Top Performers Use"

Performance note: Expect higher CTRs but lower conversion rates compared to more specific CTAs. This is fine for top-of-funnel campaigns focused on building awareness.

Avoid: High-commitment CTAs like "Request Demo" for cold traffic

Reference: Blaze Marketing CTA Strategies

Advanced CTA Optimization Strategies

Once you've selected the right CTA for your objective, these tactics can further boost performance.

Match Your CTA to Ad Copy

Your CTA button should feel like a natural extension of your ad copy, not a disconnected afterthought.

Weak flow: Copy: "Struggling with attribution? Our platform simplifies marketing analytics." CTA: "Learn More"

Strong flow: Copy: "See exactly which LinkedIn campaigns drive revenue—not just leads." CTA: "Request Demo"

The strong version creates narrative flow. The copy promises visibility into campaign ROI, and the CTA delivers on that promise with a demo.

Use Copy to Reinforce CTA Action

Don't just rely on the button text—use your headline and description to reinforce what happens next:

"Download the Complete 2025 SaaS Benchmarks Report" + Download button

"Book Your Free 30-Minute Strategy Session" + Request Demo button

"Register Before Seats Fill Up" + Register button

This redundancy isn't wasteful—it's clarity. You're removing any ambiguity about what clicking will do.

Test CTA Variations

Remember the "Register" vs. "Join" finding? Small word changes can yield massive performance differences.

Worth testing:

• "Download" vs. "Get the Guide"

• "Sign Up" vs. "Register" vs. "Start Free Trial"

• "Request Demo" vs. "Book Demo" vs. "See It Live"

• "Learn More" vs. "See More" vs. "Discover More"

Run these tests with at least $500-$750 per variant to reach statistical significance.

Reference: Bardeen CTA Optimization

Personalize by Audience Segment

Different audiences respond to different CTAs:

For C-Suite and executives:

• "Get Custom Pricing" (values exclusivity)

• "Request Strategic Consultation" (values expertise)

For managers and individual contributors:

• "Download Template" (values practical tools)

• "Watch 2-Min Demo" (time-conscious)

For technical audiences:

• "Access API Documentation" (values technical detail)

• "See Technical Specs" (values specifics)

Create separate campaigns with audience-specific CTAs rather than one-size-fits-all.

Add Urgency Without Changing the Button

LinkedIn's CTA buttons don't allow custom text, but you can add urgency through your ad copy:

"Register Before Friday to Get Early Bird Pricing" + Register

"Download Our 2025 Report (Released This Week)" + Download

"Limited Spots: Book Your Demo for January" + Request Demo

Research shows that adding urgency to CTAs can increase conversion rates by up to 332%, according to CTA optimization studies.

Reference: Wiser Notify CTA Statistics

Common CTA Mistakes (And How to Fix Them)

Mistake #1: Using "Learn More" for Everything

"Learn More" is the default selection in LinkedIn's dropdown, so many advertisers never change it.

Problem: It's vague, passive, and doesn't set expectations. It's fine for top-of-funnel awareness but underperforms for mid and bottom-funnel campaigns.

Fix: Ask yourself, "What specific action do I want users to take?" Match your CTA to that action.

Mistake #2: Mismatching CTA to Funnel Stage

Using "Request Demo" for cold traffic targeting generates low CTRs and wastes budget.

Problem: You're asking for too much commitment too soon.

Fix: Use low-commitment CTAs ("Download," "Learn More") for cold traffic, medium-commitment CTAs ("Sign Up," "Register") for warm traffic, and high-commitment CTAs ("Request Demo," "Get Quote") for hot traffic.

Mistake #3: Ignoring the Landing Page Experience

Your CTA promises a specific action ("Download the Guide"), but your landing page has a long form and doesn't actually provide an immediate download.

Problem: You're creating a bait-and-switch experience. Users feel deceived and abandon.

Fix: Ensure your landing page delivers exactly what your CTA promises. If the button says "Download," the landing page should offer an immediate download (or a very short form first).

Mistake #4: Not Testing CTAs

You pick "Download" and never test whether "Get the Guide" or "Access the Report" would perform better.

Problem: You're leaving performance on the table.

Fix: Allocate 10-20% of budget to CTA testing. Even a 10% improvement in conversion rate dramatically impacts your cost per lead.

Mistake #5: Using Too Many CTAs

Some advertisers try to hedge their bets by including multiple CTAs in their copy: "Download our guide or request a demo or sign up for our newsletter."

Problem: Multiple options create decision paralysis. Users don't know which action to take, so they take none.

Fix: One ad = one CTA. Create separate campaigns for different conversion goals.

Reference: Blue Gift Digital CTA Best Practices

Mobile Optimization for CTAs

Over 57% of LinkedIn traffic comes from mobile devices, which creates specific CTA considerations.

Make CTAs Obvious on Small Screens

LinkedIn's CTA buttons are designed to be thumb-friendly, but your ad copy should reinforce the action on mobile:

Desktop-optimized copy (fine): "Ready to transform your workflow? See how our platform helps teams ship 3x faster."

Mobile-optimized copy (better): "Ship 3x Faster. See How ↓"

Mobile users skim more aggressively. Short, punchy copy that directs attention to the CTA performs better.

Test Mobile-Specific Behavior

Some CTAs that work well on desktop ("Get Quote," "Request Demo") require phone calls or calendar booking that's harder on mobile. "Download" and "Sign Up" convert better on mobile because they require less interaction.

Consider running separate campaigns for desktop and mobile with different CTAs optimized for each.

Industry-Specific CTA Performance

Different B2B verticals respond to CTAs differently based on buying behavior.

SaaS Companies

Best performing CTAs:

1. "Start Free Trial" (or "Sign Up" since Start isn't available)

2. "Request Demo"

3. "Download" (for case studies, ROI calculators)

SaaS buyers prefer low-friction trials over sales calls when possible.

Professional Services and Consulting

Best performing CTAs:

1. "Get Quote"

2. "Contact Us"

3. "Request Consultation"

Service buyers need custom solutions, so they prefer direct conversations over self-service.

Enterprise Software

Best performing CTAs:

1. "Request Demo"

2. "Contact Sales"

3. "Download" (for whitepapers, technical docs)

Enterprise buyers expect sales-assisted purchases. They're comfortable with high-commitment CTAs.

HR Tech and Recruiting Platforms

Best performing CTAs:

1. "Sign Up"

2. "Start Hiring" (similar intent)

3. "Download" (for hiring guides, templates)

HR teams value self-service onboarding and educational resources.

Reference: Lead CRM LinkedIn CTA Ideas

Measuring CTA Performance

Once you're running campaigns with optimized CTAs, track these metrics:

Primary Metrics

Click-through rate (CTR): What percentage of people who see your ad click the CTA? Benchmark is 0.44-0.65% for LinkedIn.

Conversion rate: What percentage of people who click actually convert? Track this separately for each CTA.

Cost per click (CPC): How much are you paying per CTA click? Higher-commitment CTAs often have higher CPCs.

Cost per conversion: Ultimately, what does each lead/trial/demo cost? This is your most important metric.

Secondary Metrics

Engagement rate: Likes, comments, shares can indicate resonance even if CTR is low

Bounce rate: Are people clicking your CTA but immediately leaving the landing page? This signals a mismatch between expectation and delivery.

Time to conversion: How quickly do people convert after clicking? "Download" CTAs should convert immediately. "Request Demo" might take days.

Calculating CTA Performance

Use LinkedIn's analytics plus landing page data:

CTA Click Rate = (CTA Clicks ÷ Impressions) × 100

CTA Conversion Rate = (Conversions ÷ CTA Clicks) × 100

CTA Cost Per Conversion = Total Spend ÷ Conversions

Compare these metrics across different CTAs to identify your best performers.

Reference: Bardeen CTA Metrics

The CTA Testing Plan

Here's a structured approach to CTA optimization over 90 days:

Month 1: Baseline Testing

• Run campaigns with LinkedIn's recommended CTA for your objective

• Gather performance data (at least $1,000 spend per CTA)

• Establish baseline CTR and conversion rates

Month 2: Variation Testing

• Test 2-3 alternative CTAs against your baseline

• Maintain all other variables (same creative, same audience)

• Allocate $500-750 per CTA variation

Month 3: Optimization and Scaling

• Scale winning CTA by 30%

• Pause underperforming CTAs

• Apply learnings to new campaigns

• Document results for future reference

Ongoing: Refresh and Re-test

• Refresh creative every 30-45 days even with winning CTA

• Re-test CTA performance quarterly as audience behavior shifts

• Test new CTAs as LinkedIn adds options

The AI Advantage in CTA Optimization

Creating multiple ad variations to test different CTAs traditionally requires significant time and resources. You need designers to create variants, copywriters to adjust messaging, and hours to set up campaigns.

Tools like Stirling accelerate this process by automatically generating multiple ad variations with different CTAs in minutes. Instead of spending weeks testing, you can test 3-5 CTA variations simultaneously, identify winners faster, and apply learnings immediately.

This operational efficiency means you spend more time optimizing campaigns based on data and less time on production logistics.

Final Recommendations by Campaign Type

Here's your quick reference guide:

Content Downloads: Use "Download" Webinars/Events: Use "Register" (not "Join") Product Demos: Use "Request Demo" Free Trials: Use "Sign Up" Newsletters: Use "Subscribe" Awareness Campaigns: Use "Learn More" Sales Conversations: Use "Contact Us" or "Get Quote"

When in doubt: "Download" and "Register" consistently outperform generic options like "Learn More" for most B2B SaaS campaigns.

Your CTA button is the bridge between interest and action. It's the last element users see before deciding whether to click. Getting this right isn't just about picking from a dropdown—it's about understanding buyer psychology, matching commitment levels to funnel stages, and systematically testing what resonates with your audience.

Start with data-backed defaults, test variations against your specific audience, and optimize based on conversion rates (not just click-through rates). With the right CTA strategy, you can boost your LinkedIn ad performance by 80% or more—without changing anything else about your campaigns.

Resources:

• LinkedIn CTA Best Practices

• Metadata CTA Data Analysis

• Blaze CTA Strategies