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Lead form extensions are ad extensions that show beneath search ads on mobile and tablet devices. They allow users to provide contact information directly through the ad on the search engine results page (SERP), rather than clicking through to the site and converting there. If the user is signed into her Google account, she will reach a Google-hosted form already pre-populated with their contact details and can immediately convert with one click.
You can read more about Lead form extensions here.
Advertisers often see success with Facebook lead ads, so Google’s version seems like a no-brainer to test.
💡 Lead form extensions are currently in beta, so reach out to your Google rep to get whitelisted. 💡
Lead form extensions are easy to set up. First, identify priority campaigns in which to test Lead form extensions before rolling out to your full account. To get more data more quickly, try prioritizing campaigns based on:
Once you’ve selected where to test, start working on your creative.
You will also need a background image to run with your Lead form extensions. This image will mostly be obscured by your form, so be sure to choose something that shows your brand colors prominently and will still support the user experience even if it’s not fully visible.
For a consistent brand experience, look to existing forms on your site and try to match copy and imagery as well as possible. That way, you can also avoid additional, internal creative approvals.
After launch, we recommend testing for 4-6 weeks before reviewing performance and deciding next steps. At that point, decide whether to continue the test as-is, change the offer, expand the test to additional campaigns, or end the test in certain campaigns.
There are 2 ways to obtain your lead data:
Our verdict: go ahead and give it a shot. Lead form extensions are low level of effort to set up and manage, especially if you are planning to download leads directly from Google Ads, and they don’t cause you to spend more than your campaigns normally would.
Comment below if you’ve tested Lead form extensions – we’d love to hear about it!
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