Google's Lead Form Generation

As we witnessed before in beta, Google launched its update regarding lead form generation. This update contained a feature that allows the lead form to pop up directly with just a single click on the ad in search, discovery, and video. This update means that when a user clicks on a headline of an ad the lead form will show up in search engine results pages rather than making the user go through the landing page of the advertiser to just complete a form. Google ads will change in such a way that when a user completes a lead generation form, the lead has a free will to choose whether to navigate to the advertiser’s landing page or to keep on searching.

Benefits of The Update

The article related to the Google ads’ most recent update elaborates that the benefits of this update are higher than beta. This update regarding lead generation will be highly beneficial for advertisers running lead generation ads. It will result in more leads, and improved conversion C, and a higher ad engagement rate. The states that when a potential customer will submit a lead form they can choose to navigate to your website or continue searching through the search engine result pages.

Data from Google Ads

Now there’s good news for advertisers. They can now manually download all the information within the 30-day time frame of the generated leads directly from Google. Isn’t that great? Not only that but you can also create a webhook so that the leads generated can be moved directly to a CRM. However, it is still recommended to create a cadence that can pull the leads. Then it will be handed to the sales. This can be used when you have not yet set up a webhook.

Who Can Use This?

The hep document also elaborates on certain requirements that the advertisers should meet before using the lead form extensions. These requirements may include certain information like the history however brief of policy compliance. The lead form should be integrated with a privacy policy and a Google ads account that is an eligible vertical. There might be one downside to it from a spending point of view. Advertisers that want to integrate the lead forms in videos or discovery may need to have their spending more than $50,000 to fit the eligibility criteria to use lead forms in videos and discovery.

Let’s Wrap this Google Ads Update

More and more advertising platforms are moving towards some minor or major changes that might leave the advertisers with less control. However, it is surprising that Google Ads is enhancing a feature where the user would potentially stay on search engine result pages. This will help both the advertiser and the user. The overall user experience will also be improved and they will be able to choose their preferred option. If we talk about SEO then this is a great concern from an SEO perspective but it is shifted firmly into the paid advertisement.

These lead form extensions might be beneficial for some niche industries that are looking forward to target keywords deep down the marketing funnel. If you want to use lead form extensions for your advertisement then we recommend that you study and test at an initial stage. You would want to analyze if the users are midway through the buyer’s journey before reaching out to them with a lead form. For a higher conversion rate and to avail the maximum potential of lead form generation you need to reach potential leads at the right time. You can also consult a Google Ads consultant to help you with your advertisement.