In one embodiment, a method includes receiving a search query for content items of the online social network, identifying content items of the online social network that match the search query, and sending, in response to the search query, search results corresponding to the identified content items, where each search result is presented with one or more call-to-action elements applicable to the content item, and where the call-to-action elements are presented in ranked order based on a suitability of the call-to-action element to the content item.