A complete guide to Google Advertising Lead Form Extensions.

It’s no secret that mobile activity has surpassed desktops in many markets. That’s why the user experience is key to the success of any business.

Google originally announced the expansion of its lead form in 2019, but has recently made updates to improve the mobile experience.

As a marketer who primarily promotes B2B business, it’s great to see Google Updates which is happier than B2C companies.

How can you make the most of the opportunities and benefits provided by Google Ad Lead Forms? Read on to learn how lead forms work, the advantages and disadvantages of using them, what you need to get started, how to configure them and much more.

What are Google Lead Form extensions?

According to Google, “Lead form extensions help people create leads by allowing them to submit their information directly to a form in your ad.”

The lead form extension can be created in your existing Google Advertising account by linking it to the desired campaign.

When your audience interacts with your ad, which is an extension of the ad, they are asked to enter their information into the form instead of posting it on your company’s website.


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Who uses Google Lead Form extensions?

Lead form extensions can benefit most B2B companies that want to capture user information.

In addition, if your company does not have the resources (time, expertise, money) to improve the website experience, an extension of Google Leads may be for you.

Advantages and disadvantages of lead farm expansion

With each new tool that comes out, the pros and cons must be weighed. Let’s take a look at lead form extensions in particular.


  • Easy to set up.
  • Can download leads directly from the interface.
  • Great way to get first party data for re-marketing.
  • Easy user experience if mobile site is lacking.


  • It’s hard to automate lead sharing with CRMs.
  • Traffic does not lead to your website.
  • Attribution can be difficult.
  • To qualify, you must spend more than $ 50,000 over the lifetime of the ad account.


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Lead Farm Expansion Requirements.

Currently, lead form extensions are allowed on search, display and discovery ad types. They are currently in beta for video commercials.

To get a whitelist for video ad type beta, please contact your Google representative.

There are a few requirements to qualify to use this extension type:

  • A good history of compliance policy with Google.
  • Privacy policy for your business.
  • Google spends more than k 50k a lifetime on advertising.

Extensions to Google Leads are not allowed in all locales. Some vertical costs include:

  • Sensitive vertical (such as sexual material)
  • Sub-vertical of the sensitive vertical.

How to configure lead form extensions.

Creating a new lead form extension doesn’t require a ton of extra time or effort.

You have the option to create a new extension with the current campaign or by creating a new campaign.

For current campaigns, click Campaign and then. Advertising and extension left side. Click the blue “+” sign to create a new lead form extension.

Screenshot from Google ads, August 2021.

The next step is to add a. Title, description, and business name. These fields are required.

Create lead form fields.Screenshot from Google ads, August 2021.

From there, you can now choose the questions your users want to answer in their form. You must select at least one option to continue.


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Don’t forget the privacy policy URL!

Questions to ask in the lead form.Screenshot from Google ads, August 2021.

Google now gives you the ability to ask qualifying questions to get as much information as you need qualified leads.

These qualifiers are divided into categories, such as:

  • Auto
  • Business
  • Demographics
  • Insurance
  • Jobs / Experience
  • And many more.

If you are using lead form extensions for search, you need to provide a background image in an aspect ratio of 1.91: 1.

Finally, you need to create a submission message after the user successfully completes the form.

Create a form submission message.Screenshot from Google ads, August 2021.

Improving your lead form.

Now that your lead form has been created, you have the option to improve the following options:


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  • Lead volume
  • Lead Ability.

How do you know which option to choose? This decision should only be made on business goals and campaign intent.

If the goal is to get maximum leads

As a precaution, this option can get you less qualified leads.

If the goal is to spend dollars as efficiently as possible to get the most qualified leads, then optimizing for the more qualified should be chosen.

This option will get you better quality but potentially higher cost per lead (CPL) and overall lower leads.

Review of lead form data

This section may be the most important, as it deals with reading and analyzing your lead submission information.

Google currently gives you two options for getting your leads:


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  • Download them manually from the interface.
  • Create web hook integration to automatically import lead data.

If leads are to be downloaded manually, keep in mind that Google only allows downloads within 30 days of submission. After that, the data is gone. For this reason, it is important to keep an eye on incoming leads to ensure prompt follow-up.

Creating Web Hook Integration

Let’s face it – you’re spending more time wisely downloading leads than manually.

That’s why I’d recommend creating that webhook integration to import data into your CRM.

This option, while more valuable and efficient in the long run, will take some time to integrate into the setup. If your team (or agency) staff has the ability and resources to create a web hook, you are eligible to develop a web hook and data pass key.

For more information on this setup, visit Google’s official support page.


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The basic process looks like this:

The web hook process.Screenshot from Google ads, August 2021.

Now, if you don’t have the ability in your team to create a web hook URL and key, you still have options.

Google’s third-party integration allows Zapier to integrate leads seamlessly.

Zapier is a cost-effective way to troubleshoot more complex technical solutions that you need to successfully automate your lead breeding process. To sign up for a Zapier account, visit here.


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Finally, once the web hooks are set up, it’s time to verify the data. Never skip this step to make sure your automated solutions are working.

If you’ve taken the time to integrate, make sure it works for you.

Verify your data by sending test data.Screenshot from Google ads, August 2021.


If your company is struggling to see the flow of leads due to poor user experience, try extending the Google Leads form. Because of the wide variety of options to use in Search, Display, YouTube, or Discovery, they are worth checking out.


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You can see higher conversion rates and more closed deals by introducing the user to this smooth experience.

More resources:

Featured image: Irina Shatilova / Shutterstock.

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