Advertising is all about acquiring new customers & convincing existing customers to try new products. For Enterprises operating in today’s ultra competitive environment, attracting new business is hard, so any help they can get to be successful in this endeavor is welcome.
Google has risen to the challenge with the advent of ‘Lead Forms’. These function much like the name implies — they generate leads for businesses to follow up.
Google Lead Forms can be attached to existing advertising campaigns running on Google Ads, or users have the option to create them for new campaigns. Essentially, these forms give advertisers the opportunity to ‘capture’ the continued interest of their market.
Each form can be customized by users to gather particular information about willing clients. The latter, in turn, make themselves available to be contacted further in regard to an item they might purchase.
Certain rules apply for users wanting to set up advertising campaigns with the ‘Lead Forms’ extension. Firstly, businesses need to have a clear Privacy Policy document available on their Websites. Then, the business must be in a vertical acceptable to Google — requirements are set out here. Lastly, all relevant particulars for the extension must be filled out accurately.
Each time a potential client opens a lead form, Google will regard it as an advert click. Completed forms will be considered conversions, & businesses will be charged accordingly. Additionally, Google will only store responses on their servers for a maximum of 30 days, so users will need to download results regularly. A CSV file is made available by Google for this purpose.
Setting up a ‘Lead Form’ extension for an advertising campaign is pretty straightforward & Google offers clear instructions to users on their support page.
Here’s how to deploy the form:
- Once signed in to your Google Ad account, use the left hand page menu to set up a campaign, then set campaign type to Search.
- Under “Ads Extensions”, select the ‘Lead Form’ option.
- Create the extension by selecting a call-to-action & complete the options, such as business name, URL of privacy policy, headline & description text.
- Delineate the details you want to ask clients & you’re done.
Adding to an existing campaign is very similar — choose the campaign you’d like to add the extension to, then follow the same process as above.
Consumers are also offered facilities to edit campaign ‘Lead Form’ extensions or delete them if there’re no longer required. Currently, the option is only available in a few countries but Google plans to add more nations to this list, soon.
