Google Lead Form Extensions Have Arrived!

Google Ads has recently released a new Lead Form Extension for search campaigns!

The new feature set for search advertisers makes it very easy to capture customer lead data straight from Google’s Page Results (SERPs). The new functionality has been developed primarily to increase conversions rates among mobile device users and represents a great benefit for search advertisers looking to drive business leads and enquiry.

The new feature has sparked a lot of excitement among search marketing specialists and is currently in beta testing, which for non-technical readers means that while we currently have the new feature, Google hasn’t ironed out all the bugs just yet.

With the official new feature release expected before Christmas, we thought we’d take the new Lead Form Ad Extension for a spin and show you some of the coolest features.

What Does The New Extension Looking Like?

The new Lead Form Ad Extension (like all Ad Extensions) is appended to your Google Ad in the search results and will display for both mobile and tablet users (see mobile device example below).

Google has provided a comprehensive range of Call-To-Action options including Apply Now, Contact Us and a Download option so users can download a brochure or other sales and marketing materials directly.

In the example below, we’ve used the Download Call-To-Action so that users can directly download our ‘How to Choose a Digital Agency Guide’ once they have completed the lead form.

Google SERP with Lead Form Extension

The Lead Form & Form Pre-Population

Once the user has clicked the link, they be will taken to the Google-hosted lead form (shown below) which can be customised with a branded background image, headline and description.

The user can enter in their information manually or, and this is one of the great features; if the user is signed into their Google Account, they will have their form pre-populated and can simply click to instantly convert!

The type of data you are able to collect is currently limited to name, email, phone and postcode information and you will need to submit a link to your company privacy policy to comply with Google requirements.

Google Lead Generation Form

Once the user has submitted their data they are then presented with the customisable form submission message and in the example of our Download Call-To-Action a link to download the ‘How to Choose a Digital Agency Guide’.

Confirmation and Content Download

Lead Data Delivery Options

There are two options for delivering the leads; for businesses with a CRM system, webhooks are available so that the customers information can be piped in directly for instant follow up – very cool! For those businesses that don’t have a CRM system, leads need to be periodically downloaded as a CSV to be followed up.


Our Conclusion

As a digital marketing agency focused heavily on lead generation, we’re really excited about the launch of this new lead capture functionality and the ability to convert more mobile users. We love the range of Calls-To-Action, the ability to custom-brand forms and the webhooks for CRM integration which offers immediacy to follow up leads.

On the other side of the ledger, it would be great to have the ability to capture more granular user data and we’d imagine this will follow in time.

If you’d like to talk to us about Google Ads in general or a lead generation campaign, get in touch. If you’d like a copy of our ‘How to Choose a Digital Agency’ Guide you can download it by clicking on the image below.

Download the How To Choose A Digital Agency Guide here

Author Ronan

Ronan Nichol is the Senior Strategist & Managing Director of Storm IMC Ltd, New Zealand. Originally from Belfast, Northern Ireland, Ronan calls Auckland his home since 2005.

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