Should You Use Lead Form Assets in Google Ads?

By: Jyll Saskin Gales, Google Ads Coach

Are you considering using lead form assets (formerly known as lead form extensions) in your Google Ads campaigns? While they might seem like a convenient way to collect leads directly from your ads, it's important to weigh the pros and cons before diving in. In this blog post, we'll explore the benefits and drawbacks of lead form assets so you can make an informed decision.

What Are Lead Form Assets?

Lead form assets (extensions) are a feature in Google Ads that allows you to add a lead generation form directly to your search ads. When users click on your ad, they can fill out the form without leaving the search results page. This can be a convenient way for users to express interest in your products or services, but it's not without its challenges.

The Benefits of Lead Form Assets

• Convenience: Lead form assets make it easy for users to submit their information without navigating to your website. This can reduce friction and potentially increase your conversion rate.
• Mobile Optimization: Lead forms are designed to be mobile-friendly, making it easy for users to fill them out on their smartphones.
• Data Collection: You can customize the questions on your lead form to collect specific information from potential customers.

The Drawbacks of Lead Form Assets

• Limited Customization: Lead form assets offer limited customization options compared to landing page forms. You might not be able to ask all the qualifying questions you need to assess lead quality.
• Lower Quality Leads: Some marketers report that lead form assets tend to attract lower quality leads compared to landing page forms. This could be due to the ease of submission and lack of in-depth information gathering.
• Limited Volume: Lead form assets might not generate as much volume as driving traffic to a dedicated landing page. This could be due to lower visibility or user preference for visiting websites.

My Opinion: Proceed with Caution

While lead form assets can be a useful tool in some cases, it's important to approach them with caution. They might not be the best solution for every business or campaign. If you're considering using lead form assets, be sure to:

• Set clear expectations: Don't expect lead form assets to be a magic bullet for lead generation. They are just one tool in your arsenal.
• Test and optimize: Experiment with different lead form questions to see what works best for your audience.
• Track your results: Monitor your lead quality and conversion rates closely to ensure that lead form assets are delivering the desired results.

Alternative Approach: Optimize Your Landing Page

Instead of relying solely on lead form assets, consider optimizing your landing page for lead generation. A well-designed landing page can provide a more comprehensive experience for potential customers, allowing you to gather more information and qualify leads more effectively.