Google Lead Form Extensions Now Available in BETA

Google has rolled out a new feature for Google Ads users – the lead form extension. (NOTE: Soon users will also be able to use actual on-ad lead forms, similar to Facebook Lead Cards. This is still in BETA).

For now, Google 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 on the SERP. 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. This is email only at the moment (for the extension). Full lead cards may collect more information!

Google’s new 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.

Where do Google lead form extensions live inside Google Ads?

If you do not have access to them yet, you should see them any day now. They will be worldwide by end of Q1, 2020.

As you may have guessed, this lives in the “Ads and Extensions” tab on the left handrail. Next you 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. The extension carries a button option, as follows:

    • Apply now
    • Sign up
    • Contact us
    • Subscribe
    • Download
    • Book now
    • Get offer

Extension text is the same as always. This short message (30 characters) will appear below your call to action with your lead form extension on the SERP. Provide a compelling offer to supplement your call to action if you can, or something to motivate a user to sign up.

Next, you’ll create the lead form that users will see after clicking on your fead form extension. You can also choose what information you want to collect from searchers through this form.  

You’ll get a business name (30), a headline (30), and a looong message of up to….yes….200 characters (!!!) You’ll also need to provide a link to your company’s privacy policy to be compliant with Google, just as with Facebook.

Additionally, you’ll have the option to include a background image to appear behind the lead form. Recommended dimensions for your image are 1200 x 628.

Finally, you’ll create your form submission message for your lead form extension. This is what users will see after they submit their contact information.

Again, just like with Facebook, standard delivery is via CSV that is stored for later use. You can use webhooks to integrate with many popular CRM or ESP offerings. SalesForce, HubSpot, MailChimp and Constant Contact are all supported! 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.

Understand the limitations of Google lead form extensions in Google Ads

Lead form extensions are a great new option, but these ad extensions do have some limitations:

  • Lead form extensions will only show in search campaigns.
  • Lead form extensions will only show on mobile and tablet devices.
  • You cannot create lead form extensions at the account level or ad group level. Each lead form extension can only be applied at the campaign level.
  • Some sensitive industries (such as healthcare) will not be able to collect personal information with lead form extensions.
  • Your usage of the personal information you collect with lead form extensions must comply with your company’s provided privacy policy, and any local/federal law.d

Is your PPC company talking to you about lead form extensions and (in the future) Google lead card offerings? If not, please contact us today for a free review of your Google Ads account!

Author Jason Keeler

Jason is a Digital Strategist and Digital Marketing Consultant. He's spent more than a decade working in Ad Agencies on businesses ranging from start-ups to Fortune 500 companies like General Electric and U.S. Bancorp.

More posts by Jason Keeler