Google Ads Lead Form Extension: How to Boost Your Lead Generation Campaign

Do you want more leads? Scratching your head over low conversion rates? You’re not alone. Too many business owners struggle to capitalise on their Google Ads campaign – they fail to generate leads. There’s a simple solution to boost your lead generation campaign.

Google Ad’s introduced their lead form extension in 2020 to “help you connect with more potential customers.”  Businesses no longer needed to funnel potential customers onto their landing pages to get their details. Businesses could capture high-intent searchers directly on Google search result pages.

In this post, I’ll delve into Google Ads lead form extension: what are they, how you use them, and how they can boost your lead generation campaign. Read on to find out more.

What are Google Lead Form Extensions?

Google Lead Form Extensions are a way to add a form to your Search ads for desktop and mobile searches. You’ll see these extensions appear as a link below the ads saying “Book Now” or “Schedule an Appointment” alongside a longer call-to-action (CTA).

Once you click, the form will appear. The native form allows customers to enter their name, email, postcode, and phone number. That means you can contact them regarding your service and products – without the customer ever visiting your site.

Even more impressive, Google will auto-fill the form with information it already holds about the user, making it easier than ever – it’s perhaps the greatest lead generation tool in history!

When Should You Use Google Lead Form Extensions?

Google Lead Form Extensions can benefit any business that relies on an initial consultation or discussion. While B2C companies could benefit from it, the clear winner is B2B companies looking to capture user information.

If you’ve been relying on funneling customers to a landing page where they fill in a multi-field form, you definitely need to implement Google Lead Forms. Slow-loading landing pages seriously hurt business results – they increase the bounce rate by 32% and drop the conversion rate by 4.42%.

With more and more people performing Google searches on their mobile, Lead Form Extensions are the perfect solution – being quick, easy, and efficient to use.

Pros of Lead Form Extensions

Here are some of the main benefits:

• Seamless experience. Google Lead Forms allow customers to submit their information on-the-go via their mobile.
• Generate leads. This extension is the first of its kind not just to drive traffic to your site but generate real leads. When matched with high-intent keywords, it’s a powerful tool in a lead-generation campaign.
• Pre-filled forms. Better still, customers don’t even need to fill in the form. In two clicks, they can submit their information to you. Collecting valuable customer information has never been easier.
• Highly-targeted ads. Google allows businesses to target ads based on a searcher’s previous history – that means you can target lead forms to the customer most likely to engage.
• Higher conversion rates. With fewer clicks required to send their information, Google Lead Form Extensions inevitably result in substantially higher conversion rates – as confirmed by Google.

Cons of Lead Form Extensions

Here are some of the downsides:

• Less site traffic. Customers who submit their information via an extension may never visit your site or desired landing page. While collecting valuable customer info is important, you may wish searchers to access your site for other reasons, e.g., brand awareness or education.
• High spend qualification. To qualify for Lead Generation Extensions, you must spend more than $50,000 over the lifetime of an ad account to qualify.
• More difficult to integrate into CRMs. For companies wishing to integrate their collected data with their CRM, Lead Form Extensions make doing so substantially more difficult to automate.

Google Lead Form Extensions Requirements

According to Google, to qualify for lead forms, you must have the following:

• A good history of policy compliance.
• A privacy policy for your business.
• A Google Ads account in an eligible vertical or sub-vertical

Sensitive verticals or sub-verticals – for instance, sexual content – are not eligible for lead forms. Moreover, you’ll need to link to your privacy policy when you create a lead form in Google Ads.

How to Boost Your Lead Generation Campaign with Lead Form Extensions

Implementing lead forms alone is already a major boost to your lead generation campaign. It takes most of the hassle out of collecting user information. That means you can put your effort into funnelling as many leads as possible into a final sale.

Here are some tips to further enhance your prospects:

1. Target high search intent keywords. High search intent keywords are keywords where there is a strong chance the searcher will take a particular action. For example, rather than “hire lawyer,” choose “hire lawyer in Kansas City.” Alongside a lead form, it’s easy to filter customers to your business.
2.  Use a powerful call to action. Your call-to-action (CTA) should directly relate to how you’ll use the information from the form. Compelling calls to action include “Book Now,” “Get offer,” or “Apply Now.” Combine the CTA with an engaging opener – think “interest rates starting at 6%” or “We’re Here to Win Your Case.”
3. Add lead forms to remarketing campaigns. Remarketing campaigns target customers who’ve already visited your site. Combining a lead form with a remarketing campaign increases the chance a customer connects with your brand. You could ask them to subscribe to your email list or sign up for an open day. Every action they take is a step towards the final sale.