Become a lead form MASTER PRO BOSS with Direct Impact
Google lead form extensions are the latest lead generation ads designed to help businesses drive leads directly from the mobile search results page. This means that you’ll no longer need an optimized landing page for the best possible user experience, how cool is that?
Lead form extensions
What are lead form extensions?
Lead form is the latest extension type Google has been releasing. Just like the other extensions, they appear below the search ads. Lead forms allow advertisers to capture leads directly on Google search result pages, which replaces a traditional landing page experience with an inline lead capture tool.
Lead forms let you collect lead data such as name, email, post code and phone number. All this can be done without having to build landing pages or web forms and without the need for the user to leave Google. Besides that, Google will automatically pre-fill fields that it has information which makes the user experience even easier.
How do lead form extensions work?
You can test lead form extensions in your search ads by selecting leads as your campaign goal and selecting “Lead form submissions” as the way to achieve your goal. You can create new search ads to use lead form extensions, but you can also just add the lead form extensions to your existing search ads.
What are the benefits of lead form extensions?
Drive leads into your marketing funnel
Lead form extensions will make it easier to drive leads into your marketing funnel. These leads might not only transact, they’ll also provide you valuable data and audiences for your middle- and bottom of funnel strategies.
Seamless mobile user experience
Lead form extensions make it incredibly easy for users searching for your business or services on the go on their mobile device to submit their information and get in touch with you. Needless to say that a seamless user experience also provides benefits for the advertiser, right?
Convert your Google audiences faster
As mentioned above, lead form extensions are incredibly user friendly, which means there are fewer barriers for leads to submit their details. Using these lead details as Google audiences, such as customer match, will help you creating highly relevant audiences for your bottom of funnel.
Sync Google lead form leads directly to your CRM
Following up on your leads quickly and making sure your marketing and sales teams are notified when a new lead is created is highly important when you want to succeed with digital lead generation. Not only does Google provide you the possibility to follow up on these leads, there are also multiple ways to sync your lead forms directly into your CRM system. Driftrock is a perfect tool to do so: it sends leads from your Google lead forms directly to your CRM or your sales’ team’s email inbox so that you don’t have to worry about manually downloading and distributing CSV files. How much easier can Google make our lives?
Improved conversion rates
And, last but not least, lead forms are proven to improve the conversion rates of your search ads. Google reports that early beta testers see an improved lead conversion rates.
What are the requirements to use lead form extensions?
To use lead form extensions, Google came up with a couple of additional requirements to make sure lead forms are used for the right purposes. Therefore, before you start using lead forms, you want to make sure that:
- The Google Ads account has a good history of policy compliance. Suspensions and other policy issues might be a reason why lead form extensions are not available in your account (yet).
- The Google Ads accounts is in an eligible vertical or sub-vertical. Sensitive verticals, such as adult- or medical content, are not eligible for lead forms.
- You have a privacy policy for your business. When creating lead form extensions, Google will ask you to provide the link to your businesses’ privacy policy. This privacy policy will also appear to users when they submit your lead form.
- Your audiences are optimized for mobile and tablet users. Lead form extensions are – for the time being – only available for mobile and tablet devices.
In addition, Google is rightfully strict when it comes to collecting personal information. Make sure anything you gather from lead form extensions stays in accordance with their data collection and use policies.
Best practices
Measure your results
Your Google Ads reports will show you how the lead form extensions are performing. To make sure you interpret your results correctly, keep in mind that:
- Any time your lead form extension is opened, it’s counting as a click.
- When someone submits details into a lead form, it will count as a conversion. You don’t have to create a conversion action for your lead form conversions: the conversions are automatically created in Google Ads when the form receives its first submission.
- Visits and conversions won’t be attributed to your lead form extensions in Google Analytics. Analytics only reports engagements that take users directly to your website.
- Other conversions won’t be reported to your lead forms. For example: when someone clicks your lead form and transact on your website later on, this conversion won’t be attributed to your lead form.
Follow up on your leads
You can download your leads as a simple CSV file, or as an advanced CSV file that can be imported into a CRM. You can also set up a webhook integration to receive leads directly in your CRM. Make sure you follow up on your leads to get the best possible results.
Implement your leads
The leads you gather from lead form extensions are extremely valuable for your remarketing campaigns. Make sure you’re using customer match audiences so you won’t lose these users out of sight.
Take advantage of lead form extensions for mobile conversions
These lead form extensions offer a revolutionary solution to help advertisers convert more mobile searchers. As they roll out to more advertisers, be sure to add these to your accounts and then adjust your mobile bids to make the most of this mobile ad extension
Meet Jeffrey
Jeffrey started Direct Impact together with Vincent because they like building and improving stuff, helping it grow and sharing this experience with other people. He improves results by injecting startup DNA into your business, and inspires people to take action.
This ex-Coolblue and ex-Bol.com guru loves to challenge the status quo, but in a constructive way. He’s always developing, inspiring, helping, teaching, mentoring and coaching people to unlock their own full potential.
