How to Use Lead Forms in Google Ads to Drive More Conversions

Google Ads is a powerful tool for businesses seeking to generate leads and drive sales. One of its most effective features is the Lead Form Extension, which allows advertisers to collect user information directly from search results, YouTube videos, or other placements, without needing users to visit a website. Lead forms simplify the process for prospects, reducing friction and encouraging higher conversion rates. In this blog, we’ll explore how to use lead forms in Google Ads effectively to increase conversions and grow your business.

1. What is a Lead Form Extension?

The Google Ads Lead Form Extension is an ad feature that allows you to collect leads directly from your ads. When users click on your ad, they are presented with a form pre-filled with their Google account information, such as their name, email, and phone number. This streamlined experience increases the likelihood of users submitting their details, providing you with high-quality leads. Lead forms can be added to Search, YouTube, and Discovery campaigns, making them highly versatile for businesses seeking different types of audience engagement.

2. Why Use Lead Forms in Google Ads?

Using lead forms offers multiple benefits, including:

• Faster Conversions: Users can submit their information without navigating through landing pages.
• Mobile-Friendly: Forms are optimized for mobile devices, ensuring an easy experience for users on smartphones.
• Reduced Drop-offs: Pre-filled information makes it easy for users to submit forms.
• High-Intent Leads: Since users engage directly with the ad, the leads generated are often highly relevant.
• Integration Options: You can integrate lead forms with your CRM or Google Sheets to track and manage leads effectively.

3. How to Set Up Lead Forms in Google Ads

Step 1: Select the Right Campaign Type

Lead forms work with Search, YouTube, and Discovery campaigns. When setting up your campaign, ensure you choose one of these formats to enable the lead form option.

Step 2: Enable Lead Form Extensions

• Navigate to the Ads & Extensions tab in Google Ads.
• Select Extensions and click the + button.
• Choose Lead Form Extension from the list.

Step 3: Create Your Lead Form

• Headline: Capture the user’s attention with a clear message, e.g., “Get a Free Consultation Today.”
• Description: Provide additional information or benefits, e.g., “Our experts will help you grow your business.”
• Form Fields: Choose which fields to include, such as name, phone number, and email. You can also add custom questions to qualify leads better.
• Privacy Policy Link: You need to provide a link to your privacy policy to ensure compliance.

Step 4: Add a Call-to-Action (CTA)

Select a compelling CTA that aligns with your goal. Some popular CTAs include “Get a Quote,” “Subscribe Now,” or “Contact Us.”

Step 5: Choose Submission Message

After users submit the form, you can customize the confirmation message or redirect them to your website for further engagement.

4. Best Practices for Using Lead Forms in Google Ads

• Use Clear and Compelling Headlines: Your headline should convey the benefit of submitting the form. A headline like “Get Your Free Ebook Today!” can encourage users to take action.
• Limit the Number of Fields: Although you may want to collect as much information as possible, fewer fields result in higher submission rates. Stick to the most essential information, such as name, email, and phone number.
• Align Your CTA with User Intent: Ensure your CTA matches the ad’s intent. For example, if you’re running an ad for a free consultation, the CTA should say “Book Your Free Consultation” rather than something generic like “Learn More.”
• Leverage Custom Questions for Better Qualification: Adding custom questions can help you filter out unqualified leads. For example, if you are offering a B2B service, you could ask “What is your business size?” to identify serious prospects.
• Integrate with CRM for Timely Follow-ups: To get the most out of your lead forms, integrate them with a CRM system or Google Sheets. Timely follow-ups are crucial for converting leads into paying customers.

5. Optimizing Lead Forms for Higher Conversions

• A/B Test Your Forms: Experiment with different headlines, CTAs, and form fields to identify which versions drive the best results. Use Google Ads experiments to run A/B tests effectively.
• Use Remarketing Campaigns: If users interact with your lead form but don’t submit, consider running remarketing ads to re-engage them.
• Offer Incentives or Rewards: Incentives like discounts, free trials, or ebooks can encourage users to fill out your form.
• Monitor and Adjust Bids: Optimize your bids based on the quality and quantity of leads. If a specific keyword or ad group is generating high-quality leads, consider increasing your bid.

6. Tracking and Measuring Performance

• Track Conversions in Google Ads: Set up conversion tracking to monitor the performance of your lead form campaigns. This will help you measure how many leads are generated and the cost per lead.
• Use Google Analytics: Integrate Google Analytics to get deeper insights into user behavior. You can analyze which campaigns drive the most engagement and identify areas for improvement.
• Monitor Lead Quality: Not all leads are equal. Regularly review the quality of the leads you receive and adjust your targeting or ad copy as needed.

7. Use Cases of Lead Forms in Google Ads

• B2B Services: Companies offering services like consulting, software solutions, or financial advice can use lead forms to generate inquiries directly from search ads.
• Education and Courses: Institutions can use lead forms to collect details of prospective students interested in online courses or training programs.
• Real Estate: Real estate agents can use lead forms to gather information from users interested in buying or renting properties.
• Healthcare and Clinics: Clinics can use lead forms to allow patients to book appointments or request consultations directly from the ad.

8. Common Mistakes to Avoid with Lead Forms

• Too Many Fields: Adding unnecessary fields can reduce conversion rates. Keep your form short and relevant.
• Generic CTAs: Avoid using generic CTAs like “Submit” or “Click Here.” Instead, use action-oriented CTAs that convey value.
• Not Following Up with Leads: Failing to follow up on leads promptly can reduce your chances of conversion. Integrate with CRM systems to ensure leads are contacted in a timely manner.
• Ignoring Mobile Optimization: Since many users access ads on mobile devices, ensure your lead forms are optimized for mobile screens.

9. Conclusion

Google Ads lead forms are a game-changer for businesses looking to boost conversions and generate high-quality leads. By enabling users to submit their information directly from the ad, lead forms reduce friction and create a seamless user experience. To drive the best results, businesses must follow best practices, A/B test their forms, and integrate with CRM tools for timely follow-ups. Whether you are a B2B service provider, educator, real estate agent, or healthcare professional, lead forms can help you capture leads more effectively and grow your business. Start experimenting with Google Ads lead forms today and watch your conversion rates soar!