Convert consumers using Google Ads lead forms without a click through

Google Ads new lead form feature allows direct access to a form on an ad in the SERPs. Users can tap the headline of a paid search ad and instead of making them click through to a landing page they can complete a form right there.

Source: searchengineland.com


What are the benefits of using this new lead form extension?

There is an old saying “If you want to catch fish, fish where the fish are.” Google notes that the key benefits of using this new extension can lead to improvement of ad engagement, increased lead generation and drive lead conversion.


How it works

You create a lead form extension in Google Ads and add it to a campaign. You can add lead form extensions to Search, Video, and Discovery campaigns. 

  • People visit a Google property and interact with the ad that contains the lead form extension.
  • When people open the lead form, they can choose to submit their contact information, such as an email address, phone number, and other details.


Pulling the data

You download and manage your leads from Google Ads submitted in the last 30 days. You can download your leads in a CSV file or create a webhook integration to receive leads directly in your customer relationship management (CRM) system.


Requirements

You must have a Google Ads account in an eligible vertical. It’s also important to note that when creating a lead form extension in Google Ads, brands must link to their privacy policy. The privacy policy appears at the end of the lead form. Requirements also include a history of policy compliance.


Why Do We Care?

This change could be beneficial to both the user and the brand, providing an easy contact solution for the user and could see an increase in leads from the in-SERP forms for the brand. 

However, it would be critical to examine where users are in the customer journey to ensure using a lead form extension as more of an awareness building tool as audiences may not be ready to convert just yet.

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