When it comes to internet browsing, online shopping, and social media, mobile reigns supreme. And yet, it’s difficult for users to fill out a form on a mobile site, leading to lower conversion rates. Google’s taken notice of this trend and, since October, the search engine has been testing a new way for businesses to capture customer information through lead form extensions on Google Ads. The feature allows you to convert mobile users without requiring them to leave the search engine results page (SERP). With a killer call-to-action and a tempting prize that can only be accessed after the user fills out the form (such as a special offer), you can speedily secure encouraging new leads.
What You Need to Know About Lead Form Extensions
One of the best ways to secure high-quality leads is to target users who already have an organic interest in your company, products, or services. The new lead form extensions offered by Google help marketers do this by creating contact forms beneath search ads, which only appear when a user searches for a particular keyword. What else do you need to know about lead form extensions?
- On-SERP Location: Lead form extensions appear beneath your selected search ads. They allow the user to provide contact information directly through the advertisement on the SERP, i.e., the user doesn’t need to visit your mobile site to convert. Lead form extensions are only allowed in search campaigns on mobile and tablet devices.
- Significant Size: Lead form extensions stick out on small mobile screens, making your search ads appear larger. This can help you grab the attention of potential customers.
- Boost Conversions: If you’re looking for a faster and easier way to convert users, lead form extensions are worth a shot. With a compelling call-to-action and simple form, you can transform an anonymous Google searcher into a lead.
- PPC Payment: You will only pay when a user clicks on your lead form extension.
- Autofill for Google Users: If the searcher is logged into a Google account, the search engine will automatically fill in the form with the user’s contact details. That way, the user can convert with just one click!
- No Guarantees: The new lead form extensions are not guaranteed to appear beneath your search ads all the time. However, they are more likely to show up for ads in the top positions.
- Sensitive Industries Not Allowed: Some sensitive industries are not allowed to collect personal information with lead form extensions. For example, advertisements for healthcare and medicines, political content, alcohol-related content, and gambling-related content may not include a lead form extension.
- Standard Requirements: All text and images in lead form extensions must comply with the standard Google Ads policies. The business name must be accurate and cannot include promotional language (save that for the short message beneath your business name!). Additionally, images cannot be blurry. To better understand the rules you must follow, view Google’s Lead Form Requirements.
How to Create and Customize Lead Form Extensions
Creating lead form extensions is simple. To get started, open a search campaign in Google Ads (or create one if you don’t currently have any ad campaigns). Then, click the “Ads and Extensions” tab on the menu on the left side of the screen. Click the “Extensions” tab on the top bar, and then select the blue “+” symbol to open the drop-down menu. If you have access to the beta, you can click on the “Lead Form Extension” offer.
From there, you can design and customize the contact form. Google will lead you through the steps and prompt you to fill out the required fields, including the following:
- Select the call-to-action: You may select from eight calls-to-action:
- Get quote
- Apply now
- Sign up
- Contact us
- Subscribe
- Download
- Book now
- Get offer
- Write a short message: You need to write convincing, eye-catching copy to accompany your call-to-action. This message will appear below the call-to-action and may be 30 characters maximum.
- Create the lead form: After clicking on the lead form extension, this contact form is what users will see. The business name (30 characters maximum) appears at the top. Below that is a headline (30 characters maximum). To give users more information and persuade them to fill out the form, you will then write a description (200 characters maximum) that will make up the body of the form. After that, indicate which pieces of information you want to request from users: customer name, e-mail, phone number, zip code, etc. At this stage, you may design and upload a background image to appear behind the lead form if you like. You will also need to provide a link to your company’s privacy policy to comply with Google’s requirements.
- Write form submission message: What would you like users to see after they submit their information? Most advertisers choose to thank users and let them know what will happen next. You can customize this message by writing a description (200 characters maximum). You may also include an (optional) call-to-action with a link to visit your website or download something from your website.
Using Your Captured Leads
Once your lead form extensions have had time to capture some leads, you can download the leads from Google as comma-separated value (CSV) files. Or, you can have the leads sent in real time to your customer relationship management (CRM) system. We encourage you to analyze which ads and forms secure leads, measuring the success of your ad copy. Using this information, you can target responsive users and optimize your future lead form extensions.
Limitations of Lead Form Extensions
Although this feature opens up a new door for advertisers, it has its limitations. For example, some advertisers are frustrated by the lack of field options and the fact that advertisers cannot create custom fields. Others doubt that these forms will produce high-quality leads, as consumers are far more likely to understand your brand, products, and services if they’re submitting a contact form on your website versus a SERP. For this reason, it’s important to track the quality of the leads you gain.
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This revolutionary feature is changing the game when it comes to capturing leads. After just one Google search, without ever leaving the SERP, a potential customer can discover your company’s name, learn a little about your products or services, and send your their contact information. Do you need to use lead form extensions on your Google ads? Nope. But if you do, you may be able to generate more leads from your mobile search ads. It’s certainly an option worth exploring.
If you’re hoping to build a beautiful, effective website that ranks highly on Google, contact 417 Marketing for help. Our team of knowledgeable, creative, and passionate professionals specializes in SEO, web design and maintenance, and Google Ads, and we have successfully completed over 700 websites since our inception in 2010. Click here to contact us and learn more about what we can do for your company.
