You're a marketer for a solar installation business aiming to generate leads. What should you do in the video ad to ask people to take action?

The selection is correct because including a specific call to action (CTA) is essential for transforming a passive viewer into a lead by removing ambiguity and providing a clear path toward conversion. In a lead-generation context for a solar installation business, a specific CTA such as "Get a free quote" or "Check your savings" is far more effective than a generic one because it aligns with the user's intent and the service's value proposition. According to Google’s ABCD framework for creative effectiveness, "Direction" is a critical pillar; by explicitly telling the viewer what to do next, you capitalize on the attention captured during the video and guide them toward a measurable action on your website or lead form. This specificity reduces cognitive friction, increases the likelihood of a click-through, and allows Google's automated bidding algorithms to better optimize for users who are ready to engage with your specific business offering.