I just read this post from Wordsteam about the Google Ads Lead Form extensions. Below I give three reasons I am pretty excited about this and two big caveats:
Reasons to be excited for Google Lead Forms
- Mobile conversion rates have always been significantly lower – If you have done any B2B marketing you likely have been tempted to turn off your Google Ads on mobile devices because the conversion rates are so low and it feels like you are wasting money.
- LinkedIn and Facebook Lead Forms have performed significantly better – The second reason I am excited about this is that if you have use either LinkedIn lead forms or Facebook lead forms you know how much better they perform than the standard campaigns. In some cases, many orders of magnitude better. I would fully expect that these Google forms will perform significantly better on mobile as well.
- Initial setup is pretty easy – Starting testing these forms should pretty simple.
Concerns about Google Lead Forms
- Lead quality – Just like above, if you have used Facebook or LinkedIn lead forms you know that they convert to leads much better, but lead quality has always been an issue. The number of real opportunities created from these forms has been limited and working with the sales team to not get frustrated can be an issue.
- Backend integration – Google is supporting webhooks but we know there can be challenges in implementing webhooks. Without a tight integration into Marketo, Hubspot, Pardot etc…making this useful will be much harder. This is new technology so there will be issues to work through, but hopefully, businesses can see a benefit without too much struggle.
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