If an ad isn't performing as well as expected, what's a recommended way to help improve its clickthrough rate?

A stronger clickthrough rate often comes from improving the ad message itself, especially the call to action. Google Ads recommends using specific calls to action because generic language tends to reduce engagement. Testing different calls to action helps identify which wording makes the ad more compelling to users. Google Ads also lists experimenting with different calls to action as a best practice for improving clickthrough rate