Today’s topic is about Lead Form Extensions In Search Ads. We will discuss what lead form extensions are and how it can help generate ROI on mobile conversions.
For those who are running their ads on Google for a time now, you may have noticed that mobile conversion rates in Google Ads are lower than desktop despite having a lot of mobile search traffic.
Watch the video version of this article below:
If you want to improve your mobile conversions, logically, you want to use every tool available for you. And this is where lead form extensions in search ads are a great tool to use.
Google Ads lead form extensions can help you generate a better ROI on mobile.
What are lead form extensions?
Google lead form extensions in search ads are similar to LinkedIn lead gen form ads and Facebook lead ads.
Instead of sending potential customers to a website, you create a quick mini form right on the spot where they can send you their information.
The Google Ads lead from extension sticks out on a mobile device, they make your search ads larger and help your potential customers convert faster and easier. Another plus point of using this extension is you only pay when a user clicks on your lead form extensions in search ads.
However, unlike the other Google’s ad extensions, you cannot use lead forms on display or video. Lead forms are only available as an extension of your search campaigns.
All your bidding and your targeting options are determined by the campaign your form is attached to so that makes it simple.
Lead form extension eligibility
To create and use a lead form extension on search, your account must be in a non-sensitive vertical or sub-vertical.
Take note: This extension will not work for every industry. Some verticals will not allow them. Examples of verticals that are not allowed are alcohol-related, gambling, healthcare, medicines, political ads, etc.
Tracking your leads
When someone completes your form and hits submit in the Google Ads lead form, it will be counted as a lead attributed to your lead form.
You can see your click and conversion performance by segmenting your performance report by “click” and “conversion type”.
How to use webhooks
Lead form extensions allow you to use webhooks to move the leads directly into your CRM (customer relationship management) software. Check out Zapier for a list of CRM’s that can connect from your lead form extensions Google Ads panel right into your CRM.
Questions and data available for lead forms in Google
You can collect up to 10 fields of data form the prospective customer. These are the default fields to choose from:
1. Name
2. Email
3. Phone number
4. City
5. Zip Code
6. State
7 Country
For businesses, these fields are available:
8. Company Name
9. Job Title
10 Work Email
11. Work Phone number
You can also customize the questions. There are 9 categories for question templates you can choose from. You can choose auto questions, business questions, education, general, jobs, real estate, retail, transportation, or travel.
A must-have: privacy policy
The Google Ads lead form extensions to require privacy policy on a page with a live URL. Google will ask you for it, and it must lead to a privacy policy.
If you don’t have a privacy policy, you can find templates online and edit it for your business. Of course, seek legal advice first to verify your privacy policy is solid.
Upload a background image
You need to upload an image for the background as your form can be plain and unappealing without an image. I recommend you get an image in PNG or JPG format in high resolution. The size for the image is 1200 x 628 inches, with a minimum size of 600 x 314 inches. The maximum file size is 5 MB.
How to create a Google Ads lead form extension
1. Sign in to your Google Ads account. In the page menu on the left, click Campaigns.
2. Click the plus button, and then select New campaign.
3. In the goals section, select Leads. Under “Campaign type,” select Search. Click Continue.
4. Enter your campaign settings.
5. In the “Ad extensions” list, select Lead form extension. If this is the first time you create a lead form extension, review, and accept the terms of service for this feature.
6. Create the extension, by selecting the extension call-to-action and entering your extension text.
Note: The call-to-action will be automatically translated to the user’s device language but not the extension text.
7. Create the lead form extension:
· Enter the headline, business name, and description
· Choose what information you want to ask for
Note: You’ll need to select at least one option and up to 10 to continue. For multiple-choice questions, a “Prefer not to answer” option will be automatically added.
8. Enter the URL to your privacy policy.
9. Create the form submission message:
· Enter the headline and description text
· If you want, you can select an available call-to-action for your users on the submission page
10. Once completed, click Save.
Conclusion
I have to say that the Google lead form extensions do not guarantee campaign success. What they do is help prospects immediately fill out forms.
On the other hand, the lead form extensions can also some disadvantages like the lack of messaging personalization.
Do not depend a lot on forms within the ad for conversions. You should also invest in creating a balanced and highly personalized ad experience. This will help your ad clicks turn into conversions.
