Google Beta Tests Lead Generation Extensions for Text Ads

Peter Roesler, President - Web Marketing Pros

By Peter Roesler

President, Web Marketing Pros

Many online ads follow a relatively simple format. The ad is normally for a business or product, and clicking the ad will send you to a landing page where you can make a purchase. However, sometimes the goal of a campaign is to get information from a client to schedule a more direct conversation. It’s recently been noticed that Google had added an extension to text ads that will make lead generation more straightforward for consumers.

According to media reports, “Google is beta testing a new ad extension for advertisers looking to capture leads from their text ad campaigns. Searchers can submit their information to request or download information from Google Search ads through the new lead form extension.”

These beta tests were first noted by digital marketing experts who encountered the updated interface while working on ads. One such marketer, Steven Johns, took screenshots of the new lead generation tools and shared them on Twitter

Like promotion extensions, the lead generation extensions display in a call-out box with a clipboard icon. After selecting some preliminary options, the marketer gets the opportunity to choose the call-to-action along with the text that will be shown under the extension. There is a  30-character to the text that can be used for the extension descriptor.

Marketers will have more options for the lead generation form that appears when someone clicks on the extension. Once the person clicks on the extension, the form will come into view. The form includes a headline, business name, and a 200-character description. Though it won’t be necessary, marketers can include a header image on the form itself. One thing that isn’t optional is a link to the privacy policy of the advertiser. 

Advertisers will also be able to customize what users see once they submit their information. For example, it’s possible to include a call-to-action on the submission page, either to allow the person to “visit website” or to “download” something (e.g., eBook).

For now, the amount of data ad advertiser can collect through lead generation forms is paltry. According to the initial reports, the information you can collect is limited to Name, email, phone number, and postal code. However, the lead data can be delivered via a webhook to your customer data management or CRM system. Marketers will be able to receive new potential clients’ information directly added to their systems in real-time. 

This tool will be extremely helpful for organizations that need to connect with their customers before they can seal the deal. One of the benefits of using this kind of lead generation tactic is the fact that most people who fill in their information on a lead generation form are truly interested in the product of service. So this new extension can lead to more fruitful interactions with potential customers. Furthermore, by directly linking the information gathered to a CRM system, marketers can create better campaigns that specifically target the people who have shown an early interest in a product or project from the company.

For more information about recent changes made to Google Ads, read this article on another test of a new feature on the platform.


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