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What are Google Lead Form Extensions for Search Ads?

Google Lead Form Extensions for Search Ads appear beneath your text ad across mobile and tablet devices. They can be added as an extension to existing campaigns, or created alongside new campaigns.

These forms load instantly when clicked, allowing potential customers to enter their key contact details using an easy to use, mobile friendly experience.

This mobile friendly experience improves engagement rate, with native forms such as these typically driving a cost per lead up to 50% lower compared to sending to a website landing page.

How do Google Lead Form Extensions for Search Ads work?

A user on Google searches for keywords related to your brand, products or services.
They see your ad with the Lead Form Extension appearing below it.
The user clicks the Lead Form Extension, opening up the form itself.
The user enters their details.
The user submits the form and receives a thank you message. They then have the option of visiting your website or continuing to search on Google.
Lead data is captured and stored within Google, and can be synced to your CRM using the Driftrock platform.

How to create Google Lead Form Extensions for Search Ads

Creating a Lead Form Extension

Login to your Google Ads account.
In the left hand navigation, select Ads & Extensions.
Click Extensions, then the + icon.
Select Lead Form Extension (Beta).
Choose the campaign(s) that you would like to apply the Lead Extension to.
Enter the headline, business name and description.
Choose what information you want to ask for based on the pre-defined questions (Select up to 10).
Enter the URL to your privacy policy.
Choose your background image for the form.
Enter the headline and description text for the form submission message.
Choose your call to action.
Enter your call to action URL.
Click save.

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Choosing your lead delivery option

Download collected leads

Captured leads are stored in Google and can be downloaded manually via CSV (leads are stored for 30 days).

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Syncing to your CRM

It's critical to respond to the leads you receive right away to increase conversion rate. Driftrock enables you to sync instantly and securely to your CRM or custom system.

Login to the Driftrock platform.
Create a new Webhook Key.
Create a new lead sync within Driftrock.
Go to Google Ads and edit the Lead Form Extension you created.
In lead delivery method, enter the Webhook URL and Key which you created in Driftrock.
Click send test data.
Driftrock will automatically map your form fields.
Within Driftrock you can also map the fields you would like to send to your CRM.
Monitor your results and optimise your campaigns.

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Tracking & optimisation

Make sure you constantly optimise and tweak your campaigns to maximise return on investment.

If you are using Driftrock to sync your leads, then you'll have a dashboard of useful reports to help you optimise for lead quality and cost.

With Driftrock it's also possible to track leads through to a purchase. Simply connect your CRM, configure your conversion touch points, and you'll be able to optimise for downstream conversions in your Driftrock reports.

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Available form information fields within Google Lead Form Extensions

Contact Information

> Name

> Phone Number

> Email

> Town/City

> Postcode

> County

> Country

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Work Information

> Company Name

> Work Email

> Work Phone Number

> Job Title

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There are also a wide range of industry specific questions which can help you tailor information to your business.

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Do Google Lead Form Extensions for Search Ads work? What results you can expect?

Although a very new product and still within beta testing by Google, results so far have proved very promising.

We usually see a 50% lower cost per lead compared to website lead forms.
Make sure you ask enough questions and target the right keywords to ensure that the quality of leads you capture is high.
Your cost per lead will likely vary between some of your generic keywords, so make sure you isolate the top performers and weight budget more heavily on these.
Use multiple text ad variations to help you understand which message may drive the best engagement with the form.

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How do I optimise Google Lead Form Extensions for Search Ads?

Here's a few quick tips to get you started with optimising your Lead Form Extension campaigns.

Keep your brand and generic keywords in separate campaigns, as these will deliver significantly different performance in terms of cost per lead.
The fewer questions you ask, the lower your cost per lead is likely to be.
Find a balance between what you absolutely have to know, and what would be useful but not essential.
Make it clear what the customer is signing up, and review the leads you capture on a regular basis to help you decide whether you should add or remove questions.
Remember that the user only has the ad and the form to understand why they should sign up, so make sure you communicate the value clearly.
Follow up as soon as possible. You can see as much as a 9X increase in conversion rate if you respond within 5 minutes.

The Driftrock team is also on hand to help you optimise your campaigns.

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How much do Google Lead Form Extensions for Search Ads cost?

As with all other Google Ads search extensions, you'll only pay when someone clicks on your ad or extension (cost per click). This will vary based on the type of keyword you're bidding on, as well multiple other factors which Google take into consideration, such as ad text relevance.

The cost per lead you will pay will vary significantly based on your industry vertical, budget, value proposition etc. The best idea is to test with a reasonable budget. You can assume that you'll be able to optimise performance by a further 50% after the first campaign.

Here are some indicative costs to get you started:

Automotive test drive lead ~$5 to $120
Automotive keep me informed lead $5 to $35
Education enquiry for a course ~$10 to $100
A PDF guide download $0.50 to $10

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Google Lead Form Extensions for Search Ads