Launching fresh out of its Beta Testing Phase is Google Ads newest feature and that too a really cool one indeed. Google Ads will now let its users fill up a lead form without leaving the SERP environment.

The Lead Form Extension feature, which was in the beta cycle since last year, debuts full-scale this month amid high expectations. Now users can fill up a form which pops up directly with a click on the heading of an ad in Google Search, Video, and Discovery Campaigns. This would mean better lead quality and higher conversion rates for advertisers promoting their products and services.

How does it work?

Conventionally, for lead capture, the user journey culminates on a landing page but now, when an advertiser opts in for a Lead Form Extension, the user can submit contact details by clicking on the Ad’s headline through a lead form that appears in the SERP itself. The lead form data can then be downloaded through a CSV file or synced to a CRM using a web-hook. After the form is completed, it is up to the user to visit the connected landing page or continue browsing Google Search.

What are its Benefits?

By providing an engagement interface within SERP, this new feature will help in generating more leads, increase lead quality and conversion rate along with improving ad engagement.

How to pull out the Data?

Advertisers can manually download the data collected over the past 30 days in a CSV file format directly from Google Ads. Alternatively, a web-hook can be used to push the collected data into the CRM.

Who is eligible to use it?

Google has specified the pre-requisites for advertisers who can use lead form extensions in their ads. They need to have –

  • a good history of policy compliance
  • a privacy policy to include in the lead form
  • a Google Ads account in an eligible vertical or sub-vertical. Sensitive verticals or sub-verticals are not eligible 

In addition, if lead form extensions are to be added to a Video or Discovery campaign, the Google Ads account should have a total spend of more than USD50,000 (or equivalent in non-USD currency). Read more on Google Ad Policies

What to be careful about?

When using this extension, it is highly important to analyse the user’s customer journey. This feature would work better for audiences that are far along in the funnel, in comparison to the ones at the awareness stage. The simple reason being higher clarity of thought and intent to purchase.

One comment
  • John von Hofsten
    Posted on February 21, 2021 at 5:40 am

    Great piece! If Google can get this right it will drastically make lead gen campaigns scalable again through their platforms!

    Reply

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