How to Set Up Google Lead Ads in 2024: A Complete Guide

Google Lead Ads are a powerful tool for businesses aiming to capture high-quality leads directly from search and other Google platforms. With the new advancements in 2024, setting up Google Lead Ads has become more intuitive, with options for customizing the ad experience and refining lead capture for better audience targeting. This article will walk you through every step of setting up Google Lead Ads, from understanding their benefits to optimizing them for maximum performance.

What Are Google Lead Ads?

Google Lead Ads allow businesses to capture leads directly within the Google ecosystem, including Google Search, Display, YouTube, and Discovery platforms. Unlike traditional ads, lead ads feature a call-to-action (CTA) button that opens a lead form within the Google platform itself, allowing users to submit their information without being redirected to a website. This frictionless experience leads to higher conversion rates and is especially effective for mobile users.

Benefits of Google Lead Ads in 2024:

Higher Conversion Rates: Users can submit information without leaving Google’s platform.
Increased Engagement: Mobile-friendly forms make it easy for users to respond.
Data Privacy: Google offers secure ways to collect and manage user data, meeting new privacy regulations.
Targeted Reach: Access advanced targeting to connect with audiences on Google’s diverse ad network.

Prerequisites for Setting Up Google Lead Ads

Before diving into the setup, there are a few prerequisites to keep in mind:

Google Ads Account: If you don’t have a Google Ads account, create one at ads.google.com
Business Objectives: Clearly define what type of leads you want to capture (e.g., newsletter signups, demo requests, quote inquiries).
Budget: Determine an ad spend budget, as lead ads operate on a pay-per-click (PPC) model.
Creative Assets: Ensure you have images, video, and copy that match Google’s ad specifications.
Compliance with Privacy Laws: Have a privacy policy ready, as Google requires that it’s linked within your lead forms.

Step-by-Step Guide to Setting Up Google Lead Ads in 2024

Step 1: Log In to Your Google Ads Account

log in to your gads account.
If this is your first time creating an ad, you’ll be prompted to set up your account details. Fill these out to get started.

Step 2: Choose Your Campaign Goal

For a lead generation-focused campaign, Google recommends selecting the Lead Generation goal. This will unlock options specifically designed to optimize for lead conversions, such as pre-built lead forms and data collection options.

click on the Campaigns tab,From your Google Ads dashboard,
Select New Campaign and then choose Leads as your campaign objective.
Decide on a campaign subtype—Google allows you to choose from Search, Display, YouTube, or Discovery.

Tip: For the best results, focus on Search and YouTube campaigns if you’re targeting users actively looking for products or services similar to yours.

Step 3: Define Campaign Settings

Campaign Name: Name your campaign something descriptive so you can easily identify it later.
Networks: Choose which networks to include in your campaign. If you’re setting up a Search campaign, you’ll have the option to include the Google Search Partners network.
Locations and Languages: Target specific locations and languages to align with your audience.

Step 4: Setup Daily Budget & Bidding Strategy

Daily Budget: Set a daily budget based on your campaign goals and resources. Google will provide recommendations, but customize this to fit your financial goals.
Bidding: For lead ads, Google recommends setting your bidding strategy to focus on conversions. The Maximize Conversions or Target CPA (cost per action) strategies work well for lead generation.

Note: Target CPA allows you to set a cost-per-lead goal, helping you control lead costs while optimizing for conversions.

Step 5: Create Ad Groups and Audience Targeting

Ad groups allow you to target different types of audiences or products within a single campaign. For each ad group:

Ad Group Name: Name your ad group based on the audience segment (e.g., “High-Intent Users”).
Keywords: Choose keywords if you’re running a Search campaign. For lead generation, focus on keywords that indicate purchase or inquiry intent, such as “buy,” “get a quote,” or “request demo.”
Audiences: Use Google’s audience targeting to reach people who have shown interest in topics related to your business.

Pro Tip: For Discovery or YouTube lead ads, leverage custom intent audiences or affinity targeting to zero in on people with high intent to convert.

Step 6: Create Your Google Lead Ad

Now it’s time to design the ad that will capture your leads.

Ad Format: Choose the appropriate format for your platform (e.g., Responsive for Search, Image for Display, or Video for YouTube).
Headline and Description: Use concise, attention-grabbing language.
Images or Videos: If using images or videos, make sure they meet Google’s ad specs and are visually appealing. For YouTube, a well-edited 15-30 second video is ideal.

Step 7: Set Up the Lead Form Extension

Here’s where you’ll set up the lead form to collect user data directly from your ad. To create an effective lead form:

Form Call-to-Action: Choose an action-oriented call-to-action, like “Get a Quote” or “Sign Up Now.”
Lead Form Fields: Google allows you to request information such as name, email, phone number, and more. Only collect information that is necessary to avoid lowering completion rates.
Custom Questions: Add custom questions if necessary, but remember that each additional field may reduce form completion rates.
Privacy Policy Link: Google requires a link to your privacy policy, which assures users that their data will be handled securely.
Submission Message: Customize the message users see after submitting their information, such as “Thank you! We’ll be in touch shortly.”

Best Practice: Make your lead form short and simple to maximize submissions. Avoid adding too many fields.

Step 8: Configure Lead Delivery Options

Once you start collecting leads, you need a way to access and manage them. Google offers two primary lead delivery options:

Google Ads Lead Form Submissions: You can download leads directly from your Google Ads dashboard under the Leads section.
CRM Integration: Google allows you to link your CRM (such as Salesforce, HubSpot, or Zoho) to receive lead data automatically. This is highly recommended for businesses that want to streamline follow-ups and nurturing.

Step 9: Review and Launch Your Ad

Before launching, review all settings to ensure your ad meets Google’s requirements. Double-check:

Your targeting and budget settings
The ad creatives, lead form, and privacy policy link
Lead delivery methods and CRM integration

Once everything looks good, hit Publish. Your Google Lead Ad will now be live and ready to capture leads.

Optimizing Google Lead Ads for Maximum Results

After launching, keep monitoring and optimizing your Google Lead Ads. Here are several optimization strategies to improve performance:

1. A/B Testing Ad Variants

Test different headlines, descriptions, CTAs, and even lead form fields to determine what resonates best with your audience. Regular A/B testing can help identify winning ad components that maximize lead capture rates.

2. Retargeting Leads Who Didn’t Convert

Using Google’s retargeting features, you can reach users who clicked on your lead ad but didn’t complete the form. Display or YouTube retargeting ads can remind users to finish the submission process.

3. Analyze Conversion Data

Regularly monitor conversion metrics like cost per lead, form submission rate, and click-through rate. If your cost per lead is high, try adjusting your bid strategy or narrowing your audience.

4. Integrate with Google Analytics

Google Analytics offers insights into user behavior post-submission. For example, if your form submission leads to a confirmation page on your website, use Analytics to understand where users go next.

5. Optimize Landing Pages (Optional)

If you link your lead ads to a website instead of using a lead form extension, optimize landing pages to align with the ad message, CTA, and target keywords.

How to Set Up Google Lead Ads in 2024: A Complete Guide