Lead forms help you generate leads by allowing people in your audience to submit their information directly within your ad. This seamless experience eliminates the need for people to leave their current page, making it easier for you to generate high-quality leads across Search and Performance Max campaigns.
To ensure you are capturing high-intent users and driving the best possible return on investment, it’s important to optimize your forms and lead management processes proactively. This article outlines key best practices to help you get the most out of your lead form assets, including how to set up eligible campaigns, craft compelling creative, and maximize your data strength.
Set up your campaigns for success
Before you can start capturing leads, you need to ensure your campaigns and assets are set up in the right way. If you have an active lead form asset, specific criteria must be met for the form to be eligible to serve in your ads. Keep the following in mind:
- Campaign and ad types: You can add lead forms to Search and Performance Max. Make sure you’re using responsive search ads.
- Bidding strategies: To drive the best performance, your campaign should use a conversion-focused bidding strategy and be optimized toward a Google lead form conversion goal..
- Link to your privacy policy: You must provide a link to your privacy policy, which will appear at the end of the lead form
Creative best practices
The headline and description in your lead form asset are your first chance to make a strong impression. Crafting compelling ad text, choosing relevant lead form questions, and including a clear call-to-action (CTA) are crucial steps to driving high-quality form submissions and leads.
- Craft compelling ad text: Your 30-character headline should instantly capture attention, while the lead form description can elaborate on your offer.
- Select a clear call-to-action (CTA) and description: Choose a relevant CTA from the provided list (such as "Learn more") that empowers people to engage with your business or service. Then, use the 30-character description field to prompt people with action-oriented, personalized language.
- Choose relevant and dynamic questions: Select predefined questions that align with your campaign goals to gather essential information. You can also leverage features like Conditional Answers to dynamically tailor form options based on user input, or Qualifying Responses to filter out low-intent prospects. Learn more about Qualifying Responses.
Maximize data strength and lead management
Building and activating your data strength can help improve your ROI. By streamlining your lead management and using robust tracking solutions, you can reach interested prospects faster and effectively optimize your entire marketing funnel.
- Streamline lead management: You can manually download your leads in a CSV file, receive email notifications, or use Lead Manager. However, for rapid follow-ups, it’s recommended to set up a webhook integration or set up an integration with Zapier to route leads directly into your CRM system. You can also automatically export up to 60 days of data using the Google Ads API.
- Use Enhanced Conversions for Leads: Enhanced conversions for leads is an upgraded offline conversion import that is easier to set up and offers benefits like durable, more accurate reporting, engaged-view conversions, cross-device conversions. Learn more about enhanced conversions for leads.
- Track and optimize with data-driven attribution (DDA): Use DDA models to analyze the broader customer journey, which will help you understand which ads and keywords are most effective at driving both submissions and landing page conversions. Learn more about data-driven attribution.
