Before hiring you, potential clients want to contact your firm for a variety of reasons. Mostly, they're looking for answers to questions about their particular situation. Unfortunately, completing an online form on a smartphone can create unnecessary friction for them. Google Ads recently announced the return of lead form extensions. Their purpose is to make the form fill process easier and encourage higher conversion rates.
Lead form extensions simplify the process for potential clients who are searching for you, your law firm, or services on Google. They deliver a fast, mobile-optimized experience that makes form submission much less burdensome and removes an entire step from the conversion process. Here's an example from Google's announcement:
In our experience, anything that makes it easier for potential clients to contact you is likely to increase conversion rate. This is partly why we've so much success with call-only campaigns.
Potential clients signed in to a Google account are able to tap a call-to-action directly from your ad. Here are some examples:
A Google-hosted form already pre-fills their contact information, so they can submit the form with a single tap. From their initial search to form submission, it only takes a few seconds for potential clients to connect with your firm.
In addition to removing the extra step of clicking-through to a landing page and completing a form there, it also eliminates common landing page issues like speed, responsiveness, and security. The entire conversion experience happens with a single click!
It's worth noting that lead forms are extensions to Search campaigns. So, all campaign settings, including bidding and targeting, will apply. When a form extension is opened, it will be counted as a click. When the form information is submitted, it will register as a conversion in Google Ads. Fortunately, Google gives you the ability to report by click and conversion-type so you can isolate lead form extension performance. Lead form extensions are also subject to Google Ads' standard Ads policies.
I encourage you to test lead form extensions at various levels of search intent. In addition to traditional direct response campaigns, these extensions can be particularly valuable in building long-term nurture lists, especially when connected to a valuable informational lead magnet (like a guide or checklist).
If you've had experiences using lead form extensions at your practice, feel free to share in the comments or shoot us a message. We'd love to hear from you!
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