Boost Your Campaigns with Google Lead Forms: A Creative 101 Guide for Marketers

As a paid search expert or a marketer working with a brand or business to boost their ad campaigns, you are always looking for ways to simplify the lead generation process while increasing the conversion rate.

That’s where Google Ads Lead Form Assets step in. With these assets, businesses can directly capture leads from potential customers within the Google Search, YouTube, or Discovery ad environments—without redirecting them to a separate landing page. 

We at Mavlers have successfully catered to the paid marketing needs of 7K+ global clients over the past 12+ years, managing 43+ million dollar media spend.

In today’s blog, you seek to gain clarity on the following:

• The basics of a Google Ads lead form
• Benefits of Google Ads lead form assets
• How to set up Google lead form assets
• Best practices for using Google Ads lead form assets
• Measuring success with Google Ads lead forms

Ready to capture those leads with a slick, simple-to-use tool that keeps users engaged? Grab a coffee, and let’s dive!

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Understanding the basics of a Google Ads lead form

Before diving into the details of Google Ads lead form assets, let’s begin by answering the question, “What is a lead form?”.

Simply said, a lead form is a tool businesses use to gather information from potential customers, such as their name, email address, phone number, or other relevant data. This information is then used for follow-up communication, marketing, or sales efforts.

In the context of Google Ads, a lead form asset allows advertisers to collect user information directly from an ad. When users see the ad, they can submit their details without leaving the platform they’re browsing, making it a seamless experience that increases the chances of conversions.

In the next section, we will explore why you’ll love Google lead form assets to get the maximum bang out of your campaigns!

Benefits of Google Ads lead form assets

Here are some of the plausible benefits of these assets that can help you achieve the ROIs you seek!

1. Frictionless lead capture

Traditional lead capture requires users to click on an ad, visit a landing page, and fill out a form. With Google lead forms, the process is streamlined. The form appears right in the ad, reducing the number of steps required to capture leads. This makes the process smoother, leading to higher conversion rates.

2. Enhanced user experience

Google lead forms keep users on the platform they’re already browsing, whether it’s YouTube, Google Search, or the Google Display Network. Since there’s no need to load external landing pages, there’s less chance of users dropping off due to slow load times or distractions.

3. Mobile-friendly

With mobile traffic growing steadily, it’s crucial to provide a mobile-friendly experience. Google Ads lead forms are designed to be easy to fill out on mobile devices, making it convenient for on-the-go users to submit their information.

4. Customizable

Advertisers can tailor the Google lead form to suit their needs. You can choose which fields to include—name, email, phone number, etc.—and even customize your form to gather additional data that’s important for your business, such as job titles or ZIP codes.

5. Integration with CRM systems

Google Ads allows businesses to integrate lead form assets with popular CRM systems via webhooks. This means that leads can be automatically funneled into your CRM for immediate follow-up, ensuring no potential customer is left behind.

Setting up Google lead form assets: Easy as 1-2-3!

Step 1: Pick your campaign type

First things first—decide where you want your lead form to appear. Google offers lead form assets for Search, YouTube (Video campaigns), and Discovery campaigns. So whether you’re targeting active searchers, curious YouTube scrollers, or users browsing content on Discovery, you’ve got options!

Step 2: Build your lead form

Here comes the fun part—designing your lead form! Once you’re in the Google Ads interface, you’ll find the option to add a lead form asset in the “Ads & Assets” section. From there, start filling in the important details:

• Headline: Keep it short, punchy, and enticing.

• Description: Give users a quick reason why filling out this form is worth their time.

• Form fields: Choose what you want to capture (name, email, phone, etc.). Remember, less is often more here—keep it short to boost your completion rates!

Step 3: Call-to-action time

Next, it’s time to add that magic button—the CTA! This is your chance to convince users to hit submit. Think of CTAs like:

• “Get Your Free Quote”

• “Start Now”

• “Sign Up for Exclusive Access”

The key is to give users a reason to share their info and to make it feel effortless.

Step 4: Get your leads delivered fast

Now that your form looks fabulous, you’ll need to decide how to receive those fresh, piping-hot leads:

• Download directly: From your Google Ads dashboard as a CSV file.

• CRM integration: Automatically send leads to your CRM using webhooks for instant 

follow-up. If you want to strike while the lead is hot, this is your go-to option!

Step 5: Don’t forget privacy!

Last but not least, don’t skip over the small print. Google requires that you include a privacy policy to let users know how their data will be used. No one likes feeling out of the loop, so this step is crucial for transparency and trust.

Step 6: Launch and let the leads flow!

Once everything looks shiny and perfect, hit publish. Congrats! Your Google Ads lead form is now live and ready to gather leads faster than ever.

Best practices for using Google Ads lead form assets

To get the most out of your Google lead forms, follow these best practices:

1. Test different CTAs

Don’t settle on the first CTA you create. Test different CTAs to see which resonates most with your audience. For instance, you might find that “Get a Free Consultation” performs better than “Request a Callback.”

2. Optimize for mobile

Since a significant portion of users will interact with your ads on mobile, ensure your Google Ads lead form is mobile-friendly. Keep your form fields minimal and ensure the text is readable on smaller screens.

3. Retarget leads

Not every user who submits a lead form will convert right away. Use retargeting strategies to nurture these leads. For example, you can run retargeting ads on Google Display Network to remind potential customers about your offerings.

4. Qualify leads with additional fields

If you want higher-quality leads, consider adding additional form fields like “budget” or “job title.” While this may reduce the total number of leads, it will help filter out users who are less likely to convert.

5. Follow up quickly

The faster you follow up with a lead, the more likely they are to convert. Use CRM integration to ensure leads are sent immediately to your sales team for follow-up. Studies have shown that contacting leads within five minutes of form submission significantly increases the chances of conversion.

Measuring success with Google Ads lead forms

Once your campaign is live, it’s essential to track performance. Some key metrics to monitor include:

• Lead Volume: How many leads are being generated from the form.

• Conversion Rate: The percentage of users who complete the lead form after clicking the ad.

• Cost per Lead (CPL): The average cost of acquiring a lead through the campaign.

• Lead Quality: Track how many leads are converting into actual customers or sales.

These metrics will help you gauge the effectiveness of your Google lead forms and make adjustments to optimize your campaign.

The road ahead

And that’s a wrap! Google Ads lead form assets are a powerful, streamlined way to capture leads directly from your ads, making the process easier for both you and your audience.

We now suggest reading ~ The Ultimate Guide to Google Merchant Center Suspension: Causes and Remedies.