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Lead Form Extension

Updated: Apr 21, 2020

Lead form extensions will show beneath your search ad on mobile and tablet devices and allow a user to provide their contact information directly through your ad. Lead form extensions are great additions to Google Ads, and can help bolster performance. This replaces the need for the user to visit your mobile site to convert. It even pre-populates their contact details if they’re signed into their Google account – allowing a one-click conversion.

This is an awesome extension that may make a difference in your mobile advertising campaigns. It’s no secret, advertising on mobile can be hard! The screens are small, connections are slow, and to top it off the customers’ attention span is shorter. This forms an inconvenient truth: Mobile conversion rates are lower than desktop *Kanye shrug*.

At the end of the day filling out a form on a mobile site will always be an uphill battle. Google has been looking for creative solutions to allow users new ways to convert without visiting a mobile site – from allowing users to call a business directly with call extensions and call-only ads, or message a business with the now gone message extensions.

Now, Google has announced a new ad extension designed to help mobile users convert and provide their contact information without ever leaving the lead form ad extension!

The lead form extension makes your search ads larger and is a very convenient way to help users convert faster. It is important to note that your lead form extension is more likely to show in top positions.

How do you create a Google lead form extension?

This is a very simple process! In your search campaign, visit the “ads and extensions” tab on the left. Then, click on the “Extensions” tab on the top bar. Clicking the blue “+” will give you this drop-down menu:

Create your lead form extension

You’ll be prompted to design how your lead form extension will show beneath your ad. You’ll need to select a Call-To-Action and right a short message to appear on your lead form extension.

Call to action: You will have to select from one of these eight call-to-actions for your lead form extension:

  • Get quote

  • Apply now

  • Sign up

  • Contact us

  • Subscribe

  • Download

  • Book now

  • Get offer

Extension text: This short 30 character message will appear below your CTA, provide a compelling offer to bolster your call to action.

Create your lead form

Create the lead form that users will see after clicking on your lead form extension. Choose what information you want to collect from searchers:

  • Business name (25 Characters): Will appear at the top of the form in bold.

  • Headline (30 Characters): Will appear below your business name, use your headline to serve as your primary call to action on the form.

  • Description (200 Characters): This will be the body of the content on your form. Provide additional context and detail of your offers and values to the searcher in the description!

You’ll also need to provide a link to your company’s privacy policy to be compliant with Google.

Create your form submission message

This is what users will see after they submit their information:

  • Description (200 characters): This will make up the content for this page. Thank your new leads and set proper expectations for what to expect next. If you include a call to action, be sure to prompt users to continue to your site.

  • Call-to-action (Optional): You can choose a link to visit your site or to download something from your site.

Limitations of Google lead form extensions

Lead form extensions are a great new option, but this extension does have its limitations:

  • Lead form extensions will only show in search campaigns

  • Lead form extensions will only show on mobile and tablet devices

  • You cannot create a lad form extension at the account level or ad group level. Each lead form extension can only be applied at the campaign level

  • Some industries (such as healthcare) will not be able to collect personal information with lead form extensions. For a full list of restrictions for lead form extensions, visit this page

  • Your usage of the personal information you collect with lead form extensions must comply with your company’s provided privacy policy, Google’s data collection policies, and the local legal requirements of your users.

Take advantage of lead form extensions for mobile conversions!

These new lead form extensions offer a new solution to help advertisers convert more mobile searchers. As they roll out to more advertisers, be sure to add these to your accounts and then adjust your mobile bids to make the most of this new mobile ad extension. This extension isn't going to be for every business but worth test out and see if it has a place in your campaign. Check out my SEM management page and see how to take your business to the next level!

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