Lead Form Extension mockup

How to Use Lead Form Extensions to Get More Leads on Google

Facebook Lead Ads are great because they reduce friction in the lead generation process. Instead of having to leave Facebook to go to your website, users are able to fill out a form in the app. Instead of typing in all of their details, Facebook populates the form with the user’s information that they already have. Now, with lead form extensions, you can do the same thing on Google.

There are some limitations.

  1. You can only use the fields Google provides (name, phone, email, and ZIP)
  2. You can only create these extensions at the campaign level
  3. You can’t adjust the formatting of the form

But even with those restrictions, this is a very powerful new extension. Ready to set one up on your own account?

How to Create a Lead Form Extension

Lead Form Extension

Here’s how to create a lead form extension to use with your ads:

  1. Choose or create the campaign to which you want to add the extension.

    Since these extensions aren’t available at the ad group level, you may have to do some account restructuring if you need different forms for different ads.

  2. Select “Ads & extensions” on the left sidebar.

  3. Select the “Extensions” tab.

  4. Click the ‘+’ button to add an extension.

  5. Choose “Lead form extension.”

  6. Fill in all fields.

    Once you’ve figured out how to get the lead form extension builder, the rest is a breeze Just make sure you have your privacy policy URL handy.

  7. Click save.

How to Send Your Lead Form Extension Leads to Your CRM

The only problem with lead form extensions is that, at this point, they don’t directly integrate with any CRMs. That means you have to go in and download your leads manually to get them out of Google.

Unless…

How to Use Webhooks

When you were creating your lead form extension, did you notice the dropdown menu that said “Lead delivery options”?

If you click that, you’ll see something like this:

Lead form extension delivery options

“What’s a webhook?” you say? Well, according to Automate.io:

Webhooks are HTTP requests for transferring data over the Web. Simply put, they are a way for apps to communicate or send data between them automatically. 

For our purposes, all we need to know is that, if we set them up right, we can use them to automatically send our leads to our CRM.

I use Automate.io for this because their free plan allows the use of webhooks (it’s a premium feature over at Zapier).

All you have to do is sign up and click “Create a Bot.” Then scroll down to “Apps by Automate.io” and choose “Webhooks.”

Now click “Setup Webhook,” and enter the URL provided in the “Webhook URL” field in your Google Lead Form Extension.

Then click “I’m Done” in Automate.io, and you’ll see a message telling you to send over a test lead.

That means you need to go back to Google Ads again, and click “SEND TEST DATA” (pictured in the screenshot above).

Then you’ve got your lead form extension, you’ve got your webhook trigger to send the data to Automate.io, and all you have to do is set up the action based on how you want the leads delivered (sent to your email, sent to HubSpot, etc.).

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