Optimizing Lead Generation with Google Ads Lead Forms

Whether your organization sells to other businesses or individual consumers, one thing is certain–you must continue to generate new leads. Traditional methods of sending potential customers to a landing page are becoming increasingly obsolete due to slow load times.

To combat attrition and grow your customer base, generating high-quality leads is a must, but what is the solution to slow and costly landing pages?

Slow Load Times are Costly

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

By directing potential leads to a new landing page, the bounce rate increases every millisecond your landing page is loading. Improving your conversion rates becomes easier when users stay on the page.

Now, native lead generation ads have made it easier to accomplish quality and volume objectives in a single search campaign. Google Ads lead forms have simplified that task so that even business owners with little marketing experience can successfully capture new leads.

How Google Ads Lead Forms Are Different

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, obsolete and off-putting in the context of users.

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 collect user information in real-time.

Traditional Online Lead Generation

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

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 and allowing the individual to complete the form at the same time and digital location if additional information is necessary.

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

In addition to differing from conventional landing pages, Google Ads lead forms differ depending on the type of campaign you plan to run. From Google search to form submission, users only need a short amount of time to input their information.

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 ads 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

Storing the contact information you collect through your lead form extensions is a breeze compared to some alternatives. 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. Additionally, 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 as opposed to the latter, 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 the most notable difference between Google ad lead forms and more conventional forms of lead generation – 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 USD 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 easy-to-follow, sequential steps necessary to launch your campaign.

Immediate Benefits of Google Ads Lead Forms

If you’re eligible to use Google Ads lead forms, you stand to enjoy some significant benefits. The most meaningful benefit is an increased number of high-quality leads.
As a result of increasing the volume and improving the quality of your leads, these forms enable you to engage with consumers who have already demonstrated interest in your business, products, or services through organic search.

In addition, they are optimized for mobile users. With Google’s mobile-first mentality and with more than 80 percent of internet searches conducted on mobile devices, this manner of optimization makes these extensions a win-win for users and digital marketers interested in capturing more high-quality leads.

Easy to use, effective at capturing highly motivated leads, mobile-oriented, and so much more – why wouldn’t you use Google Ads lead form extensions? Get started today!

Fair Marketing