How to Use Google Ads for Lead Generation in 2024?

Google Ads for Lead Generation

When looking for information about brands or services, how do you find it? You probably think, “I’ll Google it!”

If that’s the case, you’re not alone. We all rely on search engines to find the information we seek. 

In recent years, the marketing world has fundamentally changed, and Google Ads is one of the platforms enabling this change. As a result, Google Ads has become the most effective lead generation tool even for start-up companies.

By setting up the ads properly, you could send highly targeted leads to your website. The leads can view your services or provide contact information by downloading a resource.  

In this article, we will discuss how to use the Google Ads platform for lead generation.

Create a valuable resource

An effective Google Ad will direct interested visitors to an engaging landing page on your website. Additionally, you can make your landing page engaging by offering a downloadable resource that would be of interest to your target audience.

You could create a case study, white paper, industry insider tips, or a checklist for a new process related to your niche. 

Furthermore, you can demonstrate your expertise and thought leadership by providing a take-away. It makes the visitor feel like they found what they are looking for. They can also think that they have found a firm that can support them. 

Collect contact information

The best part about offering a free resource is that you can request contact information from the potential customer. If you ask for contact information, make sure the lead provides:

  • First Name
  • Last Name
  • Email Address
  • Postal Address

What other information would you need to know about the lead? Is it the company they work for, their location, or their title?

Depending on your firm’s lead generation strategy, you can make these requirements tailored to your landing page design. However, avoid asking for too much information right away.

Actually, every click or required field on a landing page increases the chances of someone opting out and leaving. Therefore, it is important to keep the information required simple, clear, and quick.

 Monitor the results

Take your time to find your online advertising mojo. Additionally, monitor your ad and landing page frequently until you find your rhythm and start to see results.

By doing this, you’ll be able to see how many people visited your landing page, downloaded your resource, and explored other areas of your site. You can track all of this information through Google Analytics.   

Make the landing page more engaging if you find that people are not downloading your resource. Try tweaking your Google Ads to reach your target audience better if you want more people to visit your landing page in general.

You can use Google Ads to generate leads for your firm or association as long as you keep an open mind and a little patience.

Campaign customization in a simplified sales journey

Each Google Ads lead form is different depending on the type of campaign you run. You have three options when it comes to PPC campaigns on Google: video, discovery, and search ads.

The type of marketing campaign you choose will determine the design of your lead form. Create customized forms for your business with your name, tagline, and background image to show off your brand.

Connect your existing CRM

If you wish to store the contact information gathered from each lead form extension, you can click the “Download Leads” link on the backend. As an alternative, you can download the leads into a CSV file and add a webhook URL to the inquiry form.

This will actually allow you to enter prospect information directly into your customer relationship management system (CRM). Furthermore, you can integrate it with numerous marketing automation software to keep your business processes consistent. 

Note that you’ll need to download frequently if you choose the former route, as Google only stores lead for a maximum of 30 days.

Ease of use for the tech un-savvy

In contrast to conventional lead generation forms, Google ads are easy to use for people who aren’t tech-savvy.

It’s easy for first-timers to create ad lead extensions on Google thanks to the platform’s intuitive interface, which allows updates to go live instantly with minimal effort.

Follow up

Your ad is performing well, and you’re collecting lead contact information as visitors download your free resource. Now what?! 

Contact these new leads in a timely manner. Thank them for visiting your site and learning more about what you offer in a friendly email. Also, inform them you are there to answer any questions they have.

Did you miss anything? Develop relationships and learn more about them.

In addition, set aside some time to follow up with these leads. Following up is critical to building up your business development strategy. So keep a firm calendar reminder to incorporate it into your routine. 

Requirements to use Google Ads for lead generation

You can only use Google Ads lead forms if you are located in a country that supports them. Also, organizations that deal with adult content, alcohol, politics, healthcare, and gambling cannot use Google lead form extensions.

Businesses located in a country that allows these ad extensions and operating in an eligible industry still have to fulfill certain criteria to take advantage of this relatively new method to generate leads.

The following are some of the additional requirements you have to meet to use Google lead form extensions:

  • First, you must have complied with Google’s policies in the past.
  • You must have a Google Ads account in a qualifying vertical.
  • And you should link to your business’s privacy policy when creating an ad extension in Google Ads.


You can use Google Ads to target people searching for your organization’s services and target them economically. Besides, an effective ad can generate more leads for your website.

Also, with an engaging landing page and resource, your organization will be positioned as an industry thought leader.

Ultimately, the goal of the follow-up process is to create brand recognition and turn potential leads into clients.

Be prepared to be amazed by the results of Google Ads when you integrate them into your SEO and business development strategies.

For any help with Google ads management, you can contact me through contact page : )

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