You're making a video ad to generate leads for a cleaning services company. How should you present the ask for viewers to take action?

To effectively generate leads for a cleaning services company, you should first introduce the product or the problem being solved and then follow up with a relevant call-to-action, as this structure provides the necessary context to make the "ask" persuasive. By first establishing the value proposition—such as the ease of a professional clean or the burden of a messy home—you build intent before directing the viewer toward a specific next step, which is a core principle of Google's "Direction" pillar in the ABCDs of effective creative. Avoiding multiple competing messages or too many action options prevents choice paralysis, ensuring the lead-generation process is as friction-free and focused as possible for the potential customer.