We all know how well “Call-only” ads can perform. You know, the ads where a user clicks on the ad & their phone offers to dial the selected company’s phone number?

Google Ads “Call-only” for HVAC advertisers

Look – they’re so effective in Chicago that ALL of the HVAC advertisers have reverted to using Call-Only ads.

But that’s not what this article is about. We’re here to chat about Google’s Lead Forms – a practice that has been commonly used in the Facebook & LinkedIn ad platforms for a few years now.

Google’s Lead form ads were in beta for quite some time, but now are fully rolled out to all advertisers as of early February, 2021.

How to create Lead Forms:

Lead form extensions can be created in your ad account the same way as the rest of the ad extensions.

Simply hit “Ads & Extensions”, then the blue “+” sign, and from there on navigate to “Lead form extension”.

Google Ads Lead Form creation

This view will reveal vital pieces to the lead forms:

Google Ads Lead Form extension example

Important note – the form visitors know what they originally searched for, yet, they barely know anything about the company whose ad they just clicked on. 

Usually, we suggest our clients to keep these forms short, sweet & straight to the point to eliminate any confusion. 

Also – we highly recommend adding a bright, engaging background image either of the business or the company’s logo to make it seem like a real business, not just a random Google form.

These forms are an absolute MUST for businesses that have websites with bad user experience, such as slow page speed, or just a generally low conversion rate. 

Lead Form extensions are simple to set up & can be used as the final destination for all of the ad traffic!

Google Ads Lead Form extension destination graph

The downside:

While this might seem to be the best thing since sliced bread – there are downsides to converting users directly from a click to lead without having them visit the company’s website.

Some of the downsides we’ve noticed so far:

  • Company name recognition is not as strong as they would be after inquiries that take place on a website or a landing page
  • Competitor brand terms rarely turn into good leads as these users never even know that they had inquired on another company’s lead form 
  • If lead notifications haven’t been set up properly, it can become a tedious job exporting all of the latest leads on a daily basis. And on top of that – if a lead has not been exported for 30+ days, might as well say goodbye to it since the lookback window is just 30 days. 

Go ahead & test these forms out yourself!

While all this sounds fun and dandy – one will never know if these types of forms will perform well for their business until they try it out.

Again, we’d highly suggest setting up webhooks in order to both – integrate email / SMS notifications for inbound leads & automatically push the new leads into a CRM! 

Let us know if you’re going to try out Lead Form extensions, or, let us know if you have any questions in the comment section below!

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