Optimizing Lead Generation With Google Ads Lead Forms

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Whether your organization sells to other businesses or individual consumers, one thing is certain: you must continue to generate new leads.

Lead generation is exactly what its name implies — the process of garnering new potential customers for your organization. Typically, digital marketers design their lead-generation strategies to either attract high-quality leads or a high volume of prospects.

Traditionally, a person searching the internet for a business, product or service would be sent to a dedicated landing page. Once there, the consumer has the option to enter some personal information, such as their name, email address and ZIP code.

By directing potential leads to a slow landing page, your bounce rate can increase each millisecond your landing page is loading. Improving your conversion rate becomes easier when users stay on the page.

With mobile users being responsible for more than half of internet use and consumption, landing pages have become increasingly costly and, in the case of pages that load too slowly, off-putting in the context of users.

Now, native lead generation ads are making it easier to accomplish quality and volume objectives in a single search campaign.

Platforms like Facebook, LinkedIn, YouTube and Google have developed alternatives, with Google’s solution being its lead form ad extensions to avoid time-consuming extra steps and the ability to collect user information in real-time.

Google Ads lead forms have simplified the process so that even business owners with little marketing experience can successfully capture new leads.

Google Offers a Mobile-First Answer

Google Ads lead form extensions were created with mobile users in mind. Using these extensions enables companies to generate leads by pre-filling select information about a given user in a form that appears in your ad.

Users are never redirected to a landing page, which essentially eliminates a step in what is the traditional consumer “sales journey.” Without ever leaving the ad, customers can input their name, email, postal code and phone number. They’ll also receive a submission message from your business to reassure them that their request has been sent.

Campaign Customization in a Simplified Sales Journey

Google Ads lead forms differ depending on the type of campaign you plan to run.

When it comes to PPC campaigns on Google, you have three choices available: video, discovery and search ads. The type of marketing campaign you choose will determine how your lead form will look. Customize each form with your business name, tagline and a unique background image to bring your brand to the forefront.

Connect Your Existing CRM

To store the contact information you collect through your lead form extensions, you can click the “Download Leads” link on the backend to download the information gathered from each ad lead form.

Alternatively, you can download the leads into a CSV file and add a webhook URL to your ad lead form to have information pertaining to each new prospect entered directly into your customer relationship management system, or CRM. The forms integrate with numerous marketing automation software to keep your business processes consistent.

It’s worth noting that if you take the former route, you’ll need to download often, as Google only stores leads for a maximum of 30 days.

Ease of Use for the Tech Un-Savvy

Arguably, in my experience, the most notable difference between Google ad lead forms and more conventional forms of lead generation is that these forms are a cinch to use even if you’re not the most tech-savvy business owner or manager.

Google’s platform for creating ad lead extensions is intuitive, allowing first-timers to push their ads live instantly with minimal effort and/or technical knowledge.

Requirements to Use Google Lead Form Extensions

Only businesses located in countries that allow the use of Google Ads lead forms can use them. Similarly, organizations in certain verticals, such as adult content, alcohol, politics, healthcare and gambling, cannot use Google lead form extensions.

Even businesses located in a country that allows these ad extensions and operate in an eligible industry have to satisfy certain criteria before they can use this relatively new method to generate leads.

Here are some of the additional requirements you have to satisfy to use Google lead form extensions:

• You must have a history of complying with Google’s policies.

• You must have a Google Ads account in a qualifying vertical.

• Your business must have a privacy policy that you can link to when you create an ad extension in Google Ads.

• Spend depends on the ad type. If you’re creating a Discovery or Video campaign, you’ll need more than $50,000 or the equivalent thereof in total spend on the Google Ads platform.

Ready to start using Google lead form extensions? Sign in to your Google Ads account, click “Campaigns” on the left-hand side of your screen and then click the plus button. Finally, click “New Campaign,” select “Leads” as your goal and complete the sequential steps necessary to launch your campaign.

As an easy-to-use, effective way of capturing highly motivated leads, including on mobile, why wouldn’t you use Google Ads lead form extensions?