It’s no secret—advertising on mobile can be hard! Screens are small, connections are slow, and your customers’ attentions are short. All of these factors come together to form an inconvenient truth: Mobile conversion rates are lower than on desktop.
There are many ways to improve your mobile conversion rate and get more searchers to convert on mobile, but at the end of the day filling out a form on a mobile site will always be harder. Google’s looked for creative solutions in the past 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, message a business with message extensions, or even buy directly on the SERP with purchases on Google.
Google’s lead form ad extensions, originally announced in 2019, are designed to help mobile users convert and provide their contact information without ever leaving the SERP. And now, Google has made further updates whereby the form opens up on mobile when users click on your ad headline. This enables you to generate even more leads from your Search ads. In this post, we’re sharing everything you need to know about this ad type.
Google lead form extensions show beneath your search ad on mobile and tablet devices and allow a user to provide their contact information directly through your ad on the SERP, rather than visiting a landing page. This replaces the need for a user to visit your mobile site to convert. If the searcher is signed into their Google account, they’ll reach a Google-hosted form already pre-populated with their contact details and can immediately convert with one click.
Google’s lead form extensions stick out on the smaller mobile SERP, make your search ads larger, and help users convert faster and easier! Like all ad extensions, you only pay when a user clicks on your lead form extension. Additionally, your lead form extension is not guaranteed to show all the time and is more likely to show in top positions.
Creating lead form extensions is simple. First, dive into a search campaign within Google Ads (set Leads as your goal and Search as your campaign type).
From there, visit the “Ads and Extensions” tab on the left handrail. Then, click on the “Extensions” tab on the top bar. If your account has access to this beta, clicking on the blue “+” will give you this drop-down, with a noted “Lead form extension” offer:
From here, there are a few different steps to creating the ad.
First, 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 write a short message to appear alongside your lead form extension.
Next, you’ll create the lead form that users will see after clicking on your lead form extension. You can also choose what information you want to collect from searchers through this form.
After finishing your lead form, you’ll create your form submission message for your lead form extension. This is what users will see after they submit their contact information.
As users interact with your lead form extension, you’ll collect their contact information. You’ll want to follow up with these fresh leads as soon as possible to close the deal. Google provides you two options to reach these customers who submit via lead form extensions.
1. Download your leads as a CSV: Beneath your lead form extension in Google Ads, you’ll note a blue link to “download leads.” This will allow you to download the contact information from each lead form extension. You’ll need to download these leads often because Google will only store leads for 30 days.
2. Set up a webhook integration for Google lead form extension: To feed these new leads directly into a CRM, you’ll need to add a webhook URL and key to your lead form extension. Once integrated, you’ll be able to send test data to view testing states and results. Confirm within your CRM that you have received the test data in the correct format.
Lead form extensions are a great new option, but these ad extensions do have some limitations:
These lead form extensions offer a revolutionary 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 mobile ad extension.
P.S. Lead gen forms are a great way to collect first-party data, which is becoming increasingly important as we shift toward a cookieless world.
Mark is the Director of PPC at SearchLab Digital. Previously, Mark worked at WordStream and was named the Most Influential PPC Expert of the Year by both PPC and Microsoft.
See other posts by Mark Irvine
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