Collect Leads with Google Ads

Written by Sherlock SEO Agency

Google has recently added a new extension form to search campaigns: lead form extensions. An important and nice addition for all companies that want to generate leads. In short, these extensions ensure that a company can receive leads through the Google ad without having to visit the website.

Advertisement extensions

Before explaining the new extension, let’s have a quick look at ad extensions. With extensions additional information can be added to advertisements. This way an advertisement takes up more space and stands out more. In general, the extensions ensure that the click rate (CTR) increases. Existing extensions can contain extra links to other parts of the website, call buttons, links to Google Maps and so on.

Lead Forms

Leadformula extensions can be added to existing campaigns in the Google search network and Google video network. People who are interested can contact you directly by filling in their details without visiting the website. The advertiser can then view this data and contact the interested party directly.

The collected information can be downloaded in an Excel file (from the Google Ads account) or sent directly to the CRM system via a webhook integration. Unfortunately, it is not yet possible to see the results in an easier way.

Setting up lead form extensions

Setting up a lead form is easy. Via the extensions tab a form can be created that consists of 3 parts:

  • The first part is the extension in which a call to action has to be selected and a short extension text has to be filled in (recruiting text).

  • The second part is the form. Here, the company name should be entered along with a short description and a background image. In addition, you need to indicate which information you need (name, e-mail, telephone number and/or postcode).

  • The third and last part is a (thank you) message which appears as soon as the form is submitted. ppears as soon as the form is submitted. In addition to a short text (e.g. thank you for your data), a call to action (such as visit the website) can be chosen here to which a URL should be linked.

As soon as the form has been created, it will become active and the extension can be displayed with the advertisement. If the extension will be shown depends on Google. Google Ads decides on the basis of different factors if the extension will be visible. The ad has to have a good position and the system has to expect that the extension will improve the performance of the ad.


We have now rolled out the new feature to a number of our customers. We are slowly seeing the first results, but cannot draw any conclusions yet. Leadform extensions are easy to deploy and are a nice addition to the current extensions. Hopefully there will be an easier way to see completed forms in the near future, so there is no need to download a file if webhook integration is not possible.

Would you like more information on any of these topics or would you like to take a look at your campaign statistics together? Then get in touch with the Sherlock team, we are happy to help!

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