The Full Information to Google Advertisements Lead Varieties Extensions

The Complete Guide to Google Ads Lead Forms Extensions

It’s no secret that cellular exercise has surpassed desktop in lots of markets. That’s why the person expertise is essential to any enterprise’s success.

Google initially introduced its lead form extensions in 2019, however just lately made updates to enhance the cellular expertise.

As a marketer who advertises primarily B2B companies, it’s nice to see Google updates that appease greater than B2C firms.

How will you profit from the alternatives and advantages that Google Advertisements lead types present? Learn on to find out how lead types work, the professionals and cons of utilizing them, what it’s essential get began, the way to set them up and extra.

What are Google Lead Type Extensions?

In keeping with Google, “Lead type extensions assist you to generate leads by letting folks submit their info in a type straight in your advert.”

A lead type extension could be created in your present Google Ads account, attaching it to the specified marketing campaign.

When your viewers interacts along with your advert that accommodates the advert extension, they’re prompted to enter their info within the type as an alternative of being directed to your organization web site.


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Who Ought to Use Google Lead Type Extensions?

Lead type extensions can profit most B2B firms who wish to seize person info.

Moreover, if your organization doesn’t have the sources (time, experience, cash) to enhance the web site expertise, Google lead type extensions could also be for you.

Execs and Cons of Lead Type Extensions

With each new device that comes out, it’s essential to weigh the advantages and downsides. Let’s check out lead type extensions particularly.


  • Simple to arrange.
  • Can obtain leads straight from the interface.
  • Nice technique to achieve first-party knowledge for remarketing.
  • Simpler person expertise if the cellular web site is missing.


  • Tougher to automate lead sharing with CRMs.
  • Visitors doesn’t result in your web site.
  • Attribution could be tough.
  • Should spend greater than $50,000 over the lifetime of advert account to qualify.


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Lead Type Extensions Necessities

At the moment, lead type extensions are allowed on Search, Show, and Discovery ad sorts. They’re at the moment in beta for Video ads.

To get whitelisted for the Video advert kind beta, please contact your Google rep.

There are just a few necessities with a purpose to qualify for utilizing this extension kind:

  • A superb historical past of compliance coverage with Google.
  • A privateness coverage for your enterprise.
  • Greater than $50k lifetime spend in Google Advertisements.

Google lead type extensions aren’t allowed in all verticals. Some vertical exclusions embody:

  • Delicate verticals (comparable to sexual content material).
  • Sub-verticals of delicate verticals.

How one can Set Up Lead Type Extensions

Creating a brand new lead type extension doesn’t require a ton of additional time or effort.

You might have the choice to create a brand new extension with both an current marketing campaign or whereas creating a brand new one.

For current campaigns, click on into the marketing campaign after which Advertisements & Extensions on the left-hand facet. Click on the blue “+” signal to create a brand new lead type extension.

Create a new lead form extension for existing campaigns.Screenshot from Google Advertisements, August 2021

The following step is so as to add a headline, description, and enterprise title. These fields are required.

Create lead form fields.Screenshot from Google Advertisements, August 2021

From there, now you can select the questions you’d just like the person to reply in your type. You will want to pick out at the least one choice to proceed.


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Don’t neglect the privateness coverage URL to hyperlink to!

Questions to ask in the lead form.Screenshot from Google Advertisements, August 2021

Google now provides you the flexibility to ask qualifying questions to achieve as a lot info as you want for certified leads.

These qualifiers are damaged down into classes, comparable to:

  • Auto.
  • Enterprise.
  • Demographics.
  • Insurance coverage.
  • Jobs/Expertise.
  • and plenty of extra.

If using lead type extensions for Search, you then want to supply a background picture within the side ratio of 1.91:1.

Lastly, you’ll must create the submission message after a person efficiently fills out the shape.

Create form submission message.Screenshot from Google Advertisements, August 2021

Optimizing Your Lead Type

Now that your lead type has been created, you have got the choice to optimize for the next choices:


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  • Lead quantity.
  • Lead qualification.

How are you aware which choice to decide on? This choice must be made solely on the enterprise objectives and intention of the marketing campaign.

If the objective is to seize as many leads as potential (high of funnel), then optimizing for lead quantity could be your best choice.

As a phrase of warning, this feature could get you much less certified leads.

If the objective is to spend {dollars} as effectively as potential to get essentially the most certified leads, then optimizing for extra certified must be chosen.

This feature will get you higher high quality however at a probably greater price per lead (CPL) and fewer leads general.

Reviewing Lead Type Information

This part could also be crucial, because it offers with studying and analyzing your lead submission info.

Google at the moment provides you two choices to seize your leads:


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  • Manually obtain them from the interface.
  • Create a webhook integration to mechanically import lead knowledge.

If manually downloading leads, understand that Google solely permits downloads inside 30 days of submission. After that, the information is gone. Because of this, it’s essential to keep watch over incoming leads to make sure a immediate follow-up.

Making a Webhook Integration

Let’s face it – you might be spending your time extra correctly than manually downloading leads day-after-day.

Because of this I might suggest creating that webhook integration to import knowledge to your CRM.

This feature, whereas extra beneficial and environment friendly in the long term, will take some integration time to arrange. In case your crew has the flexibility and sources on the workers (or company) to create the webhook, you’re in a position to generate a webhook and key to move knowledge.

For extra info on this setup, go to Google’s official support page.


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The fundamental course of appears like this:

Webhook process.Screenshot from Google Advertisements, August 2021

Now, in case you should not have the capabilities in your crew to create a webhook URL and key, you continue to have choices.

Google permits a third-party integration, Zapier, to assist combine leads seamlessly.

Zapier is a cheap technique to take the effort out of extra complicated technical options that it’s essential efficiently automate your lead nurturing course of. To join a Zapier account, go to right here.


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Lastly, as soon as the webhooks have been arrange, it’s time to confirm the information. This step ought to by no means be skipped to make sure your automated options are working!

For those who took the time to arrange the mixing, guarantee that it’s working for you.

Verify your data by sending test data.Screenshot from Google Advertisements, August 2021


If your organization is struggling to see leads move in on account of a poor person expertise, give Google Lead Type extensions a strive. Due to the huge number of choices, comparable to utilizing in Search, Show, YouTube, or Discovery, they’re value testing out.


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You may even see greater conversion charges and extra closed offers by introducing a person to this seamless expertise.

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Featured picture: Irina Shatilova/Shutterstock

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