If you know somebody needs to shop, they need to purchase a product on your website. Then you need to click to shop now, click to grab your estate. If you know somebody needs to register to an event, click to register. If you know someone needs to book a free consultation with you, click to book a call. Like all of these lines that I'm saying are just different call to actions and you need to have these at the end of each of your ads because then the people who click on the ad intend on taking that action. But if you're putting ads out there and you're not clear, you all should probably know by now what call to actions are, right? You put them on your organic posts, you're telling people to comment or you're asking people to click the link in bio or whatever. But on your ad, you're literally paying for this message to be put in front of the right person at the right time. If you are not clear on what is on the other side of that ad, you're going to naturally get a lot of traffic, but they're not going to be prepared for what's on the other side.