Google Adwords Testing Lead Capture Forms

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Google is an advertising juggernaut, with 97% of all Google revenue coming in from Adwords, they are always pushing the envelope of search engine advertising. Their next venture is contact lead generation forms in Adsense ads. According to PPC hero (Adwords beta tester) Google has a new way of generating business for their top placing adword clients.

Image Source: ppchero.com

Lead generation forms insights

1. Only the #1 adsense spot will have the lead generation form. Of course this will cause more advertisers to bid more to get top placement.
2. The advertiser does not get the contact information, Google does. In order to contact the lead you have to use a special Google phone number with a pin number. Sounds like they are trying to integrate more uses for Google Voice
3. The advertiser can add up to 3 questions for the customer, but Google decides how many the potential lead will see in the contact form.

I don’t think I would ever use this.

First of all, You can get better ROI by placing 2+ in Google Adsense placements. Secondly, when I click on Adsense, I do it specifically to go to a website. I have never clicked on Adsense, then tried to find the contact form on the resulting website. Of course, If a customer does fill out the contact form the conversion rate will be much higher.

Less people will use it, but it will have a better conversion rate…