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Supercharging Your Campaigns with Google Ads Lead Forms: Tips and Best Practices

In PPC, The Digital Marketing Blog by SeanLeave a Comment

We recently helped one of our clients boost the number of leads from their ads by introducing lead forms. 

The approach was designed to retain customers and collect their contact information, like email and phone number. Plus, if users have this information on their Google profile, it can be filled in automatically. 

The campaign wanted to make it easier for the target audience to stay on the platform and simplify the process to match their preferences and behaviour.

The campaign brought remarkable success and as such, in this post, we thought we’d share some of our secrets. 

We’ll be discussing best practices for using Google Ads Lead Forms, and outline common scenarios where they’re likely to perform the best. 

Understanding Google Ads Lead Forms

In the world of paid advertising, things are always changing and evolving.

Businesses and marketers are constantly on the lookout for better ways to optimise their ads, connect and engage with potential customers, and convert those connections into sales.

One solution that has become an indispensable tool in the arsenal of advertisers is Google Ads Lead Form extensions, but before we dive in, it’s essential to understand what they are, and the benefits of using them. 

Google Ads Lead Forms are essentially pre-filled forms that appear when a potential customer clicks on your ad. 

Rather than taking the user to a landing page, they integrate seamlessly with Google Ads and improve the user experience by allowing customers to easily share their information with you directly from the ad.

What are the benefits of Google Ads Lead Forms?

There are a number of benefits for businesses using Google Ads Lead Forms including: 

  • Streamlined Lead Generation: Google Ads lead forms simplify the lead generation process. When users click on your ad, they can submit their information without leaving the platform, reducing friction and increasing conversion rates.
  • Mobile-Friendly: Lead forms are designed to work seamlessly on mobile devices, making it easy for users to submit their information on the go. This is especially important as mobile traffic continues to grow.
  • Pre-Filled Information: Google Ads can pre-fill some user information based on their Google account. This reduces the effort required from users, which can help to increase conversion rates.
  • Customisable Questions: You can customise the questions on your lead forms to gather the information that is most valuable to your business. Note: you want to avoid adding too many questions as this could negatively impact the conversion rate. 
  • Integration with CRM Systems: Google Ads lead forms can be integrated with Customer Relationship Management (CRM) systems, making it easy to manage and follow up with leads efficiently. This integration ensures that leads are not lost and can be nurtured effectively.
  • Real-Time Responses: You can set up automated responses to thank users for their submission or provide additional information immediately after they submit the form. This can enhance user experience and engagement.
  • Cost-Effective: Lead forms can be a cost-effective way to generate leads as you only pay when a user submits their information. This means you’re not paying for clicks that don’t convert.
  • Quick and Easy Setup: Creating lead forms within Google Ads is relatively simple and doesn’t require extensive technical expertise. 

Leveraging the power of lead forms can not only simplify your lead generation process but also improve the overall performance of your ad campaigns.

Despite the advantages, it’s important to note that there are some downsides to using lead form extensions. It means that you’ll experience less traffic to your website and as such, less chance to showcase more about your business and provide the user with more information.

They also have limited options for customisation and design. You can’t fully control the look and feel of the form, which may not align with your brand’s aesthetics.

There is also the potential for inaccurate data. This is because the pre-filled information from users’ Google accounts can lead to inaccuracies if users have outdated or incorrect information associated with their accounts.

When to Use Google Ads Lead Forms?

It might sound obvious, but lead forms can be a great tool when you are running Google Ads campaigns with a strong focus on lead generation. 

For example: 

  • Event Registrations: If you’re hosting webinars, seminars, workshops, or any type of event, lead forms can help you capture attendee registrations efficiently.
  • Newsletter Sign-ups: Encourage users to subscribe to your newsletter or email list directly from your Google Ads. 
  • eBook or Whitepaper Downloads: Offer valuable resources like eBooks, whitepapers, or research reports in exchange for user contact details. 
  • Product Demos or Trials: If your business offers software or services, use lead forms to collect information from users interested in requesting demos or free trials.
  • Request for Quotes: If you provide products or services that require customised pricing, lead forms can be used to gather user requirements and contact details for a personalised quote.
  • Service Appointment Booking: Businesses in the service industry (e.g., healthcare, beauty, auto repair) can use lead forms for appointment scheduling requests.
  • Product Information Requests: If you sell complex or high-ticket products, offer users the option to request more information or a call from your sales team through lead forms.
  • Membership or Subscription Sign-ups: Encourage users to become members or subscribers to your platform or service directly from your Google Ads.
  • Recruitment: Businesses looking to hire talent can use lead forms to collect contact details from potential candidates. 
  • Customer Feedback: Gather feedback and reviews from customers through lead forms, allowing them to share their experiences.

In these scenarios, Google Ads lead forms can simplify the process of capturing user information and enable you to tailor your follow-up and marketing efforts effectively. 

It’s important to design your lead forms to align with your specific objectives and provide clear value to users in exchange for their information. 

Best Practices for Using Google Ads Lead Forms

Now that we have understood their importance, and some use case examples, let’s explore some of the best practices that can help you extract maximum value from your Google Ads Lead Forms: 

1. Craft Compelling Call-to-Actions (CTAs)

Your CTA is often the first point of engagement with potential customers. Make sure it is compelling and incites action. Tailor it to align with what you are offering – be it signing up for a webinar, requesting a quote, or downloading a resource.

2. Optimise the Lead Form Fields

Keep the lead forms succinct to avoid users from abandoning the process midway through.  Only ask for the information that is absolutely necessary at the initial stage of the customer journey.

3. Create Enticing Headlines and Descriptions

A headline that grabs attention coupled with a description that clearly communicates the value proposition can significantly increase conversion rates. Make sure it aligns with the messaging in your ad to maintain consistency.

5. Testing is Your Friend

Test different variations of lead forms. Test different CTAs, headlines, and form fields to find out what works best for your target audience. This will help you refine your strategy and optimise your ads for higher conversions.

6. Follow-Up Promptly

Once a user has filled out a lead form, it’s imperative to follow up promptly. Quick follow-ups increase the likelihood of conversions. Integrate your lead forms with your CRM system to automate the follow-up process, if possible.

7. Utilise Analytics to Refine Your Strategy

Make use of analytics to analyse the performance of your lead forms. Monitor metrics such as conversion rates, cost per lead, and form abandonment rates to continually refine your strategy and improve your results.

Bringing It All Together

Google Ads Lead Forms can be a potent tool in your digital advertising toolkit, particularly when generating high-quality leads with ease. When utilised optimally, they can streamline the user journey, offering a hassle-free method for potential customers to connect with your business.

Remember, the key to success with lead forms lies in crafting engaging CTAs, optimising form fields, creating resonating landing pages, and following up promptly with leads. Employ A/B testing to hone your strategy further and utilise analytics to make data-driven decisions.

In a landscape where user experience is paramount, integrating Google Ads Lead Forms can indeed be a game-changer, paving the way for higher conversions and successful ad campaigns.

Embark on your journey with Google Ads Lead Forms, and watch your campaigns flourish!

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If you’d like support with your Google Ads or any part of your paid media advertising, leave us a message via the form below and we’ll get back to you asap.

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