Google Ads Lead Form Extensions: Native Forms vs. Landing Pages (2024)

The Friction Problem. Attributes of a "Landing Page" conversion:

1. Click Ad.
2. Wait for Page Load (3 seconds).
3. Read content.
4. Scroll to form.
5. Type Name.
6. Type Email.
7. Submit.

Attributes of a Lead Form Asset conversion:

1. Click "Apply Now" on the Ad.
2. Form slides up (Pre-filled with Google Profile Data).
3. Submit.

The Result: Lead Form Assets often have 20% Higher Conversion Rates.

Part 1: The Quality Trade-Off

"But isn't the quality lower?" Yes. It is too easy to submit. Often, people submit by accident or forget they did it.

The Fix: Add a Qualifying Question.

• "What is your budget?" [Select: <$<$10k, >$10k].
• "When do you need service?" [Immediately, Next Month]. This friction ensures intent.

Part 2: The Webhook Integration (Crucial)

If you don't set up a Webhook, the leads sit in a CSV file inside Google Ads. You have to manually download them. In 2024, if you don't call a lead effectively in 5 minutes, they are dead.

Setup:

1. Use Zapier / Make.com.
2. Create a "Catch Hook".
3. Paste the Webhook URL into the Lead Form extension settings.
4. Key: Google Key.
5. Now, leads flow instantly to your CRM/Slack.

Part 3: The Hybrid Strategy

Don't replace your landing page. Augment it.

• Attach the Lead Form Asset to your Search Campaign.
• If the user wants to click the Headline, they go to the site.
• If they want to click "Get Quote", they get the form.
• Give them the choice.

Summary

Lead Form Assets are mandatory for Mobile traffic. Typing on a phone is hard. Tapping is easy. Rule: Always add a qualifying question to filter the spam.