Google Ads Lead Forms Overview
Google Ads Lead Generation Form Extensions are designed to make it incredibly easy for potential customers to engage with your brand without even leaving the search results page. This is a crucial feature because, let’s face it, the fewer steps a user has to take, the higher the likelihood of conversion.
The Power Unleashed
Instant Engagement: The moment someone searches for a keyword related to your business, your ad appears, and so does the option to fill out a form. This immediate call-to-action is compelling and convenient.
Quality Leads: Since the user is already searching for something related to your service or product, the leads generated are often of higher quality. You’re capturing intent right at the source.
Data Collection: These forms can be customized to collect just the information you need. Whether it’s just an email or more detailed information, you have control.
Mobile Optimization: Given that a significant amount of search traffic comes from mobile devices, these form extensions are optimized for mobile experiences, making it easier for users to convert on the go.
Lead forms in Google Ads facilitate lead generation by enabling users to submit their information directly within an ad, capturing interest when potential customers are engaging with relevant content across Google properties.
- Lead Generation: Drive sales by generating leads for your business, product, or service.
- Marketing Funnel Enhancement: Direct leads into your marketing funnel to boost conversions.
- Engagement: Find and engage individuals interested in your offerings.
How Lead Forms Work
- Creation & Addition: Create a lead form in Google Ads and add it to a campaign, applicable to Search, Video, Discovery, and Display campaigns.
- User Interaction: When users interact with an ad containing a lead form, they can choose to submit their contact information.
- Lead Management: Manage your leads within Google Ads, download them as a CSV file, or integrate with your CRM system through webhook or Google Ads API.
Types of Campaigns
- Search Campaigns: Lead forms can appear on both desktop and mobile devices.
- Video Campaigns: Lead forms, currently in beta, appear only on Android mobile devices.
- Discovery Campaigns: At least one Discovery image ad is required to serve lead forms.
- Display Campaigns: Lead forms can appear on both desktop and mobile devices.
Lead Form Optimization
Lead forms can be optimized for “More volume” (default) or “More qualified” leads, affecting the cost per lead and the number of leads collected.
- Automated Sending to CRM: Webhook integrations allow automatic sending of lead information to your CRM system.
- Lead Form Assets: Can be attached at the account level for use with Search or Performance Max campaign types.
- Lead Form Optimization: Optimize your lead form for either more leads or higher-quality leads.
Measuring Results and Downloading Leads
- Lead form opens are tracked as clicks, and submissions are counted as conversions.
- Leads can be downloaded as a CSV file or received directly in your CRM via webhook or Google Ads API.
Exporting Leads Via Zapier & Gmail
Exporting Google Ads leads from lead forms into Zapier involves setting up a webhook in Google Ads and creating a Zap in Zapier to handle the incoming data. Here’s a step-by-step guide:
In Google Ads:
Create a Lead Form:
- Navigate to your Google Ads account.
- Go to the campaign where you want to collect leads.
- Create a lead form following the instructions provided by Google Ads.
Set Up a Webhook:
- While creating or editing a lead form, look for the “Lead delivery option” or similar section.
- Choose to send leads to a webhook.
- You’ll need to provide a “Webhook URL” and a “Key” which you will generate in the next steps within Zapier.
Create a Webhook Trigger:
- Go to your Zapier account and click on “Make a Zap.”
- Choose “Webhooks by Zapier” as the trigger app.
- Select “Catch Hook” as the trigger event and click “Continue.”
- You will see a custom webhook URL. Copy this URL.
Paste the Webhook URL in Google Ads:
- Go back to your Google Ads lead form setup.
- Paste the copied webhook URL from Zapier into the “Webhook URL” field.
- For the “Key,” you can enter any string (this will be used to validate the requests).
Send Test Data:
- In Google Ads, use the “Send test data” option to ensure the webhook is working.
- In Zapier, after sending test data, click on “Continue” and then “Test trigger” to fetch the test data.
Set Up Action in Zapier:
- After the trigger is set, define what should happen when the lead data is received.
- Choose an “Action App” (e.g., Google Sheets, CRM software, Email, etc.)
- Define the action event and click “Continue.”
- Set up the action, mapping out how the incoming data should be used. For example, if you’re adding the lead data to Google Sheets, specify which columns should receive which pieces of data.
- Click “Continue” and test the action.
Activate the Zap:
- Once everything is set up and tested, turn on your Zap.
- Now, when a user submits their information via your Google Ads lead form, the data will be sent to Zapier and processed according to the action you’ve defined.