Lead Form Extensions (Beta) Introduced by Google Ads

Google Ads has been making significant changes and feature updates all year. At Vertical Rail we’re happy to welcome the “Lead Form Extensions” to our suite of tools to capture new customers. The new extension format allows advertisers to attach a form directly to a Google Ad, and consumers can fill out the form without ever visiting a new website. Advertisers are allowed to use text and an image to influence consumer interest, and Google has guidelines to ensure transparency and fair business practices, like providing the advertiser’s privacy policy.

How Do Lead Form Extensions Change the Game?

Providing an enthusiastic consumer the ability to get in touch with advertisers with fewer touchpoints is always a victory in marketing, but this goes a step further. This lead form extension can help advertisers gather information from consumers and then the extension can pass the information directly to the advertiser’s CRM. A perfect opportunity has been created for sales teams, drip campaigns, automation, and more.

Let’s walk through an example:

A real estate agent is running campaigns focused on consumers looking for homes in areas that he services. The real estate agent enables form extensions to capture new customers. Once customers fill out the form, they’re automatically added to the agent’s CRM. This activates a series of preconfigured automations, like personalized welcome emails or text message notifications. In this example, after 45 days of working with this new customer, the agent can now convert that lead into a sale. Thanks to the sophisticated features of this extension, the real estate agent can now download a list of the sales generated from these leads and upload them back into Google Ads so that the proper campaigns, keywords, and ads will receive a conversion.


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