Google’s lead form ad extensions, which will appear beneath your search ad on mobile and tablet devices, allowing users to submit their contact information directly through the ad on the search results page. This feature eliminates the need for users to visit your website to convert.
Advertisers can fully customize their lead forms, including title, description, and call-to-action button. Once a user taps the form, it auto-populates with their Google account details (such as name and email), streamlining the process. Additionally, advertisers can personalize the form’s background image and customize the confirmation message displayed after submission. For even more flexibility, they can choose to direct users to a website link or offer a direct download in response to their action.
Google notes, in testing, one advertiser reported a 20% higher closing rate for sale leads after implementing lead gen extensions. Additionally, these lead form extensions are expected to reduce friction in the conversion process, making it easier for businesses to collect qualified leads. The ability to capture customer information without requiring them to leave the search results page could significantly improve overall lead generation efforts, particularly for mobile-first audiences. This innovation will likely play a crucial role in boosting efficiency for advertisers looking to streamline their lead generation processes and maximize ROI on search ads.
