When creating a video ad for a spa intended to drive online reservations, what call-to-action (CTA) is most effective?

Using "Book now" as the call-to-action is particularly effective for a video ad aimed at driving online reservations for a spa. This CTA creates a sense of urgency, encouraging viewers to take immediate action rather than just considering the service. It communicates clearly what the viewer should do next and aligns with the goal of increasing reservations, making it a direct and compelling prompt.

In the context of the other options, "Contact us for more information" and "Learn more about our services" may not drive immediate action; instead, they invite the viewer to engage in a more passive way, which could delay the decision-making process. "Reserve your spot today," while also effective, lacks the immediacy that "Book now" conveys. The latter directly implies that space is limited and encourages potential clients to act quickly, which is essential for maximizing conversions in an online setting for services like spa bookings.