In today’s fast-paced digital world, businesses need to be innovative in their marketing strategies to stay ahead of the competition. One of the most powerful tools available to businesses is the Google Ads Lead Form Extension. This ad format allows businesses to capture potential customer leads directly within their Google Ads, without the need for a separate landing page. In this comprehensive guide, we will explore everything you need to know about Google Ads Lead Form Extensions.
What are Google Lead Form Extensions?
Google Lead Form Extensions are a specialised ad format in Google Ads that enables businesses to gather potential customer leads directly from search ads without redirecting users to a separate landing page. By incorporating the lead form within the ad itself, users can conveniently submit their information, making it easier for businesses to capture leads and streamline the process.
When a user clicks on a search ad featuring a lead form extension, they are prompted to complete a form with their contact information right on the search results page. This user-friendly approach encourages users to express interest in a product or service while providing advertisers with valuable lead information, all without navigating away from the search results.
How Do Lead Form Extension Work?
Google Ads Lead Form Extensions work by enabling advertisers to collect leads directly from search ads, simplifying the process for users and increasing the chances of capturing valuable lead information.
When a user clicks on your Google ad, the lead form pops up within the ad. The user can then fill in their details, such as their name, email address, and phone number, and submit the form without having to leave the ad. The information is then sent directly to the business for follow-up.
1. Set up the extension:
When creating or editing a search campaign in Google Ads, advertisers can add a lead form extension. This involves customising the form fields (e.g., name, email, phone number), providing a short description of the offer, and including a link to the privacy policy.
2. Ad display:
When a user searches for a relevant keyword, the ad with the lead form extension may appear in the search results. The extension is typically displayed as a call-to-action button (e.g., “Sign up” or “Learn more”) below the main ad copy.
3. User interaction:
When the user clicks on the call-to-action button, the lead form appears directly within the search results page, without redirecting the user to a separate landing page. The form is pre-populated with the user’s Google account information when available, making it even easier for them to submit their details.
4. Lead submission:
Once the user fills out and submits the form, they will see a customisable confirmation message. The lead information is then stored in Google Ads, and the advertiser receives a notification.
5. Lead management:
Advertisers can view and download the leads collected from Google Ads or set up an integration with popular CRM tools to automatically sync the leads and streamline their lead management process.
6. Performance tracking:
Google Ads provides detailed performance metrics for lead form extensions, such as the number of leads collected, cost per lead, and conversion rates, helping advertisers optimise their campaigns.
By incorporating lead forms directly into search ads, Google Ads Lead Form Extensions make it easier for users to express interest in a product or service and improve lead generation for advertisers.
Benefits of Using Google Lead Form Extensions
Increased lead generation:
By featuring the lead form directly within the ad, users are more likely to engage and submit their information, resulting in a higher number of leads captured.
Better user experience:
Since users can provide their information without leaving the search results page, the process becomes more seamless and convenient, improving the overall user experience.
Reduced cost per lead:
By eliminating the need for a separate landing page, businesses can save on costs associated with creating, maintaining, and optimising a landing page. This may result in a lower cost per lead, making the advertising campaign more cost-effective.
Streamlined lead capture process:
The lead form extensions enable businesses to capture leads more efficiently, reducing the need for additional steps in the lead generation process. This can save time and resources for both the user and the advertiser.
Mobile-optimised experience:
Lead Form Extensions are designed to work seamlessly on both desktop and mobile devices, ensuring a smooth user experience regardless of the device used.
Customisable forms:
Advertisers can tailor the form fields to capture the most relevant information for their specific needs, allowing for better segmentation and targeting in follow-up marketing efforts.
Enhanced ad visibility:
Including a lead form extension can make the ad stand out more in the search results, potentially increasing the click-through rate and overall ad performance.
Quicker conversions:
By simplifying the lead generation process, users can quickly express their interest, allowing businesses to follow up with leads in a more timely manner, which could lead to faster conversions.
Integration with CRM tools:
The ability to integrate with popular CRM tools allows businesses to automate lead syncing and management, making it easier to track and nurture leads through the sales funnel.
Better return on ad spend (ROAS):
By capturing leads more efficiently and streamlining the lead management process, businesses may see an improved return on their advertising investment.
Using Google Ads Lead Form Extensions can provide several advantages for businesses looking to generate leads and improve the effectiveness of their advertising campaigns.
By incorporating lead forms into search ads, Google Ads Lead Form Extensions provide a more effective and efficient way for businesses to generate leads and improve their advertising campaigns’ performance.
Who Should Use Google Lead Form Extensions?
Google Lead Form Extensions can be beneficial for businesses of all sizes and industries, especially those looking to generate leads and increase conversions. Whether you are a small business owner or a marketing professional, you can benefit from using Lead Form Extensions.
They are particularly useful for advertisers who:
1. Seek to generate leads:
Businesses that aim to collect contact information from potential customers for follow-up marketing or sales efforts can benefit from using Lead Form Extensions.
2. Offer products or services requiring a sales consultation:
If a business offers complex products or services that require consultation, such as insurance, financial services, or home renovation, Lead Form Extensions can help capture leads interested in more information.
3. Host webinars or events:
Companies promoting webinars, workshops, or events can use Lead Form Extensions to encourage users to sign up directly from search ads.
4. Want to streamline the user experience:
If a business wants to reduce friction in the lead generation process and provide users with a seamless experience, Lead Form Extensions can help simplify the process by allowing users to submit their information without leaving the search results page.
5. Have a limited landing page budget or resources:
Businesses with limited resources or budget for creating and maintaining dedicated landing pages may find Lead Form Extensions a cost-effective alternative.
6. Operate in a highly competitive market:
In competitive industries, standing out in search results is crucial. Lead Form Extensions can make ads more eye-catching and engaging, potentially increasing click-through rates and overall ad performance.
While Google Lead Form Extensions can be beneficial for many businesses, it is essential to consider the specific needs and goals of a campaign or organization. Lead Form Extensions may not be suitable for every situation, and some businesses may find that dedicated landing pages or other ad formats are more appropriate for their objectives.
Limitations of Lead Form Extensions
Like any marketing tool, there are pros and cons to using Lead Form Extensions. Some of the disadvantages include:
While Google Ads Lead Form Extensions offer numerous benefits, there are some limitations to consider:
1. Availability:
Lead Form Extensions are currently available only for Search campaigns and not for Display or Video campaigns.
2. Limited form fields:
While the forms are customisable, the range of available form fields is limited compared to what can be used on a dedicated landing page. This may restrict the level of information that can be collected from users.
3. Privacy and data restrictions:
Advertisers must adhere to Google’s data collection and privacy policies, which may limit the types of information that can be requested from users. Additionally, businesses must provide a link to their privacy policy on the lead form. Businesses need to be transparent about the information they collect and how they use it.
4. Limited customisation options:
Although the lead forms can be tailored to some extent, the overall design and appearance options are limited compared to a fully customisable landing page. Lead Form Extensions have limited customisation options compared to other ad formats.
5. User engagement:
While Lead Form Extensions make it easy for users to submit their information, they may not provide the same level of engagement or opportunity for users to explore and learn more about a product or service compared to a dedicated landing page.
6. Ad rank impact:
Adding Lead Form Extensions may not necessarily improve ad rank, as Google considers multiple factors, such as ad relevance, landing page experience, and expected click-through rate, when determining ad placement.
7. CRM integration limitations:
While Google Ads allows integration with popular CRM tools, some businesses may experience limitations or challenges when trying to sync leads with their specific CRM system.
Despite these limitations, Google Ads Lead Form Extensions can still be a valuable tool for advertisers looking to simplify lead generation and improve the efficiency of their search campaigns. It’s essential to weigh the benefits against the limitations to determine if Lead Form Extensions are the right fit for a particular campaign or business.
Limited amount of information that can be collected:
Due to the limited form fields available, businesses may not be able to collect all the information they need.
Lead Form Extensions Requirements
To use Lead Form Extensions, businesses must meet several requirements, including:
Having an active Google Ads account:
To create Lead Form Extensions, businesses must have an active Google Ads account.
Complying with Google’s policies and guidelines:
Businesses must comply with Google’s advertising policies and guidelines to use Lead Form Extensions.
Meeting ad format requirements:
Businesses must meet the ad format requirements for Lead Form Extensions.
How to Set Up Lead Form Extensions
Setting up Lead Form Extensions in Google Ads is a simple process. You will need to follow these steps:
Create a new campaign or ad group:
To create Lead Form Extensions, businesses must create a new campaign or ad group.
Choose the “Lead Form Extension” option:
Once you have created your campaign or ad group, you can choose the “Lead Form Extension” option.
Customise your lead form:
You can customise your lead form by adding form fields and custom questions.
Preview your ad:
Before publishing your ad, you can preview how it will look to users.
Publish your ad:
Once you have customised your lead form and previewed your ad, you can publish it and start capturing leads.
How to Perform Conversion Tracking in Lead Forms
Tracking conversions in Lead Forms is essential to measure the success of your campaigns. You can set up conversion tracking in Google Ads by following these steps:
Set up a conversion action in Google Ads:
Businesses can set up conversion actions in Google Ads to track specific actions, such as form submissions or purchases.
Choose the conversion you want to track:
Once you have set up your conversion action, you can choose the specific conversion you want to track.
Set up the tracking tag:
Finally, you can set up the tracking tag to track conversions in your Lead Form Extensions.
How to Integrate Lead Form Extensions with Your CRM
Integrating Lead Form Extensions with your CRM is crucial to ensure that you can follow up with leads effectively. You can do this by:
Exporting leads from Google Ads:
Businesses can export leads from their Google Ads account and import them into their CRM.
Importing leads into your CRM:
Once you have exported your leads, you can import them into your CRM and start following up with leads.
Automating the lead capture and follow-up process:
Businesses can use marketing automation tools, such as Zapier, Make, Leads Bridge, HubSpot and SalesForce to automate the lead capture and follow-up process
Other Ideas About Google Ads Lead Form Extensions
Using Google Lead Form Extensions for Remarketing:
Businesses can use Lead Form Extensions for remarketing campaigns to target users who have previously interacted with their ads. This can help to increase conversion rates and improve the ROI of their campaigns.
Optimising Your Lead Form for Better Results:
To achieve better results with Lead Form Extensions, businesses should optimise their lead forms for higher conversions. This can be done by using clear and concise copy, using compelling visuals, and reducing the number of form fields.
Using Google Lead Form Extensions with YouTube:
Businesses can also use Lead Form Extensions with YouTube ads to capture leads directly from their video ads. This can help to increase conversions and streamline the lead capture process.
Combining Lead Form Extensions with Other Ad Formats:
To get the most out of Lead Form Extensions, businesses should consider combining them with other ad formats, such as search and display ads. This can help to increase the reach of their campaigns and generate more leads.
Google Ads Qualifying Questions Reference
Currently, these are the available questions to qualify your Google Ads Lead Form Extensions as of this post’s date. The answers can be in a short form or a custom list of choices in a multiple-selection list box. You can add up to 5 of these to your lead form extensions.
General
Which product are you interested in?
Which service are you interested in?
Which offer are you interested in?
Which category are you interested in?
What is your preferred method of contact?
What is your preferred location?
What is the best time to contact you?
When are you looking to make a purchase?
Are you an existing customer?
What type of customer are you?
Business
What size is your company?
What is your annual sales volume?
How many years have you been in business?
What is your job department?
What is your job role?
Demographics
Are you over 18 years of age?
Are you over 21 years of age?
Are you over 25 years of age?
Jobs
How many years of work experience do you have?
What industry do you work in?
What is your highest level of education?
Are you actively searching for jobs?
Auto
Which model are you interested in?
Which type of vehicle are you interested in?
What is your preferred dealership?
When do you plan on purchasing a vehicle?
Do you own a vehicle?
What vehicle ownership option are you interested in?
What type of vehicle condition are you interested in?
Are you interested in renting a vehicle?
When did you last purchase a vehicle?
Education
Which program are you interested in?
Which course are you interested in?
Which educational degree are you interested in?
When do you plan to start further education?
When do you want to begin your classes?
Insurance
When do you need insurance by?
What type of insurance do you need?
Real estate
What type of property are you looking for?
What do you need a realtor’s help with?
What neighbourhood are you interested in?
What price range are you looking for?
How many bedrooms are you looking for?
Are you looking for a fully furnished property?
Are you looking for properties that allow pets?
Retail
What is the next product you plan to purchase?
Would you like to sign up for an event?
Where are you interested in shopping?
What is your favourite brand?
Technology
Who is your current internet service provider?
Who is your current phone service provider?
Are you planning to get a smartphone with your plan?
Transportation
Which type of valid commercial license do you have?
How many vehicles are in your fleet?
Travel
Interested in booking an event?
What is your destination country?
What is your destination city?
What is your departure country?
What is your departure city?
What is your departure date?
What is your return date?
How many people are you travelling with?
What is your travel budget?
Where do you want to stay during your travel?
Conclusion
Google Ads Lead Form Extensions are a powerful tool for businesses looking to generate leads and increase conversions. By understanding how to set up Lead Form Extensions, how to integrate them with your CRM, and how to track conversions, businesses can optimise their campaigns for better results. By following the best practices and tips outlined in this guide, businesses can streamline their lead capture process and achieve their marketing goals.
