Google has confirmed that it will be rolling out the Prospect Forms ad extension in the coming weeks, a feature that was recently discovered in testing.
As we reported a fortnight ago, Google has been testing ad extensions that engage potential customers. After clicking the call-to-action phrase button, users can quickly submit a form pre-populated with their Google account contact information.
‘The Lead Form extension captures the interest of potential customers when they search for your company, product or service on Google. The fast, mobile-optimised experience makes form submission easy and eliminates the extra step of navigating to a mobile site lead form.’
Google notes that in testing, one advertiser reported a 20 per cent increase in lead closure rates after implementing the lead form extension.
Currently, only a limited number of advertisers have access to the Lead Form Extension. In the coming weeks, the feature will be available in beta form to all eligible Google Ads accounts.
Thanks to a set of official restrictions released by Google, we now have a better understanding of what makes an ad eligible for the Lead Form Extension.
The following types of ads are not eligible for the Lead Form Extension:
- Adult content
- Alcohol-related content
- Gambling-related content
- Healthcare and pharmaceuticals
- Political content
All other types of adverts should be eligible to use the Lead Form extension as long as they meet Google’s requirements.
For more information about the Lead Form Extension and how to set it up when it becomes available, see Google’s Help Centre documentation.
