Google Ads: Advertisers can now attract ‘Leads’ from YouTube

Google Ads is introducing Lead Form extensions to ads on YouTube, allowing advertisers to capture leads while people watch videos.

With this, advertisers can attract potential customers by adding Lead Form extensions to their YouTube and Discovery campaigns.

Lead Form extensions were first introduced last year when Google decided to enable them for search advertising campaigns.

These extensions allow advertisers to add lead forms to ads appearing in search results — and now this feature is officially available on both YouTube and Discover.

The forms will appear after users show interest in the ad by clicking on it.

Then, the ad will expand into a conversion form that users can fill out and submit without leaving the screen they’re viewing.

If users are logged into their Google account, the lead forms can be auto-filled and submitted with just a few clicks.

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Google stated:

“With the new Lead Form extension in Google Ads, you can now show lead forms directly in your ads, making it easy for people to share their information when they search, explore, and view relevant content. This seamless flow can help you find high-quality leads more efficiently.”

In an initial test of the Lead Form extension on YouTube, Jeep reported that the number of completed leads increased by 10 times.

Jeep claimed that the Lead Form extension proved to be the most cost-effective way to generate leads across all advertising platforms.

Here’s an example of the Lead Form extension from Jeep that users can fill out to sign up for a test drive.

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How Lead Form Extensions Work

Lead forms help advertisers collect leads directly from ads, instead of directing users to a landing page.

For ads associated with search results, lead forms can be added to existing campaigns as extensions.

For video campaigns, lead forms are added during campaign creation. They can also be added from the campaign settings menu.

When creating a video campaign, advertisers can choose the type of lead they want to attract.

Advertisers can select from the following options:

• Higher intent: Reach people more likely to be interested in your product.

• More volume: Reach the maximum number of people.

The types of information that advertisers can request include:

• Name

• Phone number

• Email

• City

• Zip code/postal code

• State/Province

• Country

• Company they work for

• Job title

• Work email

• Work phone number

In addition to this standard set of questions, there are more specific questions for each industry.

For example, questions tailored for home buyers, car industry questions, job seeker questions, and more.

If those options aren’t enough, advertisers can choose to write their own custom questions to ask on the form.

When leads fill out the form, they can be downloaded and managed in a CSV file, but only leads from the past 30 days can be downloaded.

A survey of U.S. shoppers found that they appreciate having multiple ways to communicate with businesses, such as through these lead forms.

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