![yellow-creative-test](https://storage.googleapis.com/twg-content/original_images/Screen_Shot_2021-10-05_at_8.14.58_PM.png)
You are reading Part 1 of a 4 part Creative Playbook. Jump to section Connect more authentically with a wide variety of assets, Build for smaller screens, Give your creatives time to test, or more creative tips by marketing objective.
Without a strong CTA, your audience may not realise what you have to offer and how to take action.
![Lead with a clear call-to-action (CTA)-1D](https://storage.googleapis.com/twg-content/original_images/UK_S01_01_desk.png)
Provide distinct CTAs in your headline and descriptions with clear benefits related to your audience's interests, search, or the landing page where you’re directing them.
![Lead with a clear call-to-action (CTA)-2D](https://storage.googleapis.com/twg-content/original_images/UK_S01_02_desk.jpg)
Experiment with personalisation
Using words such as ‘you’ in your ad text can help you drive engagement by connecting more authentically with audiences:
![Lead with a clear call-to-action (CTA)-3D](https://storage.googleapis.com/twg-content/original_images/UK_S01_03_desk.png)
![Lead with a clear call-to-action (CTA)-4D](https://storage.googleapis.com/twg-content/original_images/UK_S01_04_desk.jpg)
![Lead with a clear call-to-action (CTA)-5D](https://storage.googleapis.com/twg-content/original_images/UK_S01_05_desk.png)
![Lead with a clear call-to-action (CTA)-6D](https://storage.googleapis.com/twg-content/original_images/UK_S01_06_desk.jpg)
Consider adding extensions where available.
![Lead with a clear call-to-action (CTA)-7D](https://storage.googleapis.com/twg-content/original_images/UK_S01_07_desk.png)