Good morning Marketer, lead gen forms are having a moment.
There’s nothing new about lead gen forms, you say? Yes, technically they’ve been around for years, but their use in ads is finally catching on. Google’s lead form ad extension is still technically in beta, but advertisers can now use them to gather leads from YouTube and Discovery campaigns. They’ll also be available for Display campaigns by the end of the year, Google said yesterday.
Lead form extensions have evolved since Google first started testing them in Search campaigns last fall. There are now more contact fields available — including work contact info and you can add pre-set questions depending on your vertical to your lead forms.
Facebook is the only platform that I can think of that has stuck by lead gen forms all these years. You might recall Twitter actually pioneered gathering lead data right from ads with its lead gen cards, before abandoning them a few years back. This is Google’s third attempt, but it seems to have finally cracked lead forms. And Quora recently launched Lead Gen Forms for ads as well.
Keep reading for a look at Reels and more.
Ginny Marvin,
Editor-in-Chief
