Google Ads recently introduced a lead form ad extension for advertisers that wish to capture customer/client information via form submissions.  This is currently in beta, so not all advertisers will have the ability to utilize this extension at this time.


The lead form ad extension requires a strong CTA and headline to encourage active searches to engage with the form extension.  Advertisers can customize their lead forms with their own title, description (up to 200 words), and have the option to require the customer/client name, email, phone number, and zip code (any or all). The advertiser is also required to upload at least one background image that displays behind the form.


Google includes a brief disclosure prior to submission with links to their privacy policy along with the advertisers. Once the user submits the form, they’re taken to a “sent” screen that includes another message from the advertiser (up to 200 words), the option of another CTA (link to their website or download), or the option to keep browsing Google.

The new lead form ad extension provides advertisers yet another opportunity to expand their ad real estate while providing potential customers/clients new options for interaction.  Lead forms can range from simple (standard contact form) to dynamic (limited time offers).


We at Wahl Media can foresee this new ad extension being utilized by a number of our clients who rely on form-fills as a primary KPI. Many of our attorney clients, for example, use a variety of ways to capture leads such as form-fills, live chat, emails, and phone calls. Adding a layer of lead-capturing to current search campaigns will strengthen advertising efforts by capturing people who may not be interested in calling or emailing for more information.


Since this is still in beta, only time will tell if it will command a position in Google’s active ad extension lineup.