That CTA will encourage them to do something like purchase a product or sign up for an email list.
PPC aims to reach searchers with transactional queries — that is, searchers who are ready to buy your products or services. When they click on one of your ads, they’ll arrive at a landing page and see a call-to-action (CTA) to convert. That CTA will encourage them to do something like purchase a product or sign up for an email list.