Image credit: Launchpresso

Back in 2019, Google Introduced its Lead form ad extensions aiming to facilitate mobile users in converting and sharing their contact details without navigating away from the search engine results page (SERP). Recent updates from Google have enhanced this feature, allowing the form to open directly on mobile devices when users click on your ad headline. This advancement provides an opportunity to boost lead generation through your Search ads but there are many ways you can improve your mobile conversion rates. 

It’s no secret that advertising on mobile can be hard; the screens are a lot smaller than desktop PCs, the connection is usually slower and you have your audience’s attention for a shorter period of time. Mobile advertising will always be a difficult task and filling in a form on mobile will always be harder than on a desktop, 

Over the last few years, the number of mobile users has risen to a new level, and according to Google, the majority of the traffic is now converting on mobile devices. We live in a busy, fast-paced era where mobile is the quickest and easiest way to find something, so if you have a slow website that isn’t particularly user-friendly and no time to fix it, then Google Ads could provide the solution.

What are Google Ads Lead Form Extensions?

The Google lead extension will appear beneath your search ad on mobiles, tablets and most handheld devices connected to the internet. They allow users to provide contact information directly through your advert in the SERPs, eliminating the need for users to visit your mobile site to convert. If the user is signed into their Google account then the form will already be pre-populated with their contact information and all they need to do is simply submit it.  

Like all ad extensions, advertisers only pay when a user clicks on your form extension. However, your form is not guaranteed to show all the time. Lead forms work only as an extension to an existing search campaign, so bidding and targeting options are determined by the campaign your form is being attached.  

How To Use Google Ads Leads Generation Form

How do Google Ads lead form extensions work? 

Google lead generation forms are created to pull in potential customers by including an easy-to-follow call to action in a form which is optimised for mobile devices. Users see a Google-hosted form that is immediately filled out using the details of their Google accounts upon clicking the advertisement.

How to set up Google Ads lead form extension

The new Google Ads Lead extension can be added to both new and existing search campaigns and it’s a fairly straightforward process. In order to add this extension to a campaign, follow these simple steps:

For new campaigns: 

• Log in to Google Ads account
• Under the left panel, click on All Campaigns
• Go to Campaigns, click the plus icon and select New campaign
• Select Leads as goal under campaign type, select search campaign and proceed by clicking continue
• In the campaign settings process, go to the “Ad extensions” list and use Lead form extension
• When setting this up for the first time you will be asked by Google to review and accept the terms of service of this feature
• Select extension call-to-action for this and type in the extension text you would like to show
• Create the lead form with relevant information to display under headline and description
• Provide the details
• Click Save and voilà!

For existing campaigns: 

• Sign in
• Select the search campaign you want to add the extension to
• Go to ads and extensions and select Lead form extensions 
• Use the plus icon to select Lead form extension
• If it’s the first time you will be asked by Google to review and accept the terms of service of this feature
• Create the lead form extension, following the instructions above
• Click Save

Lead form conversions: quick facts

• Whenever a lead form is opened and clicked on, it will always be tracked as a lead form click
• Once a form has been clicked on, filled in and submitted, it will be counted as a lead conversion
• Advertisers can see their click and conversion rate performance by separating the performance report by Click and Conversion type
• When using the lead form extension, you can download your leads straight from the campaign as a CSV file – it’s important to do this regularly as they will only be stored for 30 days

What are the benefits of Google Ads lead form extensions?

Google Ads lead form extensions offer several benefits for advertisers looking to streamline the lead generation process. Here are some key advantages:

• Improved User Experience: Lead form extensions enable users to submit their information directly within the ad, eliminating the need to navigate to an external landing page. This streamlined process enhances user experience by reducing friction and saving time.
• Higher Conversion Rates: The convenience of submitting contact information without leaving the search results page can lead to higher conversion rates. Users are more likely to engage and provide their details when the process is quick and seamless.
• Mobile Optimisation: Lead form extensions are particularly effective on mobile devices, where users may prefer a frictionless experience. By opening the form directly on mobile devices, advertisers can tap into the growing mobile user base.
• Increased Lead Volume: The ease of completing a lead form within the ad itself can result in increased lead volume. Users who might otherwise hesitate to navigate away from the search results are more likely to convert with this streamlined approach.
• Quick Access to Customer Data: Advertisers can access the collected lead data through Google Ads, allowing for quick follow-up and integration with customer relationship management (CRM) systems. This facilitates efficient lead management and nurturing.
• Integration with CRM Systems: The collected lead data can be seamlessly integrated with CRM systems, enabling advertisers to manage and nurture leads effectively. This integration ensures a smooth transition of data from Google Ads to the broader sales and marketing ecosystem.
• Customisable Form Fields: Google Ads lead form extensions offer flexibility in designing the form fields. Advertisers can customize the information they collect, tailoring it to their specific business needs and ensuring that the leads generated are highly relevant.
• Cost-Efficient Advertising: By simplifying the user journey and encouraging more immediate actions, lead form extensions contribute to a potentially more cost-efficient advertising strategy. Advertisers can achieve their lead-generation goals with a streamlined and focused approach.

Want to find out more about the new Google Ads lead extension? 

If you want to find out more about the new Google Ads lead extension and what it could mean for your business, contact one of our specialists today!

Don’t worry! Tillison Consulting are specialists in many digital marketing sectors such as SEO, conversion rate optimisation and eCommerce CRO. We can help you transform your website and your user experience. Contact us today!