Google originally announced its lead forms as assets (formerly known as extensions) in 2019. A lead form is considered an asset that can be created in any current Google Ads account. Lead forms help advertisers generate leads by letting people submit their information in a form directly connected to a Google ad.
When your audience interacts with your ad that contains the lead form asset, they are prompted to input their information in the form instead of being directed to your company website.
Lead forms are a good way to quickly capture interest when potential customers are discovering, searching, or watching relevant content when your ad is presented to them.
- Generate leads to drive sales for your business, product, or service.
- Capture and engage people with immediate interest in your business, product, or service.
- High user-intent, by adding the lead form, you can generate “warm” leads as the users who complete ad forms usually have strong intentions of purchasing or converting.
- It’s mobile-ready, the lead form is optimized for mobile users.
- Easy implementation – You don’t need to coordinate with a developer, anyone can do it!
The requirements are fairly standard and basic before you start using Lead Form Assets, check to make sure your ad’s account is compatible. In your Google Ads account, make sure that you have:
- A good history of policy compliance.
- A Google Ads account in an eligible vertical or sub-vertical. Sensitive verticals or sub-verticals (for example, sexual content) aren’t eligible for lead forms.
- A privacy policy for your business. When you create a lead form in Google Ads, you need to provide a link to your privacy policy.
Read more about these requirements.
The good news is the process to start using these lead forms in your ad campaigns is pretty straightforward and Google does a good job of prompting you through the form. The campaigns that you can add lead forms to are: Search, Discovery, and Display campaigns. (Video is currently in Beta.) If you already have an established Google Ads Campaign then follow the steps below to set up your lead form extensions in Google Ads:
- Log into your Google Ads account.
- Click on Campaigns on the left menu.
- Then, click on the “+ New Campaign” icon. In case you have already created your campaign, you should select the campaign you want to connect with.
- Define your campaign objectives. If you are creating a new campaign, then you should select “Leads” as the Campaign Goal, and click “Continue.“
- Select a campaign type. Select “Search” as the campaign type (considering that you are just generating leads.)
- Next, select the ways you’d like to reach your goal. You’ll be given check boxes to choose from. Select it and click “Continue.”
- Now you will need to set up extensions. Then, find the “Extensions” on the left side panel and click on “More extensions” to find “Lead Form Extensions.” Select it and click “Continue.”
- The Lead Form will be displayed then fill in all the information requested to create the form under the “Add lead form extension.”
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