Lead forms in Google Ads allow advertisers to extend classic search ads with a form for data collection. You can edit and set up the lead form extension according to specific criteria. Potential customers can be asked to enter certain details in a form via a call-to-action. The lead form extensions, which are still in the beta phase, expand your ads in search engine advertising (SEA).
The lead extension aims to capture customer data directly via the form linked to your search ad. This direct form of lead generation differs from previous extensions for search ads, such as the snippet extension or the extension with additional information.
Through these well-known extensions, it is possible to obtain customer data and information, for example via a company telephone service or a landing page. However, these extensions are not primarily designed for lead generation. In this respect, the lead forms represent an innovation in the range of Google Ads.
The lead extension form is used as an addition to classic search ads. Customers fill out the form and provide data. As an advertiser, you can offer customers certain incentives. This includes offering free downloads in return for filling out a form.
Integrating the lead form directly into Google Search can increase the acquisition of leads. This is because the user does not first have to click through to your site and find a suitable form there. This also promises increasing sales for the products or services you offer.
With a well thought-out use of the form extension, you can reach potential customers who show great interest in your offer.
On this basis, you will receive leads that you can process through further marketing and sales campaigns.
Lead forms are directly linked to your various ads. Visitors who are interested in your offer contact you via the form. In the case of search campaigns, you can use lead forms in the form of an extension in the campaigns. In the case of video campaigns, lead forms can be created during the setup of the campaign. Lead forms can also be created later or subsequently in the settings.
With the help of lead forms, you receive valuable information about your users and can contact them directly.
The leads you collect in this way can be downloaded from Google Ads in the form of a CSV file and then managed. It is important to download the collected information at regular intervals. Only the leads from the last 30 days are available for download.
It is also possible to receive leads in real time. For this purpose, it is necessary that you link your lead form with your CRM system via a webhook .
It is possible to design the lead form in Google Ads entirely according to your individual ideas and wishes. When editing a lead form, for example, you can specify what information must be provided. Possible information includes name or phone number. The existing lead form must be removed and a new one created for revision.
When creating campaigns, you can specify which types of information and leads you want to collect. You can target the lead form to different user types, for example those who are most likely to show interest in your product ("high intent"). You can also target the extension to the largest possible number of users ("high volume"). This means that the lead form extension enables both precise targeting and a certain amount of experimental leeway.
You can link a new campaign directly to a lead form or add a lead form to an existing campaign at a later date. To create it, first enter the name of your company in the upper part of the form extension. Then select a suitable title for the ad. This is followed by a short, well thought-out description. This description is very important because it provides users and potential customers with the essential information about the goods or services you offer.
You can use the call to action to prompt the user to take an action. As soon as the user clicks on it, the lead form opens at the bottom of the Google Ads ad.
When creating the CTA, you as the advertiser can choose from various calls to action that are of interest to potential customers. For example, you can choose from "More information" and "Request a quote". You can also select "Apply now" or "Register" as a call-to-action. Options to download or book an offer are also available here.
The call-to-action is accompanied by a extension text. This comprises up to 30 characters and is displayed below the call-to-action with the ad. Before submitting the form, place the privacy policy. These can be inserted via a link in Google Ads. The new lead form extension is rounded off by the definition of a background image. Here, for example, you can upload and insert a company logo or another image that matches the company or offer.
After the form has been completed by the user, they will receive a confirmation
.