Drive more, high-quality leads with lead form extensions

December 7, 2020

People want to connect with businesses in different ways—especially now as they adjust to COVID-19. In fact, our research shows that one in three shoppers would rather buy from a company that provides a wide range of ways to reach them.1 

To help you connect with more potential customers, we recently introduced lead form extensions: a better way to drive high-quality leads across Search, YouTube, Discovery, and Display ads inventory.2 We’re now rolling out improvements to make lead form extensions easier to manage and more effective for your business.

Generate leads more efficiently

We’ve heard your feedback that managing lead form extensions can be challenging—especially when using them across campaign types. To make this easier and help you save time, we’ve now made lead form extensions shareable across Search, YouTube, and Discovery campaigns.

Example mock of the same lead form across Search, YouTube, and Discovery
Use the same lead form across campaign types

Lead form extensions for YouTube and Discovery campaigns are also now available in the ”Extensions” page of Google Ads. In addition, you can now choose from over fifty available questions to customize lead forms to your business needs. For example, let's say you want to drive qualified leads for your car dealership. You can now ask questions like “Which type of vehicle are you interested in?” or “When do you plan on purchasing a vehicle?”

Receive leads automatically

Once someone requests information about your business, it’s important to follow up on that lead in a timely fashion to close the sale. By setting up a webhook integration, you can automatically send leads from lead form extensions to your customer relationship management (CRM) system.

However, we know setting up a webhook can be a challenge—especially if you have limited resources. That’s why we’ve partnered with Zapier to help you easily connect lead form extensions to your CRM system and get notifications when you receive a lead. Get started with Zapier here.

You can learn more about lead form extensions and eligibility requirements in the Google Ads Help Center.

Posted by Katerina Daveynis & Saranath Raghavan, Product Managers, Google Ads



1. Google/Ipsos, Shopping Tracker, Mar 2020, Online survey, Americans 18+ who conducted shopping activities in past two days: n=1000.
2. Lead form extensions for Display ads will begin rolling out early next year.

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