A control apparatus for controlling an imaging apparatus capable of changing an imaging direction of an imaging unit in panning and tilting directions includes an acquisition unit configured to acquire a captured image captured by the imaging unit, and an provision unit configured to provide, together with the captured image, when the imaging direction of the imaging unit coincides with a panning rotational axis for rotating the imaging direction in the panning direction, a panning direction guide for indicating that changing the imaging direction in the panning direction rotates the captured image around an intersection of an optical axis of the imaging unit and a plane containing the captured image.