Lead Form Ads on Google – All you need to know now that it is in Beta

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How is Google Leads Form different compared to the lead forms on other platforms? Hear it from our co-founder Vikas on this episode of #DigitalBytes.

Following the success of lead forms across multiple platforms, Google introduced its Form Ads on Search, which was unveiled at the fourth edition of Google’s flagship event ‘Google for India’. This form extension, which currently is in the pilot stage, gives an option of a form directly on the search ad itself, similar to the lead ads on Facebook and LinkedIn. The new initiative will appear in the mobile search results page, which is where 80% of traffic comes from, according to the Google Search Report.

What makes Google Lead forms different from those of other platforms is that targeting the user can be done effectively based on their intent, contradictory to other platforms where the user is targeted based on their interests, demographics or locations. Since the ads are targeted to the user based on their previous content consumption pattern, the forms are more relevant. Compared to mobile pages, the forms load faster and provide a Better User Experience.

According to Google, Form ads can help brands Generate High-Quality Leads due to the high-intent of the users who fill them up. It eliminates the need to click on the ad and go to the landing page to fill the form, providing the twin benefit of speed and convenience. Moreover, this can be an ideal way to generate enquiries, especially for brands that don’t have a landing page yet. Additionally, the forms can be optimised without the hassle of coordinating with the technology team, and allows campaigns to go live instantly with limited technology/CRM integrations. To add to it, the forms will be pre-filled with the information of the user, reducing the friction of filling and making it even easier to hit the “Submit” button.

However, the quality of leads is something that needs to be tested, and it can be done only when the extension is launched. Also, brands may not be at the liberty of asking specific questions to the user, because from the how it is seen currently, Google will be providing standardized questions which cannot be altered.

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